man retailer, has organised a new partnership with cafés and bars using its own coffee brand, Rioba.In working with the company, the establishments in question will benefit from what is reputed to be a key concept in the amalgamation of products and services.
Certainly Metro has been one of the most privileged suppliers for cafés for a long time. The company intends now to push the Rioba coffee brand all across Europe.
The concept is both pragmatic and ambitious: the company will supply coffee machines and crockery bearing the Rioba logo. Baristas will also receive special training in order to better use the Rioba machinery.
The prominence of the Rioba branding will vary by the café: in some cases it will be ubiquitous (the "totally Rioba" ones), and in others more understated.
The new system has already been tested in 15 cafés in several countries, including the Netherlands, Ukraine, Turkey, Denmark, Greece, and Germany. Exclusively Rioba cafés have also been installed in Métro's warehouses in order to demonstrate the potential of the new mission to clients.
Like many wholesalers in other sectors, Metro is evolving by offering services and offers outside its traditional comfort zone. Rioba is a particularly ambitious declaration of this change.
