Migros is set to launch its first-ever “round the clock” store this summer. The special branch of the Swiss supermarket will remain open for 24 hours a day, seven days a week.

Migros to open an all-day store this summer

In a statement, Migros confirmed that it has submitted an application to launch a store that will be open for 24 hours a day. The branch will be open every day of the week, including Sundays and public holidays.

If approved, Migros will open the 24/7 branch on Alpsteinstrasse in the town of Herisau this summer. A specific date will be announced once the application is approved, with the store in Appenzell Ausserrhoden seen as a test case before the concept is rolled out nationwide.

Demand for out-of-hours shopping on the rise in Switzerland

Speaking to 20 Minuten, head of supermarket management at Migros Eastern Switzerland Samuel Bauert noted that the new store is a response to the growing demand for all-hours shopping. "Even in rural areas, there is a need for additional shopping options at highly frequented locations, especially for everyday products, which are available regardless of store opening hours," he noted.

It also follows the success of the new Teo stores that Migros first launched in 2022. These 100-square metre self-service locations are also open at all times, and have proved popular among local residents.

To circumvent the rules which dictate working hours in Switzerland, the new store will, like the Teo stores, only be staffed during regular operating hours. Before and after these hours and on Sundays and public holidays, the store will operate as a self-service location with self-checkouts and security barriers. If an item is sold out, customers will have to wait until the store’s staffed hours before it is replaced.

Why is Migros' flagship all-hours supermarket in Herisau?

With such a major step, some may wonder why Migros picked Herisau over a city like Zurich or Geneva. Migros explained in a statement that Herisau is an excellent test location, as it lies on a busy road connecting rural and urban communities, and is also in the Alpstein tourist region.

Though these are the official reasons, Watson speculated that many cantons still oppose the idea of extended shopping hours for legal and political reasons. Even in Canton Zurich - whose authorities are very much in favour of Sunday shopping - authorities ruled that a fully automated Migros near the main station must close on Sundays.

Therefore, the newspaper argued that Migros chose the location as authorities in Appenzell Ausserhoden are more likely to approve the idea.

Thumb image credit: Rostislav Ageev / Shutterstock.com