Nadir Kadji has been appointed as the CEO of METRO Cash & Carry Serbia. He joined the company from his previous role as Director of Operations and Sales for METRO France. He began his career at METRO France in 2006, spending the next ten years in various senior positions in the Human Resources department. With extensive professional experience from a country where the hospitality industry is at an exceptionally high level, he will contribute to the growth of the company in the domestic market, where METRO Cash & Carry has been the only trustworthy wholesaler and a reliable partner to professional customers in the hospitality and retail sectors for nearly 20 years.
Nadir Kadji, the newly appointed CEO of METRO Cash & Carry Serbia, arrives with a rich background from his time at METRO France. In this interview, Kadji shares his impressions of Serbia’s vibrant culture, the potential within the HoReCa sector, and his strategic vision for METRO Serbia as it prepares to celebrate two decades of successful operations in the country.
You recently joined METRO Cash & Carry Serbia after an outstanding career in METRO France. What were your first impressions of the country?
From day one, I felt welcomed as part of the family. I knew this coming in, but experiencing this level of openness and warmth of the people firsthand makes it even more special. Serbia has genuinely impressed me. It’s an exciting and inspiring place for me and my family.
You mentioned being warmly welcomed by the METRO Serbia team. How did this reception help you adapt to your new role?
Their deep understanding of the local market has been invaluable as I transitioned into my new role. What I admire the most is their passion for and commitment to ensuring METRO remains the key wholesale partner for professionals in the hospitality and retail sectors.
How would you describe the Serbian HoReCa sector? What potential do you see in this market, and what makes it unique?
I was immediately amazed by the market’s vibrancy and its incredible potential. There’s a deep culture of service that aligns very well with METRO’s values. Serbian restaurateurs are passionate and dedicated. I’ve noticed a deep connection to local traditions while embracing innovation, especially with the growing presence of Michelin-recognized restaurants, which is evidence of this evolving culinary landscape. It’s exciting to see the level of passion that goes into it.
There’s a strong entrepreneurial spirit here, and the market’s flexibility allows it to adapt quickly to new trends. Our customers’ demands for unique products and tailored solutions reflect this. Serbia’s diversity in its culinary culture, combined with a focus on quality and innovation, provides a fantastic opportunity for METRO to continue offering solutions that meet the needs of HoReCa professionals.
METRO has a strong presence in Serbia and is regarded as a key partner for professionals in the HoReCa sector and independent retailers. In your opinion, what has been the most crucial factor in achieving this position?
As the first authentic wholesaler in Serbia, METRO is uniquely positioned to support the growth of the local market by being dedicated to the success of our customers through tailored solutions, a vast product offering, and competitive pricing. Since entering the Serbian market nearly 20 years ago, we have grown alongside our customers, building a strong, long-term, and sustainable relationship as a trusted partner to hospitality professionals and independent retailers nationwide. We see them as our business partners, and by working closely with our customers to understand their needs, we are co-creating solutions that will foster mutual growth in the years to come.
Let’s take our “Jutro” franchise program as an example. It was created to empower small, independent retailers with the necessary resources and tools to thrive. With over 50 stores, the franchise is growing, demonstrating our commitment to supporting local retailers across Serbia. They play a crucial role in sustaining and developing local communities and enhancing the diversity and sustainability of the national economy.
As we approach the end of the year, could you share your vision for METRO Serbia in 2025?
2025 will be very special to all of us in METRO as we celebrate our 20th anniversary of doing business in Serbia. This significant milestone reflects METRO’s success and the legacy of our strong customer relationships. We plan to reflect on that and mark it by further deepening our partnership with the HoReCa and retail sectors by recognising and honouring the customers who have been with us on this journey—many of whom we’ve grown alongside from day one. This celebration will be about them and their victories, which we have been trying to back up for two decades, and our joint victories.
Serbia’s vibrant culinary scene presents exciting growth potential for METRO
Time is also approaching when we will focus on Expo 2027 and how to contribute to presenting Serbia in all its glory. The period ahead of us will also be dedicated to building more partnerships, developing innovations to support HoReCa sector development, and helping maintain small traders’ independence. We will continue strengthening our delivery to provide our customers with the most efficient multichannel solutions in the Serbian market.
One of METRO Serbia’s significant developments is opening a new logistics and distribution centre. Can you tell us more about this project and its significance to your business?
The new logistics and distribution centre in Dobanovci will greatly enhance our operational efficiency, allowing us to provide even better service to our customers. The centre will improve product availability, expand our assortment, and enable faster deliveries nationwide. It’s a significant step toward sustainable growth for METRO in Serbia, as it will allow us to meet the needs of our growing customer base more effectively, ensuring we remain a reliable partner as their businesses grow.
As someone with a strong background in human resources, how do you approach leadership? What is key to ensuring the success of a company like METRO?
We are a business people. We need to take care of our customers as they are our associates. Also, leadership is about empowering your team and creating an environment where people can thrive. For METRO and me, it’s critical to nurture a culture of open communication where everyone feels valued, their work has meaning, and they see a clear path for growth. That drives success for us – passion and openness, but the secret ingredient is to be there for each other. And that is what I recognised in METRO Serbia.
