The Pyaterochka brand of discount stores is the core format for X5 Retail Group, followed by the Perekrestok supermarket chain.

The new Pyaterochka would offer almost twice as many fresh products in a selling area of around 150 square meters, which is about half of the sales floor.

The rebranded Pyaterochka sells a wide assortment of foods and ready-to-eat meals and has a special area where customers can have a coffee or fresh orange juice and charge their electronics.

The automated system searches through curriculum vitae for a predetermined set of parameters and automatically calls matching candidates to invite them to open positions at the company.

[18][19] X5 Retail Group launched an online service in February 2018 that calculates the average rent that a Pyaterochka store pays anywhere that it has a presence.

[20] In October 2018 X5 Retail Group has opened a 'lab store' based on Pyaterochka in Moscow, to test new technologies that will enhance customer experience.

Engineers in the lab conduct in-store trials of electronic shelf labelling, video analytics, smart shelves, digital information panels, and self-scanning and self-checkout systems.

[25] 1998-2004 — Sergey Lepkovich[26] 2004-2012 — Oleg Vysotsky[27] 2012-2013 — Frank Mros[28][29] 2013-2018 — Olga Naumova[30] 2018 (April–June) — Igor Shekhterman (Chief Executive Officer of X5 Retail Group, he also served as the general director of the retail chain Pyaterochka) June 2018 - January 2022 — Sergey Goncharov[31] From January 2022 — Vladislav Kurbatov[32]