Robinsons Supermarket

What Robinsons Supermarket does

Robinsons Supermarket is a Philippine fresh-and-healthy food supermarket chain founded in 1985 and headquartered in Quezon City. It operates 149 physical store locations nationwide across Metro Manila, South Luzon, North Luzon, Visayas, and Mindanao, positioning itself as the 2nd largest supermarket chain in the country. The company is a wholly-owned subsidiary of Robinsons Retail Holdings Inc. (RRHI, PSE: RRHI), the Philippines' 2nd largest multi-channel retailer operating 6 business segments, 28 retail brands, and over 1,200 stores.

The core product is the supermarket itself, differentiated by a proprietary 4-color shelf tag system in which green-tagged products are evaluated and certified as healthy by the Food Nutrition Research Institute (FNRI). The company also sells an exclusive 'Healthy You' private label line of healthy products under the 'I Love Wellness' umbrella campaign. Digital and delivery surface area includes online ordering via partner platforms Foodpanda, Grabmart, Metromart, and Pick-a-roo, digital weekly catalogs, a store locator, and the Go Rewards loyalty program that spans 2,000+ locations across 12+ partner brands within the RRHI ecosystem.

Revenue is generated primarily through one-time grocery and household merchandise sales across physical stores, supplemented by the Go Rewards recurring engagement model. GTM combines physical retail, partner-mediated delivery, social media (Facebook, Twitter/X, Instagram, YouTube, Viber, TikTok), wellness events (Fit & Fun Buddy Run, 16th edition in 2024), and promotional campaigns (Love Wellness, Red Super Savers, Chooseday Sale, Holiday Fair, Sun & Fun Fair, Heart to Cart). Customer segments are horizontal mass-market consumers seeking fresh, healthy, value-priced groceries.

Name

Robinsons Supermarket

Legal name

Robinsons Supermarket

Website

https://robinsonssupermarket.com.ph

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Robinsons Supermarket is a Philippine supermarket chain operating 149 nationwide stores focused on fresh and healthy food, differentiated by an FNRI-certified 4-color tag system, the Healthy You private label, and online delivery via Foodpanda, Grabmart, Metromart, and Pick-a-roo.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

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

akta.pro secondary industry

General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Grocery retail
• Supermarket chain
• Fresh food
• Healthy products
• Online grocery delivery

Headquarters

HQ city

Quezon City

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Physical Supermarket Retail: Revenue generated from the sale of grocery products, fresh food, and household items through physical retail store locations. The company operates as a subsidiary of Robinsons Retail Holdings Inc.
2. Go Rewards Loyalty Program: A lifestyle rewards program that consolidates Robinsons Rewards with partner loyalty offerings, allowing members to earn and redeem points across participating stores and merchants.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Robinsons Supermarket operates a network of 149 physical supermarkets across the Philippines, selling fresh and healthy groceries, household essentials, and an exclusive 'Healthy You' private-label line. The company extends its assortment through online grocery delivery partnerships (Foodpanda, Grabmart, Metromart, Pick-a-roo) and runs the Go Rewards multi-brand loyalty program across more than 2,000 participating stores.

Product overview

Robinsons Supermarket is a single-format supermarket chain offering fresh and healthy food products. The company operates as part of Robinsons Retail Holdings Inc. with 149 stores nationwide. The product ecosystem includes the core supermarket with online grocery delivery through Foodpanda, Grabmart, Metromart, and Pick-a-roo; the Go Rewards loyalty program; and health-focused initiatives like the 4-Color Tag System with FNRI-certified Healthy You products. Promotional campaigns include Love Wellness, Heart to Cart, and seasonal events like the Fit & Fun Buddy Run. Digital services encompass store locator, digital catalogs, and voucher redemption.

Differentiator

Problem solved

Functional benefit

Brands

• Healthy You: An exclusive line of healthy products celebrating the goodness and value of healthy living.
• Go Rewards

Products and services

• Robinsons Supermarket The flagship supermarket chain offering fresh and healthy food products, groceries, and household essentials. Operates 149 stores nationwide, featuring the proprietary 4-color tag system for healthy products certified by the Food Nutrition Research Institute (FNRI). Targets Filipino consumers seeking fresh, healthy, and value-priced groceries.
• Go Rewards Loyalty Program Lifestyle rewards program that allows members to earn and redeem loyalty points across Robinsons Retail Group stores and partner brands (Robinsons Supermarket, Easymart, Department Store, Appliances, Toys R Us, Daiso Japan, True Value, Savers Appliances, Handyman, Pet Lover's Centre, The Marketplace, Shopwise, and No Brand). Available through a dedicated mobile app.
• Online Grocery Delivery Online grocery ordering and home delivery service that lets customers purchase Robinsons Supermarket products through partner delivery platforms, including Foodpanda, Grabmart, Metromart, and Pick-a-roo. Targeted at consumers who prefer remote shopping.
• Healthy You Private Label An exclusive line of healthy products under the 'Healthy You' sub-brand, aligned with the 'I Love Wellness' campaign. Includes products celebrating the value of healthy living and supported by the 4-color tag system with FNRI-certified healthy items.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• FoodpandacoreChannel Partner/ Reseller/ DistributorOnline grocery delivery partnership allowing customers to order Robinsons Supermarket products through the Foodpanda platform for home delivery. Available for download via mobile app.
• GrabmartcoreChannel Partner/ Reseller/ DistributorOnline grocery delivery partnership enabling customers to order groceries through Grabmart for delivery. Accessible via Grab's platform and mobile app.
• MetromartminorChannel Partner/ Reseller/ DistributorOnline grocery delivery partnership providing customers with an additional digital channel to access Robinsons Supermarket products for home delivery.
• Pick-a-roominorChannel Partner/ Reseller/ DistributorOnline grocery delivery partnership through Pick-a-roo platform, expanding digital commerce options for Robinsons Supermarket customers.
• Go RewardscoreChannel Partner/ Reseller/ DistributorGo Rewards is a consolidated lifestyle rewards program bringing together Robinsons Rewards with other partners, enabling members to earn and redeem points across over 2,000 stores or through the Go Rewards app. Partners include Robinsons Supermarket, Robinsons Easymart, No Brand, Robinsons Department Store, Robinsons Appliances, Toys R Us, Daiso Japan, True Value, Savers Appliances, Handyman, Pet Lover's Centre, The Marketplace, and Shopwise.
• Robinsons Retail Holdings Inc.coreOthersRobinsons Supermarket is a subsidiary of Robinsons Retail Holdings Inc., the second largest multi-channel retailer in the Philippines operating 6 business segments, 28 retail brands, and more than 1,200 stores nationwide.
• Food Nutrition Research Institute (FNRI)coreStrategic or Co-development PartnerFNRI provides certification for healthy and nutritious products featured in Robinsons Supermarket's 4-color tag system, with green shelf-tagged products evaluated and certified as healthy options.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Marketplace: The Marketplace is an upscale supermarket concept under Robinsons Retail Holdings Inc. offering fresh, specialty and imported goods. It targets a similar premium/healthy-eating shopper as Robinsons Supermarket and operates within the same Robinsons mall ecosystem.
• Robinsons Easymart: Robinsons Easymart is a smaller-format convenience-grocery banner under Robinsons Retail Holdings Inc. It overlaps with Robinsons Supermarket on basic grocery and household essentials, providing a lower-size alternative within the same group's footprint.
• Landmark Supermarket: Landmark Supermarket is the grocery banner of Metro Retail Stores Group, a publicly-listed Philippine retail conglomerate. It operates department-store-anchored supermarkets that overlap directly with Robinsons Supermarket's mid-market position and mall-based locations.
• Puregold Price Club: Puregold is a publicly-listed Philippine supermarket and hypermarket chain specializing in value-oriented grocery retail. It competes head-to-head with Robinsons Supermarket on price and assortment across Luzon and the Visayas, sharing the mass-market grocery customer.
• Shopwise: Shopwise is another supermarket banner under the same parent company, Robinsons Retail Holdings Inc. It is directly comparable to Robinsons Supermarket in assortment and target customer, illustrating the parent group's portfolio approach to the same Philippine grocery market.
• Walter Mart Supermarket: Walter Mart is a mid-tier Philippine supermarket chain with stores primarily in provincial and suburban locations. It competes with Robinsons Supermarket for everyday grocery baskets in areas outside Metro Manila, particularly in Luzon and Visayas.
• S&R Membership Shopping: S&R is a membership-based warehouse-style grocery retailer in the Philippines offering imported and premium food products. It targets the same premium and health-conscious shoppers that Robinsons Supermarket courts through its Healthy You line and 4-Color Tag System.
• SM Supermarket: SM Supermarket is the market-leading supermarket banner of SM Investments in the Philippines, operating the largest physical grocery footprint in the country. It directly competes with Robinsons Supermarket for full-basket mass-market and health-conscious shoppers across Metro Manila and provincial regions.

Emerging players

• No Brand: No Brand is a Korean-inspired premium grocery and lifestyle concept under Robinsons Retail Holdings Inc., focusing on curated specialty and imported SKUs. It is an emerging format intersecting with Robinsons Supermarket's healthy and specialty premium positioning.
• Alfamart Philippines: Alfamart is an Indonesia-origin convenience-grocery chain that has been expanding in the Philippines through joint ventures. Its smaller-store, frequent-trip format is a partial substitute for Robinsons Supermarket on quick grocery replenishment trips.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/robsupermarket
• YouTubeyoutube.com/@RobinsonsSupermarketOnline
• Facebookfacebook.com/RobinsonsSupermarketOfficial
• Instagraminstagram.com/robsupermarket
• TikToktiktok.com/@robinsons.supermarket

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 Robinsons Supermarket