What Longos does

Longo's is a family-owned grocery chain operating under the legal entity Longo Brothers Fruit Markets Inc., founded in 1956 and headquartered in Vaughan, Ontario. The company operates 44+ retail locations concentrated across Ontario, including the Greater Toronto Area, Hamilton, Kitchener-Waterloo, Guelph, Burlington, Oakville, and surrounding municipalities, with a workforce of 5,001-10,000 employees. Stores offer a full-service fresh format with in-store departments for bakery, deli, meat and seafood, pizza, sushi, floral, and beer and wine (Corks), plus pharmacy and The Loft Cooking School at select locations. Longo's also operates the Garden Foods banner as a wholly-owned related brand.

The company's core product mix combines national-brand groceries with private-label tiers (Longo's, Longo's Essentials, Longo's Curato, and the Can't Beat Local local-sourcing program) supported by direct farmer partnerships. The technology layer consists of the longos.com e-commerce platform with location-specific inventory and in-store pickup scheduling, iOS and Android mobile apps, the Thank You Rewards loyalty program with Apple Wallet and Google Pay integration, and digital integrations with Voilá (home delivery), Uber Eats (food delivery at select stores), and Ritual (takeout order-ahead). Additional digital touchpoints include recipe content, Experience Magazine, email flyers, and a website accessibility partnership with eSSENTIAL Accessibility.

Revenue is generated transactionally through retail grocery sales across 44+ stores, with supplementary streams from in-store prepared foods, catering (corporate and individual), and cooking-school classes. Pricing follows unit-based retail with location-specific variation, and weight-based items are priced at fulfillment. Distribution is omnichannel: physical retail, owned e-commerce with pickup, third-party delivery (Voilá, Uber Eats), and direct catering sales. The customer base is primarily Ontario consumer households, with a smaller corporate catering segment. Leadership is held by co-founders Anthony Longo (President and CEO) and Joseph Longo (CDO), with the company remaining privately held under family ownership.

Name

Longos

Legal name

Longo Brothers Fruit Markets Inc.

Website

https://longos.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Longo's is a family-owned Ontario grocery chain operating 44+ full-service stores across the GTA and surrounding regions, serving households with fresh groceries, private-label brands, prepared foods, catering, and integrated online ordering and delivery via Voilá, Uber Eats, and Ritual.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Grocery retail
• Fresh food markets
• Online grocery shopping
• Catering services
• Loyalty rewards program

Headquarters

HQ city

Vaughan

HQ country

Canada

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Core revenue from sale of grocery products, fresh food, and household items across 44+ retail locations in Ontario.
2. In-Store Food Services: Revenue from prepared foods including bakery, deli, pizza, catering, and in-store dining services at various locations.
3. Online Shopping and Delivery: E-commerce sales through longos.com with in-store pickup and Voilà delivery service, including potential delivery fees.
4. Catering Services: Corporate and individual catering orders including appetizers, salads, deli platters, sandwiches, entrees, sushi, and desserts.
5. Cooking Classes: Revenue from The Loft Cooking School classes including adult classes, kids camps, birthday parties, and private events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Longo's is a family-owned grocery retailer operating 44+ store locations across Ontario, Canada. The company sells fresh groceries, produce, meat, seafood, bakery, deli, and prepared foods, complemented by its private label brands (Longo's, Longo's Essentials, Longo's Curato), an online shopping platform with in-store pickup and Voilà delivery, and in-store specialty services including catering, The Loft Cooking School, and Corks Beer & Wine Bars.

Product overview

Longo's is a family-owned grocery retailer operating 44+ store locations across Ontario, Canada. The company offers a unified grocery shopping experience combining physical retail stores with digital services. The core offering includes fresh groceries across produce, bakery, deli, meat and seafood departments, complemented by private label products under the Longo's and Longo's Essentials brands, premium Curato specialty line, and locally-sourced Can't Beat Local products through farmer partnerships. Digital ecosystem comprises Thank You Rewards loyalty program, online shopping via Voila delivery and in-store pickup, eGift Cards, and a mobile app. In-store specialty services include The Loft Cooking School, Longo's Pizza, Catering, Corks Beer & Wine Bars, Floral, and Bento Sushi Bar at select locations. Additional services like pharmacy and cooking classes enhance the customer experience.

Differentiator

Problem solved

Functional benefit

Brands

• Longo's Essentials: Private label brand offering essential grocery products
• Longo's Curato
• Thank You Rewards
• The Loft Cooking School

Products and services

• Thank You Rewards Loyalty program allowing customers to earn points on purchases and redeem rewards for discounts at checkout, with digital card integration via Apple Wallet and Google Pay.
• Longo's eGift Cards Digital gift cards available for purchase online for gifting or personal use at Longo's stores and online.
• Shop Delivery with Voilà Online grocery shopping platform with home delivery service powered by integration with Voilà third-party delivery partner.
• Longo's Takeout Order-ahead service allowing customers to place takeout orders for in-store pickup of prepared foods.
• Longo's & Longo's Essentials Private label brand offering quality grocery essentials and Longo's branded products sold across store locations.
• Longo's Curato Premium curated food products and specialty items under the Curato brand.
• Can't Beat Local Locally sourced products program supporting Ontario farmers and suppliers through direct partnerships.
• The Loft Cooking School In-store and virtual cooking classes hosted by professional instructors, including adult classes, kids camps, birthday parties, and private events.
• Catering Services Catering service offering platters and trays for events including appetizers, salads, deli items, sandwiches, pizza, sushi, and desserts for corporate and individual customers.
• Preorder for In-store Pickup Online ordering service allowing customers to preorder grocery products for convenient in-store pickup at their selected Longo's location.
• Longo's Mobile App Mobile application available on iOS and Android enabling shopping, rewards management, digital wallet integration, and in-store pickup scheduling.
• Corks Beer & Wine Bars In-store beer and wine bar service offering craft beverages and tastings at select Longo's locations.
• Longo's Pizza Fresh pizza prepared in-store with various toppings and customization options at Longo's locations.
• Farmer Partnerships Program Direct partnerships with local Ontario farmers to source fresh produce and products for in-store sale.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• VoilàcoreChannel Partner/ Reseller/ DistributorThird-party grocery delivery service partnership. Voila handles delivery of Longo's online orders, expanding delivery reach beyond Longo's own capabilities. Integrated through Longos.com website footer.
• Uber EatsminorChannel Partner/ Reseller/ DistributorThird-party food delivery platform available at select Longo's stores including Ancaster. Enables customer access to Longo's prepared foods via Uber Eats app.
• StarbucksminorChannel Partner/ Reseller/ DistributorIn-store Starbucks coffee kiosks at select Longo's locations, providing beverage service within the grocery store environment.
• Garden FoodsminorOthersRelated banner brand operated by Longo Brothers Fruit Markets Inc. Separate store brand under the same family ownership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trader Joe's: Trader Joe's is a US specialty/premium grocer with a curated assortment, strong private label, and cult following. Comparable to Longo's on private label strategy (Longo's Curato/Essentials), curated assortment approach, and loyal customer base.
• Pusateri's: Pusateri's is a Toronto-based upscale gourmet grocery chain with multiple GTA locations. Direct peer operating in the same premium grocery niche in overlapping neighborhoods, with comparable prepared foods, bakery, and specialty offerings.
• Farm Boy: Farm Boy is a premium Ontario-based fresh-focused grocery chain with 50+ locations across Ontario, recently acquired by Empire (Sobeys). Direct competitor to Longo's with overlapping GTA footprint, similar fresh-prepared-bakery positioning, and nearly identical target demographic.
• Wegmans: Wegmans is a family-owned US regional premium grocery chain known for in-store dining, prepared foods, cooking classes, and exceptional service. Longo's mirrors Wegmans' premium, family-owned, experience-led regional grocery model almost exactly.
• Whole Foods Market: Whole Foods is the North American benchmark for premium, fresh-focused, prepared-food-anchored grocery retail. Longo's mirrors the Whole Foods playbook in Canada — premium positioning, in-store dining, prepared foods, local sourcing — at a regional scale.

Broad incumbents

• Loblaw Companies: Loblaw is Canada's largest grocery retailer with 2,000+ stores under banners including Loblaws, No Frills, Maxi, and Shoppers Drug Mart. Dominant competitor in the same Ontario market; Longo's competes most directly against the flagship Loblaws banner.
• Sobeys (Empire Company): Sobeys is the second-largest Canadian grocery incumbent and the parent of the Voilà delivery service that Longo's uses for online fulfillment. Competes in the same Ontario grocery market while also owning Longo's delivery partner.
• Metro Inc. Metro is one of Canada's three major grocery incumbents operating across Ontario, Quebec, and Atlantic Canada. Direct competitor in the same physical retail channel, with overlapping premium banners (Metro, Adonis) targeting similar demographics.
• Costco Wholesale Canada: Costco competes with Longo's for premium fresh and grocery share in the GTA via warehouse club format. Member-based loyalty and bulk fresh purchasing compete with Longo's Thank You Rewards premium positioning.

Emerging players

• Marché Tau: Marché Tau is a Quebec/Ontario specialty grocer focused on private label, ready-to-eat meals, and fresh food. Smaller and more emerging than Longo's but operates in the same prepared-foods/private-label premium niche and overlaps in the Ontario market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/longos

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Longos