The small m

In December 2022, migrolino AG passed the magic one billion franc threshold for the first time. How was that possible in less than 15 years? Journalist Christine Loriol tells the story of the “small m” since the very first concept paper. It shows the path to success, the setbacks that had to be overcome, what makes the retail business so fascinating and how the Migros subsidiary works internally. Today, the migrolino brand is as much a part of everyday life in Switzerland as the Big M. But not many people know how it came about. CEO Markus Laenzlinger is the most important contemporary witness. He was heavily involved from the beginning of 1997 and managed migrolino until the end of October 2023. Two photo stories provide insights into 12 of the 370 migrolino shops and into the inner workings of the logistics centre. In addition, the British retail and convenience expert Dan Munford puts migrolino in an international context in his essay.