Makro

What Makro does

Makro Portugal (legal entity MAKRO \u2013 CASH & CARRY PORTUGAL, S.A.) is a wholly-owned subsidiary of METRO AG, operating a membership-based B2B wholesale and Cash & Carry distribution platform exclusively serving professional clients in the HoReCa (Hotels, Restaurants, Catering) sector. The company entered the Portuguese market with its first store in Alfragide on February 22, 1990, and has since expanded to 10 physical stores across Portugal, supplemented by a dedicated delivery service (Servi\u00e7o de Entregas) in 7 locations, an online marketplace, a Click & Collect service, and the makro Go in-store picking and delivery service. Its technology stack centers on the makro.pt e-commerce platform with integrated marketplace, digital membership card, and the App makro Companion for mobile catalog, pricing, and order management.

The company's revenue model is multi-stream: physical Cash & Carry wholesale sales requiring a Makro membership card (obtained through business documentation), digital marketplace sales featuring the METRO PROFESSIONAL own-brand of commercial equipment (ice machines, beverage refrigerators, chest freezers, frozen display cases), marketplace commissions from third-party sellers via the METRO Markets platform, and a delivery service with a \u20ac250 minimum order and free delivery. Private-label food products under the METRO Chef brand and professional equipment under METRO PROFESSIONAL contribute to margin differentiation. Customer segments include HoReCa businesses (primary), professional sole traders, public sector organizations (schools, hospitals, municipalities), and hospitality education institutions.

The company serves 501-1,000 employees and operates with HACCP/TUV-certified cold chain standards. Distribution is domestic-only within Portugal, with no demonstrated international expansion. The GTM motion is sales-led, leveraging dedicated commercial managers, business documentation-based card acquisition, and a content marketing platform providing guidance on restaurant operations, equipment selection, and recipes. Recent strategic emphasis has been on digital channel expansion (app, marketplace), private-label product line extension, and alternative payment integration including cryptocurrency via Scan to Pay and MoneyBadger.

Name

Makro

Legal name

MAKRO – CASH & CARRY PORTUGAL, S.A.

Website

https://makro.pt

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Makro Portugal is a wholly-owned METRO AG subsidiary operating a membership-based B2B Cash & Carry wholesale platform serving HoReCa professionals (restaurants, hotels, catering) across 10 physical stores and digital channels in Portugal.

Ownership category

akta.pro rank

Product category

Wholesale Distribution / Cash & Carry

NAICS

Service Establishment Equipment and Supplies Merchant Wholesalers (42385), Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Wholesale distribution
• Cash and carry
• HoReCa supply
• Professional catering equipment
• Food service wholesale

Headquarters

HQ city

Carnaxide

HQ country

Portugal

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2B Wholesale / Cash & Carry Sales: Physical store sales model where professional clients (HoReCa businesses, sole traders, public bodies) purchase products in bulk at wholesale prices. Clients require a Makro card obtained through documented business registration.
2. Online Marketplace Sales: Digital marketplace platform selling professional equipment and supplies. Third-party sellers list on the marketplace (METRO Markets) while Makro operates the platform.
3. Delivery Service (Serviço de Entregas): Exclusive delivery service for HoReCa clients in 7 stores (Alfragide, Matosinhos, Palmela, Albufeira, Coimbra, Braga, Leiria). Offers competitive pricing on over 7,000 references with a dedicated commercial manager. Minimum order value of 250 euros. Free delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Makro operates a B2B wholesale Cash & Carry business in Portugal serving professional clients in the hospitality, restaurant, and catering (HoReCa) sector. Through 10 physical stores, an online marketplace, a delivery service, click & collect, and a mobile app, Makro sells food, beverages, non-food supplies, and professional kitchen equipment at wholesale prices to members who register with business documentation. Own brands include METRO Chef for food products and METRO PROFESSIONAL for commercial refrigeration and catering equipment.

Product overview

Makro Portugal operates a multi-channel wholesale platform serving professional clients in the hospitality and restaurant (HoReCa) sector. The offering is a unified platform-plus-modules architecture centered on the makro.pt website, which integrates the Marketplace for online purchasing of professional equipment and supplies. The core platform is complemented by physical Cash & Carry stores (10 locations across Portugal), the Delivery Service for bulk orders with home/workplace delivery, Click & Collect for online-order in-store pickup, and makro Go for in-store shopping with delivery. Own brands include METRO Chef (food products including dairy, meat, rice, oils, frozen foods) and METRO PROFESSIONAL (commercial equipment including ice machines GIM1026B/GIM1050B, beverage refrigerators GBC3001/GSC4240B/GSC4280, chest freezers GICC1192/GICC1466, and frozen display cases GIV1087C). The product portfolio spans fresh foods, frozen products, groceries, non-food items, professional kitchen equipment, refrigeration, cleaning supplies, and office equipment. Additional services include App makro Companion (digital card and shopping lists), mShop online ordering, Makro Vox newsletter, and the Makro Wine Club loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• METRO Chef: Private label brand for professional kitchen ingredients and food products
• METRO PROFESSIONAL
• makro Go
• Marketplace
• App makro Companion
• METRO Markets

Products and services

• Cash & Carry Physical wholesale store format with 10 locations across Portugal where professional clients purchase food, beverages, and non-food products at wholesale prices using a Makro card.
• Marketplace

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Recheio: Recheio is Jerónimo Martins' Portuguese Cash & Carry banner and the closest domestic direct competitor to Makro Portugal, serving HoReCa and independent retailers through physical stores and delivery across Portugal.
• Costco Wholesale: Costco operates global membership-based warehouse clubs with a comparable bulk-wholesale model targeting both businesses and consumers; relevant as a structural benchmark for Makro's membership Cash & Carry format.
• METRO Cash & Carry (international): METRO AG's Cash & Carry operations in other countries share the same operating system, private-label brands (METRO Professional, METRO Chef), and HoReCa focus as Makro Portugal; sister operations under the same parent.
• Selgros Cash & Carry: Selgros operates Cash & Carry wholesale clubs in several European countries under Transgourmet ownership, with a similar HoReCa-targeting, bulk-purchasing, professional-customer membership model.
• Eurocash: Eurocash is a major Polish B2B wholesale and Cash & Carry group with comparable HoReCa and independent-retailer customer focus across Central/Eastern Europe.

Broad incumbents

• Auchan Retail Portugal: Auchan operates broad retail and wholesale-adjacent formats in Portugal, overlapping with Makro in grocery supply and HoReCa but as part of a wider consumer-retail portfolio rather than a focused wholesale club.
• Sysco: Sysco is the largest US broadline foodservice distributor to HoReCa customers; comparable in targeting professional food-service operators with broad assortment and logistics, though at much larger scale and geography.
• US Foods: US Foods is a broadline foodservice distributor to restaurants and HoReCa operators, comparable in product breadth, private-label development, and dedicated account support for professional buyers.
• Bidvest Foodservice: Bidvest Foodservice is a multi-country broadline foodservice distributor serving HoReCa operators with broad product ranges and delivery — a comparable B2B foodservice wholesale model outside Iberia.

Others

• METRO Markets (digital platform): METRO Markets is the digital marketplace operated by METRO AG that hosts Makro Portugal's third-party-seller listings; relevant as an enabling platform/ecosystem peer that shapes Makro's online assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/makroportugal
• Facebookfacebook.com/makroportugal
• LinkedInlinkedin.com/company/makroportugal
• Instagraminstagram.com/makroportugal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Makro