Dear Executives, where has that boldness—with a capital B—gone?
By abandoning the Migros brand in France at our historic locations in Thoiry, Étrembières, Neydens, and the future Divonne-les-Bains project, you have chosen the path of logistical convenience. You have capitulated to the rules of the French purchasing cooperatives.
Yet Migros France is in a position of strength! The revenue generated by cross-border customers at our stores is enormous. With such strong financial arguments, Migros should have imposed its terms on Système U: “We’ll keep our name, our orange logo, and our Swiss identity, and you’ll remain our supplier behind the scenes, just as Cora did for 30 years.”
Today, customers don’t want yet another U store with three brands of Ice Tea competing head-to-head on the shelf. We want OUR Migros stores back—run the Swiss way—with the atmosphere and iconic products that made you successful.
It’s not too late to renegotiate and show the business courage that customers expect. Give us back Migros France!