INTERVIEW Karan Khurana, CEO METRO Romania: “We aim to become the most digitalized wholesaler in Romania”

“2024 was a year of strong growth and strategic consolidation. METRO Romania once again delivered good results, maintaining double-digit growth and enhancing the customer experience.

Continuous digitalization combined with multichannel transformation remained our top priority. We modernized our stores, expanded delivery capabilities, and strengthened our position as a multichannel wholesaler. Whether in-store or via delivery, we focused on seamless customer access,” Karan Khurana, CEO METRO Romania told The Diplomat-Bucharest.

“In 2025, our focus remains on strengthening METRO Romania’s market position, expanding our HoReCa presence and further shaping our omnichannel business model. Digitalization remains a top priority—we aim to become the most digitalized wholesaler in Romania.”

What were your company’s most significant achievements in 2024?

2024 was a year of strong growth and strategic consolidation. METRO Romania once again delivered good results, maintaining double-digit growth and enhancing the customer experience.

Continuous digitalization combined with multichannel transformation remained our top priority. We modernized our stores, expanded delivery capabilities, and strengthened our position as a multichannel wholesaler. Whether in-store or via delivery, we focused on seamless customer access.

A major milestone was expanding the LaDoiPasi network beyond 2,500 stores — including a record-breaking 60 store openings in one single day.

Supporting entrepreneurs in HoReCa and traditional trade is, historically, another central focus. We expanded our “Buy More, Pay Less” program for price stability and enhanced our Own Brand portfolio (METRO Chef, Fine Life, METRO Premium, METRO Professional, Aro, Rioba) to offer tailored, efficiency-driven solutions — critical amid rising food costs and labor shortages in HoReCa, but also extremely well-balanced price – quality ratio products, that improve our trader customers’ profitability on a daily basis.

Lastly, we launched “Vis de Antreprenor” (The Entrepreneur’s Dream), a communication platform celebrating and promoting our customers’ success and inspiring the next generation of business owners.

What are your key priorities and objectives for 2025? How do these objectives align with the evolving needs of the Romanian retail market?

In 2025, our focus remains on strengthening METRO Romania’s market position, expanding our HoReCa presence and further shaping our omnichannel business model. Digitization remains a top priority—we aim to become the most digitalized wholesaler in Romania.

A key growth driver is accelerating the expansion of LaDoiPasi, our rapidly growing proximity store network, which remains central to our strategy.

Our objectives are directly aligned with customer needs: empowering their businesses, enhancing their experience and streamlining operations for faster, more efficient solutions. As the retail landscape evolves, we are committed to delivering innovative, customer-centric solutions that keep our partners competitive and METRO at the forefront of the industry.

 What new initiatives are you planning to enhance customer experience in 2025?

As a wholesaler, METRO Romania is dedicated to serving businesses in the hospitality industry and traditional trade, with every initiative focused on enhancing the customer experience and driving their growth.

In 2025, we are strengthening our digital capabilities to better support our customers. This includes upgrading Point of Sale (POS) systems, enhancing fulfillment solutions and refining marketing communication tools to create a seamless and efficient customer journey.

We continue to expand our professionally tailored product range, with a strong emphasis on our own brands, ensuring our customers have access to high-quality, cost-effective solutions. To reinforce our wholesale positioning, we are further optimizing our tiered pricing system, as well as the “every day low price” one, offering even greater value to our partners.

Additionally, we are committed to maximizing product quality, availability and delivery reliability, ensuring that our customers can depend on us for the right products, in the right quantities, at the right time.

How do you anticipate Romania’s economic conditions (e.g., inflation, consumer spending) will impact your business in 2025?

We expect increased market volatility in the short to medium term, demanding resilience and agility from our team. Our priority remains innovation — offering solutions that help customers navigate economic uncertainty.

To support our partners, we maintain a stable pricing policy and a strong Own Brand portfolio, ensuring greater value and cost efficiency in an unpredictable market. As businesses seek stability and smarter investments, these solutions become even more critical.

Despite economic uncertainties, METRO Romania has consistently achieved double-digit growth, driven by continuous investment and innovation. As one of the top-performing countries within METRO AG, we are confident in our ability to sustain this momentum and keep delivering outstanding results.

What challenges do you foresee in attracting and retaining talent in 2025? Are there any programs planned to upskill employees or improve workplace culture?

Attracting and retaining top talent in 2025 will require continuous investment in employee development, workplace culture and well-being. The challenge lies in ensuring our teams stay ahead in a rapidly evolving business landscape, while fostering an environment where they can thrive.

To address this, we provide ongoing training and upskilling programs, access to internships and learning platforms, as well as well-being and consultancy initiatives. We also actively promote employee networking and collaboration, creating dedicated spaces for recreation and open dialogue.

Our commitment to a people-first culture has been recognized by the Top Employers Institute, which has certified METRO Romania as a Top Employer for the fifth consecutive year. This recognition reinforces our belief that investing in our people is key to long-term success. 

How do you see Romanian consumers’ expectations changing in 2025?

In 2025, Romanian consumers are expected to remain cautious, prioritizing essential purchases and seeking value-for-money options.

Additionally, high inflation, political uncertainties and broader geopolitical factors are expected to shape more restrained and value-driven consumer behavior throughout the year. Businesses that remain agile and responsive to these evolving expectations will be best positioned for success.

How does 2025 fit into your company’s long-term vision for the Romanian retail market?
The year 2025 is a time of consolidation for us as we reinforce our Price Leadership vision, strengthen our wholesale fundamentals, and exercise prudence in investments and cost allocations amid an uncertain economic and political environment. That being said, we remain optimistic about the future. By reinvigorating our core strengths and sharpening our focus, we are positioned for robust multichannel growth through our cash-and-carry stores and food service delivery business over the next few years, during which we expect to secure market share gains and become even more relevant as a wholesaler.

Are there any major milestones you’re working toward in the next 3-5 years?
We are working on a growth model that secures wholesaling market leadership and strengthens our position in the franchise and hospitality sectors. This year, we are investing in capacity to support future volume growth. Over the next few years, we also aim to strengthen our stakeholder relationships and become strategic partners with customers who want to grow alongside us.

As part of our sCore strategy, our vision is to be the undisputed market leader in the B2B sector, with the most efficient and digitalized business model. As I think ahead to our mission, we will be Customer First, People-Led, and Stakeholder-Driven, and all our efforts will be dedicated to achieving these ambitions.

What advice would you share with other players in the Romanian retail sector as they navigate the future?

The Romanian retail sector is evolving rapidly, and success will depend on agility, customer-centric innovation and strategic partnerships. For wholesalers and retailers alike, the key is to understand and anticipate the needs of professional customers, offering tailored solutions that drive their business forward.

In the HoReCa and traditional trade segments, businesses must focus on reliable supply chains, competitive pricing and value-added services to help their customers navigate economic challenges.

At METRO Romania, we believe that long-term success comes from building strong relationships with customers, continuously improving the product offering and remaining adaptable in a changing market. Those who stay close to their customers and invest in sustainable, value-driven solutions will be best positioned for the future.