How Kaufland is attracting Hungarian shoppers to cross the border into Slovakia

Recently, the Slovakian Kaufland’s incredible deals have stirred lively discussions online. Many Hungarians are debating whether it is worth crossing the border for their groceries. The German retail chain now offers a Hungarian-language catalogue online, with prices listed in Hungarian forints (HUF). Additionally, Slovakian branches are actively seeking Hungarian-speaking staff.

What is Kaufland?

As reported by Economx, Kaufland is a German hypermarket chain owned by the Schwarz Group, which also owns Lidl. The chain operates over 1,000 stores across Europe, including in Slovakia, the Czech Republic, Poland, and Romania, although it does not have a presence in Hungary.

Kaufland’s unbeatable offers

Kaufland has recently gone viral with a promotional campaign highlighting beer at much lower prices than in Hungary. A recent advertisement featured a half-litre can of Krusovice for just HUF 216 (EUR 0.55) and Kozel for HUF 153 (EUR 0.39) in Slovakia—significantly cheaper than in Hungary, where the same beers are priced around HUF 400-490 (EUR 1.01-1.24). These attractive prices are part of Kaufland’s 35% weekly discount campaign, showcasing their intent to draw Hungarian shoppers across the border for their everyday purchases.

Hungarian customers, Hungarian workers?

In a bid to attract more Hungarian shoppers, Kaufland has launched a dedicated website in Hungarian, where shoppers can browse the offers available in Slovakian stores. This convenient feature enables Hungarian customers to check out the latest deals and determine if a trip to Slovakia is worthwhile. The online catalogues also display prices converted into HUF, making it easier for Hungarians to make informed decisions.

In addition to these efforts, Kaufland is also seeking Hungarian employees for its stores. We can only guess that they aim to strengthen their connections with the Hungarian market. However, the Slovakian stores are not the only ones seeking a Hungarian workforce; German and Romanian Kauflands also advertise warehouse assistant positions. The hourly wage is EUR 17.85, but according to Hungarian workers, the warehouses are gigantic, thus hard work is expected.

Russia joins the race for Hungarian customers

As we have reported HERE, Russian discount chain Mere is preparing to make its debut in Hungary with the opening of its first store in Újpest, Budapest, on a site previously occupied by a Spar supermarket. Mere has ambitious plans to establish 15 stores across Hungary in three phases, with the long-term goal of expanding to up to 100 locations over the next 5-10 years. The chain, known for its exceptionally low prices and simple business model, aims to attract customers by offering prices up to 30 percent lower than competitors such as Lidl and Aldi.

Although their expansion targets are ambitious, especially considering the challenges faced by other discount retailers in Hungary, Mere is confident in its strategy. The new stores will be primarily accessible by car and will focus on offering essential goods at highly competitive prices, which Mere believes will resonate with Hungarian consumers.

Russian discount store Mere in Serbia — The discount chain in Serbia. Photo: Depositphotos.com

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