Profi: improving the level of retail

Profi Magyarország Zrt.’s owner is the Louis Delhaize Group. Profi appeared on the Hungarian market in 1989, establishing a food discount store chain from wholesale warehouses. Some of their units were greenfield investments and they bought a few of them in the privatisation process. At the moment there are 73 Profi stores in Hungary, which have been redesigned and refurbished a couple of years ago. For instance they created a ‘200-forint zone’ in each store and started more dynamic in-store marketing. In Profi’s communication strategy they put ‘Profi values’ in the limelight: groceries made in Hungary, good prices and private label products. There is a long list of the latter, including dairy products, frozen goods, confectionery, snacks, household and chemical products, pet food and beverages.