Promocash

What Promocash does

Promocash is a French B2B Cash&Carry wholesale franchise network serving professional restaurateurs, operated under the legal entity GENEDIS as an enseigne of Groupe Carrefour. Founded approximately in 1971 and operating continuously for over 55 years, the franchise model was adopted in 2007 after a one-year pilot and now covers 100% of the network (since 2012). The company serves roughly 200,000 professional customer partners through 150 physical stores ranging from 1,600 to 4,000 square meters, distributed across all 13 French metropolitan regions and DOM territories. Store-level revenue ranges from €2 million to €25 million annually, with 6 to 49 collaborators per store and corporate/franchisor headcount of 501-1,000.

The core offering spans 16,000+ product references across 15 product categories (butchery, seafood, produce, dairy, charcuterie, frozen, alcohol/brewing, spices, wines/Champagne, hygiene, kitchen equipment, etc.) complemented by eight exclusive private-label brands (Sélection Exclusive wines, Larmigny Champagne, Éclats d'Arômes, Mosbräu beer, Saxo hospitality supplies, En cuisine culinary bases, Emballages, Restauration Promocash). The technology stack is a B2B e-commerce platform (monmagasin.promocash.com) integrated with in-store shopping, drive pickup, tri-temperature refrigerated delivery, and a "chariot livré" assisted-shopping delivery option. Adjacent services extend into digital HACCP compliance (via ePack Hygiene partnership, 150,000 users), food-waste marketplace (Too Good To Go, 15 million users), a restaurant performance platform (FYRE), equipment rental, kitchen installation consulting, refrigerated truck rental, gas bottle sales, and custom packaging personalization.

Promocash's go-to-market combines a B2B wholesale transaction model (sales to professional buyers at wholesale prices) with a franchise revenue model in which independent operators pay ongoing franchise fees as a percentage of store revenue; entry is structured as either a €7,500 location-gérance or €150,000+ investor franchise. The customer base spans traditional cuisine restaurants, fast food/quick service, pizzerias, hotel restaurants, caterers, and ice cream/glacier operators, with a free loyalty program (Mon Club Promocash) driving retention. The franchise network is positioned as the #1 franchised Cash&Carry delivery brand serving French restaurateurs, leveraging Carrefour's purchasing scale and supply chain to maintain wholesale pricing competitiveness.

Name

Promocash

Legal name

GENEDIS

Website

https://promocash.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Promocash is a French B2B Cash&Carry wholesale franchise network (operated under GENEDIS, a subsidiary of Groupe Carrefour) serving 200,000 professional restaurateurs through 150 stores, e-commerce, drive, and tri-temperature delivery, with 16,000+ product references across food and non-food categories.

Ownership category

akta.pro rank

Product category

Cash & Carry Wholesale Foodservice Distribution

NAICS

Meat and Meat Product Merchant Wholesalers (42447)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Foodservice Cash-and-Carry (Restaurants/Caterers) (CRAHACAC)

akta.pro secondary industries

Cash-and-Carry / Foodservice Warehouse Clubs (Broadline) (AFAIAAAG), Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB)

Keywords

• Cash and carry wholesale
• Foodservice distribution
• Restaurant wholesale supply
• Professional catering supply
• Franchise retail network

Headquarters

HQ city

Massy

HQ country

France

HQ region

Europe

Offices145 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Product Sales: Revenue from selling food and non-food products to professional restaurateurs at wholesale prices through 150 physical stores and e-commerce platform.
2. Franchise Fees: Revenue from franchise model where independent operators pay a percentage of store revenue as franchise fee. Two formats: location-gérance (€7,500 initial investment) and investor franchise (€150,000+ minimum investment).
3. HACCP Compliance Services: Revenue from promoting E-Pack Hygiene digital HACCP solution to restaurant clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Promocash operates a franchise-based Cash & Carry wholesale network that supplies professional restaurateurs in France with up to 16,000 food and non-food references, distributed through 150+ stores, an e-commerce platform, drive pickup, and tri-temperature home delivery. The offering is complemented by value-added services such as a digital HACCP compliance tool, a restaurant performance platform (FYRE), a loyalty program (Mon Club Promocash), professional kitchen installation consulting, equipment rental, and a surprise-basket marketplace partnership (Too Good To Go) for unsold food.

Product overview

Promocash is a Cash&Carry wholesale franchise network serving professional restaurateurs in France, operated by GENEDIS (a subsidiary of the Groupe Carrefour). Its product portfolio is organized into 15 product categories spanning food and non-food: Fruits & Légumes (400+ references), Boucherie (1,500+ products), Marée (800+ references), Vins et Champagne, Charcuterie-Traiteur (750+ references), Alcools et Brasserie (500+ references), Matériel et Équipement (2,500+ references), Crémerie (600+ references), Épices (3,500+ references), Surgelés (700+ references), Hygiène et Désinfection (800+ references), plus localized offerings (Cuisinez local, Cuisinez Bio). These are complemented by exclusive private-label brands including Sélection Exclusive (AOC wines), Éclats d'Arômes (varietal wines), Saxo (hospitality supplies, 180+ references), Larmigny (Champagne), Emballages Promocash (hygiene/packaging), En cuisine (culinary ingredients), Restauration Promocash (fresh produce with quality commitment), and Mosbräu (craft beer). Promocash also offers a loyalty program (Mon Club Promocash) and approximately 10 supplementary services (HACCP digitalization, delivery, drive, cold-chain management, gas bottles, professional kitchen installation, refrigerated truck rental, food waste via Too Good To Go, equipment rental, and packaging personalization).

Differentiator

Problem solved

Functional benefit

Brands

• Sélection Exclusive Promocash: Exclusive wine selection including AOC wines, available in bottles, half-bottles, and Bag-In-Box.
• Éclats d'Arômes
• Saxo
• Larmigny
• Emballages Promocash
• En cuisine
• Restauration Promocash
• Mosbräu

Products and services

• Cash & Carry Wholesale Supply (multi-category foodservice assortment) Core B2B wholesale supply of food (fresh produce, butcher, seafood, charcuterie, dairy, frozen, grocery, wines, beers, soft drinks) and non-food (kitchen equipment, tableware, hygiene, packaging) products to professional restaurateurs across France, available through 150+ stores, e-commerce, drive, and tri-temperature delivery.
• Livraison Restauration PRO (Tri-temperature delivery) Home delivery service for professional restaurateurs via tri-temperature trucks (frozen, chilled, ambient) with dedicated preparers and drivers; purchases consolidated onto a single invoice, minimum order thresholds vary by store (€80-500).
• Drive (drive-through pickup) Online order prepared by the store and picked up by the customer at a chosen time slot; minimum order thresholds typically €50-200 per store, with the ability to supplement orders in-store during pickup.
• E-Pack Hygiène digital HACCP solution Digital food safety compliance service for restaurants covering HACCP traceability, self-controls, and hygiene plan management; Promocash promotes it as the #1 digital HACCP solution in its market with 150,000+ users.
• FYRE restaurant performance platform Software-as-a-service platform for restaurant operators covering customer experience, operational optimization, a digital canteen module, and brand-challenge tools delivered to professional clients of Promocash.
• Too Good To Go integration (surplus basket marketplace) Service that connects Promocash restaurant customers to the Too Good To Go consumer app to sell unsold inventory as surprise baskets, providing a secondary revenue stream and food waste reduction.
• Mon Club Promocash (loyalty program) Free loyalty and rewards program for professional buyers; members earn badges/points redeemable for gifts, trips, or store vouchers, creating retention and switching cost against competitor wholesalers.
• Professional kitchen installation service End-to-end consulting and installation service for professional restaurant kitchens/laboratories, covering needs assessment, quotes, equipment delivery, installation, and after-sales support.
• Refrigerated truck rental Rental of refrigerated trucks to restaurant operators for cold-chain transport needs, subject to driver's license and €1,500 deposit.
• Event catering equipment rental Rental of professional event-catering equipment (beer tap machines, percolators, conservators, griddles and similar) at participating stores for restaurants and caterers.
• Cold-chain management (Chaîne du froid) Cold-chain support service including refrigerated plate exchange and electrical outlets at store parking for recharging refrigerated vehicles used by professional customers.
• Gas bottle sales for restaurants Sale of butane (13 kg) and propane (13/30/35 kg) gas bottles sized for restaurant use, available through participating Promocash stores.
• Customization service (pizza boxes, napkins) Custom printing service for pizza boxes and napkins including adviser consultation, format/design selection, and partner-produced delivery in 3-4 weeks.
• Sélection Exclusive Promocash (private-label wines) Exclusive Promocash private-label wine range comprising AOC wines offered year-round in bottle, half-bottle, and Bag-In-Box formats for professional restaurateurs.
• Éclats d'Arômes (private-label varietal wines) Private-label varietal (cépage) wine range available year-round in bottle or Bag-In-Box formats for restaurant customers.
• Champagne Larmigny (private-label Champagne) Private-label Champagne brand from Promocash, available year-round in brut, rosé, or vintage and in magnum, bottle, or half-bottle formats, positioned for per-glass profitability in restaurants.
• Gamme Saxo (private-label hospitality range) Private-label hospitality and reception range with 180+ references covering juices, syrups, coffees, sweet accompaniments, jams, groceries, brewery items, consumables, and dairy, with an exclusive Saxo Bio organic sub-range.
• Mosbräu (private-label beers) Private-label craft beer portfolio from Promocash including Mosbräu Export (blonde), Mosbräu Abbaye and Blanche (Belgian style), and Mosbräu Prestige (pure malt), in stainless steel or disposable kegs.
• Emballages Promocash (private-label packaging and hygiene) Private-label range of hygiene, disinfection, and packaging products, including the eco-responsible Promocash S'Engage sub-line for restaurateurs.
• En cuisine (private-label culinary ingredients) Exclusive private-label culinary ingredient and base brand for groceries, dairy, charcuterie/traiteur, frozen, and cured fish categories, designed for ease of use in restaurants, with an En cuisine Bio organic sub-line.
• Restauration Promocash (Engagement Qualité) Private-label fresh produce range (seafood, butcher, fruit & vegetables) with guaranteed traceability, consistent quality/calibration/trimming/ripeness, and an organic sub-selection aimed at restaurant kitchens.
• Promocash franchise program (location-gérance and investor franchise) Franchise program with two formats: location-gérance (€7,500 initial investment as rental-manager) and investor franchise (minimum €150,000 to purchase a store business), giving independent operators a multi-year franchise partnership under the Promocash / GENEDIS brand.

Quantifiable outcome

• 150,000 E-Pack Hygiene users for HACCP compliance management
• +1 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• ePack HygienecoreTechnology or IntegrationPromocash partners with ePack Hygiene to offer digitalized HACCP compliance solution to restaurant clients. The e-Pack Hygiene platform enables food safety traceability, self-checks, and hygiene compliance management. Promocash promotes this solution as the #1 digital HACCP solution on the market, with 150,000 users already using the service for managing their food safety plans (PMS).

Scale indicators17 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• METRO France: METRO France operates Cash & Carry wholesale stores serving HoReCa professionals across France—the most direct head-to-head competitor to Promocash's 150-store network. Same B2B cash-and-carry model, same professional restaurateur target, and overlapping tri-temperature assortment.
• Transgourmet France: Transgourmet France is one of the largest broadline foodservice distributors serving restaurants and caterers in France, operating both cash-and-carry and delivered-wholesale models. Directly competes with Promocash's broadline 16,000-SKU assortment and tri-temperature delivery.
• Sysco France: Sysco France (incorporating Brake France / Davigel) is a major broadline foodservice distributor serving restaurateurs across France. Comparable to Promocash on product breadth and tri-temperature logistics, though predominantly delivery-driven rather than store-driven.
• Pomona (PassionFroid): Pomona, owner of PassionFroid, is a leading French foodservice distributor serving traditional restaurants, caterers, and SMB HoReCa. Overlaps directly with Promocash on customer base (traditional cuisine restaurants) and on fresh, chilled, and frozen categories.
• Brake France (Brakes Group): Brake France (integrated within Sysco) distributes fresh, frozen, and dry foods to French restaurants and caterers. Closely comparable to Promocash on customer profile (professional restaurateurs) and broadline assortment focus.
• Pro à Pro: Pro à Pro, a Transgourmet subsidiary, is a French foodservice distributor serving SMB HoReCa and proximity retailers. Direct overlap with Promocash on SMB restaurateur target customer and multi-temperature delivery model.

Broad incumbents

• Auchan Pro: Auchan Pro is the B2B arm of Auchan Retail France serving small businesses and tradespeople. Competes in adjacent B2B foodservice trade with a broader grocery-focused assortment—similar scale player in the French B2B wholesale market to Promocash.
• Costco Wholesale France: Costco France operates membership-based warehouse clubs selling in bulk to businesses including restaurants. Indirect competitor for bulk foodservice purchasing, with broader (non-trade-focused) assortment and consumer membership model.
• Leclerc Pro / E.Leclerc Professionnels: Leclerc's professional arm supplies SMB caterers and tradespeople across France. Comparable to Promocash on B2B foodservice distribution and broad assortment, with independent retailer network advantage similar in spirit to Promocash's franchise model.

Regional players

• Davigel: Davigel is a French foodservice distributor (now part of Sysco) specialising in fresh, frozen, and dry products delivered to restaurants and caterers. Direct overlap on French foodservice customer base and product categories, particularly fresh and frozen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Promocash_France
• Facebookfacebook.com/PromocashFrance
• LinkedInlinkedin.com/company/promocashfrance
• Instagraminstagram.com/promocashfrance
• TikToktiktok.com/@promocashfrance

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 Promocash