METRO Xcel (previously METRO Accelerator) operates under Hospitality Digital with the mission of bringing digital solutions to the HoReCa sector (hotel/restaurant/catering), to also build a platform of innovators, founders and independent business owners. In order to cater to the target groups of METRO, there are 2 METRO Xcel programmes:
- Hospitality, which focuses on solutions for the hotel, restaurant and catering sector.
- Retail, which focuses on the retail, wholesale and trade sector.
The METRO Xcel for Hospitality was launched in 2015, and the Retail programme began in 2017. To bring the programme closer to the business, METRO Xcel now focusses on bringing value to later stage start-ups via expert sales masterclasses, incremental distribution channels and complementary partnerships.