Jumbo

About Jumbo

Jumbo is a supermarket chain serving customers in Belgium and the Netherlands, with a market position built around customer service, a very large assortment, and low prices. The company presents itself as a one-stop shop for everyday groceries and positions the customer at the center of the shopping experience.

In Belgium, Jumbo says it is adapting its Dutch formula to local preferences while keeping the same core promise: best service, an exceptionally broad range, and always low prices. Its Belgian presence includes a growing store network across multiple provinces, and the company emphasizes fresh products, local sourcing, and in-store convenience.

Core Values

• Customer first: Jumbo repeatedly states that the customer comes first and that the goal is to make shopping more pleasant, easier, and more enjoyable. Service is framed as a core part of the brand, not just a support function.
• Best service: The company promises help in-store, at the checkout, and through customer contact channels. Its service model includes practical assistance, product advice, and a money-back promise when customers are not satisfied.
• Low prices: Jumbo emphasizes always-low pricing and extra promotions as part of its value proposition. It links affordability to operational choices such as smarter transport, energy-efficient stores, and less food waste.
• Freshness: Freshness is a central theme, especially for produce, bread, and ready meals. Jumbo stresses local and seasonal sourcing where possible and highlights in-store baking and fresh delivery.
• Convenience: The company aims to make shopping fast and easy through clear product presentation, self-scan options, and a broad assortment under one roof. It also supports customers with recipes and meal ideas.
• Sustainability and waste reduction: Jumbo connects its value proposition to reducing food waste and working with local suppliers. It presents local sourcing and waste reduction as part of keeping prices competitive while acting responsibly.

Unique Aspects

• The 7 Zekerheden promise: Jumbo’s Belgian stores are built around its “7 Zekerheden” service formula, which includes low prices, service with a smile, freshness, fast shopping, and a money-back guarantee. This is a distinctive brand framework that shapes the customer experience.
• Strong Belgian localization: Although the formula comes from the Netherlands, Jumbo says it adapts the assortment to Belgian tastes and works with Belgian suppliers for many fresh categories. That local tailoring is a key part of its Belgian market entry.
• In-store bakery and flower binderies: Jumbo highlights bread baked throughout the day in store and bouquets made in its own flower binderies. These operational details reinforce its freshness-led positioning.
• Growing Belgian store footprint: Jumbo opened its first Belgian stores in late 2019 and now operates a broad network across several Belgian provinces, including a Foodmarkt in Ghent. The expanding footprint shows that the company is building scale in Belgium rather than operating as a niche entrant.