Migros investing CHF 2.5 billion in price reductions, improved product ranges and modern stores

Migros is undergoing its biggest transformation in decades. It is selling loss-making shops that no longer fit the bill with the aim of refocusing on supermarkets, true to the principle of Migros founder Gottlieb Duttweiler that Migros offers high-quality products at attractive prices. To that end, Migros Supermarkt AG was founded on 1 January 2024. The new strategy is now taking shape – with tangible benefits for customers. 

"The transformation of the Migros Group is on track. Now our customers can reap the first rewards," declared Ursula Nold, President of the Board of Directors of the Federation of Migros Cooperatives (FMC). "At Migros, people will continue to get more for their money in the future," she explained to the media at a local event in Zurich. 

1. Low prices for over 1000 everyday products 
This year and next, Migros plans to reduce the prices of well over 1000 especially popular everyday products to discount levels nationwide. Today, Monday, more than 60 vegetables and fruits will kick things off. They are now available at a low price and are marked with a yellow sticker in the stores. In addition, there are more attractive promotions on the most popular products. Both will lead to a noticeably cheaper basket at Migros. Migros will invest CHF 500 million in price reductions alone over the next five years. Mario Irminger, President of the FMC General Management, explained how this will be achieved: "Firstly, thanks to the divestment of loss-making businesses, we have funds available to benefit supermarket customers. Secondly, we are consciously accepting lower Group profit; as a cooperative, Migros does not strive to maximise profits. And thirdly, we are utilising the efficiency and cost benefits of closer cooperation throughout the Migros Group." The lower prices are expressly not at the expense of farmers and producers. 

2. More own brands with a convincing price-performance ratio 
Migros is proud of its more than 200 own brands. They are popular, sometimes even have a cult following, and are part of Migros' DNA. In future, they are to be given more weight and a more prominent position in the stores. "We will increase the proportion of our own products in Migros stores and make targeted investments in their prices and quality," explained Guido Rast, Chairman of the Board of Directors of Migros Supermarkt AG. 

3. More freshness and regionality 
Migros is optimising its fresh produce chain from the producer to the store. This means that customers will consistently receive top quality vegetables, fruit and bread from the moment the shop opens until it closes. Migros is not only strong in fresh produce, it also has the closest network with regional producers and promotes these partnerships. "In future, customers will get more for their money – not just in terms of the quantity in their basket, but also in terms of quality," declared Peter Diethelm, CEO of Migros Supermarkt AG. 

4. Migros opening 140 new stores 
Migros will invest a total of CHF 2 billion in new and more modern stores over the next five years. The plan is to open 140 new stores, the majority of which will be small M stores in areas where the population is growing rapidly. This means that Migros will be the nearest supermarket for a further 200,000 households. By 2030, the Migros store network, including VOI and Migros partner stores, will grow from just under 790 today to around 930. 

5. Migros modernising 350 stores 
Migros will modernise and expand a total of 350 existing supermarkets by 2030. These will be given a fresh new look and a modern shop concept to enhance the shopping experience for customers. 

With all these measures, Migros is modernising and simplifying its core business within its cooperative structure. Migros is and remains in excellent financial health. In 2025, Migros will celebrate its 100th anniversary and contribute to the quality of life of its customers and society in a more modern and fresh way than ever before.

Click here for the pictures of the media conference participants.
Click here for the presentation of the media conference.