Żabka has offered an unusual auction in support of 31st Grand Finale of GOCC. Fans of the chain can bid on the Allegro platform to participate in an advertisement spot and spend a day full of attractions on the movie set with a marketing team. The auction is available at: https://allegro.pl/oferta/zabka-udzial-w-spocie-reklamowym-13143954544. Żabka and its franchisees play with the GOCC every year and collect donations in over 9000 stores throughout Poland. The company also encourages donations via the e-Piggy Bank available at https://eskarbonka.wosp.org.pl/1nvmne

    This is another time when together with our franchisees we are comprising the largest Staff of the Great Orchestra of Christmas Charity (GOCC) in Poland. We are engaged in this extraordinary action, which moves the hearts of people all over Poland, because we want to engage and encourage joint action for the benefit of those in need. We will collect donations in all our 9,000 stores up to 31st  Grand Finale of the GOCC – January 29, this year. Our franchisees, customers and employees have often shown great willingness to help, for which we are extremely proud and grateful. It is thanks to them that we can do so much good and we are counting strongly that we will donate as much money as possible this year too! – says Adam Manikowski, EVP, Managing Director of Żabka Polska.

    Bidding for the participation in Żabka spot will last until 5.02.2023. It can be found at: https://allegro.pl/oferta/zabka-udzial-w-spocie-reklamowym-13143954544

    At the GOCC auction you can bid on participation in one of the Żabka spots, carried out as part of the new campaign “Free Up Free Time”, in which – often with a grain of salt – we show how we accompany our customers at every moment of the day, simplify their lives and thus free up their time so that they can spend it on their passions. I encourage everyone to participate in the auction, because it is a unique opportunity to spend time with us on the movie set and take part in the advertisement of Żabka, and thus do something good for others – says Jarosław Serednicki, Marketing Director at Żabka Polska.

    The chain’s website has traditionally also featured an e-Piggy Bank, which can be used to donate to the fundraiser. The Żabka does not forget about the possibility of supporting the objective of the 31st Grand Finale of the GOCC in the traditional way, i.e. putting cash into colorful cans, which are available in all over 9000 Żabka stores throughout Poland.

    The Żabka has been supporting the Grand Finales of the Great Orchestra of Christmas Charity for many years, taking an active part in fundraisers. Last year, thanks to the involvement of customers and franchisees, the company donated to 30th Grand Finale of the GOCC 3 million PLN. Part of this amount was collected thanks to users of the Żappka app, who were happy to exchange loyalty points collected during their purchases, i.e. so-called “żapps” for charity bricks.

    This year’s 31st Grand Finale of the GOCC will be held on January 29 under the slogan “We want to beat sepsis! We play for all – the little and the big ones!”. Sepsis is a syndrome of symptoms caused by an uncontrolled, rapid response to infection. It is essential for the survival of the patient who has experienced it to be diagnosed and treated as soon as possible. This is why the GOCC wants to equip hospitals with devices to speed up the diagnosis of infections – this will enable better treatment of sepsis through faster implementation of targeted and effective antibiotic treatment.

    Żabka is proud that it can grow in Poznań, where its first stores appeared almost 25 years ago. It is in this city – on a global scale – that the company develops new technologies and employs a wide range of experts, including those in the field of BIG DATA and artificial intelligence. Żabka is also eager to share its knowledge and establish cooperation with local universities. The company has partnered with the Faculty of Mathematics and Computer Science of the Adam Mickiewicz University and High School No VIII in Poznań to share knowledge and inspire high school students and university students to develop and get to know business even better. In total, Żabka already cooperates with 26 universities from all over the country.

    – Synergies between business and science are essential if the two parties are to set the course for development, implement innovation and, at the same time, strengthen their position and competitiveness. In Żabka, as a socially responsible company, we can see changes and challenges in the labor market. We focus on developing our teams and building the commitment of our employees. We are proud that Adam Mickiewicz University chose Żabka to reach students who would like to associate their future with us. The first stage of our cooperation with the Adam Mickiewicz University will include dedicated courses for students in the field of “Data analysis and processing”, and in the longer term we plan to extend our activities to other fields – says Marta Wrochna-Łastowska, Member of the Management Board, Chief Financial Officer of Żabka Group.

    Apprenticeships, first job, scientific cooperation

    Under the agreement signed with Adam Mickiewicz University, students will be able to practice in Żabka, one of the most technologically advanced retail chains, and the best graduates have the chance to start their professional careers here. The two institutions have also committed to sharing experiences and scientific cooperation.

    – When I talk to my students, I often hear how important it is for them that the competencies acquired during their studies are useful in their work, so I am glad that we will be able to support students of Adam Mickiewicz University in gaining knowledge and skills that will allow them to build careers in companies making decisions based on data, such as Żabka. Cooperation with Adam Mickiewicz University, however, goes much further. We already see the potential for scientific collaboration today, where we can use innovative methods to deal with the analytical problems of the future – says Dr. Bartłomiej Przybylski, Data Science & Analytics Product Owner, Żabka Polska.

    Thanks to the cooperation agreement, the so-called Employers’ Council of the Faculty of Mathematics and Computer Science of the Adam Mickiewicz University, i.e. the consultative and advisory body of the university, was formally enlarged and strengthened with the addition of another partner – Żabka Polska. The strengthening of the Council will have a real impact on the development of the Faculty’s education policy and on the adaptation and implementation of study programs.

    – The objectives of any such cooperation carried out at the Faculty of Mathematics and Computer Science are to exchange information and experience in the field of activities of both communities (science and practice), to initiate activities of common interest, and to identify possible fields of cooperation. We hope to implement joint research projects, carry out mutual advisory and consultative activities, and provide other forms of support in solving specific problems. Thanks to cooperation with Żabka, the skills of the graduates of the Faculty of Mathematics and Computer Science of the Adam Mickiewicz University will be even more in line with the expectations of the labor market – said Tomasz Kowalski, Ph.D., Plenipotentiary for cooperation with external entities, Faculty of Mathematics and Computer Science of the Adam Mickiewicz University in Poznań.

    Patronage class in High School No VIII

    Żabka willingly supports educational initiatives. As part of the project “Roads to Business”, implemented jointly with the Adam Mickiewicz High School No VIII in Poznań, Żabka took the patronage over the economic academic class and worked together with its students on the project “Equal money” promoting social equal pay.

    The project also includes “Entrepreneurial Thursdays”, i.e. regular meetings with representatives of Żabka, who will share their knowledge and experience with students and will also outline the path of professional development. There is also an “Entrepreneurship Day with Żabka”, where students will take part in workshops organized in the headquarters of Żabka and visit one of the logistics centers. Żabka experts on digital and IT will also look after a group of passionate students realizing digital projects.

    Working with universities and schools, Żabka builds an image of a socially responsible leader and constantly reaches people willing and ready to associate their professional future with Żabka.

    From December 22 this year, customers traveling on the Wielkopolska Motorway will be able to make quick purchases in two Żabka stores located in motorway service areas, the so-called MOPs – Gnilec (the last rest stop before the German border) and Sosna (the first rest stop point after entering Poland from Germany). The new format includes the 9000th and 9001st jubilee stores. The new format is tailored to the needs of travelers, who can benefit from an extended range of hot snacks, coffee, and sandwiches or salads.

    – We are a chain close to the needs of our customers. That is why for several years we have been creating new formats of stores, adapted to the location and expectations of consumers, but we also give our franchisees the chance to run a good, local business. Today we open a new chapter in our development and debut with a unique concept in the country. Responding to the needs of travelers on the A2 motorway, we set up two jubilee stores nos 9000 and 9001 in rest areas for drivers. Our new concept is a friendly place for travelers, where not only can they eat a tasty hot dog or drink coffee, but also take advantage of a wide range of sandwiches, salads, or plant-based products – says Adam Manikowski, EVP, Managing Director, Żabka Polska.

    Responding to the needs of travelers

    The average time travelers (except professional drivers) spend staying at the motorway service areas (MOPs) varies from 15 minutes to 1 hour.[1] This is the time to make small purchases, eat and rest before continuing their journey. The establishment of Żabka chain stores in these locations, whose products and services are well known to consumers, adds value to the MOPs’ offer. As these stores are open around the clock and additionally equipped with self-service checkouts, shopping in them is quick and convenient and avoids standing in queues. Żabka stores at MOP Gnilec and MOP Sosna are therefore an interesting proposal for people who have little time, looking for a healthier meal alternative (including plant-based food), as well as professional drivers looking for basic supplies and a home-cooked meal.

    As a responsible partner of motorists, Wielkopolska Motorway takes care not only of the comfort and safety of travel but also of providing additional services that drivers can use. Rest areas on motorways and expressways are extremely important from the point of view of safety – during a long journey, drivers can rest on them, refuel, eat a meal and prepare for the further road. Cooperation with Żabka is the result of our proactive approach to travelers and their needs – we take into account their opinions and introduce solutions that make the rest areas more attractive places – saysSebastian Joachimiak, Board Member in Autostrada Wielkopolska S.A.

    Modern design

    Pavilions, in which Żabka stores operate in the rest areas, are modern and dynamic structures. The shape of the pavilion was designed for easy recognition on expressways and motorways. The store is based on a structure composed of containers, the outer skin of which is formed by a grid of metal lamella. In the openwork facade made of vertical elements, the architects played with cut-outs referring to Żabka branding. 

    The interior of the store has a dining area with tables where customers can enjoy a meal and rest during the trip. The total area of each store is approx. 135 sqm and the sales room area is approx. 90 sqm.

    The concept of pavilions is the work of designers from the model:lina™ office – a Polish design studio from Poznań, which has been awarded many times in international and national competitions. The designers have created a lightweight and open-to-the-environment pavilion, which finds its form directly in the logo of the brand itself. Architectural and construction design and technical design were made by the boutique studio maKa Architects. 

    Family business

    The Żabka stores in the MOPs on the concession section of A2 are also unique since the franchisees who run them are a married couple from Krosno Odrzańskie who has been cooperating with the Żabka chain for several years.

    – For years I have been successfully developing my own business in cooperation with the Żabka chain. The distinction for me is that I can run, together with my wife, the 9,000th store in such an unusual location. Thanks to the wide range of products and services I have the opportunity to reach a new group of customers – travelers – both from home and abroad. I believe that my store will be a place for them, where they will not only quickly and conveniently make the necessary purchases, but also rest in a relaxed atmosphere before the next stage of the journey – says Tomasz Rogowski, the franchisee of the 9000th Żabka store.

    Żabka – new locations and store format development

    For Żabka the year 2022 is a period of dynamic development and investment in unique solutions, which change the purchasing experience of customers and increase the comfort and efficiency of franchisees’ work. Currently, over 7600 franchisees work with the chain, which operates more than 9000 stores in the whole country. Wanting to be closer to customers, Żabka reaches new locations and develops the format of stores to match new types of locations and ambitious expansion goals. In February the 8000th store in Sieraków was opened, being the first Żabka in this village with several thousand inhabitants. In April, Żabka Smart was launched at Półwiejska Street in Poznań, where new technological solutions aimed at improving the work of franchisees are being researched. In the summer, customers were able to shop in 90 seasonal establishments in tourist villages, and modern mobile Żabka facilities served consumers during many cultural events. The chain’s portfolio in the past year has also been joined by Żabka Eko Smart, a laboratory of eco-innovation enriched with smart solutions optimizing the work of franchisees. The first of its kind was opened in September in Poznań, and the second in November in Łódź. Thanks to the proximity of stores, as well as a tailor-made offer of products and services, Żabka simplifies the life of customers and frees their time.


    [1] IQS survey for Żabka, 2022.

    The search for Żabu is over! Żabu – a virtual frog who loves apples and frequent showers and stays in the Żappka app, waiting for users who will want to take care of it. Żabu loves to play games and hopes that there will be people with whom it will be able to share its passion. Do you want to take care of Żabu? From December 12 to December 19 this year[1] register at: zabu.zabka.pl. You will have the chance to join the 5,000 exceptional players who will be the first to get to know Żabu and test the only retail game on the European market available only in the app of the Żabka chain of stores.

    Żabka continually deploying digital solutions to make life easier for consumers; it is now expanding this range with a tool to provide them with entertainment and entering the mobile gaming market. The project was based on research involving users of the Żappka application – they were among others involved in the creation of the Żabu character. The test version of the game will reach up to 5 thousand players, while the final product will be available for all users of Żappka in 2023.

    It will soon be four years since the launch of the Żappka app. More than 10 million people have already downloaded it. We continuously make sure that it is innovative and stands out from other applications of its type. Now we are starting with the test of the new functionality, which is Żabu. Why a game? Because the gaming industry is one of the fastest growing in the world. The global market for mobile games is growing steadily, it is estimated that in 2022 it will reach USD 196.8 billion.[2] We believe that Żabu will be a hit among both older and younger gaming fans; it will provide our customers with entertainment, and at the same time it will be a modern communication tool for our offer –says Dino Metaxas, director of digital acceleration in Żabka Polska.

    In December, the chain will launch the Żabu test, which will allow us to gain a thorough knowledge of the expectations of lovers of electronic entertainment, and the collected information will set the directions for modifying the functionality used in the game. In this way, Żabka wants to get a product that fits the expectations as much as possible.

    180heartbeats + JUNG v. MATT agency is responsible for the development of the solution:

    We are excited to implement projects combining communication, business, and technology, which is why we believe in the expansion of the world of Żabka. This is not just a mobile game, but a novel business solution that we have developed together with the customer. The creative part of the game – the character and its nature, name, language, mechanics, and scenarios – is thoughtful and designed in accordance with the idea of the Żappka, which we cared most about. The character is designed in 3D because this technique allows not only attractive animations but also gives the perspective of exploiting the Żabu outside the virtual world. We hope that, like us, everyone will like it – says Jacek Karolak, Business Director 180heartbeats + JUNG v. MATT.

    Adventure in the world of electronic entertainment

    The main character of the game is Żabu, a virtual frog that is about 4 cm tall. It loves apples, frequent showers, and should not stay unattended for too long. And most of all… it likes to play games!

    Made in 3D animation Żabu reacts to the customer’s behavior. It develops and gains further levels in the game, depending on the purchases made by the player, including those made through the loyalty points collected in the account called żapps. Users will have the opportunity to personalize their Żabu character by purchasing different types of accessories.

    The game involves breeding and regular care for the character of the Żabu created by the player. To complete it, you must pass 100 levels, and when shopping in the stores of the chain, get additional points – for each zloty spent – 5 flies, which are a favorite delicacy of the Żabu and guarantee its survival.

    Once you reach certain levels, you will be faced with a reward box containing free żapps, products, or discounts on purchases. Participants who pass all 100 levels and complete the game will receive a surprise.

    Żappka users chose Żabu

    Developing the game was preceded by research among users of the Żappka application – the most highly rated idea was just the implementation of the game (as much as 85% of indications). The research was also aimed at selecting the features that are most attractive to the chain’s customers – respondents rated the gamification very highly. During the testing process, the player was also asked about the optimal appearance of the game and its name. As many as 80% of the target audience chose Żabu.

    The global market for mobile gaming is growing

    According to Spicy Mobile’s analysis, the mobile gaming market is currently the largest and fastest-growing segment in terms of revenue. By 2023, it is expected to exceed US$100 billion, and the number of mobile gaming users will reach over 3 billion.[3] By that time, as many as 43% of all active smartphones will be 5G-compatible, which will have a significant impact on consumer behavior.

    According to IQS research, men are more often the players in Poland – the percentage of women among players is 47%. However, if we consider only the market for mobile games, then in this segment the majority of women is already decisive – that’s as much as 61%![4]

    Poles spend PLN 2.4 billion a year on buying games. Compared to other countries, this is not a large amount, but it is more than we spend on books, cinema or VOD services.

    Żappka is one of the most popular mobile applications in Poland – it has already been downloaded by 10 million people. It allows you to accumulate points (żapps) and exchange them for products available in stores. In addition, Żappka provides users with unique experiences of using personalized promotions, challenges, or services, facilitating their daily functioning. The app can be downloaded for free from Google Play, Apple App Store, and Huawei AppGallery. For more information, see: https://www.zabka.pl/aplikacja-zappka

    The creative concept and co-creation of Żabu are handled by 180heartbeats + JUNG v. MATT, the project’s technology partners are Future Mind, Synerise, and Netguru. The service in social media is provided by the Cukier Agency.


    [1] Until 19.12.2022 or until reaching the limit of 5000 players.

    [2] https://strefainwestorow.pl/artykuly/gaming/20220803/raport-newzoo-branza-gier-2022

    [3] https://spicymobile.pl/rynek/103-Rynek-gier-mobilnych-zyskal-w-trakcie-pandemii

    [4] https://grupaiqs.pl/pl/raporty/game-story

    Żabka introduces the “Strategic Education Project”, whose aim is to increase the business competencies of franchisees and to meet the educational needs they report. It is also intended to improve the competence of the Żabka’s training partners and trainers so that they will play the role of internal educators in a methodical and modern way. The project is implemented as part of a Strategic Partnership with the Faculty of Management of the Warsaw University of Technology and Monika Ferreira, the author of the Franczyza 2.0 project and methodology for building network systems, Founding Partner in the practice of strategic consulting I’GS In Good Strategy. The implementation of the program is part of the Żabka Group’s Responsibility Strategy, one of the objectives of which is to increase franchisees’ satisfaction with the cooperation with the chain.

    Żabka wants to develop the competencies of its franchisees and certify their progress in three main areas: development of store running skills, development of team management competence, and development of entrepreneurship. It is about providing knowledge and upgrading the skills of running a shop and – in the next stage – in the development of business and entrepreneurship. The chain aims to help franchisees scale up their business and improve their financial performance, focusing their efforts on creating a space for personal and professional development.

    – Żabka’s business model based on franchise allows the development of own business already to more than 7600 entrepreneurs throughout Poland. Business education of franchisees and the development of managerial skills are crucial for us, which is why we provide comprehensive training and development programs for entrepreneurs running Żabka stores, including the program prepared in cooperation with the Faculty of Management of the Warsaw University of Technology and franchise market experts. We believe that a franchise model based on franchisee-centricity, supported by education and a focus on the development of franchisees, will strengthen our strategy and the sustainability of the chain, and to the franchisees themselves it will guarantee greater capabilities and achievement of even better business performance – stresses Adam Manikowski, EVP, Managing Director, Żabka Polska.

    At the Warsaw University of Technology, we implement various educational and development programs for the franchise industry, aimed at developing entrepreneurial competencies. We are pleased that our experts can support Żabka in the implementation of the “Strategic Education Project”, whose task is to systematically and thoughtfully transfer to the chain’s franchisees the knowledge and skills of a modern entrepreneur. We believe that the development of franchisees through education, the competent preparation of trainers and sales partners for their roles, is a way to a well thought out, scalable business model – says Eryk Głodziński, Ph.D. Eng., Prof. of the University, Deputy Dean of the Faculty of Management at the Warsaw University of Technology.

    The implementation and improvement of modern work tools, innovative solutions facilitating the management of stores, effective communication within the company and with customers, and the use of artificial intelligence in business decision-making, enable Żabka to compete perfectly in the market. The chain, implementing the “Strategic Education Project”, despite the huge scale of its activity, wants to focus on the individual and unlock her/his enterprise and together with franchisees build added value for the business– says Monika Ferreira, Franczyza 2.0 project author, Founding Partner and Strategic Advisor in the practice of strategic advice I’GS In Good Strategy.

    Development of competencies and opportunity for promotion

    The test of the program began in October. It is attended by nearly 30 new franchisees who signed cooperation agreements in August and September this year. It includes 3 online training courses and 3 on-site training courses conducted by experts from the Management Department of the Warsaw University of Technology. The meetings are also attended by mentors, i.e. training partners, who, after obtaining certification, from 2023 will independently conduct training for franchisees, supervised by the University’s experts.

    The program is currently aimed at franchisee candidates and new franchisees. Ultimately, it will also cover current franchisees who will be trained in human resources management. Obtaining a certificate opens up the possibility for franchisees to further advance in the chain’s structures – they can act as training partners or franchisees for trainers.

    Franchise with Żabka

    There are more than 8,900 Żabka stores in the whole country. Today, more than 7600 entrepreneurs run their stores under the green label. To join the chain, all candidates must complete the stage of recruitment and training, as well as make their contribution, currently amounting to approx. PLN 5 thousand. The franchisees receive a fully equipped and furnished store in a location that is evaluated, among others, in terms of the potential number of customers. They also gain the know-how and ability to operate under a commonly known brand. They can count on technical support, service support, or training. Żabka rents a place for them covers the rent and gas charges. Entrepreneurs cooperating with the chain are also protected in case of business failure, being able to use the so-called Business Policy – it is special insurance that allows avoiding termination of cooperation with the chain with a negative balance, in case of possible losses occurring, those losses in a significant part are covered by TUW PZUW.

    On the occasion of Saint Nicholas’ Day, Żabka Polska in cooperation with the International Police Association IPA provided gifts to small patients of two Poznań hospitals. The chain prepared 450 parcels, which were handed over to the children by the officers of the Intervention Department of the Police Headquarters in Poznań Metropolitan Police Force. Santa Claus visited patients of the Greater Poland Children’s Health Center at Wrzoska Street and the Karol Jonscher Clinical Hospital of the Karol Marcinkowski Medical University at Szpitalna Street.

    On December 6, policemen from the Intervention Department in Poznań visited the youngest patients staying in children’s hospitals to give them some joy. At about 9:00 a.m. they visited patients of the Greater Poland Children’s Health Center, then around 1:00 p.m. they visited patients of the Karol Jonscher Clinical Hospital of Poznań Medical University. The action aimed to make children smile, who for various reasons spend this usually joyful time in the hospital.

    The handover of gifts to the small patients was preceded by demonstrations using unmarked police cars, conducted under the buildings of both hospitals. An officer disguised as Santa Claus, accompanied by uniformed policemen, went to the wards to present gifts to the children.

    As a company, having its headquarters in Poznań, Żabka willingly initiates and participates in events aimed at the local community. This is the second time that it has been involved in Sait Nicholas’ Day help for Poznań hospitals.

    Gifts for children were prepared as part of a voluntary service by employees of the company. By engaging in the unique “Parcel with a Smile” action, employees can participate in packaging parcels with gifts for needy children under the care of, among others: the Bone Marrow Team Foundation, the Happy Kids Foundation, the In_Spire Foundation, the Association of the Center for Promotion and Development of Citizens’ Initiatives, as well as small patients in Poznań hospitals. As part of the employee volunteering, each Żabka employee can spend up to 8 hours a month helping others during working hours.

    Thanks to the use of various communication channels, Żabka with its message about simplifying everyday life and the benefits of this, reaches millions of consumers. Only in the first month of its launch, the strong 360 “Free up free time” campaign has allowed it to reach different consumer groups – digital users, TV viewers, radio listeners, or cinema viewers. Undoubtedly, it won the hearts of the audience – as many as 90% of the respondents rate it positively, drawing attention to its modern, attractive and emotional character.

    “Free up free time” is the new positioning of the Żabka brand and the slogan of the campaign launched on October 12 this year, which expresses in a tangible, emotional way the benefit that customers have from Żabka. Żabka frees up the time of its customers by removing from their heads the daily inconveniences and challenges that are time-consuming, energy-taking, emotionally engaging, and do not allow them to make a moment for themselves.

    After several years of changes at the level of the store, offer, customer service, and introducing countless innovations to facilitate shopping, Żabka has become more than a store. We started not only selling products but simplifying everyday life. Looking at this “simplification” in the context of our competitive advantages, we understood that the key benefit we give our customers is time – time, which we always do have not enough. Exploring this problem during research, we have seen how much emotional potential this approach has and how far it is from positioning “Small Big Store”. So we decided to make a change. We replaced the story of the store on every corner with the story of how Żabka “lets you do what you like”, as it removes from your head the daily inconvenience, freeing up your time– says Maciej Szaroleta, Director of Brand Strategy in Żabka Polska.

    The new positioning of the Żabka brand is based on strong insight. It puts customers and their needs in the spotlight. The image part of the campaign is a kind of call and manifesto encouraging to appreciate free time – a reminder of the importance of time spent with family, loved ones, with friends, but also time for yourself. From the communication side, it is a revolution for us, because as Żabka we depart from the store itself to focus on showing the lives of customers, their needs, and things they are fascinated with and which are important to them. Żabka ceases to be just a store, and through modern products, services, private labels, and new formats it becomes a place that simplifies everyday life and frees up time – adds Jarosław Serednicki, Marketing Director at Żabka Polska.

    Free up free time Communication Platform

    The new communication platform created advertisements in traditional media: television, radio, press and internet, indoor and outdoor advertising, and digital channels. Advertising creations have a modern, bold and emotional character. Each one shows exactly what is the role of the Żabka products and services in freeing time by simplifying various aspects of everyday life (“Do what you like and we will help you with what you need”).

    The campaign consists of an image spot prepared in two versions (TV and digital), a manifesto in which Żabka encourages people to appreciate their free time, and product spots (four on TV and three on digital channels), whose plot refers to life situations in which the characters thanks to Żabka can do what they like. There are also 450 advertisements on the internet. Żabka also decided on a very effective form of communication in the form of advertising on one of the tallest buildings in Warsaw, the Warsaw Spire.

    On social media, websites, and in the Żappka app, the company adapted its communication to the younger client, allowing for a bolder interpretation of the image spot and the product campaign: “Don’t worry, don’t think about everyday challenges, don’t burden your head with them because #masztowżabce [you got it in Żabka]“. Every online advertisement is a continuation and interpretation of the story told in television spots.

    As part of the platform, the content in the Żappka mobile app, which is actively used by 6 million users, has also been adjusted to the new positioning.

    The creative concept was created by the Ogilvy agency. The Sugar Agency is responsible for activities in the digital and social media channels. The media was purchased by the SparkFoundry media house, and BTL content was prepared by Just.

    A consistent brand voice from Żabka Group

    Not only does Żabka give customers the freedom to enjoy life to the full, thanks to the convenience and immediate availability of matched products and convenient services. Other Żabka Group brands also free people’s time by simplifying everyday life. Therefore, also in ads for the autonomous Żabka Nano stores or Żabka Jush! express shopping delivery services there appear threads coinciding with the main positioning of the brand.

    A Żabka Eko Smart store already operates in Łódź – a city that is the seat of a great industry, where for centuries many nationalities, cultures, and customs have been mixed together. The store uses, among others, the latest generation of air purification systems (Safe Air) and energy-saving refrigerators, in which the coolant is carbon dioxide (CO₂), minimizing the impact on the environment through the much smaller greenhouse effect. The store is powered by clean, green energy produced by a wind turbine installed on the roof.

    The Żabka Eko Smart in Łódź operates at 38 Stefana Okrzei Street. It is the second of its kind – the first was launched by the chain in September this year in Poznań.

    Żabka Eko Smart is a kind of ecological innovation laboratory enriched with smart solutions optimizing the work of franchisees. Such facilities are packed with innovative technological solutions based on artificial intelligence, which work together with the store’s employees, freeing up their time. In Żabka Eko Smart in Łódź, we focused on innovations focused mainly on clean air – we test the latest generation of air purification systems in it. However, there are also solutions in place for green energy, second life, and green transport. I believe that they will be appreciated not only by the franchisees and their employees, whose work will become easier but also by our customers who – using a solar bench or a bicycle repair station – will have the opportunity to join in the positive action of Żabka for the environment – says Przemysław Kijewski, COO Żabka Polska.

    Żabka Eko Smart stores are part of the Żabka Group’s Responsibility Strategy, one of the main objectives of which is to care for the environment, including achieving climate neutrality by the end of 2025 and reducing the intensity of emissions in stores by 70% by the end of 2026 and increasing franchisees’ satisfaction with the cooperation with the chain.

    Safe air

    The air quality in Żabka Eko Smart in Łódź is taken care of by Safe Air, the latest generation of a store-based air purification system that purifies the air from harmful pollutants, absorbing also the smallest particles, including viruses and bacteria. The HEPA H14 filters are used to provide more than 99.995% filtering efficiency.

    The effect of elimination of harmful substances will be additionally reinforced by the anti-smog paving laid next to the building, which – compared to asphalt – reduces the concentration of nitrogen oxides in the air by approximately 50% on average. The effect is particularly felt by young children, as the cleanest air rises close to the ground and reaches up to the height of the baby stroller.

    Green energy

    The energy used by the Żabka Eko Smart in Łódź comes from renewable sources – 24 modules of photovoltaic panels are installed on the roof of the store, and their operation is complemented by the wind turbine, which further reduces the carbon footprint. Day and night, it produces clean green energy for the store. Green energy can also be used directly by customers – in front of the store, there is a solar bench, thanks to which a phone can be charged.

    The Łódź Żabka Eko Smart uses refrigerators in which the cooling agent is carbon dioxide (CO₂). This solution not only saves energy but also minimizes environmental impact through a much smaller greenhouse effect (compared to conventional refrigerants). This CO₂ application is safe for the ozone layer.

    Especially for the needs of the store, a multi-device management system has been created, which helps protect the environment and save energy (also green). It allows for remote monitoring and control of functions and parameters, as well as troubleshooting (e.g. switching on/off of the light, switching on/off of the device, blocking the control panel, and temperature control of the device). It also allows for immediate failure detection.

    Second life

    The tabletop installed next to the coffee machine is made of resin-bonded coffee grounds and husks, which are waste produced during the roasting and brewing stage. And the insulation of modern, closed refrigerators was created from hemp mats, which have very good thermal properties. This is a promising alternative to the commonly used polyurethane foam, as hemp – as a natural material – is fully biodegradable.

    In front of the Łódź Żabka Eko Smart, there is also an EKOmat, a device for collecting bottles and cans of beverages. New packaging for products of the Żabka private labels, e.g. Od Nowa water, which has a carbon footprint 33% smaller than the traditional packaging, will be made from the empty packaging collected in this way.

    The receipts from the cash register, as proof of purchase, are printed on recyclable paper – the total percentage of recyclable weight is 98.2%, which means that this paper can be thrown into the recycled bin.

    Green transport

    Cyclists are also not forgotten by the chain. The bicycle stand allows you to safely leave your bicycle in front of the shop, and the bicycle repair station located next to the facility will allow you to quickly adjust the brakes and gears, inflate the wheels, and make emergency repairs.

    At the beginning of the new academic year, Żabka opens the first autonomous store in a student dorm, located in the modern Basecamp building in Wrocław. The chain also encourages students to use the “Good Package” program to save food from waste. The program is available in selected facilities in Wrocław and Poznań.

    First Żabka Nano in a student dorm

    The first Żabka Nano in history housed in a student dorm is located in Basecamp in Wrocław, at 18/22 Sienkiewicza Street. The autonomous store was opened on October 10. Basecamp is a modern building in the very center of the city, finished in a loft style, which houses 775 rooms, of which 569 are a so-called dormitory offer, and 206 are for short-term rentals. Nearly half of the tenants are foreign students – from European countries such as France, the Czech Republic, Germany, or Norway, as well as from more distant countries such as Lebanon, Korea, South Africa, Syria, or Zimbabwe.

    Basecamp creates smart and exciting living spaces for young people, mainly students, offering much more than a bed and desk – also many common spaces and amenities and a rich social calendar. There is a gym and a co-living common space. This is a modern approach to housing and an idea with perspective. It was here that Żabka chose to locate the first autonomous store in the space inhabited by students. Thanks to the Żabka Nano, Basecamp tenants will be able to purchase food from the rich offer of Żabka around the clock, 7 days a week.

    Each Basecamp is meticulously selected, designed, and developed to guarantee its residents a unique experience with student accommodation. Our properties are located on campus areas or in city centers, offering fully furnished rooms and high-end amenities. Each Basecamp provides a platform through which students can feel part of the student community, where they will find all the facilities they need to live. We are pleased that in Wrocław we can offer them access and the possibility of shopping in one of the most innovative autonomous stores on the market – Żabka Nano – commented Krzysztof Czarnecki, President of Basecamp in Poland. 

    Zero waste for the environment

    Young people are increasingly aware of their impact on the environment around them and are keen to engage in resource-saving actions. Żabka invites students from Wrocław, as well as from Poznań, to use the “Good Package” project, aimed at counteracting food waste. As part of the action implemented since December 2021, with the guiding slogan “Simple solution for zero waste”, customers in the mobile Żappka app can order a set of two or three products with a short shelf life. “Good Package” is not only a gesture towards protecting raw materials but also an excellent way to save money for the student’s pocket.

    In Żabka we implement and encourage the use of many solutions aimed at preventing food waste. One of them is the “Good Package” tool. Customers are happy to use the opportunity to buy a surprise parcel at half price, consisting of full-value products on their last day of shelf life. Together, we believe we can significantly reduce food waste. We also encourage students, people who are aware of their environmental impact, to take advantage of the offer, so we give them simple solutions that will enable savings on their daily purchases. Students usually reach for products to eat right away – for breakfast or lunch. By buying a “Good Package” in the Żappka app they can be sure that they will get the full-value products, paying 50% less – says Joanna Kasowska, Quality and Food Management Standards Director in Żabka Polska.

    What’s in the “Good Package”?

    There are three types of parcels to choose from: parcels for vegetarians, vegans, and people with no specific nutritional preferences. Products sold as part of the “Good Package” program include lunch dishes, salads, sandwiches, and other snacks. A “Good Package is a surprise parcel – before buying, the customer knows only the category of products that are in it. The finished parcel can be picked up in the store at the time of your choice – its price is 50% of the value of the products, and you should pay for it in the store by any means of payment. In Wrocław, the “Good Package” is available in nearly 180 Żabka stores.

    It is worth remembering that around 1 billion tons of food are wasted every year all over the world, and a statistically significant Pole throws away as much as 247 kg of food during the year. The Żabka’s answer to the problem of food waste is not only the “Good Package” tool but also the creation and development of a convenience ecosystem, which makes it easier for customers to use solutions supporting minimizing food loss. Nearly 90% of the items available in the chain’s stores are for immediate consumption, so they easily meet nutritional needs like hunger or thirst, without having to shop in advance. To prevent food waste in stores, Żabka implemented GS1 codes and QMS (Quick Meal Solutions). The chain is also working with social partners to increase the efficiency of the distribution of food products to people in need of such support, having distributed almost 630 tons of food to non-profit organizations in 2021.

    On October 12 Żabka will launch a new campaign and show its customers how accompanying them at every moment of their day, makes their lives easier and thus frees up their free time. According to research, it is the lack of free time that is one of the most important challenges for modern consumers – a barrier to realizing passion and interests, and often also a source of stress, frustration and burnout. In response to this, Żabka in a new campaign explains attractively and engagingly how, thanks to its proximity, tailored products, and convenient purchasing process, it helps customers to cope with this important challenge in life.

    As a result of the consistent implementation of our development strategy in recent years, Żabka has ceased to be just a store. Today we are a comprehensive ecosystem of convenience – we offer various solutions, close to the needs of customers and facilitate their daily life. Thanks to the expansion of the Żabka Group with new businesses, such as Maczfit, Dietly, Żabka Jush, or Delio, customers can freely use our offer wherever they need it, e.g. by visiting stores or ordering products with 15-minute delivery to their homes. We will pursue this path of development persistently, keeping customers and their needs at the center of our attention – says Tomasz Suchański, CEO of Żabka Group.

    Free time is one of the most important things in people’s lives, research shows. Poles are the third busiest nation in the European Union.[1] Compared to residents of other EU countries, Poles have almost the least free time during the day – only 286 minutes.[2] As much as 93 percent of Poles admit that they often lack time to pursue their passions and interests[3].  At the same time, for 83% of consumers in the world (and 78% in Poland) having free time is the source of happiness.[4] Thanks to Żabka, everyone can free up time for things really important in life – family, passions, rest, and friendships.

    Żabka has always made everyday life easier for millions of consumers. Today, we decided to talk about it openly and attractively. “Free up free time” is a new brand positioning and slogan of a new communication campaign in which we will show that Żabka offers much more than convenient shopping. By providing ready-made solutions, we make our customers gain free time, which they can devote to what is most important to them in life. This is an additional, very important dimension of our responsibility and influence to improve the quality of life of our customers – says Anna Grabowska, Vice President of the Management Board for Consumer Strategy, Żabka Group.

    In the making of everyday life easier, an important role is played by the time of customer service in Żabka as well as the offer of products and services precisely tailored to customers’ expectations and needs. The proximity of over 8700 stores throughout Poland and the popular mobile app Żappka make it easy for customers to handle their daily affairs.

    We make life easier with our offer, innovative digital solutions, and the fact that everyone has a Żabka store at hand. New formats allow us to be closer and closer to our customers, who can count on us not only in brick-and-mortar stores but also in seasonal facilities by the sea, at events and concerts, or gas stations. Every year we open over 1000 stores throughout Poland. We focus on high-quality products and services, as well as on the speed of service to ensure the highest possible comfort to our customers. Currently, shopping time in Żabka is on average only about 106 seconds. We want these 106 seconds (from the entrance to the exit) to be managed for them most conveniently and easily so that the experience of shopping in Żabka is unique and clearly distinguishes us from the competition – says Adam Manikowski, EVP Żabka Group, Managing Director, Żabka Polska.

    „Free up free time” Communication Platform

    The new positioning of the Żabka brand is contained in the slogan: “Free up free time”, which took the place of the previous slogan “Small big store”. Additionally, on the Internet, it is complemented by a lighter and more humorous #mamtowzabce claim aimed at the younger consumer of the digital sphere.

    The platform encompasses advertisements in traditional media: television, radio, press, and the Internet, as well as internal and external advertising and digital channels. Advertising creations have a modern, bold and emotional character. Based on the affirmation of free time, they express the key benefit that Żabka offers to customers. Each of them shows exactly what the role of Żabka products and services is in freeing time by making various aspects of everyday life easier (“Do what you like and we will help you with what you need”). The TV campaign starts on October 12. It consists of an image spot, a manifesto, in which Żabka encourages people to appreciate their free time, and four product spots, the plot of which refers to life situations, in which the characters thanks to Żabka can do what they like.

    The creative concept was created by the Ogilvy agency. The Cukier Agency is responsible for activities in the digital and social media channels. The media was purchased by the SparkFoundry media house, and BTL content was prepared by Just.


    [1] OECD (2022), Hours worked (indicator) https://data.oecd.org/emp/hours-worked.htm

    [2] Esteban Ortiz-Ospina, Charlie Giattino and Max Roser (2020) https://ourworldindata.org/time-use 

    [3] Minds & Roses, Aug ‘21

    [4] IPSOS 2020 „Global Happiness” https://www.ipsos.com/sites/default/files/ct/news/documents/2020-10/global-happiness-2020-report.pdf

    The Żabka Group together with Kozminski Business Hub – an organization dedicated to searching for and supporting startups at Kozminski University – is launching the second edition of the acceleration program. The Startup Impact Program is aimed at young companies whose goal is to have a positive impact on the environment, i.e. those working for ecology, health or entrepreneurship.

    The program is open to startups with solutions in four areas: Reducing the Environmental Footprint, Packaging for the Future, Developing Entrepreneurship and Welfare and Equal Opportunities. The creators who qualify for the final of the second edition of the program will be invited to further cooperate with experts from Kozminski Business Hub and Żabka Group. Participation in the acceleration is also an opportunity to cooperate with all entities of the Group and to test their solutions in the fastest growing chain of convenience stores in Poland.

    –  We are looking for innovative solutions that provide new prospects for the entire Żabka Group. We want to work with the best of the best. That is why, together with Kozminski Business Hub we launched the second edition of Startup Impact Program to find the most interesting initiatives that fit into the Żabka Group’s sustainable development strategy. We are looking for startups with a prototype of their services or products and defined target group – says Karol Gajewicz, Head of Venture Studio, Żabka Group.

    Four areas to be developed

    The Environmental Footprint Reduction category seeks solutions to capture and neutralize carbon from the air and to increase energy efficiency. Innovative and low-carbon food refrigeration projects and innovative methods to reduce food waste in the value chain can also be submitted to this category. The Future Packaging area is looking for alternatives to recyclable or compostable plastics from which food packaging can be made.

    Innovative projects in the area of Entrepreneurship Development should focus on developing entrepreneurial skills and competences for a modern economy. In the category of Welfare and Equal Opportunities, projects improving the well-being of children and young people are desirable, with particular emphasis on mental health and emotional balance, as well as solutions facilitating the empowerment and entry into the labor market of young people at risk of social exclusion.

    In this edition, we will focus more on measuring, managing and communicating the positive impact. This information is important to investors and major corporate customers. The startups in the program will receive detailed, jointly developed impact reports that will certainly attract investment investors to them, allowing for rapid development. Today we know that the future of the world depends primarily on whether the founders of startups take responsibility for it. We are waiting for those who have the talents, passion and experience needed to do so. In an ecosystem of positive impact, we will do our utmost to put these most anticipated ideas into practice. For the sake of all of us – emphasizes ALK professor, Ph. D. Bolesław Rok, Kozminski University (ALK).

    Startups interested in participating in the program can submit their applications by November 6 through the website: https://kozminskihub.com/startup-impact-program/

    Finalists of the first edition

    9 young enterprises, which presented the mission and solutions of their companies during Open Day, qualified to the finals of the first edition of the Startup Impact Program. The jury selected 3, who were invited to further cooperate with experts from Kozminski Business Hub and Żabka Group.

    The winners of last year’s edition were: Hempeat – a startup producing meat substitutes based on hemp seeds, Epicer – the creator of an application using artificial intelligence to create personalized recipes, allowing to reduce food waste, Res Solution – a system enabling efficient management of energy, water, gas, heat and automation of processes and operation of devices. Each startup is supported by Kozminski Business Hub and Żabka Group experts and is currently testing its solutions in the Żabka Group environment. The testing path has been tailored to each of the young companies in order to maximize their potential.

    Żabka Nano, currently the largest chain of autonomous shops in Europe, has recently been awarded twice for its innovative concept. The chain was recognized by the jury and participants of a conference organized by the DWBW University in Heilbronn, Germany, receiving the Smart Stores award.

    The Żabka Nano was one of 18 concepts nominated in the Smart Stores category of the Innovation Leader 2022 competition, of which 5 were selected by the Jury for the strict final. On September 13, this year, 300 participants of the “Retail Innovation Days” congress, after hearing the presentation of the final projects, in a live vote, selected the winner – Żabka Nano.

    Żabka Nano was chosen by the jury and our participants for its great achievements. With more than 50 autonomous stores in Europe, Żabka Nano is the European leader and idol for other retailers in Europe in this field – said Professor Dr. Stephan Rüschen, Head of the Retailing Faculty at DWBW University in Heilbronn.

    We are very pleased with the next award for the Żabka Nano concept. It is a proof for us that our ambitious project is a good investment, noticed and appreciated not only by customers but also by the industry and scientific community. I hope that we will continue to surprise the market with more innovative solutions – commented Tomasz Blicharski, EVP, Managing Director of Żabka Futu

    The “Retail Innovation Days” Congress was organized by the Duale Hochschule Baden Württemberg in Heilbronn (DHBW Heilbronn), the largest retailing university in Germany, where about 900 students are studying for a degree in retailing and the city of Heilbronn is the brains and heart of retail in Germany.

    Żabka Nano – a project of the Żabka chain, whose mission is to simplify purchases thanks to technologies, hopes for a change in the retail market and is currently the largest operator of autonomous stores in Europe with already 50 facilities and ambitions to become the largest operator of this type in the world. Stores are already located, among others, in gyms, office buildings, and soon also in dormitories or hospitals.