The battle for sales, loyalty points, and partner networks is reshaping the supermarket landscape once again. The Masoutis–ANEDIK Kritikos deal is acting as a catalyst for developments and repercussions that are expected to be felt mainly in regional areas and tourist destinations, where much of the competition is now concentrated.
The 53 stores that Masoutis is required to divest, based on the commitments imposed by the Competition Commission for the completion of the acquisition, are just one aspect of this new showdown in the organized food retail sector, which currently generates over 16 billion euros in revenue.
The real stakes concern control over partner networks and local businesses with a strong presence in key markets. And which of these partners are willing to switch sides—and at what price.
This so-called “second division” of the market—that is, franchise networks, partner stores, and independent retailers in the regions—is playing an increasingly significant role in the battle for market share.
Already, in less than 24 hours, two of the market’s key players have left open the possibility of claiming a portion of the 53 stores that Masoutis must divest, while expressing their intent to strengthen their networks through partners.
“We will first look at the stores, where they are located, and whether they fit our strategy,”said Nikos Lavidas, CEO of AB Vassilopoulos, yesterday on the sidelines of a company event with WWF Greece.
The interest, however, is not limited to these specific locations. Two months ago, AB Vassilopoulos acquired three stores in Santorini, which until then had been operating under the Carrefour brand.
At the same time, it is in talks to acquire another 3-4 stores in Attica from Retail & More, a subsidiary of Nikos Vardinoyannis’s AVE that manages the Carrefour brand in Greece.
As for Santorini, the chain plans to invest 3 million euros to operate a total of four company-owned stores. At the same time, it is also “betting” on Mykonos, where it has four stores.