Mario Irminger, CEO of Migros, admits that customers have been overpaying as a result of failed business strategies, leading to a loss of market share. In a recent interview, he announced plans to lower prices on about 1,000 essential products to compete with rivals like Aldi and Lidl, potentially saving customers up to 370 million Swiss francs annually. Despite facing criticism for discontinuing animal welfare and sustainability goals, Irminger asserts the need for adjustments in response to changing consumer demands while guaranteeing farmers will not face reduced compensation.