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Tesco to rebrand entire Metro portfolio

The move was announced to the group’s staff internally on 18 May, and is expected to be seen within the next few months

Tesco is set to rebrand its entire Metro portfolio, with 89 Metros becoming Tesco Express stores and 58 turning into superstores.

The move was announced to the group’s staff internally on 18 May, and is expected to be seen within the next few months.

The decision comes nearly two years after a review was launched into the Metro brand, following changing consumer habits in the Metro stores.

Initial changes included a major range rationalisation, management cuts, and 4,500 job cuts, but were not enough to save the Metro brand, which first launched in 1994.

A spokesperson at Tesco told Accountancy Today: “Over the last few years, we have seen our customers’ shopping habits change and we have taken the decision to re-brand all of our Metro stores to better reflect this.

“Our Metro format was originally designed for larger, weekly shops, but today nearly 70% of customers use them as convenience stores, buying food for that day.”

They added: “To ensure our offer continues to serve the needs of our customers, 89 of our Metro stores will re-brand as Tesco Express.

“The remaining 58 Metro stores will have their Metro signage removed and be referred to as Tesco Superstores.”

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