Retailers/Metro Retail Stores Group/Profile

Metro Retail Stores Group overview

Founded in 1982, Metro Retail Stores Group is a company based in Cebu, Philippines. It’s the largest retailer in the Visayas region. As of end of 2018, it had grown its network to 53 stores, with operations in central, western and eastern Visayas, as well as stores in Metro Manila, central and south Luzon. It operates three store formats comprising hypermarkets, supermarkets and department stores. In 2015, the company completed its transition from a family-run business to a publicly-listed company.

Strategic Priorities

  1. Maintain a strong presence in the Visayas – the priority for the company is its home region of the Visayas. The company aims to use its strong brand in the Visayas to grow sales at existing store, as well as open more stores organically.
  2. Expand footprint –  the company also seeks to expand its footprint outside the Visayas through a combination of acquisitions and partnerships with mall develops. It looks to harness opportunities presented by highly populated and fast growing areas such as Quezon City and Metro Manila.
  3. Improving logistics and supply chain – the company is embarking on an extensive logistics and supply chain modernisation program marked by investments in warehouse management systems, transportation, and process improvements. All are designed to ensure improved efficiency in the movement of merchandise and the management of inventory.
  4. Format innovation – Metro strives to experiment with new concepts. In recent years it has developed a new smaller footprint neighbourhood supermarket format, called Metro Fresh n’ Easy. It will continue to improve its stores in line with changing shopper demand.

Trading & Marketing

  • Range – Metro has a wide assortment of food products and general merchandise products, thanks to its strength in global direct sourcing that is a deliberate effort to create differentiation from its competition. Its Metro Fresh n’ Easy stores have a more compact range selection to ensure simplified operation and low prices. In its hypermarkets wider general merchandise ranges are also available.
  • Private label – Metro is exploring the potential to develop its private label range, but as yet does not have products.
  • Price & promotions – Metro has a very competitive pricing strategy, aiming to offer products at the best value for money. Its Metro Fresh n’ Easy stores run a “lowest price promise” campaign. Promotions are regularly run in-store, with significant supplier activity to generate activity. 
  • Marketing – Metro embraces its civic and social responsibility by continuously supporting communities where it operates through sustainable outreach programs, environmental conservation efforts, skills training, livelihood and other employment generating activities.


Channels

  • Hypermarkets – Super Metro Hypermarket combines the best of both the department store and supermarkets. It currently operates 13 stores and provides customers with a large selection of food and general merchandise under one roof. Stores are often split over two levels and are part of mall developments. 
  • Supermarkets – with 28 stores, Metro Supermarkets are typically around 2,000-3,000 square metres and offer fresh produce, groceries and health and beauty products. The company also operates eight Metro Fresh n’ Easy stores which are smaller neighbourhood supermarkets, suitable for quick and convenient shopping.
  • Department stores – the 12 Metro Department Stores offer affordable and up-to-date general merchandise ranging from apparel, to home items and other goods.

Markets

  • Philippines – Metro Retail Store Group remains focused on the Philippines and it currently has no plan to expand internationally.  The group’s operation is primarily in the Visayas region, but it plans to open more stores in Luzon and Mindanao, through acquisitions and partnerships with other mall developers.