This research addresses the use-adoption gaps in food retailing in the context of an emerging economy (Jordan). In particular, the study attempts to shed light on the intensity of use of supermarket formats by employing a new research approach. For this purpose, we propose a measurement that identifies determinants of use-adoption gap in hypermarket shopping. Thus, the study examines how various factors typically associated with food consumption drive consumers to shop for food items across various food formats. The study employs data collected from a survey involving 433 households. The conceptual framework and hypotheses are tested using multiple regression analyses. The empirical results support our claim that the research approach applied in this study better explains use-adoption gaps in hypermarket shopping.