Migros is investing CHF 2.5 billion in price reductions, its own brands and stores. More than a thousand everyday products will be reduced to discount prices, while 140 stores will be opened and another 350 modernised. Own brands and regional products are being strengthened, with Migros putting even more emphasis on freshness and regionality. These measures lead to cheaper prices and higher quality without having a negative impact on farmers. It plans to expand its network of stores to 930 locations by 2030.
