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Pingo Doce

Pingo Doce is a leading supermarket chain specializing in , owned by the Group and operating over 480 stores across more than 300 locations throughout . Founded in 1980 with the opening of its first stores, it has grown into one of the country's largest retailers, employing over 30,000 people and generating sales of 5.1 billion euros in 2024. The chain was established in 1978 by Alexandre Soares dos Santos, then leader of , as a strategic shift toward modern food amid Portugal's post-revolutionary economic challenges in the . Starting with smaller superette formats, Pingo Doce quickly expanded to full within two years, emphasizing competitive pricing and high-quality fresh produce to serve everyday families. By the early 1990s, it pioneered private-label products, launching over 50 references in 1991 that remain staples in consumer habits today, and underwent significant updates in 1995 to broaden its category offerings. Pingo Doce distinguishes itself with a store environment that evokes traditional markets, featuring extensive sections for perishables and nearly half of its locations incorporating Comida Fresca dining areas supported by two central kitchens for fresh meals and takeaways. Its private brand, certified for quality since 2007, underscores a commitment to affordability and reliability, while partnerships like those with Daymon Worldwide since 2006 have enhanced efficiency and product sourcing. Between 2002 and 2009, the chain tripled its sales, increased average customer spend by 20%, and doubled private-brand penetration, solidifying its position in Portugal's competitive grocery market.

History

Founding and early development

Pingo Doce was founded in 1978 by , with the Companhia Pingo Doce established in 1980, representing the company's return to small-scale grocery retail after a prior emphasis on wholesale distribution. This move re-entered into direct consumer-facing operations in Portugal's evolving retail landscape. The inaugural store opened on Rua Garrett in , focusing on affordable everyday products such as groceries and household essentials to serve urban populations. Subsequent early openings targeted similar urban centers across , adopting a model that prioritized accessibility and value for middle-class shoppers. This strategy emphasized convenience and low prices, differentiating Pingo Doce from traditional markets and emerging competitors. Positioned as a value-oriented chain, Pingo Doce expanded steadily through the 1980s, building a network of stores in key cities. By 1993, it had secured leadership in Portugal's segment, capturing significant through efficient operations and customer loyalty. A pivotal step in its early development came in 1991 with the launch of its first products, introducing over 50 references in categories like and pantry staples—many of which, such as select food brands, continue to be staples in households today. This initiative reinforced the chain's commitment to affordability while fostering brand exclusivity.

Partnerships and expansion

The strategic partnership with the began in 1985 to support Pingo Doce's development, but it evolved significantly in 1992 when acquired Delhaize's stake and became a 49% shareholder, formalizing the ownership structure as a with holding 51%. This arrangement, through Jerónimo Martins Retail (JMR), enabled shared expertise in retail operations, , and international best practices to drive growth. The partnership accelerated Pingo Doce's national expansion during the 1990s, with the company reaching over 100 stores by the end of the 1980s and continuing to grow through joint strategies that solidified its market position as one of Portugal's leading operators. In 1992, the collaboration introduced a multi-format strategy, incorporating larger store concepts with enhanced layouts and service elements inspired by Ahold's global model, which helped expand beyond traditional supermarkets. This cooperation also facilitated the launch of products in the early 1990s, broadening the product range to include essential groceries like and , thereby improving affordability and customer loyalty while leveraging Ahold's sourcing capabilities. By the early , these initiatives had strengthened Pingo Doce's competitive edge in the Portuguese market.

Acquisitions and recent milestones

In 2008, initiated the merger of its Feira Nova banner into Pingo Doce, converting 37 medium-sized Feira Nova stores to the Pingo Doce format by the end of the first half of the year, with the process continuing through 2010 to fully integrate the operations. This strategic absorption, building on the 2007 fusion and acquisition of 77 Plus stores, significantly boosted Pingo Doce's store network, contributing to the tripling of its stores between 2002 and 2009 and solidifying its market leadership in . In 2010, Pingo Doce launched its take-away and services, enhancing with ready-to-eat meals and expanding the Comida concept across and hypermarkets. This development marked a key adaptation to evolving consumer preferences for on-the-go dining options. In 2015, Pingo Doce introduced its first Pingo Doce & Go stores in partnership with BP , opening the inaugural location on Estrada da Luz and subsequently expanding the 24/7 format to urban areas for quick-access groceries and snacks. Pingo Doce celebrated its 40th anniversary in , a milestone overshadowed by the but underscoring the chain's resilience amid economic challenges, including sustained operations as an essential service and growth in sales despite global disruptions. In 2021, the company updated its advertising slogan to "Quem trouxe, quem trouxe? Foi o Pingo Doce" ("Who brought it, who brought it? It was Pingo Doce"), a catchy phrase emphasizing its role in delivering everyday essentials, popularized through festive campaigns. In April 2025, Pingo Doce opened Portugal's first AI-powered restaurant at the Comida Fresca outlet in Alegro , featuring advanced terminals that scan meal trays without manual input to streamline payments and reduce wait times. In October 2025, Pingo Doce partnered with SymphonyAI to implement the CINDE Connected Retail platform for AI-driven merchandising, optimizing and collaboration with consumer packaged goods suppliers.

Operations

Store formats and services

Pingo Doce operates primarily through a of traditional supermarkets situated in urban environments, offering a wide range of everyday essentials with extended operating hours, often from early morning until late evening, to suit diverse customer schedules. These stores emphasize a market-like atmosphere with dedicated sections for fresh perishables, and many include on-site dining areas for immediate consumption. The chain has plans to open its first in 2025 in , , to expand its larger-scale offerings. In addition to its core model, Pingo Doce introduced the Pingo Doce & Go format in 2015 through a partnership with , targeting quick-service needs with a smaller footprint and 24/7 accessibility at select fuel station locations. These outlets provide grab-and-go options like pre-packaged snacks, beverages, and basic groceries, enhancing for on-the-move customers. By 2019, the format had expanded to a limited network, including sites in and surrounding areas, and continues to prioritize urban proximity without broader rollout details. Complementing its physical stores, Pingo Doce offers digital services via its online platform at pingodoce.pt, which supports shopping for fresh and essential items with options available in major cities like and as of 2025. The platform, launched as a direct initiative, allows customers to browse, order, and track deliveries seamlessly. Integrated with this is the "O Meu Pingo Doce" , which manages the by providing personalized promotions, exclusive coupons, and club memberships to encourage repeat engagement. In-store services further enhance the shopping experience, including take-away meals under the Comida Fresca brand, introduced around 2010 to offer ready-to-heat options like soups, mains, and desserts prepared in central kitchens. As of the end of 2024, nearly half of its locations—237 stores—incorporated Comida Fresca dining areas, supported by two central kitchens. systems have been widely implemented across stores to reduce wait times, with advanced AI-powered versions rolled out in 2025 for faster processing, particularly in areas where trays are scanned automatically. These features collectively aim to streamline operations and improve without delving into specific product assortments.

Geographic presence and store network

Pingo Doce maintains its operations exclusively within , with no stores outside the country. As of the end of 2024, the chain comprised 489 stores distributed across more than 300 localities in all seven Portuguese regions. This network reflects steady growth, including the opening of 10 new stores and the closure of three in 2024 alone. The store distribution emphasizes urban centers, with the strongest concentrations in the Área Metropolitana de Lisboa, the Norte region, and the Centro region, alongside smaller footprints in , , Açores, and . This regional spread ensures broad accessibility for Portuguese consumers, covering 164 municipalities as reported in earlier surveys. The chain's expansion has been predominantly urban-focused, enhancing proximity to densely populated areas. Key milestones in store growth include openings such as the 414th store in Terrugem in March 2017 and the 415th in in June 2017, marking further penetration into diverse localities. Earlier, between 2008 and 2010, the integration of Feira Nova stores significantly bolstered the network, tripling its reach from north to south. In 2025, Pingo Doce continued this trajectory by inaugurating additional stores, including in Madalena (, ) in April, Ferreiras () in April, aiming for around 10 new locations overall.

Product offerings and private labels

Pingo Doce provides a diverse assortment of everyday essentials, encompassing core categories such as groceries, fresh produce, bakery items, products, and , , and non-food items. Groceries include staples like and condiments, while fresh produce features seasonal fruits and sourced primarily from suppliers to ensure quality and support local . The bakery section offers freshly baked breads and pastries, often highlighting traditional varieties, and encompasses milks, cheeses, and yogurts. Meat and selections are supported by in-store butchery services, allowing customers to purchase cuts prepared on-site for freshness and customization. Household items range from cleaning supplies to , and non-foods include items like and baby goods, catering to comprehensive shopping needs. A cornerstone of Pingo Doce's strategy is its program, launched in 1991 to deliver high-quality, affordable alternatives to national brands. This initiative has grown significantly, with private label products accounting for approximately 28% of total sales in 2024. The program emphasizes value through competitive pricing while maintaining standards comparable to leading brands, covering over 3,000 items across categories like (e.g., fortified ), bakery (e.g., gluten-free options), and fresh produce. Examples include Portuguese-produced and seasonal specialties like Bolo Rei pastries, which underscore the focus on national sourcing and cultural relevance. The chain prioritizes fresh and affordable products by integrating Portuguese-sourced ingredients into its private labels, such as locally raised beef and regionally grown produce, to promote accessibility and in everyday . Seasonal promotions enhance this approach, featuring limited-time offers on items like baked goods or summer fruits, often bundled in value packs for cost savings—such as multi-portion frozen meals or bulk fresh produce sets. These promotions rotate weekly, encouraging repeat visits and aligning with culinary traditions. Loyalty-driven offerings further bolster product accessibility through the O Meu Pingo Doce program, accessible via a that provides exclusive coupons, personalized discounts, and club benefits like on purchases with partners. Members can accumulate points on qualifying and fresh items, redeemable for additional savings, fostering long-term . The online platform complements these in-store options by enabling app-based ordering and delivery of the full product range.

Corporate affairs

Ownership and governance

Pingo Doce, founded by in 1980, has operated as a since 1992 through Jerónimo Martins Retail (JMR), in which holds a 51% stake and owns 49%. As a core subsidiary within the group, Pingo Doce plays a pivotal role in the company's Portuguese operations, serving as the primary revenue driver in the domestic segment. In 2024, its net sales reached €5.1 billion, reflecting a 4.5% year-over-year increase and underscoring its substantial contribution to the group's overall performance. Governance of Pingo Doce is structured under the JMR framework, with board-level oversight provided by representatives from both and to ensure collaborative decision-making. This arrangement facilitates aligned strategic initiatives, particularly in retail network expansion and operational efficiencies across .

Leadership and headquarters

Pingo Doce is led by Isabel Ferreira Pinto, who has been in the role since 2016 and oversees the 's daily operations and strategic initiatives, including expansion and customer-centric innovations. The 's is located at Rua Actor António Silva, Nº 7, 1649-033 , , which functions as the central administrative hub for managing nationwide operations and coordinating with parent Jerónimo Martins. Key executive roles report directly to the CEO and cover critical areas such as operations, marketing, and . For instance, Filipe Canas serves as , handling marketing and sales strategies; Filipa Pimentel acts as Sustainability and Local Impact Director, focusing on environmental and community initiatives; and Francisco Soure holds the position of of , driving technological integrations across the business. Under recent leadership, Pingo Doce has emphasized , including the adoption of for supplier collaboration and merchandising, as well as the launch of an online grocery platform in 2025 to enhance capabilities. Additionally, efforts have intensified around customer loyalty programs, such as the "O Meu Pingo Doce" app, which provides personalized discounts, exclusive club benefits, and coupon management to over millions of users.

Innovations and sustainability

Technological advancements

In October 2025, Pingo Doce implemented an AI-driven merchandising system through a partnership with SymphonyAI, deploying the CINDE Connected Retail platform to deliver real-time insights for optimized product placement and enhanced collaboration with consumer packaged goods (CPG) partners. This technology replaces traditional static reports with prescriptive analytics, enabling faster decision-making on assortment, pricing, and promotions across its store network. The initiative aims to boost retail efficiency by providing CPG suppliers direct access to data-driven recommendations, fostering joint growth strategies. Earlier in April 2025, Pingo Doce launched Portugal's first AI-powered restaurant at its Comida Fresca outlet in Alegro , featuring advanced technology to automatically scan and process meal trays for payments. The system identifies food items by analyzing shapes, colors, and textures on customers' trays, streamlining the ordering and checkout process without manual intervention. This innovation reduces wait times and operational costs while enhancing the in-store dining experience for shoppers. The "O Meu Pingo Doce" supports through features like personalized discounts via the Poupa Shaker daily generator and exclusive club-based promotions, alongside tools for managing memberships in specialized clubs such as Clube do Bebé for parenting advice and product deals, and Clube do Vinho for wine recommendations. Users can also create and manage shopping lists to track purchases and preferences, contributing to a tailored shopping experience. Updated as recently as October 2025, the app integrates with the for seamless benefit tracking and fuel discounts at partner stations. Since its inception in , the Pingo Doce Central has leveraged advanced technologies to enable large-scale, efficient , combining traditional recipes with automated systems for up to 20,000 meals daily across facilities like the modern Aveiro site. Key implementations include MultiWasher cleaning technology, which achieves 86% water savings, 73% reductions in soap usage, and 32% lower direct washing costs, promoting operational without compromising . This supports the retailer's ready-meal offerings by ensuring consistent, high-volume output for store .

Environmental and social responsibility

Pingo Doce has made significant strides in reducing its environmental impact, particularly through targeted reductions in carbon emissions. Since 2018, the company has achieved a 55% reduction in CO2 equivalent emissions in its operations, earning a four-star in the Lean & Green initiative in 2023. This accomplishment reflects ongoing efforts to optimize efficiency and minimize the associated with its urban operations across mainland . To further promote sustainable shopping practices, Pingo Doce launched its "Eco mesh bags" collection in 2022, featuring reusable bags made from sustainable cotton and produced in . These bags, available in various sizes and colors, encourage customers to reduce reliance on single-use plastics for produce and everyday items, aligning with broader goals to decrease . On the social responsibility front, partners with third-sector organizations to support by facilitating the sale of their products in stores, helping these entities achieve financial sustainability. Initiatives like "The Taste of Solidarity" exemplify this approach, where products from social welfare institutions are sold to generate revenue for community causes. Additionally, the company runs community food programs, including donations of food products to organizations aiding vulnerable children and youth, as well as the "Bairro Feliz" project, which allocates funds from store sales to needs. Complementing these efforts, Pingo Doce has invested in its delivery fleet since 2021 to lower emissions, incorporating more efficient vehicles that reduce CO2 output and . The company also prioritizes local sourcing for a substantial portion of its products—having achieved 91% local sourcing for food products as of 2023, surpassing previous targets—to shorten supply chains and further diminish the overall .

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