PREGO!

What PREGO! does

PREGO! (legal entity: PREGO SHOP) is a Belgian Italian traiteur concept headquartered in La Hulpe that operates a network of 17 fresh-pasta take-away locations across Wallonia, Flanders, and Brussels. Its core offering is fresh, house-made Italian pasta and dishes (Rigatoni, Arancini, Lasagne di Melanzana, Pinsa di Parma, Tortelli, Tiramisù) produced daily in a centralized artisanal kitchen — the pastificio — where skilled artisans, led by Gianpiero, apply proprietary recipes. Customers order online via Click & Collect using the obyPay or ezordr platforms, or through third-party delivery aggregators (Uber Eats, Deliveroo, Takeaway.com), and reheat or assemble the dishes at home, eliminating table service and dining room overhead.

The business model is anchored on a structural cost advantage: by removing intermediaries, dining rooms, and table service, PREGO! prices menu items up to 40% below comparable restaurant offerings while delivering restaurant-quality Italian gastronomy. Distribution spans standalone traiteurs, in-store locations inside Carrefour hypermarkets (Bierges, Bomerée, Zemst), and three major delivery platforms. Growth is driven by a franchise program offering entrepreneurs a turnkey model with centralized production, standardized recipes, and a 9-step onboarding process; identified development zones already extend to Luxembourg and the French Grand Est region.

Marketing is digital-first and community-oriented, leveraging Instagram, Facebook, TikTok, an email newsletter, and a bilingual (French/Dutch) website. The company is privately held under PREGO SHOP, employs 15 people, and has committed to achieving B Corp certification by 2026 as part of its ESG positioning. Revenue is not disclosed, but income derives from direct food sales, third-party platform commissions, and franchise license fees.

Name

PREGO!

Legal name

PREGO SHOP

Website

https://prego.be

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

PREGO! is a Belgian Italian traiteur operating 17 fresh-pasta take-away locations across Belgium, offering centrally produced homemade pasta and Italian dishes via Click & Collect and delivery aggregators at up to 40% below restaurant prices, and expanding through a franchise model.

Ownership category

akta.pro rank

Product category

Italian Takeaway Food / Fresh Pasta Catering

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Prepared Foods & Catering-Focused Specialty Stores (CRAHAGAM)

akta.pro secondary industry

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

Keywords

• Italian takeaway food
• Fresh pasta retail
• Artisanal pasta producer
• Click and collect catering
• Italian food franchise

Headquarters

HQ city

La Hulpe

HQ country

Belgium

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Food Sales (Click & Collect): Customers order fresh Italian dishes (pasta, arancini, pinsa, lasagna, tiramisu) via Click & Collect at physical locations. They pick up and self-serve at home, eliminating dining costs.
2. Third-Party Delivery Platform Sales: Partnerships with Uber Eats, Deliveroo, and Takeaway for delivery orders, generating revenue through food sales on these platforms.
3. Franchise Fees: Franchise model where entrepreneurs pay to open and operate PREGO! traiteur locations, providing upfront and ongoing franchise income.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

PREGO! operates a network of 17 Italian traiteur (takeaway) locations across Belgium, producing fresh homemade pasta and Italian dishes daily in a centralized artisanal pastificio. Customers order via Click & Collect or third-party delivery platforms (Uber Eats, Deliveroo, Takeaway.com) and reheat at home, paying up to 40% less than equivalent restaurant prices. The company complements retail sales with a franchise program licensing entrepreneurs to open new PREGO! traiteur locations.

Product overview

PREGO! is an Italian traiteur (delicatessen/takeaway) operating a network of 17 locations across Belgium. The core offering consists of fresh, house-made Italian pasta and dishes (Rigatoni, Arancini, Lasagna, Pinsa, Tortelli, Tiramisù) prepared daily in a centralized artisanal kitchen. Customers order via Click & Collect or through delivery platforms (Uber Eats, Deliveroo, Takeaway.com) and pick up food to eat at home. The business model emphasizes no intermediaries, no dining room, and no table service to offer restaurant-quality food at approximately 40% lower prices. The company also offers a franchise program for entrepreneurs and runs limited-edition product promotions featuring regional Italian specialties.

Differentiator

Problem solved

Functional benefit

Products and services

• Rigatoni ti PREGO! Fresh house-made rigatoni with tomato concassée, topped with house-made Genovese pesto, stracciatella, toasted pine nuts, and Grana Padano DOP. Sold as a takeaway vegetarian Italian pasta dish for at-home consumption.
• Arancini Al Ragù Crispy breaded fried risotto balls filled with meat ragù sauce, finished at home in an oven or airfryer.
• Lasagne di Melanzana Fresh house-made lasagna with tomato sauce, melted aubergine slices, burrata, Genovese pesto, and Grana Padano. Sold as a vegetarian takeaway dish.
• Pinsa di Parma Levain pinsa bread topped with tomato sauce, DOP mozzarella and provolone, Parma ham, burrata Fior di Latte, house-made arugula pesto, and arugula.
• Tiramisù Classico Traditional tiramisù made with mascarpone and coffee, sold in single-portion sizes for at-home consumption.
• Tortelli con Funghi alla Tartufata Fresh house-made ravioli filled with truffle cream and pecorino cream, topped with arugula, Grana Padano DOP, toasted walnuts, and mashed semi-dried olives.
• Parma Bowl Fresh fusilli pasta with house-made Genovese pesto, young lettuce, Parma ham, burrata Fior di Latte, artichoke, and tomato.
• Fresh Pasta Kits Recipe-style kits enabling customers to prepare fresh PREGO! pasta dishes at home in 4 minutes, delivering restaurant-quality results at up to 40% lower prices than restaurants.
• Il mese della TOSCANA (Tuscany promotion) Monthly regional Italian promotion program bringing authentic Tuscan specialties (charcuterie, wine, biscuits) into all 17 Belgian traiteur locations.
• PREGO! Franchise Program Franchise opportunity for entrepreneurs to open and operate their own PREGO! Italian traiteur location, with centralized pastificio production, standardized recipes, controlled investment, and accessible profitability from launch. Includes a 9-step onboarding process.
• Click & Collect ordering service Online ordering service allowing customers to reserve PREGO! products for pickup at any of the 17 traiteur locations across Belgium, with order placement via obyPay and ezordr platforms.

Quantifiable outcome

• Up to 40% cheaper than restaurant prices
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• FalornicoreOthers · 1 July 2026Tuscan charcuterie specialist with over 200 years of artisanal expertise in the Chianti region. Falorni provides PREGO! with authentic Italian salamis and charcuterie specialties featured during the Toscana promotion month.
• Locorosso (Fabrizio Pratesi)coreOthers · 1 July 2026Tuscan wine producer providing Locorosso IGT red wine featuring aromas of ripe red fruit, smooth roundness, and convivial character. Featured in PREGO!'s July 2026 Toscana promotion.
• Cantucci Mandorle FalconeminorOthers · 1 July 2026Traditional Tuscan almond biscuits, one of the most iconic specialties of Tuscany. Crunchy and generous with unique texture and whole almonds. Featured during Toscana month at PREGO!
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party delivery platform partnership enabling food delivery from PREGO! locations across Belgium. Available at Charleroi, Wijnegem, Nivelles, Stockel, Saint-Nicolas, Liège, Waterloo, Namur, Mons, Uccle, and Courtrai.
• DeliveroocoreChannel Partner/ Reseller/ DistributorDelivery partnership with Deliveroo for order fulfillment at select PREGO! locations in Belgium including Stockel and Liège Belle-île.
• Takeaway.comcoreChannel Partner/ Reseller/ DistributorDelivery partnership with Takeaway.com serving select PREGO! locations in Belgium including Stockel, Louvain-la-Neuve, and Liège.
• Carrefour (Hypermarkets)coreChannel Partner/ Reseller/ DistributorIn-store PREGO! locations operating within Carrefour hypermarkets in Bierges, Waterloo, Bomerée (Montigny-le-Tilleul), and Zemst. These locations benefit from high foot traffic and the Carrefour retail ecosystem.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Domino's Pizza: Domino's is a delivery- and takeaway-focused franchise pizza chain with established Belgian operations. While its cuisine differs, its franchise-driven multi-location model, delivery-platform integration, and Click & Collect offering make it structurally comparable to PREGO!'s growth and channel playbook.
• HelloFresh: HelloFresh is the leading direct-to-consumer meal kit company in Europe. While it ships ingredients rather than prepared meals, it competes for the same "restaurant-quality food at home" consumer occasion and provides a benchmark for category penetration and consumer willingness-to-pay in the at-home Italian food segment.
• Big Mamma Group: Big Mamma operates a portfolio of upscale Italian trattorias across France, Belgium, UK, and Spain. It competes with PREGO! for the Belgian Italian-food customer and validates strong consumer appetite for authentic Italian cuisine in Belgium, though its full-service dining model contrasts with PREGO!'s takeaway approach.
• Vapiano: Vapiano is a broad European casual-dining chain specializing in fresh Italian pasta made on-site. While it offers full table service rather than PREGO!'s click-and-collect model, it competes for the same customer occasion of restaurant-quality Italian food and demonstrates the addressable market for scalable fresh pasta concepts across Europe.
• Sushi Shop: Sushi Shop is a European takeaway/delivery chain for prepared Asian food, with a strong Belgian retail presence. It competes with PREGO! for the same grab-and-go, fresh-prepared-food consumer occasion and demonstrates the unit-economic viability of multi-location prepared-food retail chains in Belgium.

Emerging players

• Fraîch'Atelier: Fraîch'Atelier is a French fresh pasta and prepared-food takeaway concept emphasizing artisanal daily production. It mirrors PREGO!'s central-pastificio model and Click & Collect go-to-market, serving as a useful comparable for unit economics and franchise replication in neighboring markets.

Others

• Carrefour Belgium (Traiteur counter): Carrefour is both a partner (PREGO! operates in-store at 3 Carrefour hypermarkets) and a competitor through its own traiteur/prepared-food counter offering. Its prepared-meals retail benchmarks provide a reference point for category pricing, foot traffic conversion, and slotting-fee economics within hypermarkets.
• Deliveroo Editions (dark kitchens): Deliveroo Editions operates shared delivery-only kitchens for restaurant brands. It is an ecosystem enabler for PREGO! (which lists on Deliveroo) and represents an alternative channel expansion path — if PREGO! chose to launch dark-kitchen delivery-only brands, the comparable economics and capital model would be directly relevant.

Direct peers

• Eat Italy (Italian takeaway Belgium): Eat Italy and similar local Italian takeaway operators in Belgium compete directly with PREGO! on the same use case of fresh Italian pasta and dishes for off-premises consumption, serving the same Belgian urban consumer with comparable click-and-collect and delivery channels.

Regional players

• Pasta Em Roma / Italian Deli Belgium: Local Belgian Italian delis and traiteurs such as Pasta Em Roma serve fresh pasta and Italian specialties through retail counters. They compete for the same neighborhood Italian-food customer and offer insight into the maturity and saturation of the standalone traiteur category in Belgium.

Market position

Strengths4 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pregotakeawaykitchen
• Instagraminstagram.com/pregokitchen
• TikToktiktok.com/@pregotraiteur
• LinkedInlinkedin.com/company/prego-gastronomia-italiana

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 PREGO!