Metro consolidates its position as Europe's leading catering wholesaler

The group´s network comprises a total of 623 stores in 21 countries, of which 523 offer out-of-store delivery (OOS), and 94 dedicated depots. As part of its sCore Strategy, METRO is concentrating on a wholesale approach only, combining physical stores with a strong delivery service and digital solutions to a unique multichannel business model. Moreover, METRO is continuing its expansion in Europe, through the acquisition of specialist catering distributors.

Multiple acquisitions in Europe

Classic Fine Foods in 2015, operating in the UK Middle East and Asia, Pro-à-Pro France in 2017, R Express in Germany in 2016 Pro-a-Pro Spain (Davigel Spain) in 2020, Aviludo Group in Portugal in 2020, AGM C&C Abholgrossmärke in Austria in 2021, and the JHB group in Sweden and Finland in 2023, are some of the most important acquisitions made in Europe in recent years. More recently, Metro acquired Caterite Food & Wineservice in the UK in 2024 and is just finalizing the acquisition of GVS Group, a German foodservice player catering to the system gastronomy sector. At the same time, the group has withdrawn from a number of countries, including China, India, Vietnam, Morocco and Egypt.

Global sourcing strategy since 2021

Laurent Renard, Director of the Metro Valencia Trading Office (VTO) central purchasing office, talks to Fructidor about the group's new global strategy for buying and selling fruit and vegetables. On average, VTO sources a third of the Group's fruit and vegetable purchases from imports. The remaining two-thirds are sourced locally in each country.

Nearly 25% of sales under the "Metro Chef" own brand

Metro's stated objective is also to achieve more than 35% share of sales under its own brands until 2030. The OB share has already risen from 19% to 25% since 2021. The priority strategy is to buy directly from the origin on a contract basis, i.e. by seasonal or even annual programme for tropical fruit such as bananas and pineapples. All the products sold under the « METRO Chef » own brand are packaged in neutral packaging of only 1 or 2 colours, with a view to sustainable development. The proportion of plastic has also been reduced.

Metro Group key numbers (FY 2023/24)

Total group turnover +€31 billion in FY 2023/2024

Store-based business grows by 2.3% to €22.9 billion,

Delivery sales grows by 16.8% to €7.9 billion

Metro Markets (online marketplace for non-food assortment) by 49.3% to €0.2 billion

Total Sales growth of 5.9%

Valencia Trading Office: €440 million of revenues and 290,000 tons of fruit and vegetables supplied

85.000 employees

600 locations, of which 522 were out-of-store (OoS), and 94 depots.