Recheio is the biggest cash-and-carry chain of stores operating in Portugal.
|Founded||Figueira da Foz, Coimbra (1972)|
|Portugal, Madeira. Franchise in Azores|
|Products||Cash and Carry|
|Website||Recheio Website (In Portuguese)|
The company was born in Figueira da Foz in 1972, with the concept of auto-service for owners of small and medium commercial stores. In 1984, the company opened stores in Viseu and in 1986 in Aveiro and Vila Real.
In 1988, the group Jerónimo Martins acquired 60% of Recheio while buying the remaining 40% in 1989. In 1990, the group purchased a cash-and-carry store called Arminho in Braga and bought a store from Riberalves on Torres Vedras.
In 1997, they introduced a brand, MasterChef and acquired Coimbralimentar, adding another store in Coimbra. In 1985, the brand celebrated their 25th anniversary and opens stores in Caldas da Rainha and Ramalde.
This article needs attention from an expert on the subject.July 2012)(
At the end of the decade, they opened a new store in Regedor. The chain continued to grow, opening stores in Lagos, Faro, Portimão, Leiria (This store replaced an older one), Intendente, Santa Maria da Feira, Fátima, Évora and Vila Franca de Xira.
In 2009, they created a second brand called Amanhecer and in 2010, they created another brand called Gourmês.
As of 2014, the company marketed its products under several brands:
- MasterChef: Its positioning is: "best food at the best price"
- Amanhecer: Targets small business owners all consumers.
- Gourmês: Targets restaurants, coffee parlors and hotels. Its positioning is "high quality".
Although not mentioned, Euroshopper brand products can be acquired on Recheio stores.
Amanhecer store projectEdit
Currently in 2014, the chain counts with over 100 franchised stores in continental Portugal and on the Archipelagos of Madeira.