About the study

Study overview

For the second time, METRO, a leading international player in self-service wholesale trade, joined forces with the market research institute GfK to survey entrepreneurs in Germany’s food service and hotel industries. They wanted to know: what are the motives, aims and desires of the business operators? And, above all: what is their attitude to digital technology? A total of 350 business founders were surveyed by means of CATI (computer-aided telephone interviews). To determine the demand for digital services, GfK conducted a parallel survey of 1,000 consumers (ages 14+) who were representative of the general population. Both surveys were carried out by GfK in September 2015.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

About METRO Cash & Carry

With over 750 wholesale stores in 26 countries, METRO Cash & Carry is a leading international player in self-service wholesale trade and METRO GROUP’s largest sales line: customer-oriented, international and innovative. The business concept is geared to support customers in the successful operation of their businesses. After 50 years, it remains the declared aim of the wholesale company to promote the passion and ambitions, the creativity and flexibility of independent entrepreneurs.

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