# Stores
22
3 openings
(3 closings)
1 refurbishment
# Stores
20
1 refurbishment
Highlights of the year
- Jeronymo invested in renewed communication and in simplifying and innovating its menus to streamline operations
- Hussel experienced an extremely challenging year, marked by more complex business negotiations with its key suppliers
- Jeronymo and Hussel officially launched their TikTok accounts
Message from the Managing Director
The year 2024 was a difficult one for the Companies given their operating environment.
Jeronymo and Hussel have restructured their operations, making profound changes in management and redefining their business models to simplify them and prepare for a challenging future, foreseeing a continued increase in the main operating costs (human resources, rents and raw materials, primarily coffee and cocoa) and the reduction in margins to respond to the decline in our consumers purchasing power. Three Jeronymo coffee shops were closed in 2024 as a result of these challenges.
In 2025, the focus will be on growing sales and simplifying processes, boosting productivity so that we can return our banners to profitability.
Francisco Soares dos Santos
CEO JMRS
More information on Jeronymo and Hussel's sustainability initiatives can be found in the “Sustainability” section of this Annual Report.
FOCUS ON GROWTH
Jeronymo and Hussel remained committed to growing their respective businesses by focusing on optimising their assortment and operational efficiency. In a markedly challenging environment, in 2024 sales grew 5.9% at Jeronymo and fell 1.4% at Hussel, compared to the previous year.
Jeronymo focused on innovating and simplifying its menus, introducing new products and improved recipes with competitive prices and promoting them using a renewed communication strategy, with a modern, simple image in line with the brand’s core values: serving high-quality coffee and light meals with fresh ingredients, for everyone, throughout the day.
The new (fortnightly) communication plan, with the focus on greater social media presence and on the improved loyalty plan, helped increase the customer base.
Digital communication has been aligned with store communication. Jeronymo officially launched its TikTok account, increasing its social media presence, which already included Instagram and Facebook.
Besides the change of image, in line with the layout created in 2023, Jeronymo’s refurbishment plan included the upgrading of electric ovens, and the installation of new equipment configured and installed to optimise operations in its main coffee shops. In this regard, most noteworthy is the refurbishment of the Cais do Sodré coffee shop, with distinctive decorative elements and its own character. The coffee shop, located at a central railway hub, is now more modern, with more light and better adapted to its customers’ consumption patterns. As regards openings, the Miraflores coffee shop is of note, reverting back to the kiosk format to strengthen the “Coffee & Friends” concept, placing coffee at the heart of its customer offering.
Hussel faced a very demanding year, marked with increasingly difficult negotiations with its main suppliers as a result of the insolvency of its shareholder and Jerónimo Martins partner – Hussel GmbH – in Germany. Despite the challenges posed in 2024, the banner remained committed to its mission of brand loyalty. The Company continued to invest in its flagship campaigns, innovating its assortment, packaging differentiation, and in the diversity of gift options, to increase the attractiveness of the campaigns.
Besides the theme-based campaigns for Valentine’s Day, International Women’s Day, Father’s Day, Easter, Mother’s Day, Halloween and Christmas, and promoting them on digital communication platforms, the Company also invested in new initiatives to connect with customers, such as the tasting campaign, which offered double points on the bulk purchase of jelly sweets. This initiative saw new sign-ups for the loyalty programme and received positive feedback.
Hussel also launched its TikTok channel during its Halloween campaign, showcasing a new, more engaging image. The content has been well received by the digital community, and it is hoped that using this platform will breathe new life into the brand as a reference in quality indulgence in the Portuguese market.
Also of note is the initiative that saw Hussel partner with the “A avó veio trabalhar” (Grandma Came to Work) association to celebrate Grandparents’ Day. The initiative, which involved two grandmothers serving customers in the Amoreiras store, was very well received by the shopping centre’s customers and was also highlighted on social media platforms.