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METRO own brands: from development to market launch

METRO is continuously expanding its non-food range and optimising existing own-brand products. METRO chefs and experts leave nothing to chance on the way to wholesale.

Innovative solutions for the food service industry: How METRO recognises gaps in the market, sets quality standards and successfully launches new products.
Own-brand development: On the way to wholesale, METRO chefs and experts leave nothing to chance.

What´s it all about?

  • How does METRO develop its own brands?
  • How does METRO recognise the needs of professional customers?
  • What criteria does METRO take into account when selecting suppliers?
Content:

Hello METRO, how do you develop products for your own brands?

Market analysis and professional requirements

What is missing on the market? What needs of professional customers are not yet being met? METRO analysts monitor the competition and trends, while in-house chefs provide impetus. One example: With induction cookers, it is noticeable that the ventilation system gets very dirty with grease and dust during operation. It quickly became clear that there was room for improvement. The solution: a team of METRO engineers develops a unique, removable dust filter.

METRO own brands have a future

The share of sales in 2023 was 22%. METRO's goal is to achieve at least 35% by 2030.

Criteria for supplier selection

Who will produce the new goods? As soon as the catalogue of requirements for the new induction cooker has been drawn up, METRO's purchasing and quality experts from the sourcing offices in Düsseldorf, Hong Kong and Shanghai, among others, start looking for suitable suppliers. The decisive factors when choosing a partner are quality, reliability and, of course, a fair price.

Product test in professional kitchens

How does the product work in everyday professional use? After various laboratory tests and testing by the TÜV, the all-important practical test by customers follows: Does the induction hob heat up quickly? Does it maintain a stable temperature? Are all parts easy to clean after use?

Chef cuts a piece of steak

Product testers in action

He’s a pro: Mike Papageorgiou tests METRO own brand products in his restaurant.

Assortment

Production and market launch: from prototype to series production

Let's go! If the induction hob passes all the tests, it goes into series production. This means that production is ramped up within a very short time and the product is then delivered to all METRO countries. But the process does not end there: METRO continuously tests and improves the induction hob by collecting feedback.

Hello METRO

Hello METRO

Fluctuating prices, product delistings and convenience in the professional kitchen are all issues that keep restaurateurs on their toes. And what is METRO doing? Get answers to the questions that really interest you.

Discover series

Further articles