MCS Marketing und Convenience-Shop System GmbH

What MCS Marketing und Convenience-Shop System GmbH does

MCS Marketing und Convenience-Shop System GmbH is a German B2B wholesale and services company for the convenience-retail sector, headquartered at Hanns-Martin-Schleyer-Straße 2, 77656 Offenburg, and led by CEO Torsten Eichinger. Founded in 2000, the company operates as a decentralized federation of owner-managed regional food wholesalers — Bartels-Langness, Bela, Naschwelt, Cames, Utz, and Handelshaus Rau — whose combined route-to-market supplies confectionery, beverages, food, tobacco, and non-food assortments to more than 11,500 shop operators and 3,300+ petrol stations across Germany. Beyond physical distribution, MCS centralizes marketing services, branded sales-promotion programs (CashBox, POSitiv-Box, FlaschenBox, Preiskracher, Kids Dreams, JUST fresh, NEWGENERATION), and a growing retail-technology stack.

The company's technology platforms are Qwik24 and CONNECTOR. Qwik24 is a modular, container-based Smart Store concept enabling 24/7 unmanned retail via Shop-IQ and Filibri self-checkout terminals, HUTH cash-register systems, Kesseböhmer hardware, and integrated digital signage. CONNECTOR is a digital-advertising platform offering 500+ free customizable templates that can be pushed with one click to HUTH, Ratio, PACE, SHOP-IQ, and dooh-it signage systems. Group revenue reached approximately €752 million in 2025 (up from €720 million in 2024), generating income primarily through wholesale product sales to convenience retailers supplemented by Smart Store hardware/software licensing and digital-content distribution.

Go-to-market is sales-led and partner-channeled: regional wholesale partners physically deliver products and onboard retailers, while MCS's central organization coordinates product assortment, marketing programs, and technology platforms. Distribution spans petrol stations, kiosks, motorway service stations, airports, railway stations, bakeries, canteens, and emerging unmanned-retail formats — and as of 2025–2026 is being deliberately extended into adjacent verticals such as hospitality and healthcare.

Name

MCS Marketing und Convenience-Shop System GmbH

Legal name

MCS Marketing und Convenience-Shop System GmbH

Website

https://mcs.eu

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

MCS Marketing und Convenience-Shop System GmbH is a German B2B wholesale federation of regional food wholesalers supplying confectionery, beverages, food, and tobacco to 11,500+ convenience retailers and 3,300+ petrol stations nationwide. It also operates the Qwik24 Smart Store format and CONNECTOR digital-advertising platform.

Ownership category

akta.pro rank

Product category

Convenience Wholesale Distribution

NAICS

Convenience Retailers and Vending Machine Operators (44513)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Kiosk & Micro-Format Convenience Retail (CRAHABAD)

Keywords

• Convenience wholesale distribution
• Tank station supply
• Smart store solutions
• Digital advertising templates
• Regional food wholesale

Headquarters

HQ city

Offenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales to retailers: MCS acts as a network of regional food and convenience wholesalers supplying retailers including petrol stations, kiosks, convenience stores, airport/railway shops, smart stores, bakeries, and canteens across Germany. Revenue is generated through the sale of products including confectionery, beverages, food, ice cream, tobacco products, and non-food items. The group's 2025 revenue reached approximately €752 million, and 2024 revenue was approximately €720 million, making it one of the leading suppliers in the German convenience market.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

MCS is a national network of regional convenience and food wholesalers that supplies petrol stations, kiosks, airports, railway stations, smart stores, bakeries, and canteens with a comprehensive assortment including confectionery, beverages, food, impulse ice cream, tobacco, and non-food products. Beyond product supply, MCS provides sales promotion tools (CashBox, POSitiv-Box, FlaschenBox, Preiskracher), the CONNECTOR digital advertising platform with over 500 free templates, and the Qwik24 Smart Store concept for unmanned 24/7 retail.

Product overview

MCS is a B2B wholesale network for the German convenience market, operating as a platform of regional food wholesalers that supply convenience retailers. The core offering consists of the Qwik24 Smart Store concept (modular, container-based unmanned retail format) and the CONNECTOR advertising platform (500+ free marketing templates for digital distribution). The portfolio includes branded sales promotion tools (CashBox, POSitiv-Box, FlaschenBox, Preiskracher), fresh food concepts (JUST fresh, Smart Food), target-segment brands (Kids Dreams, NewGeneration, Ice Dreams), and digital services (Digital Signage, Social Convenience, Virtuelle Akademie, Quick-Checks, Kassensystem). The network supplies confectionery, beverages, food, ice cream, bistro products, tobacco products, and nonfood to 11,500+ shop operators including petrol stations, kiosks, airports, railway stations, and smart stores.

Differentiator

Problem solved

Functional benefit

Brands

• Qwik24: Smart Store concept for unmanned retail locations. Qwik24 provides fully automated, 24/7 convenience shopping via container-based or integrated store formats at petrol stations, hospitals, hotels, and other high-traffic locations. Features contact-less payment systems, self-checkout (SCO), and digital signage.
• Smart Food
• JUST fresh
• Kids Dreams
• NewGeneration
• CONNECTOR

Products and services

• Qwik24 Smart Store Concept A modular, container-based Smart Store solution that enables 24/7 staff-free convenience retail with contactless payment systems, SCO (Self-Checkout) terminals, access controls, and integrated digital signage displays. Targeted at operators of unmanned petrol stations, car washes, E-charging parks, hospitals, and hotels seeking automated retail extensions.
• CONNECTOR Advertising Platform

Quantifiable outcome

• MCS serves over 11,500 retail shop operators including more than 3,300 petrol stations across Germany
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• BFT (Bundesverband freier Tankstellen)minorStrategic or Co-development Partner · 3 November 2025MCS became a supporting member of the BFT (Federal Association of Independent Petrol Stations). The membership aims to deepen professional exchange with petrol station entrepreneurs and mineral oil companies, provide practical impulses for shop business development, and discuss topics including modern shop concepts, digital services, assortment optimization, and new mobility needs (E-mobility, longer dwell times).
• Bartels-Langness (Bela)coreChannel Partner/ Reseller/ Distributor · 1 September 2025Bartels-Langness (Bela) is a regional wholesale partner within the MCS network. Bela's headquarters are in Kiel with warehouses in Neumünster (Schleswig-Holstein) and Wittenhagen near Stralsund (Mecklenburg-Vorpommern). Bela supplies petrol station customers and provides sales and digital expertise. Bela serves as the Regional Partner for MCS and is cooperating with Lother GmbH to supply and optimize petrol station assortment.
• Lother GmbHcoreChannel Partner/ Reseller/ Distributor · 13 August 2025Lother GmbH (a Hanseatic family business based in Hamburg with 85 years of history, operating over 100 NORDOEL and Shell petrol stations) has partnered with Bartels-Langness (Bela) for expanded petrol station supply. Lother is being connected to the MCS CONNECTOR platform. The cooperation aims to secure and develop the regional petrol station business.
• BK Benzin-KontorcoreChannel Partner/ Reseller/ Distributor · 14 June 2025BK Benzin-Kontor is an operator of automated/unmanned petrol stations in upper Bavaria (Bruckmühl). MCS deployed the first Qwik24 Smart Store container at a BK Benzin-Kontor unmanned petrol station. The partnership demonstrates MCS's ability to extend the unmanned station format with a 24/7 staffed convenience offer.
• SHOP-IQcoreTechnology or Integration · 16 May 2025SHOP-IQ became a CONNECTOR partner, enabling SHOP-IQ customers to load MCS advertising templates directly onto their digital signage screens. The Qwik24 Smart Store also uses Shop-IQ technology for its SCO (Self-Checkout) terminals and integrated digital advertising displays.
• HUTHcoreTechnology or IntegrationHUTH is a point-of-sale system provider integrated with MCS CONNECTOR for one-click digital advertising content upload. HUTH Kassensystem (checkout system) is also used in Qwik24 Smart Store locations for seamless payment processing.
• Kesseböhmer (Filibri)coreTechnology or IntegrationKesseböhmer's Filibri Self-Checkout terminal is used in Qwik24 Smart Store containers for payment processing. The terminal is coupled with HUTH checkout systems for seamless automated retail operations.
• Bartels-Langness (Bartels-Langness/Bela)coreChannel Partner/ Reseller/ DistributorMCS regional wholesale partner covering northern Germany with locations in Neumünster and Eibelstadt. Bartels-Langness supplies petrol station shops and provides digital marketing and sales expertise. Bartels-Langness is a Regional Partner within the MCS network.
• NaschweltminorChannel Partner/ Reseller/ DistributorMCS regional wholesale partner based in Geeste. Part of the MCS network of regional food wholesalers serving the German convenience market.
• CamesminorChannel Partner/ Reseller/ DistributorMCS regional wholesale partner based in Neuss. Part of the MCS network of regional food wholesalers serving the German convenience market.
• UtzminorChannel Partner/ Reseller/ DistributorMCS regional wholesale partner based in Ochsenhausen. Part of the MCS network of regional food wholesalers serving the German convenience market.
• Handelshaus RauminorChannel Partner/ Reseller/ DistributorMCS regional wholesale partner based in Pfarrkirchen. Part of the MCS network of regional food wholesalers serving the German convenience market.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Metro AG: Large European wholesale group covering food and HoReCa. Comparable to MCS in B2B foodservice and convenience wholesale, with broader scope including cash & carry (METRO/MAKRO) and delivery specialists.
• Aral (BP): Germany's largest petrol-station retailer; operates its own convenience-store formats (often with REWE To Go). Comparable to MCS as both a fuel-station convenience operator and a customer/supplier dynamic vis-à-vis MCS's fuel-station wholesale business.
• EDEKA: Germany's largest grocery retailer/wholesaler, operating through independent retailer-cooperative structure similar in spirit to MCS's regional partner network. Comparable because it wholesale-supplies convenience-format retailers across Germany.
• REWE Group: Major German retail and wholesale group; parent of Lekkerland and operator of REWE To Go convenience formats at fuel stations. Closely comparable to MCS as both wholesaler and convenience-retail operator in Germany.

Regional players

• SSP Group: UK-listed travel-retail food & beverage operator present across airports and railway stations in Germany. Comparable to MCS in serving travel-retail convenience formats (one of MCS's named customer verticals).

Emerging players

• Valora: Swiss-headquartered convenience and food-service retailer/wholesaler (with brands like k kiosk, Brezelkönig, BackWerk). Comparable as a multi-format convenience and small-format retail operator with kiosk-style formats similar to MCS's customer base.
• Transgourmet Deutschland: German cash & carry and foodservice wholesale subsidiary of Coop Group. Comparable to MCS as a regional food-distribution player supplying retailers and caterers with a broad assortment.

Direct peers

• Lekkerland: Europe's leading convenience wholesale specialist, now a REWE Group company. Directly comparable to MCS as a B2B distributor that supplies petrol stations, kiosks and convenience retailers with confectionery, beverages, food and tobacco.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnsfg89WApW6PPjX8XBGsLA
• Facebookfacebook.com/mcs.gruppe
• LinkedInlinkedin.com/company/mcs-marketing-und-convenience-shop-system-gmbh
• Instagraminstagram.com/mcs_mein_convenience_service

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MCS Marketing und Convenience-Shop System GmbH