Grupo Trigo celebrates the best year in its history at a convention, highlights brand achievements and outlines expansion plans for 2026.
Grupo Trigo, Brazil’s largest real food holding company and owner of the Spoleto, China in Box, Gendai, Koni, Gurumê, Pizzaria Spoleto, ASA Açaí and 2V Deli & Conveniência chains, brought together all major brands of the holding for the first time in its history.
The meeting took place over three days at Club Med Lake Paradise, in Mogi das Cruzes (São Paulo), and gathered more than 700 participants, including franchisees, restaurant managers, operations teams and holding executives at the 2025 Convention.
With the theme “Connection, together to add”, the event focused on presenting the group’s next steps, encouraging knowledge sharing, highlighting brand achievements and celebrating the victories of the last 12 months.
The convention also reinforced alignment, collaboration and the strengthening of the culture that underpins Grupo Trigo’s continuous growth.
“2025 is already consolidating itself as the best year in Grupo Trigo’s history. A period marked by solid structures, important achievements and consistent growth, reflected both in the holding and in each of our brands,” says Tom Moreira Leite, President of Grupo Trigo and the Brazilian Franchising Association (ABF).
Results and key figures
Over the last 12 months, the holding’s brands identified more than 11 million orders through their loyalty and relationship programs, including 3.1 million from new customers.
Since the beginning of these initiatives, the programs have reached 2.4 million completed customer registrations, reinforcing the group’s focus on customer data and loyalty.
In the same period, Grupo Trigo produced more than 6 tons of real food at its own factory in Volta Redonda, in the state of Rio de Janeiro.
The group also served more than 13.5 thousand tons of food across Brazil and used over 120 tons of Amazonian ingredients in its restaurants, underlining its commitment to the bioeconomy.
In terms of expansion, the company opened 86 restaurants, including 16 store in store operations, and renovated 52 restaurants during the period.
The records extend to the brands: Spoleto and China in Box, for example, sold more than 400 thousand collectible dishes and bowls.
Another highlight of the convention was the presentation of the excellence programs for brand managers, named Lingdao (China in Box), Massima (Spoleto) and Sensei (Koni and Gendai).
New brands and future expansion
During the event, the business models of the new brands acquired by Grupo Trigo were presented: Casa do Pão de Queijo, Deep Purpl Açaí Bowls and Lizzano.
With these new operations, the group expands its product portfolio and plans to start 2026 with more than 850 restaurants in its network.
The convention agenda also featured motivational talks, such as the lecture by professor, writer and philosopher Mario Sérgio Cortella, in addition to discussions on Economy and tax reform.
Knowledge-sharing sessions and social gatherings completed the program of the largest convention in Grupo Trigo’s history.
“We are already among the 10 largest food groups in Brazil, in 9th position, according to the revenue of $1.8 billion recorded in 2024. And we have achieved this without giving up our purpose of democratizing good cuisine. We continue to grow with responsibility and care for our customers,” says Tom Moreira Leite.
Brand highlights
For the first time, the brands’ updates were presented simultaneously during the plenary session, emphasizing integration and collaboration between the operations.
On stage, directors Rafael Pardo (Spoleto), Bruno Dayrell (China in Box) and Gilberto Ohara (Gendai and Koni) used technology to lead the session, while the Marketing teams completed the presentations.
Spoleto is celebrating a historic year with the opening of its 400th restaurant, confirming its evolution even in a challenging retail environment.
The new slogan, “Passion in every choice”, was unveiled, reinforcing value delivery and a stronger relationship with customers.
For 2026, the brand will focus on deepening this connection and continuing to innovate across all customer touchpoints.
Celebrating 33 years, China in Box presented progress on the Renova project and its new slogan: “Live beyond the box – Connecting past, present and future”.
The changes reinforce the brand’s future vision without losing its origins, at a time when the chain continues to grow above the market average.
With more than 10 million dishes sold in the year, China in Box is preparing to surprise customers with new delivery formats and new ways of consumption in 2026.
The group’s Japanese cuisine brands, Gendai and Koni, emphasized their expansion plan with new openings in strategic regions.
Among the highlights is a new Gendai unit in Belém, strengthening the brand’s presence in key Brazilian markets.
With the strategy of “testing to scale and connecting to build loyalty”, Gendai and Koni operate in synergy, boosting results and expanding their customer base.
The success of collectible items campaigns was also presented as one of the main achievements of the year.
The collectible Domburis from Gendai, for instance, surpassed 30 thousand units sold, demonstrating strong consumer engagement.
