METRO/MAKRO

What METRO/MAKRO does

METRO AG is a publicly traded international food wholesaler headquartered in Düsseldorf, Germany, operating under the METRO/MAKRO brand and listed on the Frankfurt Stock Exchange under ticker B4B. The company serves two primary customer segments — professional HoReCa buyers (Hotels, Restaurants, Cafes, Caterers) and independent Trader/SMB businesses — across more than 33 countries with an 85,963-employee workforce. Its revenue is generated through a multichannel model that combines physical METRO/MAKRO wholesale stores, Food Service Distribution (METRO Delivery Service plus seven wholly-owned delivery subsidiaries including Classic Fine Foods, Pro à Pro, Rungis Express, Aviludo, JHB, GVS Group, and Pro a Pro Spain), and METRO MARKETS, which the company describes as Europe's largest online marketplace for professional HoReCa equipment.

The technology stack supporting this operation includes the METRO MARKETS online marketplace, the METRO Companion App (iOS/Android), DISH Digital Solutions for HoReCa (including the DISH PAY NOW payment product), an e-commerce platform at metro.de, SAP MDG-S for supplier master data governance across international operations, MS Teams for collaboration, Power BI for analytics, and EDGE MAiA, a proprietary in-house AI tool developed by METRO colleagues for knowledge sharing and productivity. Supporting digital marketing and recruitment channels include METRO Stories (content platform), a multi-platform social presence aggregated via Flockler, and career-site integrations with Google Analytics, Google Maps, YouTube, and Starred. The company also operates a proprietary own-brand portfolio (METRO Chef, METRO Professional, Rioba, Fine Life) and runs an 18-month international METRO Potentials management trainee programme backed by the House of Learning's six specialized academies (Supply Chain, Operations, Sales, Finance, People & Culture, Offer Management), with a Sales Academy serving over 7,000 employees and a Finance Academy Next Generation Finance initiative with over 400 alumni. METRO has been certified as a Top Employer in Europe and ten countries for twelve consecutive years and is currently re-designing its Düsseldorf headquarters campus (One METRO Campus) for completion by 2027.

Name

METRO/MAKRO

Legal name

METRO AG

Website

https://careers.metroag.de

Company type

Public

Operating status

Operating

Headcount range

10,001+ employees

Short description

METRO AG is a publicly traded international food wholesaler headquartered in Düsseldorf, Germany, operating in 33+ countries and serving HoReCa (Hotels, Restaurants, Cafes) and Trader customers via wholesale stores, Food Service Distribution subsidiaries, and the METRO MARKETS online marketplace.

Ownership category

akta.pro rank

Product category

Food Wholesale

NAICS

Couriers and Express Delivery Services (49211), General Warehousing and Storage (49311), Warehousing and Storage (493)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Professional & Commercial Equipment & Supplies (5040), Public Warehousing & Storage (4220)

akta.pro primary industry

Foodservice / Restaurant Supply Distribution Centers (TLALAEAJ)

akta.pro secondary industries

Grocery & FMCG Distribution Centers (Ambient) (TLALAEAD), Regional Hub / National Hub Distribution Centers (Multi-node Network Hubs) (TLALAEAN)

Keywords

• Food wholesale distribution
• Horeca supply
• Cash and carry
• Food service distribution
• Professional catering supplies

Headquarters

HQ city

Duesseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Store Operations: Traditional brick-and-mortar wholesale operations through METRO/MAKRO stores offering bulk products, aggressive pricing, own brands, and superior supply chain to HoReCa and Trader customers.
2. Food Service Distribution (FSD): Delivery services through METRO Delivery Service and subsidiary delivery companies (Classic Fine Foods, Pro à Pro, Rungis Express, Aviludo, JHB, GVS Group, Pro a Pro Spain) serving professional customers with food and supplies.
3. E-commerce / Online Marketplace: METRO MARKETS online marketplace for professional equipment and digital services to HoReCa customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

METRO/MAKRO is a leading international food wholesaler selling bulk food and non-food products, professional equipment, and own-brand lines to HoReCa (Hotels, Restaurants, Cafés/Catering) and independent Traders through a multichannel model. Distribution runs via METRO/MAKRO wholesale stores, Food Service Distribution (FSD) delivery operations, and METRO MARKETS, supplemented by the METRO Companion App, DISH Digital Solutions, and the METRO e-commerce platform.

Product overview

METRO/MAKRO operates as a leading international food wholesaler specialized in HoReCa (Hotels, Restaurants, Caterers) and Traders, utilizing a multichannel business model that combines physical wholesale stores with digital platforms. The core offering includes METRO/MAKRO wholesale stores offering flexibility and wide product selection, METRO MARKETS as Europe's largest online marketplace for professional HoReCa equipment, and METRO Delivery Service (FSD) operating alongside delivery companies including Classic Fine Foods, Pro à Pro, Rungis Express, Aviludo, JHB, GVS Group, and Pro a Pro Spain. Supporting digital services include DISH Digital Solutions with DISH PAY NOW payment solution, the METRO Companion App for mobile access, and METRO's e-commerce platform. Own brands include METRO Chef, METRO Professional, Rioba, and Fine Life.

Differentiator

Problem solved

Functional benefit

Brands

• METRO Chef: Own brand for professional kitchen products
• METRO Professional
• Rioba
• Fine Life
• DISH Digital Solutions
• METRO MARKETS
• METRO Delivery Service
• METRO Companion App
• Chefs in Town

Products and services

• METRO/MAKRO Wholesale Stores Physical wholesale stores offering bulk food and non-food products, aggressive pricing, own brands, and wide product selection for professional HoReCa and Trader customers across multiple countries.
• METRO MARKETS Europe's largest online marketplace focusing on professional equipment for HoReCa customers, enabling online procurement of professional hospitality equipment.
• METRO Delivery Service (Food Service Distribution) Direct B2B delivery of food and supplies to professional HoReCa customers through METRO Delivery Service and subsidiary delivery companies operating across multiple countries.
• DISH Digital Solutions Digital platform suite for HoReCa businesses offering payment solutions (DISH PAY NOW) and other digital tools for restaurant operations.
• METRO E-Commerce Platform Own e-commerce storefront at www.metro.de enabling professional customers to order wholesale products online.
• METRO Chef (Own Brand) METRO's own-brand professional kitchen product line sold through METRO wholesale stores and channels.
• METRO Professional (Own Brand) METRO's own-brand professional-grade equipment and supplies line available at METRO wholesale stores.
• Rioba (Own Brand) METRO's own-brand coffee and beverage product line, including the Rioba coffee bar concept.
• Fine Life (Own Brand) METRO's premium quality own-brand product line available through METRO wholesale channels.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Classic Fine FoodscoreChannel Partner/ Reseller/ DistributorSubsidiary delivery company within Food Service Distribution operations serving METRO countries with premium food products.
• Pro à ProcoreChannel Partner/ Reseller/ DistributorSubsidiary delivery company part of METRO's Food Service Distribution network.
• Rungis ExpresscoreChannel Partner/ Reseller/ DistributorSubsidiary delivery company serving METRO's FSD operations with express delivery services.
• AviludominorChannel Partner/ Reseller/ DistributorSubsidiary delivery company within METRO's Food Service Distribution network.
• JHBminorChannel Partner/ Reseller/ DistributorSubsidiary delivery company part of METRO's FSD operations.
• GVS GroupminorChannel Partner/ Reseller/ DistributorSubsidiary delivery company within METRO's Food Service Distribution network.
• Pro a Pro SpainminorChannel Partner/ Reseller/ DistributorSubsidiary delivery company serving METRO's FSD operations in Spain.
• LEAD NetworkminorStrategic or Co-development PartnerEuropean Retail & CPG value chain initiative focused on gender parity and inclusion. METRO's CEO has signed the CEO Pledge.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Costco Wholesale: Costco is a global membership-based warehouse club offering bulk groceries and non-food to both businesses and consumers. Operates in a broader retail/membership format but is a meaningful adjacent incumbent competing for HoReCa bulk purchasing.
• Walmart (Sam's Club / Business): Walmart operates Sam's Club and a B2B business serving small businesses and HoReCa customers with bulk food and supplies in the U.S. A broad incumbent with overlapping cash-and-carry and B2B capabilities versus METRO's wholesale model.

Direct peers

• Bidcorp: Bidcorp is a South Africa-based international foodservice distributor with operations across Europe, Asia, and emerging markets, serving hotels, restaurants, and caterers. A direct global peer to METRO's FSD network, with similar multi-country rollout strategy.
• Brakes Group (Sysco): Brakes Group is a leading U.K. and European foodservice distributor serving restaurants, pubs, hotels, and healthcare, now part of Sysco. Comparable to METRO's FSD business and Classic Fine Foods-style premium distribution in the U.K. and Europe.
• US Foods: US Foods is a major U.S. foodservice distributor serving independent restaurants, healthcare, and hospitality customers. Closely comparable to METRO in business model, customer segmentation (HoReCa), and supply-chain scale.
• Performance Food Group: Performance Food Group is a U.S. foodservice and convenience distributor with broadline operations serving restaurants and HoReCa customers. Comparable to METRO's FSD business and the cash-and-carry wholesale model through its Vistar and Core-Mark segments.
• Transgourmet (Coop Group): Transgourmet is the European cash-and-carry and foodservice distribution arm of Swiss retail group Coop, operating in multiple European countries. Directly comparable to METRO/MAKRO stores and METRO's FSD delivery operations across continental Europe.
• Sysco Corporation: Sysco is the largest U.S. foodservice distribution company, serving restaurants, hotels, and healthcare operators with broadline and specialty food distribution. Directly comparable to METRO's FSD and HoReCa wholesale business, with similar customer base and product mix.

Regional players

• REWE Group (Handelskontor/REWE Foodservice): REWE Group is a major German retail and wholesale group with foodservice distribution and cash-and-carry operations. A German-headquartered regional competitor overlapping with METRO's core German HoReCa and Trader customer base.
• Auchan Retail / Auchan Pro: Auchan operates hypermarkets and a B2B Auchan Pro service targeting independent businesses and HoReCa in France and several other European countries. Comparable wholesale and HoReCa offering concentrated in a different European geography than METRO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/metro-makro
• Facebookfacebook.com/METRO
• Instagraminstagram.com/metro_wholesale
• TikToktiktok.com/@metro_wholesale

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 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 METRO/MAKRO