1 + 1 free, minus 25 percent on four favorite products and different discount picks makes food trade in Austria a constant bargain hunt. In this country, the proportion of measures in the food trade is 30 percent, in Germany it accounts for only 10 percent. "The action jungle is becoming increasingly complex," says Rewe Austria chief Marcel Haraszti. This should be over.
Haraszti wants to reduce the high proportion of actions at Billa, Merkur & Co in the next few years step by step. Money, which saves Rewe in the many measures, can then be canceled in the shelf price instead, says the trade manager on Thursday in the corporate journalist.
Too many provisions
Comparisons of the Labor Union according to which identical products are cheaper in Germany than in Austria, irritate Haraszti. The proportion of actions in Germany decreased by one-third, the wage costs were lower, structure and logistics with Austria are not comparable. Industry could make a bigger contribution, the Rewe Austria chief admitted. While the margins in the food industry are double figures, they would only be one to three percent in the grocery trade.
"The Public Employment Service says that we are too expensive, agriculture says that we are too cheap, you can not do anything fair Says Haraszti. However, it is basically not understandable why a chocolate bar costs more than a pork chop, the boss said Current debate on cheap meat in the trade
Of the many rules that his industry only takes over, Rewe Austria is the manager a bit, but in the government's planned mandatory labeling of food, it is already a model, where he sees others more in service, as catering The designation of origin should apply to products with meat, eggs and milk, and Drexel's savings manager has also expressed himself in a "press" interview
own brand share of 21%
To be independent of the industry, trade is increasingly becoming a producer. Rewe produces meat, wine and ready meals partly in own work. "We need to secure resources, but we also do that because we are more innovative and want l make products specific to ourselves, ”says Haraszti. Rewe has a private label share of 21 percent over all rails. By comparison, this share is barely 41 percent in Spar.
In the match with the competition, Haraszti admitted to catching up. "We want to be a growth emperor, we haven't been in recent years." Rewe had a market share of 34.3 per cent in 2017, the financial figures for 2018 will be published in early April. Spar announced a market share of 31.9 percent for 2018 on Thursday, an increase of 0.7 percentage points.
According to Haraszti, progress has been made in the Rewe-owned pharmacy chain Bipa, which has repositioned according to sales and market shares each. "We still have a long way to go, but we are very satisfied right now and the result was about planning." Details are presented by the group in April.