What Prestofresco S.p.a. does

Prestofresco S.p.a. is a privately held Italian supermarket chain founded in 2004 and headquartered in Moretta, Cuneo province, Piedmont. The company operates a network of physical supermarkets concentrated in the Piedmont and Lombardy regions, with locations across the Cuneo, Novara, and Vercelli provinces. Stores feature traditional fresh-food service counters, including a served gastronomia (deli), self-service macelleria (butcher), panetteria (bakery), and ortofrutta (produce) sections, alongside non-food departments. The positioning centers on quality, local-producer relationships, traditional preparation methods, and competitive pricing through weekly promotional flyers and an assortment of over 150 Crai private-label products at permanently locked reduced prices.

The company complements its physical footprint with a lightweight digital ecosystem comprising a proprietary mobile application on iOS and Android (for promotions, store locator, and offers), a WhatsApp-based weekly flyer delivery service keyed to the customer's selected store, and a content platform hosting 80+ recipes that feature branded in-store ingredients. Marketing relies on organic social media under a "Storie di" branded editorial series covering quality, territory, tradition, and convenience, plus the digital channels described above. The company is GDPR-compliant under Italian and EU privacy regulations.

Prestofresco's business model is direct-to-consumer retail: revenue is generated from in-store transactions across grocery categories including fresh produce, prepared foods, beverages, and household items. The workforce stood at nearly 800 collaborators as of January 2023 after the opening of new stores in Varallo Sesia (VC) and Borgo Ticino (NO). The company celebrated its 20th anniversary in May 2024 and is controlled by founders and family shareholders, with no disclosed institutional or private-equity investor involvement.

Name

Prestofresco S.p.a.

Legal name

PRESTOFRESCO S.P.A.

Website

https://prestofresco.it

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Prestofresco S.p.a. is a privately held Italian regional supermarket chain founded in 2004, operating physical stores across Piedmont and Lombardy with fresh service counters, complemented by a mobile app, WhatsApp flyer service, and a Crai private-label assortment serving everyday grocery shoppers.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ)

akta.pro secondary industry

Value-Oriented Traditional Supermarkets (Non-Club) (CRAHAAAF)

Keywords

• Grocery retail chain
• Fresh food service counters
• Weekly promotional flyer
• Private label products
• Supermarket mobile app

Headquarters

HQ city

Moretta

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Food Sales: Traditional brick-and-mortar supermarket retail sales of food and grocery products to consumers through physical store locations. Revenue generated from in-store consumer transactions across all product categories including fresh produce, prepared foods, beverages, and household items.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Prestofresco S.p.a. operates a regional supermarket chain in northern Italy (Piedmont and Lombardy), selling fresh and packaged grocery products through owned physical store locations featuring traditional fresh food service counters (gastronomia, macelleria, bakery, produce). The retail offering is complemented by a proprietary mobile app for promotions and store locator, a WhatsApp-based weekly flyer delivery service, and an online recipe platform that drives in-store product discovery.

Product overview

Prestofresco S.p.a. operates a network of Italian supermarkets combined with a digital ecosystem. The core offering consists of physical retail locations featuring served deli counters, self-service butcher shops, bakeries, fresh produce sections, and non-food departments. This is complemented by a mobile application available on iOS and Android platforms that provides promotional browsing, store location services with map-based nearest-store search, and opening hour information. Additional digital touchpoints include a WhatsApp-based promotional flyer delivery service and an online recipe platform featuring dishes prepared with ingredients sold in-store.

Differentiator

Problem solved

Functional benefit

Products and services

• Prestofresco Supermarket Stores
• Prestofresco Mobile App

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Crai (Consorzio Retail Associati Italiani)coreChannel Partner/ Reseller/ DistributorPrestofresco offers over 150 Crai private label products at permanently reduced locked prices in its stores. Crai is the Italian retail consortium brand that Prestofresco distributes through its supermarket chain.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Bennet: Italian hypermarket and supermarket chain with strong Lombardy/Piedmont footprint. Comparable because Bennet operates mid-large supermarket formats with in-store foodservice counters targeting the same family/weekend-shopper segment as Prestofresco.
• Eurospin: Italy's leading hard-discount supermarket chain and one of Prestofresco's most direct value-aisle competitors. Comparable because Eurospin specifically targets the same weekly-basket, value-seeking Italian household shopper, particularly in northern provinces.
• Crai: Italian retail consortium whose private-label brand Prestofresco distributes. A direct peer given identical consortium-affiliated supermarket structure, overlapping assortment via the shared private-label program, and similar proximity-led positioning in regional Italian markets.
• Selex: Italian retail consortium with affiliated supermarket and proximity stores across northern and central Italy. Comparable as a consortium-affiliated peer sharing private-label and merchandising practices, with overlapping target shopper and trade areas in northern Italian provinces.
• Conad: Italy's largest retailer consortium with supermarket, hypermarket and proximity formats. Highly comparable to Prestofresco because it operates on the same consortium-affiliated supermarket model (member-owned affiliated stores + private label), directly competing for Piedmont household grocery spend.
• MD (Discount): Italian hard-discount chain (Meo Discount/MD) with aggressive expansion across northern Italy. Comparable as a discount-led competitor directly contesting entry-price grocery baskets that drive store traffic for value-positioned regional supermarkets like Prestofresco.
• Despar Italia: Italian retail consortium (part of SPAR International) with affiliated supermarket and proximity stores. Comparable as a direct consortium peer running member-stores with shared private label, similar proximity positioning and overlapping trade area in northern Italy.

Broad incumbents

• Lidl Italia: German discounter's Italian subsidiary with a rapidly expanding store base in Piedmont and Lombardy. Comparable as a price-led grocery competitor with growing fresh offering (bread, produce) and similar mid-week promotional flyer cadence.
• Esselunga: Italy's most efficient supermarket chain with strong northern Italy presence. A direct large-format comparator in Piedmont/Lombardy, particularly given Esselunga's premium-fresh reputation and aggressive expansion in the same geographies where Prestofresco operates stores.
• Coop Italia: Largest Italian grocery retailer by market share, operating Coop, Ipercoop and Unicoop formats. Comparable as a nationwide supermarket operator with strong private-label (Coop branded lines) and fresh-counter heritage that Prestofresco's gastronomia/macelleria proposition mirrors at smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/prestofresco-s.p.a.

Compliance2 records

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 Prestofresco S.p.a.