migrolino

What migrolino does

migrolino AG is the convenience retail arm of Migros-Gruppe, Switzerland's largest retail cooperative, and operates as a wholly-owned subsidiary headquartered in Suhr. Founded in 2009, the company runs a multi-format convenience network of 313 migrolino shops (gas stations, train stations, and city centers), 67 mio micro-format shops, and 2 gooods sustainable food shops, totaling more than 380 points of sale across Switzerland, complemented by a B2B wholesale arm (migrolino-wholesale) and a fiduciary services subsidiary (primetrust AG). The retail offer centers on fresh convenience food, Migros-procured grocery SKUs at Migros prices, the TRULY GOOD private label (fresh and Basics ranges), Café Royal coffee, and ancillary services including car wash, fuel station commissions, EV charging, and cash withdrawal.

The technology layer is a mobile-first engagement platform rather than a core retail-ops platform. The migrolino app (launched January 2019) provides weekly digital coupons up to 50% off, NFC-based digital loyalty cards, a geolocated shopfinder, and integration with the Migros Cumulus loyalty program; it also serves IQOS CLUB tobacco offers and age-verified tobacco coupons. Distribution is anchored by long-tenured channel partnerships with Migrol (since 1954), Shell, SOCAR (≈60 stations), and PICCADILLY service areas, plus a Too Good To Go partnership for surplus food resale. The company also reports sustainability programs including 81% of suppliers with science-based climate targets, 11,161 food portions saved in 2024, and a CHF 2.1M contribution to the Migros Pioneer Fund in 2024.

Revenue is generated primarily through retail product sales (transaction-fee model) across the three shop formats, with secondary streams from hot food and beverages, ancillary services (car wash, EV charging, fuel commissions, cash withdrawal), and B2B wholesale distribution. Pricing is pay-as-you-go unit pricing in CHF, with promotional mechanics delivered through the app and Cumulus-linked loyalty rewards (e.g., free 5th/6th/10th product). The go-to-market targets three primary customer segments — mobile/commuter shoppers, train station travelers, and urban convenience shoppers — with no disclosed enterprise customers, making the business a high-footfall, distributed-volume, single-country (Switzerland) retail operation.

Name

migrolino

Legal name

migrolino AG

Website

https://migrolino.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

migrolino AG is the convenience retail arm of Swiss Migros-Gruppe, operating 382+ convenience shops (migrolino, mio, gooods) at gas stations, train stations, and urban locations across Switzerland, with a digital couponing app and integrated Cumulus loyalty.

Ownership category

akta.pro rank

Product category

Convenience Retail

NAICS

Convenience Retailers (445131)

SIC

Retail-Convenience Stores (5412), Retail-Eating Places (5812)

akta.pro primary industry

Convenience Retail with Quick-Service Foodservice (Hot Food/Prepared) (CRANAJAI)

Keywords

• Convenience retail
• Fresh convenience food
• Gas station shops
• Train station retail
• Mobile app coupons

Headquarters

HQ city

Suhr

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Sale of convenience products including fresh sandwiches, salads, pastries, snacks, Migros products, and branded items. This is the primary revenue stream.
2. Hot Food and Beverages: Sale of Café Royal coffee (from CHF 3.50), Iced Coffee, hot sandwiches, and other prepared foods for immediate consumption.
3. Services: Revenue from ancillary services including car wash, fuel station commissions, electric vehicle charging, and cash withdrawals.
4. Wholesale Distribution: migrolino-wholesale supplies brand products to independent third-party customers and key accounts.

Pricing tiers

Distribution channels6 records

Marketing channels5 records

Core offering

migrolino AG operates a multi-format convenience retail network across Switzerland through 313 migrolino shops, 67 mio micro-stores, and 2 gooods sustainable food shops located at gas stations (Migrol, Shell, SOCAR), train stations, and urban centers. The company sells fresh convenience foods under its TRULY GOOD private label, Migros products, branded items, hot beverages (Café Royal coffee), and provides ancillary services including car wash, EV charging, and fuel station commissions. A digital couponing app with NFC loyalty cards and Cumulus program integration supports the retail operations across 300+ locations.

Product overview

migrolino AG is the Convenience House of Migros, operating a multi-format convenience retail portfolio across Switzerland. The company operates three distinct retail formats: migrolino (313 classic convenience shops at gas stations, train stations, and city locations offering fresh convenience products, Migros and branded products, and bistro services), mio (67 micro-space locations offering essential migrolino offerings on smallest footprint at Shell, SOCAR, and Migrol stations), and gooods (2 sustainable/healthy food shops targeting younger demographics). The portfolio is supported by a digital ecosystem centered on the migrolino App (couponing, digital loyalty cards, shop finder, Cumulus integration), private labels including migrolino TRULY GOOD and Café Royal, and complementary services through wholesale (migrolino-wholesale) and fiduciary (primetrust) operations.

Differentiator

Problem solved

Functional benefit

Brands

• migrolino TRULY GOOD: Own brand synonymous with good ready-to-consume products, mostly freshly prepared daily, supporting balanced, fresh, and healthy eating with color-coded system for easy navigation.
• migrolino TRULY GOOD Basics
• Café Royal
• mio
• gooods

Products and services

• migrolino Convenience Shops The classic migrolino convenience shop format offering fresh convenience products (sandwiches, salads), Migros and branded products, kiosk items, and bistro services. 313 shops located at gas stations, train stations, and city center locations, open seven days a week.
• mio Small-Format Shops A micro-space concept offering essential migrolino offerings on the smallest footprint. Features sandwiches, cold drinks, snacks, and key Migros products at original prices. 67 shops located at Shell, SOCAR, and Migrol gas stations as well as train stations.
• gooods Sustainable Food Shops A sustainable and healthy food shop concept launched in September 2021, offering an innovative shopping experience on modern sales floors. Targets younger demographics with modern appearance and state-of-the-art technology elements. Currently 2 shops.
• migrolino-wholesale B2B Distribution Wholesale partner for branded products supplying diverse independent third-party customers and key account customers. Offers a comprehensive full-range assortment in Food, Non-Food, and Ultra-fresh categories.
• primetrust Fiduciary Services Primetrust AG is the fiduciary office of choice for customers with a branched distribution system in retail, gastronomy, or entertainment. Provides accounting and inventory management services for migrolino franchise partners.
• migrolino App Digital couponing application launched in January 2019 featuring discount coupons up to 50%, digital loyalty cards with NFC scanning, shop finder with location directions, Cumulus loyalty integration, birthday surprises, tobacco coupons (age-verified), IQOS CLUB connection, contests, and prize games. Operates across 300+ shops.
• TRULY GOOD Private Label Private label brand synonymous with good ready-to-consume products, mostly freshly prepared daily, supporting balanced, fresh, and healthy eating. Color-coded system enables quick orientation. Offers products for breakfast, lunch, dinner, and snacks.
• TRULY GOOD Basics Merchandise Merchandise collection of practical everyday products including sports socks, sustainable umbrellas, sports bags, caps, microfiber towels, sunglasses, and shopping bags. All items priced under CHF 10.
• Café Royal Coffee Coffee brand offering various coffee drinks from CHF 3.50, including options with oat milk or fresh milk. Available for dine-in or to-go in eco-friendly cups. Iced Coffee available in selected shops.

Quantifiable outcome

• Food waste reduced to 11,161 portions saved in 2024 via Too Good To Go partnership
• +2 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MigrolcoreChannel Partner/ Reseller/ DistributorMigrol is the primary gas station partner, operating since 1954. Migrol stations feature migrolino convenience shops, Migrol Car Wash, Auto Service, and M-Charging EV fast charging stations. Migrolcard accepted for cashless payment. Cumulus points earned on all purchases. Over 200 Migrol stations with 24/7 availability.
• ShellcoreChannel Partner/ Reseller/ DistributorShell gas stations with migrolino shops offer fresh convenience foods, Helix motor oils, car care products, and bakery items alongside fuel services. Shell Card and Migrolcard accepted. Cumulus points collected on purchases. CO2 compensation options available.
• SOCARcoreChannel Partner/ Reseller/ DistributorSOCAR operates 200+ gas stations across Switzerland, with approximately 60 featuring migrolino shops. SOCAR Card accepted for payment. Cumulus points collected. SOCAR operates the largest EV fast charging network on Swiss highways. Hydrogen propulsion technology development. SOCAR-Card and CO2 compensation available.
• PICCADILLYminorChannel Partner/ Reseller/ DistributorTicino-based service area network founded in the 1950s with ~40 stations under PIC, ENI, and SOCAR brands. Most PICCADILLY locations now have migrolino shops offering convenience store assortment at supermarket prices. Additional services: snack bar, car wash, currency exchange, tax-free shopping.
• Too Good To GocoreStrategic or Co-development PartnerFood waste reduction partnership. Surplus unsold food sold at discounted prices through the Too Good To Go app. Saved 11,161 food portions in 2024. Goal to increase rescued portions by 20% annually through 2025. New inventory system with demand-based ordering to reduce waste.
• Migros-Gruppe (Parent Company)coreStrategic or Co-development Partnermigrolino AG is a 100% subsidiary of Migros-Gruppe, Switzerland's largest retail cooperative. Benefits include Cumulus loyalty program integration, Migros product sourcing at Migros prices, sustainability standards, and Migros Pioneer Fund contribution of 2.1 million CHF in 2024.
• IQOS CLUBminorGTM or Marketing PartnerIQOS tobacco heating system partnership. App users can link IQOS CLUB account and receive TEREA tobacco packs for CHF 8.30. Age-verified tobacco coupons available in the migrolino app.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Coop Pronto: Operated by Coop Group (Switzerland's #2 retailer), Coop Pronto is migrolino's closest Swiss competitor - a small-format convenience chain at Coop mineral oil and Shell forecourts, offering fresh products, snacks, beverages, and loyalty-linked pricing. Directly comparable in format, locations, and target customer.
• Avec (by Valora): Swiss convenience store chain owned by Valora, located primarily at gas stations including branded forecourts. Direct rival to migrolino's classic and mio formats, competing for the same fuel-station, on-the-go commuter customer with overlapping product assortment and station partnerships.
• K kiosk (Valora): Major Swiss kiosk and convenience chain also operated by Valora, present at SBB train stations and high-traffic urban locations. Comparable to migrolino's train-station and city-center shops in assortment (snacks, beverages, confectionery, magazines) and target customer (commuters, travelers).
• Spar Express: European convenience-store format of the Spar Group, deployed at fuel stations and transit hubs across Europe with a small-format fresh-and-snack assortment. Comparable to migrolino's mio micro-space concept and focussmall-format proximity retail at forecourts.
• Marché International (HMSHost): European food- and convenience-retail concept at motorway service areas, train stations, and airports. Overlaps directly with migrolino in serving the forecourt/transit convenience customer with fresh-prepared food and a coffee-led assortment.

Broad incumbents

• 7-Eleven: World's largest convenience retail chain; while migrolino is much smaller and regional, both compete on small-format, extended-hours, fresh-prepared and beverage-led assortment, and increasingly on app/loyalty. Relevant global benchmark for convenience format economics.
• Circle K (Alimentation Couche-Tard): Global forecourt convenience leader operating fuel + food + service hubs. Comparable to migrolino in anchoring convenience retail to fuel-station foot traffic, with overlap in fresh-prepared food, coffee, and on-the-go beverages. Industry benchmark for forecourt convenience economics.
• REWE To Go: German-led small-format convenience concept operated at fuel stations and transit hubs. Comparable business model to migrolino (small footprint, fresh convenience, Migros-equivalent retail pricing benefit), serving a similar fuel-and-transit customer across a neighbouring but different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/migrolino
• LinkedInlinkedin.com/company/migrolino-ag
• Instagraminstagram.com/migrolino_ag

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about migrolino