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JM Share > 16,400 2,09 % 18/08/2017, 16:35 GMT+1

Pingo Doce

Facts and Figures

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Sales Area
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Data as of 31/12/2016, including Mainland Portugal and Madeira.

To be the best supermarket chain operating Perishables in Portugal, with the capacity to maintain a long-term relationship of trust with consumers, providing them with quality food solutions for the entire family, at competitive prices. 

Value proposition

Pingo Doce is a reference for quality and innovation within Modern Distribution, especially focused on Perishables and its Private Brand.

Its value proposition is based on the following:

  • Assortment of high quality Perishables;
  • Competitive prices, with the opportunity for immediate savings;
  • Pleasant store environment, recreating the atmosphere of traditional markets
  • Great service;
  • A long-lasting relationship of trust with its customers.

Cornerstones of differentiation

Pingo Doce clearly invests in differentiation in various aspects:


High quality, variety and innovation. Offer of a unique purchasing environment similar to that in traditional municipal markets.

Image Perishables

Pingo Doce Brand

The quality/price ratio is one of the main differentiation pillars of the Pingo Doce brand, the first to obtain quality certification for its development process. Quality is guaranteed through the following processes:

1. Permanent evaluation of the customers' needs and tastes;
2. Ongoing research in the area of production technology;
3. Rigorous choice of producers;
4. Permanent control of its manufacturing processes;
5. Ongoing product control through quality control tests.

Image Pingo Doce Brand

Meal Solutions

Offer of convenient and distinctive meal solutions, which include Ready to Cook, Ready to Heat and Ready to Eat options.

Image Meal Solutions

Pricing Policy

Offer of a varied food and non-food assortment through a highly competitive pricing policy, with opportunities for immediate savings.

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Unique Store Environment

To create a purchasing experience that is unique in the market, with a Perishables area similar to that of a traditional market, enhanced with the offer of food solutions and in-store promotional activity.

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The Pingo Doce chain is comprised of more than 400 stores spread across over 300 locations throughout the country.

Image Proximity