Simplify Things
Interview with Mitja Hofacker, Managing Director of ME Group Deutschland GmbH
The photo booth – a classic of everyday culture. Whether serious for a passport or spontaneously with friends for a memorable snapshot: the photo booth has established itself as an uncomplicated and charming way to quickly and easily take passport photos or selfies. Behind the photo booths, known as Fotofix, is ME Group GmbH, a company that offers value-added services. Practical services that simplify life.
Wirtschaftsforum: Mr. Hofacker, the ME Group develops and markets various self-service machines and convincingly serves as a provider of value-added services internationally. How did this come about?
Mitja Hofacker: There were several significant milestones in the company's history. In 1954, a person sat in a photo booth by ME Group for the first time – a first milestone. In 1962, going public set the course for internationalization. In 1994, a merger with the company KIS allowed us to design, develop, and manufacture our own devices. We have all manufacturing and development capacities in-house, are very familiar with the technology, and can respond to individual customer needs – a crucial USP. In 2012, the product range was significantly expanded. The ME Group comes from the photo sector, KIS from the instant printing sector; instead of limiting ourselves to the photo sector, we provided further automated solutions that enhance the attractiveness of a location and bring benefits to people. Therefore, in 2012, the first wash station was established in France. Today, there are more than 4,000 there; in Germany, there are 190.
Wirtschaftsforum: In addition to photo and laundry stations, the company offers pizza and juice vending machines among other vending machines. What does the structure behind this constantly evolving offering look like?
Mitja Hofacker: Today, the ME Group has over 1,000 employees in 19 countries worldwide, with a focus on Europe. In Germany, more than 70 employees work in sales and especially in technology. The strong focus on the technology sector is important because we want to offer our partners consistently good solutions throughout Germany. Sales in Germany amount to 22 million EUR; with around 2,000 machines, the photo sector is the strongest field. The machines are located in public places such as train stations or shopping centers, and at government agencies. A prime example is our partner Kaufland. There are 730 Kaufland stores in Germany, and over 500 of them have a photo booth. Almost every store offers the uncomplicated opportunity to combine shopping with the creation of a biometric passport photo. It is a win-win situation for everyone, and that is exactly what we want.
Wirtschaftsforum: How do you assess future market opportunities?
Mitja Hofacker: We want to grow and ensure high service quality. With 1,800 photo booths, we already have fairly extensive coverage in public areas; it's a different story in the government sector. There is still a lot to do here. The same applies to the washing area. There are 190 washing stations in Germany for 80 million inhabitants. In contrast, Ireland has 600 stations for six million inhabitants. We target various demographics with our washing stations; the grocery retail sector constitutes a core market. In the future, we want to focus more on service areas and truck stops. Against this backdrop, a concrete goal is to double the revenue in the next three years. It's an ambitious target, but realistic given the huge potential. It's not just about selling equipment for us. It's more important that both sides benefit. The products must be right, we must solve our partner's problems with them. A photo booth makes little sense at service areas, but a washing station does. Conversely, a washing station would be nonsensical in a town hall. We always consider very carefully which device convinces at which location.
Wirtschaftsforum: You have been working for the ME Group since March 1, 2024, and originally come from the grocery retail sector. How do you see your role as managing director?
Mitja Hofacker: I see myself primarily as a transparent contact person, problem solver, and coach. My focus is on strategic business development, at the same time on supporting the operational area and sales. It is about the overall development of the company; both areas are equally important for this. Bringing them together is crucial for success.
Wirtschaftsforum: What kind of corporate culture does ME Group stand for?
Mitja Hofacker: Our culture is characterized by openness, transparency, and honesty. To be successful, everyone must be able to contribute their strengths. For this, we create the right framework conditions. Through the open corporate culture, a great dynamic develops; we fertilize and inspire each other every day. Seeing this is very motivating.
Wirtschaftsforum: Is there a concrete vision for the future?
Mitja Hofacker: We want to keep up with the times and see what additional services we can offer, also in light of digitalization, which opens up new possibilities. Above all, as a company, we need to become more well-known and position ourselves more strongly as a provider of value-added services at various locations. We want to be successful as a team, improve, and advance new developments together. Personally, it gives me great pleasure to see that together we solve the problems of our partners.