METRO/MAKRO
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.
- Company typePublic
- Founded-
- HeadquartersDuesseldorf, Germany
- Headcount10,001+
- GTM typeB2B
- OfferingServices
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.
METRO/MAKRO firmographics
Firmographics- 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
METRO/MAKRO industry classification
Industry- 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
Where METRO/MAKRO is headquartered
LocationHeadquarters
- HQ city
- Duesseldorf
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
METRO/MAKRO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- 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.
- 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.
- E-commerce / Online Marketplace: METRO MARKETS online marketplace for professional equipment and digital services to HoReCa customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Internship compensation (Bachelor and Master students) |
| Other | Monthly | Working Student compensation - Bachelor students |
| Other | Monthly | Working Student compensation - Master students |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
METRO/MAKRO product offering
Product offeringCore 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.
Companies that use METRO/MAKRO
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
METRO/MAKRO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
METRO/MAKRO partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Classic Fine FoodscoreSubsidiary delivery company within Food Service Distribution operations serving METRO countries with premium food products.
- Pro à ProcoreSubsidiary delivery company part of METRO's Food Service Distribution network.
- Rungis ExpresscoreSubsidiary delivery company serving METRO's FSD operations with express delivery services.
- AviludominorSubsidiary delivery company within METRO's Food Service Distribution network.
- JHBminorSubsidiary delivery company part of METRO's FSD operations.
- GVS GroupminorSubsidiary delivery company within METRO's Food Service Distribution network.
- Pro a Pro SpainminorSubsidiary delivery company serving METRO's FSD operations in Spain.
- LEAD NetworkminorEuropean 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
METRO/MAKRO competitors and assessment
Company assessmentBroad 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
METRO/MAKRO social profiles
Digital presenceMETRO/MAKRO financial estimates
Financial estimateRevenue estimate
Valuation estimate
METRO/MAKRO leadership team
Management profileNumber of profiles
Profiles1 record
METRO/MAKRO subsidiaries and ownership
Company hierarchySubsidiaries8 records
METRO/MAKRO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
METRO/MAKRO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about METRO/MAKRO
What does METRO/MAKRO do?
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.
Is METRO/MAKRO a public or private company?
METRO/MAKRO is a public company. It is classified as public and is currently operating.
When was METRO/MAKRO founded?
METRO/MAKRO was founded in -1. It employs 10,001+ people.
Where is METRO/MAKRO based?
METRO/MAKRO is headquartered in Duesseldorf, Germany, in the Europe region.
How does METRO/MAKRO make money?
Three revenue lines are on record. Wholesale Store Operations are the primary driver. The others are food Service Distribution (FSD) and E-commerce / Online Marketplace.
Who are METRO/MAKRO's main competitors?
Broad incumbents on record are Costco Wholesale and Walmart (Sam's Club / Business). Direct peers are Bidcorp, Brakes Group (Sysco), US Foods, Performance Food Group, Transgourmet (Coop Group) and Sysco Corporation. Regional players are REWE Group (Handelskontor/REWE Foodservice) and Auchan Retail / Auchan Pro.
Does METRO/MAKRO have an API?
No public API is recorded for METRO/MAKRO.
What industry is METRO/MAKRO in?
METRO/MAKRO's product category is Food Wholesale. Its primary akta.pro industry code is TLALAEAJ, Foodservice / Restaurant Supply Distribution Centers, with a secondary code of TLALAEAD, Grocery & FMCG Distribution Centers (Ambient). Its NAICS code is 49211 and its SIC code is 5140.