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METRO GROUP : ANNUAL REPORT 2011 : STRATEGy
→ sTRaTeGIC posITIonInG oF MeTRo GRoUp : MeTRo CasH & CaRRY
Metro Cash & Carry 421
The Metro Cash & Carry sales division is the international
leader in self-service wholesale trade. It operates under the
brand names Metro and Makro in 30 countries in europe, asia
and africa. In Germany, the portfolio is complemented by the
C+C schaper brand. every day, more than 100,000 employees
around the world offer commercial customers, including
hotel and restaurant owners, catering firms, independent
retailers, service providers and public authorities, excellent
service and professional advice. With about 20,000 food and
around 30,000 nonfood items, the sales division’s assortment
is tailored specifically to these target groups. The cash &
carry company markets brand products of renowned producers
as well as exclusive own-brand products that couple high
quality with attractive prices.
Focused on the customer:
tailor-made sales formats
a broad product range, quality, freshness and tailor-made
services are the compelling advantages Metro Cash & Carry
offers commercial customers in 30 countries around the
world. Metro Cash & Carry emphasises local products: up to
90 percent of its assortment is purchased from local producers
and providers. another strength is Metro Cash & Carry’s
flexible sales concept which can be optimally adapted to meet
the specific conditions and needs of the respective countries.
The core is formed by the three store formats Classic, Junior
and eco, all of which have different amounts of selling space
and assortment depth. With a selling space of 10,000 to 16,000
square metres, the Classic format is primarily used in Western
europe. In eastern europe and asia, Metro Cash & Carry
employs the Junior format with a selling space of between
6,500 and 8,500 square metres. The eco wholesale stores
have a selling space of 2,500 to 6,500 square metres and specialise
in fresh foods. This format plays a major role particularly
in France as well as in southern europe and Japan.
In addition, Metro Cash & Carry is increasingly adding new
sales formats to account for different customer groups’
expectations and needs. smaller-area store concepts, in particular,
are gaining importance. The wholesaler’s “MaKRo
punkt” format, for example, is especially geared towards
independent regional retailers in poland. on a selling space of
about 1,500 square metres, the store prima rily offers dairy
products, fruit and vegetables, beverages and tinned foods. at
the end of 2011, Metro Cash & Carry operated nine “MaKRo
punkt” stores in poland; about 2,000 food products are always
on sale in the stores that are supplied by the regional wholesale
stores. Using different brand names, Metro Cash & Carry
is now rolling out the concept in five additional countries:
Bulgaria, Croatia, Romania, serbia and Ukraine. These socalled
satellite stores are shown separately as locations.
Metro Cash & Carry has developed a special format for city
centre locations that it has already introduced successfully in
China and France. The stores with a selling space of up to
3,000 square metres address the needs of hotels, restaurants,
catering firms and smaller food retailers, in particular.
Their central location ensures short trips for customers, providing
for fast and comfortable shopping. In June 2011, Metro
Cash & Carry opened another store in the 12th district of
paris, France, which focuses on fresh foods and is targeted at
food retailers and bistros in the vicinity. It is the second
wholesale store of its kind in the French capital. In shanghai
and Guangzhou, China, the sales division also operates two
specialised stores in city centre locations.
another sales concept tailored to commercial customers’
needs is Metro Drive. With this format, which was introduced
in France in 2009, Metro Cash & Carry aims to tap new trading
areas to reach professional customers who do not have a
wholesale store in their vicinity. The professional customers
order their products as usual and can pick them up 48 hours
later at one of the local drive-in stores. all in all, Metro
Cash & Carry now operates 12 such stores in France.
With its new formats, Metro Cash & Carry can tap business
opportunities outside metropolitan areas and continue
to strengthen its leading role in the self-service whole-
sale segment.
Expanded business model:
customer-orientated delivery
→ p. 047
Key milestones of the successful development of the sales
concept include the delivery service which Metro Cash & Carry
set up in Germany as early as 2009. The sales division has now
expanded the model to cover a total of 29 countries. around
the world, several thousand employees work to process
customer orders, package products and then deliver them.
By expanding its business model, Metro Cash & Carry aims
to win new customers, with a particular focus on hotel