PHILADELPHIA — GIANT Food Stores has opened its second GIANT Heirloom Market in Philadelphia. Separately, the retailer announced that it is piloting an enhancement to its Gas Extra Rewards program that offers customers new ways to save money and earn rewards.

The store opening, on Chestnut Street in the Philadelphia’s University City neighborhood, is one of four Heirloom Markets planned by the Ahold Delhaize USA division for 2019. The Heirloom Market is a 9,500-square-foot format developed specifically for deployment in urban neighborhoods where available space is limited. The first Heirloom Market opened in late January in the Graduate Hospital neighborhood, while the third is slated to debut in the fall on North Second Street, across from Schmidt’s Commons. The fourth planned opening is set for late in the year on South Street in Queen Village.

“GIANT Heirloom Market is the next chapter in our innovative growth story,” GIANT president Nicholas Bertram said in a February statement.

Each Heirloom Market is tailored to fit its particular neighborhood through partnerships with local vendors to provide “authentic and familiar flavors.” The newest location, situated near Drexel University and the University of Pennsylvania as well as area hospitals, offers a customer experience crafted to meet the needs of nearby residents, including large numbers of students, faculty and administrators.

For instance, in addition to traditional forms of payment, the University City store accepts payment by DragonCard, the student payment card issued by Drexel University. The product assortment includes fresh local produce, grab-and-go meals, plant-based food, a large gluten-free offering, unique Philadelphia-area food products, a large sushi section, gourmet cheese, kombucha on tap, a do-it-yourself olive oil and vinegar blending station, a sampling station, and wine and beer.

Local food purveyors represented in the store’s offerings include High Street on Market, an artisanal bakery; Claudio Specialty Foods; Isgro Pastries; and One Village Coffee. The store also offers GIANT Direct, Powered by Peapod, an online grocery pickup and delivery service. Finally, GIANT’s Scan It! mobile app allows shoppers to build shopping lists and check off items as they shop to enable a faster checkout.

“I want to thank GIANT for extending its commitment to providing fresh, healthy and accessible food options to those who live and work in Philadelphia,” said Mayor Jim Kenney of the recent opening. “We’re excited to see GIANT’s presence continue to grow here in Philadelphia.”

GIANT’s new Choice Rewards programs was announced just days after the Heirloom Market opening. An enhancement to its current Gas Extra Rewards program, Choice Rewards promises to bring customized savings and rewards to customers’ fingertips via the GIANT or MARTIN’S app.

“Since its launch in 2000, our loyalty program has been an integral component of our business, but we knew there was an opportunity to deepen our connection with families by customizing rewards,” said chief marketing officer Matt Simon. “We’re pleased by the early results of our Choice Rewards pilot as customers are excited by all the new rewards, plus they love the flexibility of the program.”

Choice Rewards is available in a select pilot market, and it will roll out by the end of the year.

As with the current rewards program, customers participating in the pilot earn points on qualifying purchases at the rate of one point for every $1 spent. New through Choice Rewards, they will also be able to earn points through targeted “bonus earn” offers.