Migros facts for kids
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Native name
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Migros-Genossenschafts-Bund
Fédération des coopératives Migros Federazione delle cooperative Migros |
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| Co-operative | |
| Industry | Retail |
| Founded | August 1925 |
| Founder | Gottlieb Duttweiler |
| Headquarters | , |
| Products | Supermarkets, food industry, petrol, electronics, books, home-wares, etc. |
| Revenue | 28.85 billion CHF (2021) |
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Operating income
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668 million CHF (2021) |
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Number of employees
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97,541 (2021) |
Migros (German pronunciation: [ˈmiɡro]) is Switzerland's biggest retail company. It is also the largest supermarket chain and employer in the country. Migros is one of the top forty retailers in the world. It is set up as a co-operative federation, meaning it is owned by its more than two million members.
The name "Migros" comes from French words. "Mi" means half or mid-way, and "gros" means wholesale. So, the name suggests prices that are halfway between regular retail and wholesale prices. The company's logo is a big orange "M". Because of this, Migros is often called "the orange giant" in different languages.
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How Migros Started
Migros was founded in 1925 in Zürich, Switzerland. A man named Gottlieb Duttweiler started it as his own business. His idea was to sell just six basic food items at very low prices. Back then, many people did not have easy access to markets.
At first, he sold only coffee, rice, sugar, pasta, coconut fat, and soap. He used five lorries (trucks) that traveled from village to village. Other stores did not like this new way of selling. They tried to stop producers from selling to Migros. To fight back, Migros began making its own products. They started with meat, milk, and chocolate.
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Duttweiler and his drivers added more items to their trucks. In 1926, the first Migros store opened in Zürich. His second store, in Ticino, was different. It was set up as a co-operative. By 1941, Duttweiler had many stores. But that year, he gave his business to his customers. He changed all his private businesses into regional co-operatives. These were then led by the Federation of Migros Co-operatives.
Growing the Business
Gottlieb Duttweiler was always looking for new ideas. In 1935, he started the Hotelplan travel agency. In 1942, Migros began publishing a weekly magazine. It was called Wir Brückenbauer, which means "We Bridge Builders". Today, it is known as Migros Magazin.
Migros also expanded into other areas:
- In 1952, they opened restaurants.
- In 1954, they started filling stations called Migrol.
- In 1956, they opened language schools (Eurocentres).
- The Migros Bank started in 1957.
- An insurance company was added in 1959.
In 1948, an economist named Elsa Gasser suggested a new idea. She convinced Duttweiler to use the self-service method in Migros stores. This helped Migros become Switzerland's most successful supermarket chain.
In 1954, Migros also entered the Turkish market. They formed Migros Türk with the Istanbul City Council. However, Migros Switzerland sold its share in 1975. Migros Türk is now the largest retailer in Turkey. It was not until 1993 that Migros opened another store outside Switzerland. This store was in Thoiry, France, near Geneva.
In 1986, Migros opened its first recreation park, Säntispark. It is located in Abtwil.
Focus on Good Products
In 1995, Migros started its "Migros Bio" organic label. These products follow strict organic guidelines. In 2017, they added "Migros Bio Suisse" for organic products. These products must have at least 90% Swiss ingredients.
In 2012, Migros bought a German food store chain called Tegut. In the same year, Migros opened the first Swiss store of the German organic supermarket chain Alnatura. However, in 2013, Migros sold its four Migros-branded stores in Germany.
In 2016, Migros announced they would stop giving out free plastic bags at check-out. They had tested this in one area since 2013. The test showed that it reduced plastic bags by 90%. Migros was the first company to do this across Switzerland. They also said that any money made from selling plastic bags would go to environmental projects.
Migros's Special Rules
Gottlieb Duttweiler cared about his customers' health. He decided that Migros would not sell any alcoholic beverages or tobacco. This rule is still in place today in Migros supermarkets. However, Denner, which is owned by Migros, does sell these items.
Here are some of Migros's special rules and ideas:
- They do not sell alcohol or tobacco in their main stores. (But they do in their online shop).
- They do not pay any dividends (extra money to owners).
- If the company earns a lot of money, the supermarkets must lower their prices.
- Migros is a co-operative. This means it is owned by its members.
- Any adult living in Switzerland can become a member for free. Members can also vote on important decisions.
- Migros uses 1% of its total money earned for social and cultural projects. This is called Migros Kulturprozent (cultural percent).
Migros also strongly supported women's suffrage in Switzerland. This means they helped women get the right to vote. They paid for campaigns and printed messages in their weekly magazine.
In 2021, Migros thought about selling alcohol in its supermarkets. But in June 2022, the members of each of the ten regional co-operatives voted. They strongly rejected the idea of selling alcohol.
Migros Today
Today, Migros is still organized as a co-operative society. A large number of Swiss people are members. About 2 million people out of Switzerland's 8.4 million population are members. This means Migros is a supermarket chain owned by its customers. More than 90% of the products sold are made by Migros's own ninety companies.
Migros has promised to spend one percent of its yearly sales on cultural projects. The group that handles this is called Migros Kulturprozent.
Migros supermarkets come in three sizes: M, MM, and MMM. The company's loyalty card is called the M-cumulus card. The name is a play on the word "accumulate" (to gather) and a type of cloud.
M-Budget and Migros Sélection
In 1996, Migros created its "M-Budget" range of products. These products are designed to be affordable. They started with 70 products for people with lower incomes or large families. Now, there are 330 M-Budget products. These include mountain bikes, snowboards, mp3 players, milk chocolate, jeans, and shoes. M-Budget products have a special green and white packaging design.
Many M-Budget products are made in limited amounts. Whether they become a regular product depends on how popular they are. This makes some M-Budget items special, and people sometimes collect them.
To promote M-Budget, Migros held "M-Budget Parties" in the early 2000s. Tickets cost 9.90 Swiss francs and included free non-alcoholic drinks and snacks.
In 2005, Migros launched M-Budget Mobile with Swisscom. This is a pay-as-you-go mobile phone service.
Also in 2005, Migros introduced a premium line called Migros Sélection. These are mostly food products that are more expensive and prepared in special ways. Sélection products have their own pearl white and gold packaging.
In 2006, Migros launched the M-Budget credit card. It had a very low yearly fee. Later, after a competitor offered a credit card with no yearly fee, Migros also removed its annual charge.
In 2014, Migros started using self-service checkouts in its stores.
Migros Companies
Migros owns many different companies. Here are some of them:
- bestsmile: A Swiss company for teeth straightening.
- Change Migros: For changing money.
- Denner: A supermarket chain that Migros fully owns.
- Digitec Galaxus: Stores and online shops for electronics, home goods, and sports gear.
- Do it+Garden: Stores for do-it-yourself projects and gardening.
- Eurocentres: Language schools.
- Ex Libris: Bookstores.
- FitnessPark: Fitness centers.
- Hotelplan: A company that plans tours and holidays.
- melectronics: Stores that sell electronics.
- Micasa: Furniture stores.
- Migrol: Petrol stations.
- Migrolino: Small convenience stores, often at petrol stations.
- Migros Bank: A bank, the fifth largest in Switzerland.
- Migros Klubschule (Migros Club Schools): Centers for adult education.
- Migros supermarkets: The main food stores.
- Monte Generoso Railway: A mountain railway owned by Migros.
- Obi: Do it yourself stores.
- SportXX: Sports shops.
M-Industry
Many products sold in Migros supermarkets are made by its own companies. These are part of "M-Industry." Most of these companies are in Switzerland. In 2017, M-Industry had 32 companies. 25 of them were in Switzerland. They make over 20,000 products for Migros stores.
Some M-Industry companies include:
- Aproz: Makes mineral waters and fruit drinks.
- Bischofszell: Makes ice tea, fruit juices, and snacks.
- Delica: Makes coffees, dried fruits, and spices.
- Estavayer Lait SA (ELSA): Makes milk and yogurts.
- Frey: Makes chocolate and chewing gums.
- Jowa: Makes breads and pastries.
- Micarna: Makes meat and fish products.
- Midor: Makes biscuits and ice creams.
- Mifroma: Makes cheeses like Raccard and Gruyère.
M-Industry products are also sold in fifty other countries. For example, they are sold in China under the name Orange Garten.
Main Competitors
Migros's main competitor is Coop. Coop is Switzerland's second-largest supermarket chain. It also has a co-operative structure, like Migros. Other competitors include the Manor department store chain. More recently, German discount stores like Aldi and Lidl have also opened in Switzerland.
In 2007, Migros bought 70% of Denner's shares. Denner was the third-largest food retail chain in Switzerland. This move helped Denner compete better with foreign companies.
See also
In Spanish: Migros para niños
- List of supermarket chains in Switzerland
- Park im Grüene
