Tchibo GmbH, based in Hamburg is one of Germany's largest international consumer goods and retail companies. Tchibo GmbH is 100% owned to Maxingvest AG (formerly Tchibo Holding AG), which the operating subgroups Tchibo GmbH operates as the holding company. Furthermore, the Maxingvest holds a majority stake in Beiersdorf AG. Tchibo operates both its own stores in city centers and shopping centers, as well as shelves in supermarkets, for example, from Edeka and Rewe.


Tchibo payroll, including the subsidiaries, serves approximately 12,300 employees (including 8,400 in Germany ) and made in 2012 of 3.6 billion euros in sales. Tchibo brand has a brand awareness of 99% in Germany.

Company History

Max Herz and Carl Tchilling - Hiryan founded in 1949, Tchibo GmbH. The brand name originated from the name Tchibo Tchilling and the word bean. The two founders had the idea to send coffee by mail. Max Herz led the company until his death in 1965.

On October 13, 1955 in Hamburg opened the first Tchibo store where customers could taste the coffee before buying. The branch network grew rapidly in the subsequent period and stretched out to the entire former Federal Republic. From 1963 taught Tchibo in bakeries and pastry shops called "Fresh depots " one. These were to shelves - highlighted - set up in stores and in which the Tchibo coffees were offered.

After the death of his father led from 1965 Günter Herz, the company further. Since the 1950s, coffee was sold at Tchibo in containers. As coffee was considered a luxury item at this time, Tchibo designed the packaging quality and first sold it in towels and then in orange boxes. Due to a Supreme Court Decision in 1973 it was Tchibo no longer possible in the sale of coffee to give other products such as aroma cans or cookbooks as a product of the addition (addition Regulation and discount law were abolished only in 2001 ). So the company decided to sell instead present article. The idea to use items to sell, was born. Under the slogan " Every week a new world " Tchibo offers its customers a weekly changing selection of consumer goods, fashion, jewelry and sporting goods, home accessories, kitchen accessories and consumer electronics.

Tchibo acquired in 1974 a minority stake in Beiersdorf AG and 1980, the majority stake in Reemtsma Cigarettenfabriken GmbH. Through these joint ventures Tchibo AG reached a higher diversification. 1988, transformed the " Tchibo Frisch- roasted coffee AG" in the " Tchibo Holding AG " (today Maxingvest ) to and integrated the coffee business to the newly formed wholly-owned subsidiary " Tchibo Frisch- roasted coffee GmbH" from. As of 1991, the foreign business of Tchibo Holding AG was settled by the newly created subsidiary " Tchibo International".

In subsequent years, Tchibo expanded abroad, particularly in Eastern Europe. In 1994, the " Tchibo Café Service" was spun off as an independent subsidiary for the supply of catering and office customers. A private dispatch ( " Tchibo Direct" ) and a travel company ( " Tchibo Travel " ) followed two years later. Tchibo took over 1997 Eduscho group of companies, a competitor.

From 2003 to the end of 2008 Tchibo worked with the Royal Bank of Scotland, together with the granting of loans. From 2004 to the end of 2010 offered Tchibo insurance as part of a cooperation with the Asstel insurance group. From 2007 to the end of 2010 also provides services of Postbank were distributed, in particular checking accounts to special conditions; Tchibo was also active as a cooperation partner for the lending business. Moreover, offered in the branches since 2004 on a cooperation with O2 mobile products under the name Tchibo Mobil.

In April 2007, Tchibo announced that come under pressure TCM own brand, which still counted in 2006 among the top ten most popular brands in Germany, is set. TCM is to be taken completely out of the range and replaced by special marks for individual commodity groups, such as that developed with the Y -3, Adidas and MCM designer Michael Michalsky own brand Mitch & Co. TCM will continue on the products be to find a quality seal.

Since 2010, Tchibo also acts as a provider of green electricity from Norwegian hydropower plants.

In 2012, the German Business Ethics Network drew the Tchibo GmbH for the " efforts on the path to a sustainable business " with the price for Business Ethics, 2012.

Beginning of the year 2013, Tchibo entered the mass customization business and online offers individual coffee as desired to.

In April 2013, the Federal Ministry of Labour and Social Affairs has the Tchibo GmbH won the CSR Award of the Federal Government. The jury was that Tchibo " fully aligns its business toward sustainability and social responsibility and takes the entire value chain in the view ".

Tchibo International

Countries with Tchibo stores:

  • Germany
  • Switzerland
  • Slovakia
  • Austria
  • Hungary
  • Poland
  • Czechia
  • Turkey
  • United Arab Emirates

Countries where there is no Tchibo stores, but Tchibo coffee is sold in supermarkets:

  • Russia
  • Ukraine
  • Romania
  • Israel
  • Thailand
  • Slovenia

Advertising and customer loyalty

Early 80s designed Jürgen Scholz ( 1929-2010 ) an advertising campaign for Tchibo, for the first many stickers were distributed, the "All Fresh " showed only the red lettering on a white background. Only a few months later, the relationship to Tchibo was made in the course of further publicity.

After a test run in 2004 Tchibo led in January 2007, the " Tchibo Privat program " again. For a one-off sum of eight euros, the customer acquires five shopping vouchers to the value of two euros. He receives a PrivatCard called loyalty card loyalty beans can be collected that can be redeemed for rewards. This is accompanied by unique shopping or eating coupons. In addition, every month is a preview of the upcoming product lines, which can be ordered ahead of time. Since each voucher can only be used individually per purchase in the office or on the Tchibo Tchibo shipping, the private program is intended for retaining and developing repeat customers. Furthermore, it is exclusively for private customers the Card MasterCard credit card " '' private '' Card Premium " published in cooperation with the Valovis bank with which can also be collected outside of Tchibo loyalty beans.


1988 Tchibo was awarded for a stepladder the " Plagiarius price ", which makes the Plagiarius Club attention to cases of theft of ideas.

In 2004, Tchibo Direct GmbH received the negative honor Big Brother Award in the category of "consumer protection ". Says that it would be treated as confidential in the brochures and on the website of Tchibo all personal data. In fact, the company addresses from Tchibo Direct customers offered via the direct marketing company AZ Direct on the market to address.

In the documentation of the Clean Clothes Campaign, entitled " Tchibo - Every week a new world" ( published in 2006 by Verdi and Terre des Femmes ) Tchibo supplier companies are accused of massive labor and human rights violations.

In 2007, Tchibo was criticized because it tested a waffle iron from Cloer and let cheap rebuild in the Far East in worse quality. A similar case had occurred in 2006 with Sennheiser headphones.

In response to its negative image Tchibo coffee sold now also with the controversial seal of approval "Rain Forest", which is to draw attention to ecological management.

Was announced on 14 January 2009 that Tchibo and Esso "to each his own " have stopped at around 700 petrol stations a joint PR campaign under the slogan. The phrase " to each his own " ( " suum cuique " ) has been misused by the Nazis.

In December 2009, the Federal Cartel Office imposed a fine antitrust violations against, among others Tchibo. Also, Melitta, Dallmayr and Kraft Foods were members of the cartel; the latter company used the so-called bonus scheme to avoid a penalty.

Since late 2009, Tchibo sells leather goods under the brand name and logo gold arrow after Tchibo had acquired from the bankruptcy estate of the failed EganaGoldpfeil licenses. So it was suggested that it is still are products of the former luxury goods manufacturer from Offenbach.

In June 2010, the German Coffee Association Hamburg was accused by the Federal Cartel Office to have promoted a cartel of coffee company with a press release in February 2005, which is why a fine of up to € 90,000 was imposed. Among the participating coffee roasters included, in addition Tchibo the company Kraft Foods Away from home service, Bremen, Luigi Lavazza Germany, Frankfurt, Seeberger, Ulm, Segafredo Zanetti Germany, Munich, Gebr Westhoff, Bremen, Melitta System Service, Minden, and JJ Darboven, Hamburg. The latter two companies, the fines were reduced because of her cooperation in the investigation of the allegations. According to calculations of the consumer service the citizens has emerged in recent years by coffee price fixing damage in the amount of 4.8 billion euros.

Tchibo sells two varieties " Eduscho Gala", the coffee mix products. On the packaging the product " coffee " is missing, but the packaging is the usual coffee packaging so similar that a consumer who does not read the ingredient list, could keep the product for coffee.

Since July 16, 2013 Tchibo offers the so-called dentures Card. Cardholders can thus save up to 50 percent for dentures. Provided, however, that the dentist accepts the card. Because he decides from which dental lab he uses the dentures. This restriction on the free choice of dentist led to heavy criticism, including from the dentists' Confederation ( KZBV ).