With a strict margin cap, the Serbian government is putting pressure on foreign supermarket chains. Ahold Delhaize, active under the names Maxi, Mega Maxi, and Shop&Go in Serbia, is allegedly considering closing dozens of stores in the country.
“Millions in losses every week”
Since the end of August, the Serbian government has limited profit margins on 3,000 products to 20 %. Officially, the measure is intended to protect consumers from price increases, but the rule would mainly affect foreign chains, which have higher costs and are now barely able to make a profit.
