METRO launches mission to preserve Hungarian gastronomy

 Earlier you have filled leading positions at METRO in several countries of the region and on 1 April 2024 you took over the management of the Hungarian subsidiary. What motivated you to take this step?

– I am committed to supporting METRO wherever my skills are needed the most. I have confidence in the company’s activities and believe in what we are doing globally and locally.

Dr Vladimir Gnjidić, CEO, METRO Magyarország

 How does your previous experience help you in your current position?

– During my career I have gained insight into this business from both the producer and the wholesaler sides. This gives me a comprehensive overview, so I understand the perspectives of the various players in the value chain.

 How do you assess the Hungarian wholesale market and METRO’s role on it?

– The Hungarian market is extremely fragmented, highly competitive and rapidly changing. As consumption-driven growth is limited, competitors are fighting for market share. However, METRO plays a key role in this environment, being the only truly multichannel wholesaler operating nationwide.

Hungarian Grey Cattle – one of the key ingredients of the Tasty Hungary initiative

 METRO’s global wholesale transformation began back in 2021. Why was this new strategy necessary?

– The METRO Group is currently in the middle of implementing its “sCore strategy”, which aims to double its global business size between 2021 and 2030. The essence of the strategy is for METRO to become the world’s leading multichannel wholesaler. Harmonising the strategic direction and local operating standards of METRO countries has created new synergies.

Makó red onion under the METRO Chef brand – another key ingredient of the Tasty Hungary initiative

 What are the strategic pillars of this complex process?

– I would like to highlight three global strategic pillars: HoReCa and Trader customer choices, store efficiency and a leading position in pricing. In addition to these, we have developed three further strategic pillars at the local level: focus, empowerment and mobilisation.

 You attach great importance to the HoReCa sector. How do you see the Hungarian hospitality market?

– Hungarian cuisine is very close to my heart, I love traditional Hungarian dishes. Unfortunately, we also see traditional Hungarian dishes becoming less and less common on menus, and at the same time the proportion of Hungarian guests is also declining. We must do something about this!

 Where do you see METRO Magyarország in 3-5 years?

– In short I would like us to become the number one choice or to further strengthen our position among our B2B partners. I would like our customers to say and think this about us in the future: “METRO is a partner that offers me with the products and services I need, and it provides a solid foundation for my business”.

 With the challenges of the future in mind, how does METRO help its HoReCa partners to adapt?

– Besides the mandatory elements such as stable supply and competitive prices, we are developing products and services that give real answers to today’s challenges, e.g. the Smart Kitchen product range. We also wish to help our partners attract even more guests and preserve the uniqueness of traditional Hungarian cuisine together via the Tasty Hungary initiative.

 What is the purpose and essence of this programme?

– The Tasty Hungary initiative fits perfectly into METRO’s global strategy, as it focuses on local small and medium-sized HoReCa partners. One of its most important elements is building on traditions. Our latest research has revealed some worrying trends: 72% of Hungarian restaurants are experiencing stagnation or a decline in demand for traditional dishes. Tasty Hungary isn’t just a simple programme, but a mission that the wider community can freely join – including restaurants, guests, suppliers, the media, etc.

METRO Tasty Hungary Feast at Hungexpo

 It was announced at the Tasty Hungary festival – held at Hungexpo – that goulash would be the focus of this year’s programme. Why was this particular dish chosen?

– Goulash was an obvious choice, as it is one of the most iconic Hungarian dishes, which is versatile and known and loved even by the younger generation. What is more, goulash can easily be adapted to modern gastronomic trends, so we presented several variations at the event as inspiration. The dish we call Tasty Hungary Goulash is made from two authentic Hungarian ingredients: Makó onions and Hungarian gray cattle meat.

Makó onion field

 How can restaurants join the programme?

– We welcome any restaurant whose menu already includes goulash or would like to add it. For more information, please contact our local sales representatives or visit joizumagyarorszag.hu.

 Are you also planning consumer/guest activities in connection with the programme?

– Of course! Consumer activation is a key element of the initiative. After involving our HoReCa partners, we will launch a nationwide campaign aimed at encouraging guests to taste different goulash variations.

Goulash variations: Street Food goulash…

…and Asian goulash

 How familiar are you with Hungarian cuisine and what is your favourite Hungarian dish?

– I arrived in Hungary in April 2024 and my family joined me a few months later. We really enjoy life here. Goulash soup is my favourite too, but I must admit that I have a real sweet tooth, so I can’t resist desserts such as Somlói galuska, túrógombóc and Dobos cake. (x)