Metro Serbia

METRO Cash & Carry Serbia, a subsidiary of the German wholesale giant METRO AG, has been operating in Serbia since 2005. It serves as a leading food wholesaler, primarily catering to professional customers such as hotels, restaurants, caterers (HoReCa sector), and independent retailers.

The company manages 9 cash-and-carry stores strategically located across key cities including Belgrade, Niš, Kragujevac, Novi Sad, Požarevac, Šabac, and Palić. These outlets provide a wide assortment of high-quality national and international products, with a strong emphasis on food, beverages, and related categories such as fresh produce, dairy, meat, frozen foods, confectionery, and beverages.In November 2024, METRO Serbia opened a state-of-the-art logistics and distribution centre in Dobanovci near Belgrade, enhancing its supply chain capabilities and supporting the expansion of Food Service Distribution (FSD) services. This facility bolsters delivery operations, aligning with METRO's group-wide goal to triple delivery sales by 2030.

METRO Serbia has undergone a comprehensive transformation to focus on wholesale, offering customized solutions, services, and an extensive product range exceeding 5,000 SKUs in some franchise formats. The company has rolled out a franchise network under the Jutro brand, with the first outlet opening in the tourist destination of Divčibare, aiming to support hundreds of small- to medium-sized stores in the coming years by upgrading existing facilities.

As a key player in the Serbian market, METRO competes with major retailers while maintaining 16 local companies producing 59 private-label products. Its product portfolio appeals to suppliers in food and drinks, including baby food, ethnic foods, gourmet items, organic products, juices, tea & coffee, and more, making it an attractive partner for manufacturers seeking reliable distribution to professional buyers.

• Core Categories: Fresh fruits & vegetables, meat & fish, dairy, frozen & ready-made foods, beverages, snacks, and beauty/personal care essentials.
• Target Customers: Restaurateurs, independent traders, and HoReCa businesses.

Headquartered at Autoput za Novi Sad 120, Belgrade, METRO Serbia continues to invest in logistics and network expansion to drive growth and development in the Balkan region.