Makro + YDM Thailand turn corporate contracts into certainty for independent operators
Makro Thailand is rewriting who contracts are for. With The People Contract, the country’s largest wholesaler has introduced a structural initiative, created in partnership with YDM Thailand, to give contractual certainty to Thailand’s smallest restaurant operators – micro and nano-businesses that power the local food economy but lack financial and operational leverage.
Rather than launching a conventional campaign, YDM Thailand was tasked with rethinking where leverage is created in business. The answer wasn’t messaging, it was structural.
Thailand’s independent restaurants drive the food economy, yet thousands close each month due to instability, not lack of demand. Unlike chains, small operators lack:
• Credit buffers
• Negotiation power
• Operational backup
• Distribution access
• Media visibility
The People Contract introduces five structural commitments designed to transfer corporate-level leverage to small operators.
PayNext – Buy Now, Pay Later
Restaurants can purchase ingredients upfront and pay after revenue is generated – easing cash flow pressure that often determines whether doors open each morning.
Personalised Pricing
Using purchasing data, Makro reduces costs on the specific ingredients each business relies on most, replicating negotiation advantages typically reserved for large chains.
Shared Space
When accidents or crises force restaurants to close, Makro provides free kiosk space within its locations, allowing businesses to continue operating instead of shutting down entirely
Shared Shelves
Local dishes are guided through certification and placed on Makro’s national retail shelves – granting small operators access to distribution infrastructure traditionally dominated by established brands.
Voice
To make the shift visible, Makro surrendered its own billboards and transformed them into hyper-local restaurant guides promoting nearby independent restaurants.
“In business, contracts usually exist between corporations,” said Shaun Wong, Makro’s Chief Corporate Planning Officer. “For the first time, certainty was written for the people – not just corporations.”
The People Contract required collaboration across Makro’s financial systems, pricing architecture, retail operations and media strategy – reframing the company’s role from wholesale retailer to long-term ecosystem partner.
“This isn’t support,” Wong added. “It’s a redistribution of leverage.”
During the campaign period, Makro saw a 50% increase in new member acquisition compared to its normal rate, proving that operational innovation can drive real business results.
The People Contract shows how a wholesale giant can move beyond traditional retail and become a partner for the smallest businesses that keep Thailand’s food economy alive.
