Supermercados Masymas

What Supermercados Masymas does

Supermercados Masymas, legally Hijos de Luis Rodríguez S.A., is a third-generation, family-owned supermarket chain founded in 1932 and headquartered in Llanera, Asturias, Spain. The company operates a multi-format retail platform comprising 53 owned masymas supermarkets in Asturias and León, 78 franchised locations under the minymas and mym supermercados brands across Asturias, Galicia, Castilla y León, and Cantabria, and 4 myCash Profesional cash-and-carry sites serving hospitality SMBs in Gijón, Oviedo, Mieres, and Grado. The assortment is anchored on fresh produce sourced directly from 874+ local producers (km0 references), supported by an e-commerce site (supermascasonline.com), a mobile app on iOS and Android, and a Club masymas loyalty program that combines a 1% bi-monthly cashback with personalized Megacupón discounts of 10–25% driven by individual purchase history. Reported revenue was €177.31 million in fiscal year 2017, with 13.5% growth posted in 2020; headcount stood at approximately 1,716 professional staff in 2021 and operations remain family-controlled with no external investors.

Name

Supermercados Masymas

Legal name

HIJOS DE LUIS RODRÍGUEZ, S.A.

Website

https://supermasymas.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Supermercados Masymas is a family-owned Spanish supermarket chain founded in 1932, operating 53 owned and 78 franchised proximity stores plus four cash-and-carry outlets across Asturias, Galicia, Castilla y León, and Cantabria, serving household consumers and hospitality businesses with locally sourced fresh products.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Specialty Food Retailers (4452), Other Specialty Food Retailers (44529)

SIC

Retail-Grocery Stores (5411), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

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

akta.pro secondary industry

Warehouse-Style Bulk Grocers (Membership/Non-membership) (CRAHAMAB)

Keywords

• Supermarket retail
• Grocery stores
• Cash and carry
• Loyalty programs
• Fresh produce

Headquarters

HQ city

Llanera

HQ country

Spain

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Supermarkets: Traditional supermarket retail model selling food and consumer goods to end consumers through owned and franchised stores. Revenue generated from product margins.
2. Cash & Carry (myCash Profesional): B2B wholesale model targeting hospitality professionals (restaurants, bars, caterings). Self-service format where professionals select and transport products themselves.
3. Franchise Fees: Revenue from franchise operators under mym supermercados and minymas brands. Franchisees pay fees for brand, model, and operational support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Supermercados Masymas operates a multi-format proximity supermarket chain in northern Spain under the legal entity Hijos de Luis Rodríguez, S.A. The company sells fresh and packaged grocery products through 53 owned masymas supermarkets, 78 franchised stores (minymas and mym supermercados brands), four myCash Profesional cash & carry locations serving hospitality professionals, and a masymas online e-commerce platform. The offering is supported by the Club masymas loyalty card and mobile app that deliver 1% cashback and personalized Megacupón discounts of 10–25%.

Product overview

Supermercados Masymas operates a multi-format retail portfolio centered on proximity supermarkets in northern Spain. The core offering is the masymas supermarket chain complemented by franchise brands minymas (smaller format) and mym supermercados, plus myCash Profesional (Cash & Carry for hospitality professionals) and masymas online e-commerce. The loyalty ecosystem includes the Tarjeta masymas/Club masymas loyalty program with associated Megacupón personalized discounts, supported by the App masymas mobile application. The company differentiates through fresh product focus with local producer partnerships, supported by sustainability initiatives and corporate responsibility programs.

Differentiator

Problem solved

Functional benefit

Brands

• mycash Profesional: Cash & Carry division specialized for hospitality professionals and food service sector, offering bulk purchasing and competitive prices
• minymas
• mym supermercados

Products and services

• Supermercados masymas Proximity supermarket chain offering a wide assortment of food, fresh produce, household goods, and own/local brands with assisted fresh product service. Targeted at individual consumers and households in northern Spain.
• minymas Franchise supermarket brand offering a smaller-format proximity store with an optimized product assortment (~2,400 references) for franchisees and the consumers they serve.
• mym supermercados Franchise supermarket brand operated by independent franchisees under the Hijos de Luis Rodríguez franchise model.
• myCash Profesional Cash & Carry wholesale division offering bulk food, beverages, tableware, and cleaning products at competitive prices to hospitality professionals (restaurants, bars, caterings). Self-service B2B format.
• Tarjeta masymas / Club masymas Customer loyalty program that delivers cashback rewards (1% of each purchase as savings coupons) and personalized discounts (Megacupón, 10–25%) based on individual purchasing habits. Available to individual consumers across masymas, minymas, and mym stores.
• App masymas Mobile application for iOS and Android providing the digital loyalty card, purchase lists, product scanning, digital coupon storage, and personalized Megacupón discounts.
• masymas online (Tienda online) Own e-commerce storefront enabling consumers to purchase groceries online for home delivery or in-store pickup.

Quantifiable outcome

• Reduced food waste from 1.5% to 1.3% via SPRINT project, avoiding 20 tonnes of food waste (40,000-80,000 meal portions)
• +6 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• IKEAminorStrategic or Co-development Partner · 1 August 2024Pilot project where IKEA uses masymas supermarket parking lots for product deliveries. Operating in Llanes and Cudillero stores during August-September period. Provides added convenience for customers who can receive IKEA products while shopping.
• EDP (Endesa/EDP España)coreStrategic or Co-development Partner · 1 January 2021Strategic partnership for sustainability including photovoltaic solar installations (first at logistics platform in Llanera), EV charging stations deployment (20 points across 11 parking lots), and electric fleet support. EDP installed 498 kWp solar plant and manages charging infrastructure.
• Too Good To GocoreStrategic or Co-development Partner · 1 May 2019Food waste reduction partnership. Too Good To Go app sells unsold food at discounted prices. masymas has avoided 80 tonnes of food waste since partnership inception. Company also joined 'Marcas Waste Warrior' community against food waste.
• Humana Fundación Pueblo para PueblocoreStrategic or Co-development PartnerTextile recycling partnership since 2013 with 22+ containers in masymas stores. Humana collects used clothing (228,733 kg since 2021) and donates 0.05 euros per kg to social causes chosen by masymas (Fundación Vinjoy). Avoids 1,395 tonnes CO2 emissions.
• Fundación VinjoyminorOthersSocial charity receiving donations from masymas-Humana textile recycling partnership. Received 13,304 euros from 228,733 kg of clothes collected. Funds support transportation and meal scholarships for beneficiaries.
• Grupo Saica (Saica Natur)coreStrategic or Co-development PartnerZero waste certification partner. Grupo Saica grants 'Residuo Zero' (Zero Waste) certification to masymas logistics platform, recognizing waste diversion from landfills. Certification is renewed annually.
• Lean&Green / AECOCcoreStrategic or Co-development PartnerEuropean initiative coordinated in Spain by AECOC for reducing logistics emissions. masymas received 2nd Lean&Green star for reducing GHG emissions by 30%+ in logistics. Participating companies have avoided 7 million tonnes CO2 collectively.
• Cámara de Comercio de GijónminorStrategic or Co-development PartnerCollaboration on PICE (Plan Integral de Cualificación y Empleo) youth employment program. Joint training initiatives for young people aged 16-30 for supermarket positions. 15 students per cohort receive 150 hours of training.
• Instituto del QuesominorStrategic or Co-development PartnerCollaboration on 'El Sabor del Origen' national cheese competition. Joint initiative supporting artisan cheese producers across Spain. Multiple annual editions held to promote quality cheese products.
• dCouponminorChannel Partner/ Reseller/ DistributorCoupon and promotions service partnership. dCoupon app available in 51+ masymas establishments providing additional savings opportunities to customers.
• Federación de Asociaciones de Apicultores de Asturias (FAPI)minorStrategic or Co-development PartnerPartnership to combat Asian hornet threatening bee populations. masymas sold special honey jars with FAPI, donating proceeds to support apiculturists.
• EDP - Programa EntamaminorGTM or Marketing PartnerEDP rural development program where masymas contributes 20,000 euros to selected agro-food projects promoting rural development.

Scale indicators13 records

Recent moves13 records

Expansion highlights8 records

Direct peers

• Eroski: Spanish consumer cooperative operating supermarkets and hypermarkets with strong presence in northern Spain (País Vasco, Galicia, Asturias). Comparable multi-format retail footprint and B2B foodservice arm that competes with myCash Profesional.
• Froiz: Galicia-headquartered regional supermarket chain expanding into Asturias and Castilla y León. Similar proximity-format positioning, fresh-produce emphasis, and family-business heritage make it a relevant comparable.
• Alimerka: Asturias-headquartered regional supermarket chain operating across northern Spain. Most direct competitor to Masymas given overlapping geography (Asturias, León, Galicia), similar proximity-store format, and competing focus on fresh and local sourcing.

Broad incumbents

• Carrefour España: National hypermarket and supermarket operator with stores across Asturias. Represents the wider-format competitive threat and a benchmark for omnichannel and private-label strategy.
• Grupo Día (Día España): National proximity and discount supermarket chain with store formats similar to Masymas's franchised minymas/mym banners. Competes in convenience-led grocery trips and value-tier pricing.
• Lidl España: German hard-discounter with rapidly expanding Spanish store base, including Asturias. Competes directly with Masymas on price-led positioning and exerts sustained deflationary pressure on regional grocery pricing.
• Mercadona: Spain's largest supermarket chain with national coverage, dense Asturias presence, and industry-leading private-label and supply-chain efficiency. The dominant competitive force shaping pricing and assortment in Masymas's home market.

Others

• Grupo IFA (Interprox): Spanish purchasing alliance serving independent and regional supermarkets including franchised banners. Comparable as a wholesale/buying-group peer that supports regional supermarket competitiveness against national chains.

Regional players

• Ahorramás: Madrid-centered regional supermarket chain with similar proximity format, fresh-produce focus, and family-business DNA. Provides a useful comparison for regional-chain unit economics outside Asturias.

Emerging players

• Consum (Grupo Consum): Spanish cooperative supermarket chain expanding into northern regions. Comparable member-owned cooperative governance model and proximity supermarket format make it a relevant peer for franchised cooperative-style growth.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/supermasymas
• YouTubeyoutube.com/channel/UC8hRBr0ifsgsOUfp5eilQrA
• Facebookfacebook.com/supermasymas
• LinkedInes.linkedin.com/company/hijos-de-luis-rodr%C3%ADguez-s.a.
• Instagraminstagram.com/supermasymas
• TikToktiktok.com/@supermasymas

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Supermercados Masymas