Our strategy

Close, simple and responsible is our focus.

Close

We view the customer as our ultimate boss, and we strive to be relevant and visible in the local community. We aim to be a preferred partner and a reliable, responsible employer.

Simple

We don’t create complicated solutions to impress others. We focus on doing the right things – and we keep it simple.

Responsible

We will contribute to good public health, reduce greenhouse gas emissions, create greater diversity and equality in working life and ensure transparency throughout the value chain.

Strategic priorities

We will create profitable growth by strengthening and renewing ourselves through the following measures:

• Strengthen our culture and develop our franchise system
• Strengthen competitiveness through lower costs and better terms
• Establish new sales outlets and renew existing portfolio to boost average systemwide sales
• Strengthen and renew concepts to meet evolving customer needs
• Strengthen and renew the digital customer experience
• Take on a leading position in sustainability by making good choices easier

Our business idea

Through strong values, efficient operations and local ownership, we create the best customer experiences.

Our purpose

Together, we make everyday life a little bit easier and the world a little bit better.