Running a modern retail business today feels a bit like brutal geopolitics. You must quickly seize new territories before the relentless competition does.
A new player on the European convenience market map
Tomasz Blicharski, former head of strategy at Żabka, who will take the helm as CEO of the entire group on January 1, 2027, fully understands these hard rules of the game.
He will replace Tomasz Suchański, the architect of the network’s previous success, who transformed it into an advanced sales machine with a powerful food-to-go offering.
Blicharski unreservedly lays his cards on the table and states outright that the main goal is an undisputed leadership position in the convenience segment across Europe.
Bold plans? It is worth outlining the entire industry here, because the European retail market is highly fragmented, and global giants like the owners of the U.S.-Japanese network 7-Eleven (Seven & i Holdings Co. Ltd) have not yet built a unified dominance in all continental countries.
Żabka, controlling nearly 13,000 stores across Poland and owning 204 outlets in Romania, sees an ideal gap here.
Since there is currently no competition from global corporations in Europe, the space remains open. Poles want to use unique operational algorithms and advanced data analytics to impose their own, aggressive pace of play.
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Strategic dilemma. East or West?
Before entering a new international level, management must choose the optimal development path. Every decision carries completely different risk.
Expanding eastward guarantees stronger consumption growth dynamics and lower entry barriers, but involves operating in relatively small markets.
Conversely, the developed West tempts with powerful economies offering higher revenue potential per customer. However, it comes with extremely complex competition and the need to build relationships from scratch with new local suppliers.
Management does not intend to charge forward without proper preparation. Remembering the spectacular failures of other Polish brands that tried to conquer foreign markets, Żabka focuses on systematic evolution.
Blicharski announces that by 2030 the retail balance of power on the continent will change beyond recognition. It is worth noting that every move by the giant must create real value for shareholders, not just blindly pump revenue.
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National fortress and investor reactions
On home turf, Żabka remains the hegemon, controlling about 11% of the grocery market.
Although a looming threat of unfavorable demographics hangs over the economy, the company still claws for further national growth. Blicharski, in a Bloomberg interview, tones down analysts’ concerns about a supposed collapse of the Polish consumer.
In his view, the worry is caused solely by the brutal price war among discount chains. The convenience segment, however, plays in a completely different league and is resilient to margin shocks.
Investors react to the new strategy with moderate skepticism, and Żabka Group shares settled at 23, 65 PLN.
Chart. Żabka Group share price
Source: TradingView.
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Source: Bloomberg.
