The mission of Żabka Group is to make people’s lives easier. That is why Żabka stores are comfortable, modern outlets located in convenient locations, almost all open from 6 am to 11 pm. Żabka stores are found not only in large city centers and business districts, but also in local neighborhoods. We are opening new stores and reaching places to address key costumer needs at different occasiones – including public transport and metro stations, private dormitories and seaside promenades.
The stores are run on a franchise basis. Żabka Polska gives eligible the opportunity to open their own stores as franchisees and provides comprehensive support in running the business. Customers are offered an innovative assortment that responds to impulse shopping missions as well as a range of services supporting a balanced lifestyle. Żabka is no longer just a store, but also an ATM, a café, a small restaurant or a post office. It is a mini service-and-retail center where customers can not only do fast and safe shopping close to home or work, but also enjoy a good cup of coffee from an espresso machine or pick up a parcel.
Żabka Polska’s head office is located in the center of Poznań, where the company originated. It was here that the first Żabka stores were opened over 20 years ago.
„Żabka continuously aims to close the gap between the company and our customers and to develop local entrepreneurship. We keep on supporting our franchisees by means of multiple tools, which make running a business even easier”
– Adam Manikowski, Managing Director, Żabka Polska.
Żabka Group is co-created by Żabka Polska, which is the owner of the largest chain of modern convenience stores in Poland. There are over 9,000 stores operated by more than 7,600 franchisees under the Żabka brand. To be closer to our customers, we are constantly expanding to new locations and developing the store format to match new types of locations and ambitious expansion goals. We use artificial intelligence and advanced analytics to evaluate new store locations.
Advertising campaign “Free up free time”
Żabka’s mission, making lives easier, has always guided all our actions. However, until 2022, we did not communicate it openly, focusing on our competitive advantages as a corner store. In October 2022, we decided to declare clearly and openly to our customers: Żabka makes your life easier and, in doing so, helps you free up your time.
Żabka does not just promise to free up your time. Each campaign ad shows exactly how it does this – the role of products and services in freeing up time by making various aspects of everyday life easier (“Do what you like and we’ll help you with what you need”).
On social media, websites and the Żappka app, we tailored the communication to a younger customer, allowing ourselves a bolder interpretation of both the image spot and the product campaign: “Don’t worry yourself, don’t think about everyday challenges, don’t burden yourself with them, because #mashtowżabce (#youhaveitatżabka)”. Each online ad continued and interpreted the story told in the TV spots.
It is not just Żabka that gives customers the freedom to enjoy life to the fullest with the convenience and immediate availability of tailored products and convenient services. The other “Żabka” brands also free up time by making everyday life easier. This is why the “Żabka Nano” and “Żabka Jush” ads also feature themes that coincide with the brand’s core positioning.
The new campaign allows customers to see Żabka from a different perspective, to see the benefits they have been receiving, but which they have not been aware of so far: Żabka helps you do everyday things, it helps free up your time. The campaign is another important step in building our brand based on our most important advantage.
Modern logistics infrastructure
Today, the Group uses 8 logistics centers and 19 cross-dock terminals . Deliveries to our stores are carried out throughout Poland six days a week and 100% of stores receive a delivery no later than 24 hours after ordering.
We are investing in the further development of our logistics network and the automation of distribution centers, paying particular attention to ecological aspects. We have opted for solutions such as the installation of LED lighting and the inclusion of electric cars in our fleet. Volkswagen e-Crafters are currently being tested in Warsaw and Poznań, as part of daily deliveries to stores in city centers, in locations with the highest traffic. Electric Volkswagen Transporters ABT are being used by Intervention Service Groups, which handle malfunctions in stores on a daily basis.
The new logistics center, which is being built in the vicinity of Radzymin near Warsaw, will be equipped with innovative automated solutions that will not only speed up the logistical support of the stores and improve the quality of service for franchisees, but will also be environmentally friendly. The building will be powered by green energy from photovoltaic panels. The investment will also benefit from special flooring and anti-smog towers, as well as a greywater system to increase the efficiency of its usage.
Franchise NPS on Logistics*
store service level
Cutting-edge automated warehouse
in Radzymin near Warsaw
Format development in the spirit of modern convenience
- We effectively respond to customers’ expectations through tailored, innovative product offerings and attractive promotions.
- We create and market own brand products, including ready meals, warm snacks, sandwiches, healthy snacks and beverages.
- We use modern communication channels with customers.
- We implement new, convenient services.
Franchisees play a key role in our business model and we strive to meet their needs to the best of our ability. We continuously improve the quality of our franchise model, provide training to franchisees and support them in their daily tasks.
We support the development of our franchisees by automating store management and further developing mobile solutions to facilitate management, as well as by segmenting the assortment of stores, tailoring the offer to the location and developing the modern convenience format.
We maintain an ongoing dialogue with franchisees and consult them through the Franchisee Council, which consists of 14 freely elected franchisee representatives. The Council is a consultative and advisory body to the management board of Żabka Polska, which is one of the two main business units within the Group.