Each country has its own business needs and operates in channels that can be, depending on where the business is, higher priorities than others. The strategies of a multinational vary from market to market, overcoming the old concept of globalization and standardization of the services offered. This was recently confirmed in a exclusive Food interview with Metro Group ceo, Olaf Koch, during which he was not sparing with his positives comments on the Italian branch. “In Southern Europe, which is primarily represented by Italy, France, Spain and Portugal, the focus is more towards the hotel industry, catering and food service – says the German top executive – while in Central Europe the situation changes and the “independent grocery channel” becomes a priority that serves multiple countries simultaneously. The important thing, however, is to recognize autonomy and independence to our clients, by involving them in decisions and making them feel part of a global growth process, motivating them to constantly reach new goals.” Autonomy is also applied to the subsidiary. “I have deep admiration for the way the Italian team is working. It shows a strong propensity to innovation and inspiration – Kock says clearly. Italy, in my opinion, in the short term will soon become one of our most strategic markets, although much of this role is already covered.” Words that, therefore, imply further Metro expansion in Italy. “By looking at a successful case studies, like the one from the Casa dell’Horeca in Rome, I would not be surprised at all if in the near future this store becomes a model to be duplicated in other Italian cities.” mentions the CEO of Metro.
Olaf Koch from Gruppo Food on Vimeo.