Press Release 17th June 2026

Nationwide rollout: BILLA introduces “Quiet Hour” in every district

Autistic Pride Day on June 18 stands for the visibility and appreciation of people with autism and neurodivergence. Everyday shopping can be a significant challenge for those affected due to noise, light stimuli, or large crowds. To ensure a pleasant shopping experience for all customers, BILLA and BILLA PLUS are significantly expanding their inclusive offering: starting June 24, the “Quiet Hour” will be available in every district in Austria. In total, 73 new locations will offer a reduced-stimulus shopping environment every Wednesday from 2 to 3 p.m. This expansion complements the existing offering of 50 BILLA and BILLA PLUS stores that already provide a “Quiet Hour” on a daily basis.

A man and a woman are standing in a grocery store aisle filled with various fruits and vegetables. They are holding a magazine together. The shelves behind them display produce like melons, potatoes, and citrus fruits.

(From left to right): Scarlet Ianc (Diversity, Equity & Inclusion Manager at REWE Group) and Kai Pataky (BILLA Board Member for Sales) are looking forward to the nationwide rollout of the “Quiet Hour.” / Copyright: © BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

On the occasion of Autistic Pride Day, BILLA is bringing the initiative to every district in Austria, sending a strong signal for inclusion and accessibility
Starting June 24, the “Quiet Hour” will take place every Wednesday from 2 to 3 p.m. in at least one selected BILLA or BILLA PLUS store per district
The rollout expands the inclusive offering to 73 additional locations
50 BILLA and BILLA PLUS stores are already participating in the initiative
BILLA works closely with certified organizations for people with autism on this initiative

Kai Pataky, BILLA Board Member for Sales: “As one of the largest food retailers in the country, it is very important for us to respond to the needs of our customers. We see accessibility as a lived form of inclusion and as an important contribution to respectful coexistence. With the ‘Quiet Hour,’ we create a calmer shopping environment that is used not only by people with autism, but also by individuals with other forms of neurodivergence, people with disabilities, and parents of neurodivergent children. For the nationwide rollout, store and sales managers received training from external experts.”

“Quiet Hour”: Reducing acoustic and visual stimuli

BILLA has been implementing the “Quiet Hour” since 2021. As part of the initiative, teams in participating BILLA stores receive special training and awareness-building on autism spectrum disorder and neurodivergence. The aim is to raise awareness of the needs of affected customers, highlight barriers in the shopping experience, and develop suitable solutions. During the “Quiet Hour,” in-store radio, advertisements, and loudspeaker announcements are turned off to create a calmer environment. In addition, lighting is dimmed, checkout volumes are reduced, and the bakery oven in the bake shop is paused. By placing orders at the deli counter rather than handing them over directly, personal interaction is minimized. By deliberately slowing down scanning and payment at the checkout, customers are given sufficient time to pack their groceries. To avoid peak times, the “Quiet Hour” takes place during a fixed time slot outside busy shopping periods.

Information on participating stores is available on the website: https://www.billa.at/nachhaltigkeit/fuer-uns-alle/inklusion .