Penny, the well-known food discounter, is embarking on a significant rebranding journey starting May 8, 2025. The company is set to change its name from "Penny Markt" to simply "Penny," marking a shift towards a more modern and streamlined identity. This transformation includes a new logo featuring a distinctive yellow dot, which will serve as the brand's new face, and an engaging emoji mascot that is reminiscent of popular characters from the M&M's advertisements.
According to a press release from Penny, this rebranding initiative is part of a larger modernization strategy aimed at enhancing customer experience and aligning the brand's image more closely with its operations in Germany and other countries. The new slogan, "Da schau her" ("Look here"), is designed to resonate with Austrian customers and emphasize Penny's commitment to quality, customer proximity, and value for money.
Daniel Bessler, the marketing director at Penny, expressed enthusiasm about the rebranding, stating, "Our repositioning encapsulates what Penny truly represents: quality, genuine customer closeness, and a convincing price-performance ratio. With the new strategic concept and friendly character, we make this directly tangible and aim to surprise our customers with a delightful 'Da schau her.'" This sentiment reflects Penny's aim to create a shopping environment that is fresh, clear, and inviting.
As part of this overhaul, all 320 Penny locations in Austria will undergo renovations to improve layout and accessibility. This year alone, 60 stores are scheduled to be redesigned, with a goal of having 80 percent of the branches updated by 2027. The changes are expected to make shopping at Penny a more organized and enjoyable experience.
To celebrate this major relaunch, Penny is giving away 1,000 purchases to customers across Austria until Saturday, May 10, 2025. Winners will be randomly selected at the cash registers, allowing some lucky shoppers to leave without paying for their groceries. This promotional event is part of Penny's efforts to generate excitement around the new brand image.
Additionally, Penny is launching the "Penny. Preise Reise" campaign, which offers app users the chance to win from a pool of 180,000 instant prizes. Customers who are members of the jö loyalty program will enjoy double chances to win, further incentivizing engagement with the brand. Furthermore, Penny is distributing a €5 voucher for purchases over €50, available both in the app and in the current flyer.
The rebranding of Penny is not just a local affair; it is part of a broader international strategy by the Rewe Group, which owns Penny. While the Austrian stores are modernizing, Rewe is also investing heavily in expanding its presence in Romania, with plans to increase the number of Penny stores from 417 to 1,000 by 2035, backed by a substantial investment of €3 billion. This ambitious project highlights Rewe's commitment to growth and innovation across its markets.
As Penny prepares for this exciting new chapter, it remains focused on its core values of freshness, quality, and customer satisfaction. The brand's transformation reflects a response to changing consumer expectations and a desire to create a more engaging shopping experience.
With the new branding set to launch next week, customers can look forward to a revamped shopping environment that promises to be both modern and user-friendly. The changes at Penny signify not only a new look but also a renewed commitment to serving customers with excellence.
