Low cost leadership Makro Nederland positions itself as the most affordable wholesale partner for horeca entrepreneurs with a broad product assortment and multiple sales channels. This suggests opportunities to upsell value-added services to cost-conscious buyers, such as bundled non-food items or exclusive supplier promotions that maintain price leadership.

Multi-channel reach With 17 physical locations and a dedicated horeca delivery service plus a large online marketplace of 170,000 products, there is strong potential to target customers across channels, leveraging channel-specific promotions, cross-channel loyalty programs, and omnichannel onboarding initiatives for new horeca customers.

Extensive product catalog A vast non-food horeca catalog coupled with delivery logistics can enable cross-sell opportunities across categories. Business development can focus on high-frequency, high-margin non-food items and branded product programs that align with kitchen and back-office operations for horeca clients.

Operational efficiency Makro emphasizes efficiency and time/savings for customers. This opens doors for selling optimization solutions such as supplier-managed inventory, automated ordering workflows, and data-driven procurement services that reduce manual effort for horeca operators.

Tech and security stack Adoption of enterprise tools (Office 365, Qualtrics) and robust web infrastructure (HTTP/3, Akamai Bot Manager) indicates readiness for digital partnerships, data collection, and personalized marketing. This provides opportunities to implement targeted outreach, loyalty analytics, and secure, streamlined onboarding experiences for new customers.