Leading the
transition

We are heading towards significant changes. To reach our business goals, given the new context we find ourselves in, we must successfully navigate three major shifts:

1. The Relevance Shift
   The ability to stay relevant for our customers is absolutely essential. To avoid losing relevance, we must be innovative enough to redefine the future of convenience, and ensure we attract the customer while doing so. Getting there is the first transition.

2. The Assortment Shift
   One of our greatest challenges - and opportunities - is to innovate our assortment so that we move from being part of the problem to becoming part of the solution in the global food system. We must shift towards a healthier, more sustainable assortment that meets the needs people have today while also being fit for the future. Getting there is the second transition.

3. The Empowerment Shift
   We must enable all our franchisees to succeed. It is through their success that we gain ours. That is why we need to build capability and empower franchisees, who thrive and run successful stores, creating value that goes beyond transactions. Getting there is the third transition. 

To some, we may seem like unlikely candidates to drive this kind of transformation. And of course, we have quite a journey ahead. But we are actually uniquely positioned to succeed. Our core values and organisational structure, together with owners who backus with eternity as horizon, create just the right conditions.

Every day, our franchisees and store managers serve 800,000 customers. We are there for everyone, from all walks of life. That gives us a rare opportunity to become the beating heart of the local communities, democratise sustainability by making it affordable, and redefine what convenience means.

If there is one thing we have learnt on our journey so far, it is that you can achieve more than you think if you really try. Our more than 130-year history proves that - both on an individual and organisational level.

Imagine our stores becoming windows into the future - living proof that a better tomorrow is not just possible, it’s already beginning to take shape.

Easy? No.
Possible? Yes.