THE SPELL OF BAIRRO ALTO - METRO MAGAZINE - 03/2019 October
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METRO MAGAZINE
THE
SPELL
OF BAIRRO
—
Expanded service
offering: the co
ALTO
operation with
PENTAGAST fires A visit to
the starting shot Lisbon
—
Hunger to learn:
METRO academies
convey culinary
knowledge in
around 11 METRO
countries
3/2019
RY PORTR
NT A
U
IT
CO
About 1 million
active customers
with a focus on:
hotels, restaurants,
CO
catering (HoReCa)
U
T
I N
and Traders
TR
Y P O R TR A
(independent
retailers)
Over 5,000
employees
wholesale
stores
METRO
India
€776 million
sales in financial
year 2017/18
METRO was named one
of the best Indian com
panies by the ‘Great
Place to Work
About 5,000 Institute India’
regular deliv in 2018.
ery customers
Support for small traders: ‘Direct Farm Programme’: Accelerating start-ups: Local sourcing:
With the ‘Kirana Success Every year, METRO India Through cooperations with 99% of the products are
Centre’, METRO India sup directly procures 12,000 more than 30 food and sourced from small to
ports the digitalisation of tonnes of fruit and vege technology start-ups, medium-sized local com
more than 500 Kirana tables from farmers – with METRO India enriches its panies and suppliers.
stores. The modernisation out intermediaries. This assortment with innovative
solutions help to increase not only improves effi products – and promotes
customer frequency and ciency, reduces food waste the start-ups nationwide. As of July 2019.
economic success. and ensures quality and
freshness, but also in-
A DETAILED COUNTRIES.
creases farmers’ incomes. PORTRAIT IS METRO-
AVAILABLE AT: CC.COM
MPULSE 1
ALL
2 Appetizer
METRO around the world
ALONG MOVING
THE LINE PEOPLE
In this issue, we visit long-time
MAKRO customer Hilário Castro at
his restaurant in Lisbon. We are
driven by people like him: restaurant
and hotel owners, caterers, retailers
and tradespeople who love their
4 Time for everyone
businesses. Hilário Castro stays on top of things in the
It is precisely these independent bustle of trendy Bairro Alto
business owners that we seek to sup 8 Training further
port all along the line. That is why The METRO training centres conceive
cooking as an art – and as a craft
we are expanding our offerings with
SME services. We are making pur
chasing as convenient as possible MOVING
with Food Service Delivery. We are
building charging stations for drivers
GOODS
of electric cars. And we are celebrat
ing entrepreneurs like Castro world
wide – with Own Business Day.
Read more about these topics on
the following pages.
9 Because service doesn’t stop at the store exit
3 different Food Service Distribution models
make life easier for customers
FOR FURTHER MOVING
ARTICLES, BOUNDARIES
PHOTOS AND
VIDEOS,
GO TO
10 ‘Every contribution counts’
E-mobility holds opportunities and
c hallenges: a conversation with energy
m anager Olaf Schulze
WWW. 11 METRO is expanding its range of services
MPULSE.
The cooperation with PENTAGAST is the
first of the new SME services
DE 12 Dessert
METRO in figures
2 MPULSE
SUSTAINABLE
PACKAGING
Attractive and environmentally friendly? Yes, it
is possible to be both! The new packaging for
METRO Germany’s own-brand Fresh Herbs in the
METRO Chef and METRO Chef Bio ranges saves
more than 100 tonnes of plastic per year and is
APPETIZER
also visually appealing. Made from certified
paper, the packaging was developed in collabor
ation with a local supplier. A special feature is
The new pack-
the patented top-seal solution that makes the
aging saves
more than sustainable pack resealable. As a result, cut
100
herbs stay fresh for longer and METRO is playing
an active part in reducing food waste. The new
tonnes of plas- packaging has been tested in the METRO
tic per year. wholesale store in Düsseldorf since April 2019.
HEALTHY
AND
TRANS-
PARENT With its Health & Nutrition strategy, METRO is setting itself
concrete targets in the food sector for an even healthier The new recipes will
p otentially influence
product range and clear ingredients labelling. The measures
include an even wider selection of fruit and vegetables in the
ultra-fresh department, focusing in particular on more 24 million
METRO customers and
regional and organic produce. The range of products
1 billion end consumers.
with reduced levels of salt, sugar and trans fats is also
to be expanded, along with foods containing no addi-
tives such as glutamate or flavour enhancers. There is
a special focus on METRO’s own brands. In future,
customers should also be given more detailed, easier-
to-understand information about nutritional values and
ingredients. For instance, details of allergens and
lactose- or gluten-free recipes are to be made available
1,000
existing METRO own-
in METRO wholesale stores or online as well as on
the products themselves. This strategy is designed to help
METRO support food service professionals in their efforts
brand products are to be to cater for their customers’ increasing special dietary
made using new recipes
containing less sugar and
requirements relating to both dishes and ingredients.
salt by the end of 2021.
MPULSE 3
INNOVATIVE AND
SUSTAINABLE Be it vegan food, recycling or home composting, quite a num-
ber of restaurateurs have long since incorporated sustainable
concepts into their business, thereby making a decisive contri-
bution to a greener future. METRO is now awarding the first
sustainable hospitality prize in recognition of these initiatives.
The award will be presented d uring the congress for the
G erman Sustainability Award in Düsseldorf on 21 and
22 November 2019. The key criterion for the award is passion,
rather than perfection – the aim of the METRO Award is not
only to shine a light on existing approaches, but also to give
encouragement to the industry as a whole. A panel of experts
will select 3 finalists from among all the entries. These will then The congress
showcase themselves to the public at the congress for the
2,000
for the German
German Sustainability Award. After the finalists’ 7-minute S ustainability Award
will take place in
pitches, the jury and the audience will jointly decide who the Düsseldorf on
guests visit the pres-
winner is. The winner will receive a METRO shopping voucher 21 and 22 November.
entation ceremony,
making the German worth €2,000 and comprehensive advice on how to expand
Sustainability Award or emphasise their concept. The runners-up will likewise be
the largest distinction MORE ON THE
of its kind in Europe.
presented with METRO shopping vouchers. TOPIC AT:
WWW.
MPULSE.DE/
MOVING
BOUNDARIES
THEORY
AND PRACTICE
In May, MAKRO Portugal opened the Makropédia in
Alfragide, a new dedicated space to share knowledge
and experiences and to build relationships between
employees, customers and business partners.
The simple yet innovative concept lets participants
specialise further in different business areas – through
theoretical seminars on the market situation, for
example, or combined show cooking and training in
the fully equipped practice kitchen. Within the past
3 months, more than 30 trainings were provided in
soft skills, product knowledge and show cooking, with
more than 350 attendees – a successful start of the
new programme. With a range of activities and daily
MORE ON THE events, MAKRO Portugal hopes to strengthen inter
TOPIC AT: action within the community and support the food
More than
service and tourism industries, thereby making a
WWW.
MPULSE.DE/
MOVINGPEOPLE
contribution to society.
Due to the successful opening of the first Makropédia 350
employees, custom-
and the growing and demanding business market, ers and partners came
MAKRO plans to open another academy in Matosinhos together to celebrate
by the end of 2019. the opening of the
Makropédia.
More about training at METRO on page 8.
4 MPULSE MOVING PEOPLE
One
shouldered when he took over the Alfaia in 2000 at
the age of just 22. He is only the third owner in the
restaurant’s history. ‘I always used to walk past here, but
I could never have dreamed that this restaurant would
for
belong to me one day,’ he says. Now aged 41, he runs a
second restaurant as well, the Aldeia, which is just a few
metres further on. He also rents out some apartments on
the same street and has opened a wine bar opposite the
Alfaia – more from necessity than for any other reason:
‘For the people waiting for a table.’ Just a few months
all
after it opened, the bar had become established as a
business in its own right.
Service and empathy make all the difference
Castro is a warm character. He smiles a lot, and some-
times sits down at the table to chat with his guests. His
customers are a colourful mixture: tourist couples with
small children at lunchtime, young women taking a break
Hilário Castro makes slow pro from sightseeing in the afternoon, and older local men
gress through the narrow streets people-watching late into the evening. On Sundays,
Castro plays football with his staff – if time allows. He’s
of Bairro Alto in Lisbon, stop a man with a lot of calls on his time. As chairman of the
ping every few metres to shake Associação de Comerciantes do Bairro Alto, the local
hands or chat. As chairman of commerce association, he represents the concerns of
around 500 restaurant and bar owners, shop and kiosk
the local commerce association, operators. For him, owner-run bars and restaurants play
he always has time for his fellow a key role in the microcosm of the neighbourhood. ‘We
value service and empathy,’ he says. And he believes this
business owners, and as the is what differentiates independent businesses from some
owner of a restaurant and wine of the big restaurant chains – and is what makes all the
difference in his job: ‘We are very close to our guests.’
bar for his guests. As an enthusi
astic chef and long-standing To emphasise the importance of this aspect, but also as
a thank you to his guests, Castro will once again be tak-
MAKRO customer, he believes in ing part in MAKRO Portugal’s Own Business Day (OBD)
using the best ingredients. We this year. OBD is a global METRO campaign to celebrate
independent business owners. Castro was there from the
paid a visit to a man who is pas start and took part in 2016 as one of just 20 OBD partici-
sionate about hospitality. pants in Portugal. This year, around 3,000 business
owners are involved in Portugal alone, with special
offers like discounts, tasty treats and welcome drinks
Between the roofs, colourful bunting flaps in the wind, (see box on page 7).
and there is a hint of spicy roast meat in the air. Now and
then, a delivery van trundles over the cobbles. It’s late A chamber of liquid treasures on the second floor
afternoon in Bairro Alto. At this time of day, there are
just a few tourists strolling along taking photos of the Castro will probably be offering welcome drinks during
colourful, tiled houses, but in the evening these narrow OBD too, but he also does that at other times. As well as
streets will be thronged with people. This is Lisbon’s typical Portuguese dishes, the ‘Alfaia Group’, as Castro
bohemian neighbourhood – both traditional and mod- calls his collection of food and drink outlets on the
ern, lively and introspective. Travessa da Queimada, also specialises in wine. His
treasure chamber is on the second floor of the Alfaia, up
It is a place frequented by young and old, locals and a stiflingly hot, narrow staircase. Only the double lock
tourists, as Hilário Castro explains. ‘This creates a on an otherwise unassuming door hints that there might
unique atmosphere.’ His restaurant, Alfaia, is in the be something valuable behind it. The temperature drops
middle of Bairro Alto. Anyone looking for typical dramatically on the other side, where an air conditioner
Portuguese cuisine has come to the right place here. creates the ideal conditions for the countless bottles of
It’s what the restaurant has been serving since 1880, wine stored here. Carefully sorted, they are stacked on
making it one of the oldest restaurants in Lisbon. crammed shelves, while boxes and crates are piled on
That’s quite a weight of history and one that Castro the floor.
5
6 For ‘polvo à lagareiro’, the octopus is boiled, grilled and then cooked in the oven in olive oil and garlic.
MPULSE MOVING PEOPLE 7
Own Business Day – facts and figures
-O BD is held annually on the 2nd Tues-
day in October. This year’s OBD will be
on 8 October.
- OBD will be celebrated for the 4th time.
- 26 countries will be participating with
initiatives this year.
- O n the website (www.own-business-
day.com), independent restaurateurs
and retailers offer specials designed to
boost their profiles and attract new
customers.
- # loveownbusiness is the hashtag used
in social media to mark all the initia-
tives, pictures and videos related to
OBD.
- O BD now has a dedicated Facebook
page for the first time, to make end con-
sumers in particular aware of the events
happening on the day.
A highlight for tourists: the historic tram in
-T he 3rd International Own Business
the steep, narrow streets. Despite the hub
Study, which comprises 10,000 partici-
bub, a warm atmosphere suffuses the quarter.
pants from 10 countries and which will
be published on the occasion of OBD, is
an important part of the campaign. The
study results can be found here:
www.mpulse.de/movingboundaries.
From table wines to true
rarities – Castro’s stocks
include a range of varieties.
This chamber is by no means the only room in which Cas-
tro stores wine. He stocks 1,200 (!) different wines and he
sources both rare varieties and his bestsellers, including
the fruity Verde Muralhas from northern Portugal and the
intense Insólito from the south, from MAKRO. ‘MAKRO is a
bit like our external warehouse,’ Castro smiles. And not
just for wine – Castro procures fresh produce like vege
tables, fish and meat from MAKRO, as well as dry goods
and kitchen utensils, and has done ‘from day one’.
Continuity is a characteristic of Bairro Alto, and so is
change. Opposites do not necessarily contradict one
another here. It’s what makes the neighbourhood so spe-
VIDEO AVAILABLE cial. Despite intense competition, there is a ‘great team
AT:
spirit among the restaurant owners,’ says Castro. ‘For
instance, if someone runs out of a particular type of wine,
WWW. another restaurant will help them out.’ In view of his own
MPULSE.DE/ wine store, this is not a problem for Castro. And anyone
MOVINGPEOPLE who knows him will know that he is only too happy to help.
8 MPULSE MOVING PEOPLE
There is no culinary pleasure without the right ingredients – and the right
preparation. As a wholesale and food specialist, METRO places a premium
not just on quality, but also on the art of cooking. In many of the 36 METRO
countries, there are training centres designed to both pass on time-tested
R
traditions and further the culinary craft. Their
E
motto: learning through feeling, tasting,
smelling and doing it yourself.
After all, what underlies all cuisine is
the craft of cooking. And like any
craft, this must be learned – ideally
from professionals. Because prepar- H
RT
ing food that is at once a treat for
the eyes and the palate takes plenty
of practice and years of experience.
U
This is clear to anyone who has dedi-
cated him- or herself to the culinary
F
pleasures.
METRO therefore not only sells the
ingredients for all sorts of delicacies,
but demonstrates how to prepare
them as well. It also operates
sommeliers, baristas and renowned
so-called training academies in
instructors from the home country
around 11 of the 36 METRO countries,
and abroad pass on their knowledge
including Bulgaria, Germany, France,
about ingredients, cooking tech-
Italy, Poland, Romania, Serbia, the
niques, nutritional trends and much
Czech Republic, Turkey, Ukraine and
more. They inspire the participants
Hungary.
with their creativity and their pas-
sion for the precision of their craft.
Each academy is a unique combin
Together, the instructors and partici-
ation of educational and training
pants create innovative dishes and
centre, professional cooking school,
newly interpret national classics.
show kitchen and event venue – all
Many of the training academies are
geared to the particular themes,
also explicitly oriented to budding
culinary culture and restaurant scene
ING
young chefs.
of the respective location.
The training academies at METRO
The primary focus is on METRO cus-
additionally serve the company’s
tomers from the food service indus-
internal continuing education pro-
try. In practically relevant seminars
cess, regularly providing seminars
and workshops, professional chefs,
N
for METRO staff. Because employees
I
who understand the challenges pro-
fessional food service customers
A
grapple with every day can offer
them even better advice.
TR INSIGHTS INTO THE TURKISH
ACADEMY ‘GASTRONOMETRO’
AT:
WWW.
MPULSE.DE/
MOVINGPEOPLEMPULSE MOVING GOODS 9
Because service doesn’t
stop at the store exit
Picking, packing, loading and transport: what the customer nor- advantage of this delivery offer, choosing from a specially
mally has to do, METRO can do very simply for him or her with tailored assortment of around 6,000 professional articles.
its Food Service Distribution (FSD). In all 36 countries, food ser- D ifferent operational models are used, depending on local
vice professionals, hotel operators, caterers and traders take requirements and circumstances:
MODEL 1: MODEL 2: MODEL 3:
OUT OF STORE IN-STORE DEPOT INDEPENDENT
FSD DEPOT
ORDER ORDER ORDER
FSD DEPOT
FSD
DEPOT
S U P P LI E R S U P P LI E R S U P P LI E R
The FSD customer receives his or her The FSD depot is located within the If a region has high FSD demand and
products from the wholesale store’s wholesale store, but forms a separate insufficient capacity in the existing
stock. In the store, there is only a small merchandise management entity. The wholesale stores to meet this need,
outgoing goods zone, in which articles FSD depot is responsible for its own METRO establishes independent FSD
from the product ranges are consoli inventory: it orders – independently of depots, that is, combined warehouse
dated and loaded onto the delivery the wholesale store – via central METRO and distribution centres, in designated
vehicles. Depending on the store, there platforms or directly from suppliers. locations.
may be a small storage area for articles Only a small number of the articles
that are in especially high demand. come from the store, so the depot can
include, for example, its own frozen
foods area.
The METRO delivery service is used by food service profession-
WATCH THE EXPLANATORY VIDEO AT:
als and wholesale customers worldwide. Additional support is
provided by in-house regional specialists: Classic Fine Foods in
WWW.
Asia and the Middle East, Pro à Pro in France and Rungis Express
MPULSE.DE/
for gourmet foods in Germany and Switzerland. Overall, the FSD
MOVINGGOODS
services represent an independent line of business.10 MPULSE MOVING BOUNDARIES
Mr Schulze, METRO has set itself What is the greatest challenge of
ambitious climate protection the self-defined goal of providing
goals: by 2030, the company aims over 1,000 charging points for
to reduce its CO2 emissions by customers by 2030?
50% per square metre of sales and
warehouse space. What is electro- Generally speaking, the challenge of
mobility’s contribution to this? e-mobility is that we have to invest. We
have to use sound judgement and set
The contribution of electromobility up the charging stations in the right
is small in numbers, because our CO2 locations with the greatest customer
footprint is also small, at just 3%. But potential. We have to look for roll-out
it’s a visible contribution, and a highly partners and, of course, push the roll-
emotional one. It makes our efforts out forward to complete it by 2030, as
‘Every
towards climate protection the schedule calls for. But I’m sure we’ll
very clear. And in the have the 1,000 charging stations in
end, every contribu place before then.
tion counts, whether
contribution
large or small. What’s the role of electromobility
in METRO’s strategic orientation
In 2017, METRO AG to wholesale?
joined the EV100
counts’
initiative, which There, our professional customers
was conceived to come to mind first. E-mobility is abso
promote electro- lutely a driver of value. When custom
mobility. What has
ers come to us, perhaps repeatedly,
happened at METRO
because they want to charge their
since then?
vehicles while shopping, then we’ve
Our goal is the comprehen done everything right. But that’s the
sive introduction of electromobility, easier exercise. The more important
without a rush, without fear and panic, challenge is to develop solutions that
but rather rationally and sustainably. make delivery to customers by EV
And of course also profitably. Up to cheaper and better than with diesel.
now, we’ve installed exactly 354 charg Because our customers operate their
ing stations in many countries, for restaurants in the city, for exam
example in China, Ukraine, Moldova, ple – and here, our electromobility also
and in our core European countries, makes for better air quality. For METRO
including Germany, of course. And as a wholesaler, e-mobility represents
there soon will be more chargers – such yet another opportunity with regard to
as in Rödelheim and Meckenheim, Ger our professional customers. Because
many, and at MAKRO Poland. We make they have a need to provide charging
e-mobility experiencable by imple stations for their restaurant customers
menting it in our delivery operations, or hotel guests – so we should think
with great success in Austria and about putting charging solutions for
France. And in Germany, we have a our customers right ‘on the shelf’.
company car policy that actively calls
for the use of EVs or hybrids.
Does that mean you’re satisfied
When METRO joined the inter
with the development up to now?
national Electric Vehicle 100
(EV100) initiative in 2017, it com The development so far is okay – we’re
mitted itself to actively promot moving ahead according to plan. We
mustn’t deny that e-mobility and the
ing electromobility. Olaf Schulze,
infrastructure it requires cost a lot of
Energy Manager at METRO AG, money. That isn’t a simple business
talks about what has changed case. On the other hand charging sta
at METRO since then, what chal tions for our customers increase their
lenges remain to be met and why loyalty and bring added value for them,
as well as for us when sales increase.
e-mobility offers customer value.
But you couldn’t make a profit from
charging stations directly,
not now and probably not
in the future, either.
MORE ON THE TOPIC AT:
WWW.MPULSE.DE/
MOVINGBOUNDARIESMPULSE MOVING BOUNDARIES 11
METRO IS
EXPANDING
ITS RANGE OF
SERVICES
When people think of METRO, they typically think of fresh
fish, crisp vegetables and excellent meat – and the big blue
box. As a solutions provider for independent restaurateurs
and retailers, METRO is poised to significantly expand its
own offerings under the term SME services. With digital
services and more.
Restaurateurs deal not just with food, but
equally with issues such as financing, insur-
ance, personnel and professional food service
equipment. These aspects of the restaurant
business offer good starting points for new
METRO services. ‘We have access to the
customers and could serve many of these
areas,’ says Martin Behle, Operating Partner of
METRO responsible for businesses in Germany
and Austria.
An international team of young METRO pro-
fessionals considered how to best make this
possible. Restaurant founders make numerous
decisions at a very early stage. These include
the kitchen equipment that they purchase
from local and regional food service supply
specialists. Thus the starting gun has been
fired for the first SME service, in autumn 2019:
the cooperation with PENTAGAST, Germany’s
largest association of specialist food service
suppliers.
Both partners see a clear advantage in this
symbiosis of food (METRO) and kitchen equip-
ment (PENTAGAST). METRO has developed
so-called pre-kitchen products specially for
the food steamers distributed by PENTAGAST.
These relieve restaurateurs of a great deal of
work. The push of a button is all it takes to
create a high-quality meal. This is a benefit to
all involved parties: PENTAGAST sells more
appliances, METRO increases its share of sales
and the restaurateurs can work efficiently and
satisfy their guests.
MORE ON THE TOPIC AT:
WWW.
MPULSE.DE/
MOVINGBOUNDARIESMETRO In the core business wholesale, METRO achieved its 24th consecutive
quarter of like-for-like growth.¹
in figures
DISH, the online B2B platform specialising in the needs of food service
Total sales¹ €7,551 million professionals, is already available in 14 countries.¹ With DISH,
Like-for-like sales growth¹ +3.4% restaurateurs are given access to digital solutions, industry-specific
EBITDA¹ €347 million information and networking opportunities.
Stores (METRO Wholesale)1 773
To fight hunger and food waste, METRO Wholesale supports food
banks in 21 countries worldwide. In financial year 2017/18, we donated
1
Q3 2018/19. more than 51 million meals to people in need.DESSERT
IMPRINT
Publisher
METRO AG, Metro-Straße 1, 40235 Düsseldorf, Germany
PO box 230361, 40089 Düsseldorf, Germany
Useless knowledge from
the world of food
METRO on the internet
www.metroag.de
Corporate Communications
T +49 211 6886-4252
F +49 211 6886-2001
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(same address as publisher)
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Project management
Kim Franziska Lübke, Katrin Mingels
Graphic design
Strichpunkt GmbH, Sophienstraße 6, 10178 Berlin, Germany
Editorial support and realisation
Ketchum Pleon GmbH, Bahnstraße 2,
40212 Düsseldorf, Germany
Printing
Druckstudio GmbH, Professor-Oehler-Straße 10,
40589 Düsseldorf, Germany
Photography
Alexander Link: p. 1, 10
Urban Zintel: cover, pp. 1, 5–7
Boris Zorn: p. 12
Illustration
Strichpunkt GmbH, Sophienstraße 6, 10178 Berlin, Germany
Photo credits
METRO AG
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