From April the “Merkur” brand will be history. The supermarket chain belonging to the Rewe group will in future belong to Billa and operate under the name “Billa Plus” – “Today” reported. For Rewe, the merger of the two largest umbrella brands means great savings potential, which should help to win the competition with Spar.
Rewe promises: “For Merkur fans, the market experience, the variety in the assortment, the quality and the freshness competence of the Merkur large area, the large selection in the market or freshly made products on site will be fully preserved.”
Read more: Merkur becomes Billa Plus – That is changing for you
The reaction of customers to the renaming of the 144 branches has been mixed. Many do not want to part with the long-established brand, combining them with advantages that they cannot find in any other supermarket. On social media, they express their concerns in numerous comments:
“I just hope that Billa will adopt Merkur's range of products, which are far, far better. Especially the selection.”
“I really enjoy shopping at Merkur, but I don't like Billa. Then maybe I'll go to savings more often in the future.”
“It's all a corporation anyway, but at least you could have a little variety when shopping.”
“That doesn't change anything for me. 'I'm going to the Billa' is a synonym for 'shopping' for me. I also say 'I'm going to the Billa' when I go to Spar.”
At the same time, the renaming also creates amusement among users, some see planet names on the hit list:
“After Saturn, now Mercury. The earth is no longer standing,” jokes one commentator. Another portrays the new order in the solar system in the same way:
“At first Pluto should no longer be a planet and now Mercury is also being renamed.”
“Why 'Billa Plus' could have been a little more imaginative,” says a user in the room. And several foresee the next merger: “If Mercury becomes 'Billa Plus', will the penny become 'Billa Minus'?”
The company is reassuring: All 144 former Merkur branches are to remain in existence, the changes are mostly only cosmetic for customers. “The merger of the two sales formats Billa and Merkur to Billa and Billa Plus now enables a clear and strong price and campaign policy. Promotions are made simpler, discounts more understandable so that customers can recognize and use their advantages at first glance,” it says on Thursday from Rewe. In addition, the range is to be expanded and made even more regional.
Depending on customer needs and region, tailor-made offers and formats will in future implement specific requests such as individual shop-in-shop concepts with partners from the catering industry or toy and electronics retailers.
