Global retailer Carrefour is set to enter Ethiopia through a franchise and supply partnership with Queens Supermarket PLC, a subsidiary of Midroc Investment Group.
The deal will see Midroc’s retail network transition under the Carrefour banner, with the first outlets expected to be rebranded by the first half of 2026.
The partnership initially covers 13 existing stores, with plans to expand to 30 outlets by 2028. Carrefour will provide its branding, product range, and operational support, while Midroc will lead day‑to‑day operations locally.
Strategy Alignment: Carrefour 2026
The move is part of Carrefour’s “Carrefour 2026” strategic plan, which emphasises franchise‑led growth, private‑label expansion, digital retail, and sustainability.
Carrefour International Partnership, which manages the group’s franchise relationships, said it is working closely with Midroc teams on store conversion and long‑term growth. A spokesperson noted:
“Franchising is central to our expansion model. By partnering with strong local players, we can accelerate growth while embedding Carrefour’s global standards.”
Key Pillars in Ethiopia
- Franchise‑led growth: Carrefour aims to open 10 new international markets by 2026, with Africa and the Middle East prioritised. Ethiopia represents a new frontier market.
- Private labels: Carrefour aims to capture 40% of its food sales through private labels by 2026. Midroc plans to integrate local products, including coffee, tea, spices, and fresh produce, into Carrefour’s supply chain.
- Digital retail: The group is targeting €10 billion in e‑commerce GMV by 2026. Ethiopian stores are expected to adopt Carrefour’s digital ecosystem, including click‑and‑collect and loyalty apps.
- Discount and convenience formats: Carrefour is expanding discount banners like Supeco and Atacadão, alongside 2,400 new convenience stores globally. Ethiopia’s rollout may adapt these models to urban and peri‑urban consumers.
- Sustainability: Carrefour has pledged €8 billion in certified sustainable product sales by 2026. Midroc’s integration of local produce supports this agenda.
Local Integration
Midroc said it will ensure Ethiopian products are part of the Carrefour offering. A company representative explained:
“We see this as an opportunity to showcase Ethiopia’s coffee, tea, and spices on a global stage, while raising retail standards locally.”
Global Scale
Carrefour operates a multi‑format network of more than 15,000 stores across over 40 countries. The group reported 2024 sales of €94.6 billion, underscoring its scale as one of the world’s largest retailers.
