Trendfoods - Grupo Trigo

Selected Transaction Advisory Track Record

October 2021

CRG acted as exclusive financial advisor to Trendfoods

Founded in 2008, Grupo TrendFoods was formed through the merger of two major Asian cuisine brands, China in Box and Gendai.
It operates a network of 143 China in Box units, all franchised, and 49 Gendai restaurants, including nine company-owned stores.
China in Box was founded in 1992 by Robinson Shiba and is the largest Chinese food delivery chain in Latin America.
Founded in 1992 by Carlos Sadaki, Gendai is the largest Japanese food franchise network in Brazil and is top of mind in its category.

Founded in 1999, Grupo Trigo is a Brazilian holding company that controls the Gurumê, Koni Store, LeBonton, and Spoleto chains, and also managed the Domino’s network in Brazil until 2018.
It operates a network of more than 450 restaurants, as well as a vertically integrated operation with its own pasta and sauce manufacturing facility and distribution.

With the acquisition, Grupo Trigo leverages its brand portfolio, with complementary target audiences and China in Box’s strong penetration in delivery and digital channels.

Portfolio expansion and complementarity: the acquisition expands Grupo Trigo’s presence into the Asian food segment, reinforcing diversification beyond its already consolidated brands.
Strengthening of the franchise ecosystem: the transaction brings scale gains, operational synergies, and the sharing of best practices, with potential to increase efficiency and support the franchise network.
Acceleration of the growth strategy: consolidates Grupo Trigo as one of the leading food service platforms in the country, focused on multibrand expansion and increased market relevance.