Background 

The MILA cooperative supermarket initiative in Vienna aims to create an inclusive and diverse supermarket. MILA’s mission statement makes this clear:

“We design MILA to be as welcoming as possible for everyone. We respect the opinions, needs, and concerns of all members. Our supermarket is a place where people come together. We embrace the principles of diversity and equality and reject discrimination of any kind.”

However, lessons learned during the pilot phase show that the current concept is not sufficient to achieve all intended goals. To date, the initiative has predominantly reached a white, relatively homogeneous middle-class group. Hence, a deeper understanding of the barriers that keep other groups from participating is required. These groups include people with low incomes, people with disabilities or learning difficulties, people with refugee or migration backgrounds, older adults (including those with dementia), people experiencing homelessness, and individuals with mental health conditions.

Aims

Currently, the members of the MILA cooperative supermarket mainly come from a specific segment of the population, while other groups are strongly underrepresented. To better understand the reasons behind this, MILA—supported by the Ilse Arlt Institute for Social Inclusion Research at St. Pölten University of Applied Sciences—investigates the following research questions:

• How can the desired target groups be identified?
• What characterizes these groups, and how can they be reached effectively?

Based on the research findings and through a design thinking process, the organization further develops its concepts to achieve its goal of creating a diverse and inclusive supermarket.

Methods

A mixed-methods approach was used, combining literature and good-practice research with qualitative data collection. Seven comparable projects—Supercoop (Berlin), Foodhub (Munich), Bees Coop (Brussels), Park Slope Food Coop (New York), La Louve (Paris), The People’s (London), and Rizoma (Lisbon)—in Europe and the United States were analysed.

In addition, MILA organised participatory formats such as a World Café in Vienna with 14 participants from diverse groups to discuss their needs and what MILA would need to change to better meet them. Interviews were also conducted with individuals from vulnerable target groups. A neighbourhood survey consisting of 35 short interviews in the area surrounding the planned location provided further insights.

Finally, the results were reflected upon and refined in a workshop with representatives from academia, MILA members, experts, and stakeholder groups. Based on this process, an inclusive concept for the cooperative supermarket was developed.

Conclusions and Recommendations

The project results show that an inclusive cooperative supermarket like MILA must be both affordable and inherently diverse in its design. A solidarity-based system and low-cost staple foods are essential to ensure accessibility for everyone. Equally important are flexible participation models, which enable solidarity shifts or buddy systems and take into account different life situations.

The products offered should reflect the needs of all members—from affordable organic and regional products, unpackaged goods, to international foods. MILA can also function as a social meeting place, providing space for workshops, communal cooking, or clothing swaps. It should not only be a place to shop but also one that encourages people to stay and interact.

Visibility and accessibility are key factors: a clear identity as a “supermarket for everyone,” multilingual information, easy navigation, and barrier-free design strengthen inclusion and foster a welcoming culture.