Adhoc

What Adhoc does

Adhoc, operating under the legal entity Multicedi Srl (registered capital €21,633,500), is an Italian Cash & Carry wholesaler founded in 2004 and headquartered in Pastorano (Caserta), Campania. The company exclusively serves Ho.Re.Ca. professionals — hotels, restaurants, pizzerias, bars, pubs, caterers, and food distributors — through six physical self-service store locations distributed across three Southern Italian regions: Campania (Arzano, Capua-Vitulazio, Castellammare di Stabia, Orta di Atella, Pozzuoli), Molise (Venafro), and Puglia (Altamura). No e-commerce, delivery, or marketplace channels exist; the distribution model is entirely brick-and-mortar.

The product offering comprises over 14,000 SKUs organized into nine in-store departments: Ortofrutta (fresh produce), Macelleria (butcher), Pescheria (fishmonger), Freschi (fresh products including dairy and deli), Surgelati (frozen), Beverage, Vini e Liquori (wines and spirits), Food, and Hotellerie (non-food hospitality supplies). The assortment is supported by over 400 daily promotional references, daily new arrivals, and a capillary Italian supplier network. Complementary services include a digital weekly flyer (volantino digitale), a WhatsApp Business channel for daily offers, an email newsletter, professional purchase assistance, and seasonally themed catalogs (Beer, Ho.Re.Ca. Hotel/B&B, Meatour 2025).

The business model is purely transactional B2B wholesale: Ho.Re.Ca. professionals pay per visit at the point of sale, with no subscription tier or contract pricing disclosed. Revenue is generated through unit-pricing of food and non-food wholesale products tailored to hospitality operators. Marketing relies on a hybrid digital-physical approach: digital flyer, WhatsApp, email, blog content covering food cost, HACCP, and wine selection, plus an active presence on Instagram, Facebook, and YouTube. The company holds no patents, has no disclosed funding, no M&A history, and no AI/ML capabilities.

Name

Adhoc

Legal name

Multicedi Srl

Website

https://adhocash.it

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Adhoc is an Italian Cash & Carry wholesaler operating six physical stores across Campania, Puglia, and Molise, serving exclusively Ho.Re.Ca. professionals (hotels, restaurants, pizzerias, bars, caterers) with over 14,000 wholesale food and non-food SKUs under the legal entity Multicedi Srl.

Ownership category

akta.pro rank

Product category

Cash & Carry Wholesale

NAICS

Food and Beverage Retailers (445)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Foodservice & Hospitality Supply Clubs (Restaurants, Catering, Hotels) (CRAEAEAC)

akta.pro secondary industries

Traditional Cash & Carry Wholesalers (No/Low Membership) (CRAEAEAA), Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB)

Keywords

• Cash and carry wholesale
• Horeca food distribution
• Wholesale grocery supply
• Professional food service
• Hospitality wholesale stores

Headquarters

HQ city

Altamura

HQ country

Italy

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Adhoc generates revenue through the sale of wholesale food and non-food products to Ho.Re.Ca. professionals at its Cash & Carry store locations. Customers pay per transaction at the point of sale. The model is entirely transactional and non-subscription based, with no e-commerce channel. The company also offers professional purchasing assistance and tailored assortment services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Adhoc Cash & Carry is a wholesale retail chain exclusively serving Ho.Re.Ca. professionals (hotels, restaurants, caterers, pizzerias, bars, pubs) through six physical store locations in Southern Italy. The core offering is in-store self-service wholesale of over 14,000 product references organized into 9 departments (Ortofrutta, Macelleria, Pescheria, Freschi, Surgelati, Beverage, Vini e Liquori, Food, and Hotellerie), supplemented by daily promotional offers and digital tools (digital flyer, WhatsApp channel, email newsletter). There is no e-commerce or delivery channel; customers must visit the physical stores to purchase.

Product overview

Adhoc is a Cash & Carry wholesale business serving Ho.Re.Ca. professionals (hotels, restaurants, caterers, pizzerias, bars, pubs) across Campania, Puglia, and Molise in Italy. The offering is a unified Cash & Carry model with over 14,000 product references organized across 10 product categories: Ortofrutta (fresh produce), Macelleria (butcher), Pescheria (fishmonger), Freschi (fresh products), Surgelati (frozen), Beverage, Vini e Liquori (wines & spirits), Food, and Hotellerie. The business also provides complementary services including a Digital Flyer (Volantino Digitale), WhatsApp notification channel, and Purchase Assistance. Specialized catalogs are available for beers (Catalogo Birre), Ho.Re.Ca. products (Catalogo Hotel e B&B), and meat specialties (Meatour).

Differentiator

Problem solved

Functional benefit

Products and services

• Adhoc Cash & Carry Wholesale Stores
• Ortofrutta (Fresh Produce Department)
• Macelleria (Butcher Department)
• Pescheria (Fishmonger Department)
• Freschi (Fresh Products Department)
• Surgelati (Frozen Products Department)
• Beverage Department
• Vini e Liquori (Wines & Spirits Department)
• Food Department
• Hotellerie (Hospitality Non-Food Department)
• Digital Flyer (Volantino Digitale)
• WhatsApp Business Channel
• Purchase Assistance Service (Assistenza all'acquisto)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Finiper (Il Sole 24 Ore / Finiper Group): Finiper operates Italian retail banners including Unes and U2 and has invested in foodservice-adjacent offerings. As a multi-banner retail group, it overlaps with Adhoc on assortment and supply-chain dynamics at a national level.
• Coop Italia: Coop Italia operates a national supermarket chain and increasingly serves Ho.Re.Ca. and small business buyers. Its scale, private-label depth, and supply-chain reach make it an indirect but material competitor to Adhoc.
• CONAD: CONAD is one of Italy's largest retail and wholesale cooperatives, with a foodservice arm serving Ho.Re.Ca. operators. While primarily a grocery retailer, its B2B and foodservice offerings overlap with Adhoc's assortment and customer base.
• Eurospin Italia: Eurospin is a national Italian discount grocer with extensive assortment and aggressive pricing. While B2C-focused, its price leadership pressures Ho.Re.Ca. operator procurement choices and indirectly competes with Adhoc's value proposition.
• Esselunga: Esselunga is a leading Northern Italian supermarket chain known for operational excellence. While primarily retail and largely Northern-focused, its professional/business customer offering and category breadth make it a broad incumbent comparable to Adhoc in assortment logic.
• Despar Italia: Despar Italia is a national retail consortium operating supermarkets across Italy with a growing focus on Ho.Re.Ca. and small-business buyers. Its breadth, private-label programs, and regional density in the South make it a relevant comparable.

Regional players

• Il Gigante: Il Gigante is a Northern Italian hypermarket and supermarket chain. As a regional retail operator, it does not directly compete in Adhoc's Southern Italy territory but is structurally comparable in store format and assortment.

Direct peers

• METRO Italia: METRO Italia is the largest foodservice Cash & Carry operator in Italy, serving Ho.Re.Ca. professionals across the country with a similar wholesale-only store model. It is Adhoc's most direct national competitor, with overlapping assortment and target customer base.
• Rossetto Trade: Rossetto Trade is an Italian Cash & Carry chain serving Ho.Re.Ca. and small retailers, with a comparable assortment breadth and B2B-only model. It is a relevant regional competitor overlapping with Adhoc's Ho.Re.Ca. customer profile.
• Selex Commerciale: Selex Commerciale is an Italian wholesale consortium that operates Cash & Carry formats serving Ho.Re.Ca. and independent retailers. It competes with Adhoc for the same professional buyer segment, particularly in central and Southern Italy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC6qjrh2hfj0Tln7AkSrtl9g
• Facebookfacebook.com/adhocash
• Instagraminstagram.com/adhocash

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Adhoc