What Roldão does

Roldão Atacadista is a privately held Brazilian cash & carry wholesale retailer founded in 2000 in the Freguesia do Ó neighborhood of São Paulo. The company operates approximately 39 physical retail stores distributed across São Paulo state and employs roughly 5,000 people. It serves two customer bases: (i) food service micro and small businesses such as lanchonetes, restaurantes, pizzarias, confeitarias, cantinas, churrasqueiros, and padarias, and (ii) individual end consumers. Both segments access wholesale-style pricing, with no purchase registration required, parking provided at all locations, and large-volume shopping carts available. The corporate entity is privately held with no publicly disclosed ownership, investors, or capital structure.

The company's product ecosystem is anchored by its physical stores and extended through a stack of proprietary digital products. Roldão Mais (launched 2016) is a loyalty program granting wholesale pricing on advertised products starting from a single unit, identified at checkout via CPF/CNPJ and managed through a dedicated app and website. Roldão Pay (launched 2018) is a 100% digital exclusive credit card issued in-store, offering up to 3 installments and up to 40-day payment terms and managed through its own mobile application. The unified Roldão mobile app (launched 2021, iOS and Android) consolidates loyalty, credit, store locator, and Apple Pay/Google Pay integration. Store-specific WhatsApp channels distribute localized offers, while the Televendas channel (Monday–Friday 8am–5pm, Saturday 8am–12pm) provides differentiated B2B bulk pricing and dedicated service counters for food service operators. A virtual assistant named RIC handles FAQ inquiries across the website and WhatsApp. Checkout payments are accepted via PIX, Apple Pay, Google Pay, credit/debit, and a portfolio of Brazilian digital wallets (Cielo, Mercado Pago, PicPay, Ame, Pay, Tratoo, Payly), and the company offers an in-store cell phone recharge service. Roldão also publishes educational content (recipes, business tips) through its blog and active social media channels (Instagram, Facebook, LinkedIn, YouTube).

Revenue is generated primarily through direct retail sales of food, beverages, disposables, and household items to both B2B and B2C customers. Secondary streams include consumer credit interest income from Roldão Pay, transaction fees from the cell phone recharge service, and margin from differentiated Televendas pricing. The company states LGPD compliance with encrypted customer data, and its partnership with Academia Bunge (inaugurated November 18, 2021) provides confectionery training workshops to high-value pastry-maker customers. Roldão does not disclose revenue, and no public funding, M&A, or listing activity is reported.

Name

Roldão

Legal name

Roldão Atacadista

Website

https://roldaoblog.com.br

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Roldão Atacadista is a privately held Brazilian cash & carry wholesaler founded in 2000, operating approximately 39 retail stores across São Paulo state, serving food service SMBs and individual consumers with food, beverage, and household items at wholesale-style pricing.

Ownership category

akta.pro rank

Product category

Cash and Carry Wholesale Retail

NAICS

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

SIC

Wholesale-Groceries, General Line (5141), Personal Credit Institutions (6141)

akta.pro primary industry

Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB)

akta.pro secondary industry

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

Keywords

• Cash and carry wholesale
• Wholesale grocery retail
• Food service supplies
• Retail loyalty programs
• Store payment solutions

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (Cash & Carry): Revenue from direct retail sales of food products, beverages, and household items to consumers and food service businesses at competitive prices
2. Roldão Pay: Digital credit card financing with up to 3 installments and up to 40 days payment terms, generating revenue from credit operations
3. Televendas: Phone-based sales channel for food service businesses with differentiated pricing for large quantity purchases, exclusive boxes, and specialized customer service
4. Mobile Phone Recharge: Cell phone recharge service available at checkout in all stores

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Roldão Atacadista operates a chain of cash-and-carry wholesale supermarkets in São Paulo state, Brazil, selling food, beverages, disposables, and bulk items at competitive prices to both individual consumers and food service businesses without requiring purchase registration. The offering is augmented by proprietary digital services: the Roldão Mais loyalty program (wholesale pricing on single-unit purchases), Roldão Pay digital private-label credit card, a B2B Televendas phone-sales channel, WhatsApp-based promotional notifications, and a mobile app for loyalty and credit management.

Product overview

Roldão Atacadista operates a cash-and-carry wholesale supermarket format in São Paulo state, combining wholesale and retail purchasing models. Its product ecosystem is anchored by the core Roldão Atacadista retail stores and supplemented by two proprietary digital platforms: Roldão Mais (loyalty program providing wholesale pricing from single units, accessible via app and in-store CPF/CNPJ identification) and Roldão Pay (a 100% digital credit card managed through its own app, usable at Roldão stores and partner locations). Additional services include WhatsApp-based promotional notifications, a dedicated B2B televendas (phone sales) channel, in-store cell phone recharge, and a proprietary mobile app (iOS/Android) integrating loyalty management, digital card controls, store locator, and mobile payments via Apple Pay and Google Pay. A virtual assistant (RIC) handles customer service across WhatsApp and the FAQ portal.

Differentiator

Problem solved

Functional benefit

Brands

• Roldão Pay: Digital credit card exclusive to Roldão Atacadista, allowing customers to make purchases by providing CPF at checkout and manage purchases, limits and invoices through the app.
• Roldão Mais

Products and services

• Roldão Atacadista Cash-and-Carry Retail Stores Cash-and-carry wholesale supermarkets in São Paulo state selling food, beverages, disposables, and bulk items at competitive prices, open to both end consumers and food service businesses without requiring purchase registration.
• Roldão Mais Loyalty Program Loyalty subscription that grants registered customers access to advertised wholesale prices on purchases of a single unit or more, identified at checkout by CPF/CNPJ and managed via the Roldão mobile app and website.
• Roldão Pay Digital Credit Card 100% digital private-label credit card exclusive to Roldão Atacadista allowing purchases with CPF-based identification at checkout, app-managed limits and invoices, installments up to 3x and up to 40 days, valid at Roldão stores and registered partners.
• Roldão WhatsApp Offers Service Direct-to-customer offer-distribution service via store-specific WhatsApp Business channels; customers save a preferred store's number and send 'Oi' to begin receiving localized promotional offers and flyers.
• Televendas Phone Sales Channel Dedicated phone-sales channel aimed at food service businesses, offering differentiated bulk pricing, exclusive boxes, specialized assistance, and dedicated checkout counters; does not include delivery. Hours: Monday–Friday 8am–5pm, Saturday 8am–12pm.
• In-Store Cell Phone Recharge Service Prepaid mobile phone credit recharge service available at the checkout in all Roldão stores; customer specifies operator and amount and confirms the phone number at the register.
• Roldão Mobile App (iOS/Android) Proprietary mobile application available on iOS and Android that enables loyalty management (Roldão Mais), digital credit-card management (Roldão Pay), store locator, promotional offer browsing and notifications, and supports Apple Pay and Google Pay for in-app mobile payments.
• RIC Virtual Customer Assistant RIC (Roldão Inteligente ao Cliente) virtual customer-service assistant available via the FAQ portal and WhatsApp, handling questions about stores, payment methods, products, the loyalty program, Roldão Pay, and Televendas.

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

One partnership is on record.

• Academia BungeminorStrategic or Co-development Partner · 18 November 2021Roldão Atacadista partnered with Academia Bunge to offer confectionery training workshops for boleiros e confeiteiros (pastry makers) who are customers of the wholesale network. The partnership provides technical training in baking and confectionery, utilizing Bunge's technical improvement center with specialists in baking, confectionery, culinary, and industry. The first workshop held on November 18, 2021 at the Academia Bunge location in São Paulo taught 10 selected participants four recipes including brownie tart pre-mix and chocolate, tapioca with pineapple and rum, and Christmas creamy cake.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Spani Atacadista: Brazilian cash & carry chain operating in similar wholesale-retail hybrid format, serving SMB food service customers and final consumers.
• Assaí Atacadista: Major Brazilian cash & carry chain spun off from GPA, with ~280+ stores nationwide. Directly comparable format and target customer base (B2B food service plus final consumer).
• Tenda Atacadista: Brazilian regional cash & carry chain (previously acquired by Assaí). Same wholesale-retail hybrid format targeting food service SMBs and consumers.
• Fort Atacadista: Brazilian regional cash & carry chain with overlapping SMB food service customer base and comparable physical store format.
• Super Atacado: Brazilian cash & carry wholesale-retail chain with similar target customer base of small food service operators and end consumers.
• Atacadão (Carrefour Brasil): Largest cash & carry chain in Brazil, operated by Carrefour Brasil with ~370+ stores nationwide. Same cash & carry format serving SMB food operators and end consumers; primary competitive threat to Roldão in São Paulo.
• BH Atacadista: Brazilian cash & carry chain comparable in scale and format to Roldão, focused on food service operators and household consumers via cash & carry.
• Makro: Brazilian cash & carry operation originally part of SHV Holdings' global Makro brand, now operated within the Atacadão/Carrefour group. Same physical format and SMB food service focus.

Broad incumbents

• Costco Wholesale: Global cash & carry reference and membership-based warehouse club; not a direct competitor in Brazil but the canonical comparable for the cash & carry business model Roldão operates.

Regional players

• Mercantil Rodrigues: Brazilian retail chain with stores in multiple states; overlapping grocery and household assortment, though operates more as a traditional supermarket than pure cash & carry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCIJsWgyZMADUrB_941deBHA
• Facebookfacebook.com/roldaoatacadista
• LinkedInlinkedin.com/company/roldao-atacadista
• Instagraminstagram.com/roldaoatacadista

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Roldão