Go Natural

What Go Natural does

Go Natural is a Portuguese healthy-eating restaurant and food-service brand founded in 2004 and operated as part of the Sonae conglomerate through two legal entities: Go Well – Promoção de Eventos, Catering e Consultadoria S.A. (restaurants and catering, NIPC 505 831 929) and BRIO – Produtos de Agricultura Biológica, S.A. (online shop, NIPC 508 486 076). The company serves individual consumers, corporate clients, and schools through five owned restaurant locations in Lisbon and Porto metropolitan shopping centers (Alfragide, Cascais, Vasco da Gama, Lagoas Park, ArrábidaShopping), producing customizable bowls, seasonal recipes, classic dishes, and grab-and-go items aligned with Planetary Health Diet principles.

Its commercial model spans six streams: walk-in restaurant sales, delivery via aggregators (Uber Eats, Glovo, Bolt Food), B2B corporate catering (Go Catering — with modular products Go Box, Go Service, Go Break, Go Meal, Go Party), on-site corporate cafeterias, school meal programs (Go Natural nas Escolas, launched 2015), and exclusive retail distribution of ready meals (soups, mains, salads, juices) through Continente supermarkets and Continente Online. Pricing is transaction-based for consumer channels, quote-based for catering, and managed-service-based for corporate and school contracts.

Go Natural operates on a non-proprietary technology stack — Shopify for e-commerce — with no disclosed proprietary platform, AI/ML capabilities, or API integrations beyond delivery and grocery partnerships. Distribution leverage comes from parent Sonae's ecosystem: shared HR via Sonae MC, exclusive shelf placement in Portugal's largest grocery chain, and related-party catering demand from Sonae itself. The brand is positioned on nutritional transparency, seasonal local sourcing, and sustainability rather than technology differentiation.

Name

Go Natural

Legal name

Go Well – Promoção de Eventos, Catering e Consultoria S.A.

Website

https://gonatural.pt

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Go Natural is a Portuguese healthy-eating restaurant and food-service brand, founded in 2004 and owned by Sonae, serving consumers, corporates, and schools via 5 restaurants, catering, school meals, delivery apps, and Continente retail.

Ownership category

akta.pro rank

Product category

Healthy Food Services

NAICS

Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Special Food Services (7223), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Healthy/Salad/Grain Bowl QSR (THAFAAAJ)

akta.pro secondary industries

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA), Private Culinary Experiences (Chef’s Table, Home Dining, Market-to-Meal) (THAJALAH), Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed) (CRAHAKAI)

Keywords

• Healthy dining restaurants
• Corporate catering services
• Ready meal delivery
• School meal programs
• Sustainable food service

Headquarters

HQ city

Lisboa, Carnaxide

HQ country

Portugal

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant dine-in and grab-and-go: Revenue from walk-in customers at 5 restaurant locations in Lisbon and Porto metropolitan areas, serving bowls, classic dishes, and seasonal offerings. Includes grab-and-go options for quick service.
2. Delivery orders via aggregators: Revenue from meal delivery through third-party platforms Uber Eats, Glovo, and Bolt Food, reaching customers who prefer dining at home or office.
3. Corporate catering services: B2B catering revenue from corporate events including boxes (individual or sharing), full-service catering for meetings, team lunches, cocktail hours, and corporate celebrations. Custom proposals priced based on event size and service requirements.
4. Ready meals retail distribution: Revenue from pre-prepared meals (soups, main dishes, salads, juices) sold exclusively through Continente supermarkets and Continente Online. Format includes individual and family sizes.
5. Corporate cafeterias: On-site corporate food services including cafeteria management, restaurant services, and catering for company premises, serving employees throughout the workday.
6. School meal services: Daily meal provision to schools with menus developed by chefs and nutritionists, featuring fruits, vegetables, cereals, and nutrient-rich foods.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Go Natural is a Portuguese healthy food service brand that operates restaurant locations, corporate catering, corporate on-site cafeterias, school meal programs, and ready-to-eat meal retail distribution. Its core menu is built around the Planetary Health Diet, featuring customizable bowls (6 ingredients), seasonal dishes, classic recipes, and ready meals (soups, mains, salads, juices). The brand serves individual consumers through restaurants and delivery, and institutional clients through corporate and school food service contracts.

Product overview

Go Natural is a Portuguese healthy eating restaurant chain and food service brand founded in 2004, operating as a unified offering across three main channels: (1) Go Natural Restaurants — physical dine-in locations in Lisbon and Porto offering customizable Natural Bowls, seasonal O Melhor da Época bowls, and classic dishes; (2) Go Natural Grab&Go — ready meals (soups, main dishes, salads, juices) sold in restaurants and exclusively in Continente supermarkets and online; and (3) Go Natural Catering — delivered via two service modules (Go Box for boxed meals and Go Service for full on-site service) covering corporate events through Go Break, Go Meal, and Go Party packages. The brand also extends into schools (Go Natural nas Escolas, since 2015) and corporate spaces (Go Natural nas Empresas). All offerings are grounded in Planetary Health Diet principles, emphasizing nutritionally balanced and environmentally conscious meals. The parent entity is Go Well – Promoção de Eventos, Catering e Consultoria S.A. (NIPC 505 831 929).

Differentiator

Problem solved

Functional benefit

Brands

• Go Catering: Corporate catering service for events, meetings, team lunches, and corporate gatherings offering breakfast boxes, coffee breaks, lunches, dinners, and party services.
• Natural Bowl
• Go Break
• Go Meal
• Go Party
• Go Box
• Go Service
• Go Natural nas Escolas
• Go Natural nas Empresas

Products and services

• Go Natural Restaurants Physical restaurant locations in Lisbon and Porto offering made-to-order and suggested meals based on Planetary Health Diet principles. Includes 5 locations at Alfragide, Cascais, Vasco da Gama, Lagoas Park, and ArrábidaShopping.
• Natural Bowl A fully customizable bowl with 6 selectable ingredients including 1 optional animal or plant protein, offering a wide range of flavor and texture combinations for each visit.
• O Melhor da Época (Best of Season) Three seasonal bowl suggestions — Do Campo (from the field), Do Mar (from the sea), and Da Horta (from the garden) — each composed of 5 ingredients and 1 animal or plant protein, curated by chefs and nutritionists based on seasonal produce.
• Clássicos (Classics) Classic recipes revived from Go Natural's origins, including dishes such as Linguini Nero with Shrimp and Penne with Chicken and Basil Oil, made with simple cooking methods to enhance natural flavor.
• Grab&Go Ready Meals Ready-to-eat meals including soups (individual 400g or family 800g), main dishes, salads, and juices (individual 250ml or family 750ml), available in Go Natural restaurants and exclusively in Continente supermarkets and Continente Online.
• Go Box Catering Catering service option delivering meals in customized individual or sharing boxes, ready to serve directly without additional plating. Includes disposable consumables such as cutlery, napkins, and glasses.
• Go Service Catering Full-service catering with an on-site Go Natural team providing all aspects of meal service during events, including food, transport, staffing, and tableware.
• Go Break Catering Catering packages for welcome coffee and coffee breaks featuring bakery, pastry, fruit, snacks, quiches, and the yogurt station, suitable for meetings and corporate events.
• Go Meal Catering Full meal catering for lunch or dinner events including sharing starters, main course options (meat, fish, vegetarian), and desserts.
• Go Party Catering Event catering covering cocktail hours, Portuguese Arraial celebrations, and late-night snacks for corporate events.
• Go Natural nas Escolas (School Meal Program) School meal program providing nutritionally balanced and tasty daily meals to students, with menus developed by chefs and nutritionists featuring fruits, vegetables, rich cereals, and vitamin sources aimed at improving school performance and well-being.
• Go Natural nas Empresas (Corporate Dining) Corporate dining solutions including on-site cafeteria and restaurant services tailored to each company's needs, complementing catering options with varied meal choices for all times of day.

Quantifiable outcome

• Meals aligned with Planetary Health Diet principles, reducing environmental impact while improving human health

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Uber EatscoreChannel Partner/ Reseller/ DistributorDelivery partnership enabling customers to order Go Natural meals through the Uber Eats platform. Orders are delivered to customer locations for lunch, dinner, or any meal occasion.
• GlovocoreChannel Partner/ Reseller/ DistributorDelivery partnership allowing customers to receive Go Natural meals via Glovo's delivery service. Enables access to healthy meals across delivery areas.
• Bolt FoodcoreChannel Partner/ Reseller/ DistributorDelivery partnership through Bolt Food platform for meal delivery to customers who prefer using Bolt's services for food ordering.
• ContinentecoreChannel Partner/ Reseller/ DistributorExclusive retail partnership for ready meal distribution. Go Natural products (soups, meals, salads, juices) are sold exclusively in Continente supermarkets and Continente Online platform. Also includes Cartão Continente loyalty program integration for marketing communications.
• SonaeflagshipStrategic or Co-development PartnerParent company Sonae operates Go Natural as part of its portfolio. The legal entity Go Well – Promoção de Eventos, Catering e Consultoria S.A. (NIPC 505 831 929) is a Sonae subsidiary. Sonae MC handles recruitment and HR processes for the brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pret a Manger: Global healthy grab-and-go chain with corporate catering; broader portfolio but overlapping offering of fresh, ready-to-eat meals, soups, salads and juices — directly relevant to Go Natural's grab&go and B2B catering lines.
• Sodexo (corporate catering): Global corporate foodservice and on-site cafeteria operator; competes for the same B2B contract catering and school meal contracts that Go Natural serves via Go Natural nas Empresas and Go Natural nas Escolas.
• Wagamama: Asian-inspired healthy casual dining chain with bowls on the menu and corporate delivery; broader menu but overlapping healthy-casual and grab&go positioning versus Go Natural.
• ISS A/S (corporate catering arm): Global facility services and corporate foodservice operator; directly comparable to Go Natural's corporate cafeteria and "Go Natural nas Empresas" on-site service line.
• Sweetgreen: US-based healthy grain-bowl QSR leader; comparable on format, customizable bowls and tech-enabled ordering — a relevant benchmark for Go Natural's bowl concept and digital maturity gap.

Direct peers

• Celeiro: Portuguese natural and organic food retailer/restaurant chain with take-away and in-store dining. Directly comparable to Go Natural in healthy food retail and prepared-meal channels in Portugal.
• Honest Greens: Healthy Mediterranean bowl/salad QSR with strong Iberian footprint and presence in Portugal (Lisbon). Closest direct competitor to Go Natural on format, target customer (health-conscious urban professional) and customizable-bowl offering.
• Be Bowl: Portuguese healthy bowl chain operating in Lisbon and Porto. Directly competes with Go Natural on bowl format, healthy positioning and the same metropolitan customer base.
• Poke House: European poke/bowl chain with locations in Lisbon and Porto. Overlaps directly with Go Natural's customizable bowl proposition and health-forward positioning.
• Bio Company / Natural Break: Portuguese natural/bio food retail and casual dining concept. Competes with Go Natural on healthy prepared meals and natural/organic positioning in the Portuguese market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gonaturalportugal
• Instagraminstagram.com/gonatural.pt
• LinkedInlinkedin.com/company/go-natural-portugal

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 Go Natural