Royal Supermarket
| Company type | Subsidiary |
|---|---|
| Industry | Retail (Supermarket) |
| Founded | 1997 |
| Founder | Royal Group |
| Headquarters | Macau , China |
Area served | Macau, Mainland China |
Key people | Jeff Chang (Chairman) |
| Products | Chinese and imported merchandise, groceries |
| Owner | Weng Fung Group (via Royal Group) |
Number of employees | 600 |
| Parent | Royal Group |
| Website | www |
Royal Supermarket (, , ) stands as the foremost supermarket network in Macau. Established in 1997 by Royal Group, it currently manages 29 outlets staffed by 600 employees. In 2006, Royal unveiled its seventh location on AV. de Morais, which became Macau’s largest supermarket, covering 4,476m² of retail space. After maintaining six stores for ten years, the chain experienced swift growth, expanding to 30 branches. It provides a range of both Chinese and imported merchandise. Royal Supermarket operates under the Royal Group, a fully owned subsidiary of Weng Fung Group. By 2012, the company recorded double-digit increases in revenue and secured roughly 30% of the market share.
Initial phase (1997–2004)
The first Royal Supermarket was launched in 1997 by Wing Fung Group, a well-known pharmacy enterprise in Macau, at Mercado de S. Lourenço. Initially, the chain targeted affluent clientele, setting prices higher than other local supermarkets.
2005–2007 developments
Jeff Chang returned to Macau after completing studies in Australia and assumed the role of chairman at Royal Group. He identified challenges such as sluggish inventory turnover, limited staff productivity, and an outdated brand image. To reposition Royal as "The supermarket for Macau people," he initiated a comprehensive rebranding effort. This included unveiling a new logo in 2005 alongside redesigned employee uniforms, refreshed price tags, and modernized packaging. Chang prioritized improving the overall shopping environment to attract a broader customer base beyond just product selection. The opening of the Venceslau de Morais branch in 2006 marked Royal’s largest store and represented a strategic shift toward appealing to younger shoppers rather than focusing solely on housewives. In 2007, Royal became Macau’s first retailer to implement electronic payments via Macau Pass across all its outlets.
Expansion period (2008–2012)
Despite economic pressures from the Subprime mortgage crisis affecting nearby Hong Kong and Macau markets, Royal sustained consistent growth. In 2008 alone, the chain expanded rapidly by opening nearly one new store each month. The most popular branches were those located near Praca das Portas do Cerco, particularly the fifteenth outlet opposite the Zhuhai border crossing, which attracted significant mainland Chinese patronage. Even with additional cashiers deployed to manage demand, long queues were frequent; initially operating hours were from 10:00 to 23:30 and later extended further. In celebration of its 15th anniversary in 2012, Royal introduced promotions such as the “Scratch and Snatch Travelling Prize” and organized food festivals showcasing Taiwanese, Japanese, and Korean culinary specialties.
To cater to upscale consumers, Royal Group launched two high-end supermarket brands within Macau: "Supreme Food Market," which emphasizes imported products and specialty ingredients; and "Grand Mart," dedicated exclusively to Japanese items featuring fresh sushi and sashimi counters inspired by Japanese supermarket concepts. By February 2014, Royal had grown to operate 30 locations in Macau alongside 4 stores in Mainland-China, establishing itself as the largest supermarket chain locally—outpacing rivals such as Parknshop with 15 branches and San Miu Supermarket with 14.
Objectives
Royal Group intends to sustain its network of 30 stores serving Macau’s population. Chairman Jeff Chang launched SUPREME Food Market in 2013 targeting expatriates and discerning locals seeking imported goods, with plans for rapid expansion of this brand segment.
Rewards program
On September 1, 2010, Royal launched the Royal Jetso Card (), a customer loyalty initiative that awards points for every purchase exceeding one dollar. Members earn one point per dollar spent, which can be exchanged for various discounts and rewards available at participating outlets.
Security
To prioritize shopper protection, Royal Supermarket deploys security personnel at all its branches.
Contributions
Royal was the pioneering supermarket in Macau to join The Day of No Plastic Bags, an event organized by the Macao SAR Government Consumer Council on the 18th and 28th monthly, aimed at promoting reduced reliance on plastic bags. Additionally, Royal has been recognized as one of Macau Business magazine’s top 100 companies to watch.
Locations
Royal Supermarket maintains 31 outlets throughout Macau, strategically positioned to cater to a variety of residential and commercial zones. Notable stores include:
| Store | Location | Hours of Operation |
|---|---|---|
| Royal 1 – Mercado de S. Lourenço | RUA DA PRAIA DO MANDUCO 57 | 08:15–22:45 |
| Royal 2 – Hipódromo | ESTRADA DE CACILHAS, 19–27 | 09:00–23:00 |
| Royal 3 – Man On | IAO HON, MAN ON SAN TCHUN PLAZA, R/C | 08:00–23:00 |
| Royal 4 – Polytex | AVENIDA 1º DE MAIO, ED. POLYTEX GARDEN, 361–381 | 09:00–23:15 |
| Royal 6 – Rua de Francisco Xavier Pereira | RUA DE FRANCISCO XAVIER PEREIRA, 83–85 C | 08:30–00:45 |
| Royal 9 – Yue Xiu | AVE. DO OUVIDOR ARRIAGA NO.59-A EDF YUE XIU GARDEN F RC | 09:00–00:45 |
| Royal 10 – Kam Lei Tat | RUA DE FAT SAN, NO. 104-184, RC, EDIF. KAM LEI TAT, TAIPA | 09:00–23:00 |
| Royal 14 – Canal Das Hortas Kin Fu | RUA DO CANAL DAS HORTAS, NO.188-196, EDIF. RIN FU SAN CHUN, RC | 08:30–23:45 |
| Royal 15 – Praça das Portas do Cerco | PRAÇA DAS PORTAS DO CERCO, NO.140, RC | 08:30–23:45 |
| Royal 20 – N.A.P.E. | AVENIDA DO GOVERNADOR JAIME SILVÉRIO MARQUES, NO.409, BL. II, RC | 10:00–00:45 |
| Royal 24 – Kin Wa | Av. do Alm. Magalhaes Correia, NO.220, EDF. KIN WA BLOCO 10, RC | 09:00–23:30 |
| Royal 29 – Sun Star Plaza | RUA DA PAZ, No.166-174, SUN STAR PLAZA, BL.3, RC & 1 ANDAR | 09:00–23:00 |
These outlets provide extensive coverage across Macau's principal districts for convenient customer access.
Slogans
- The supermarket dedicated to Macau residents. ()
- Continuous savings await at Royal. ()