. HiperDino is celebrating its 40th anniversary and has done so with the largest prize giveaway among its customers. What does this anniversary symbolize for the Canary Islands company that generates the largest volume of employment in the Archipelago?
This anniversary symbolizes an important date for HiperDino for several reasons. The first of these is that it reflects the evolution and continuity of a project that began as a family business, until becoming what it is today, which is a large team made up of 289 stores, distributed in the Canary and Balearic Islands, which house 9,963 workers as of October this year and which contribute 2.72% of the Gross Domestic Product of the Archipelago. In other words, we create employment in our islands; we generate economy and, in addition, we try to do so by getting closer to the economic reality of the Canary Islanders with adjusted prices and betting on our own, our products made in the Canary Islands and local suppliers. And on the other hand, these forty years have been possible thanks to the trust that our customers have placed in us, and for this reason, we wanted to thank them on the occasion of this anniversary, for their loyalty, with a special campaign "Celebrating 40 years with you" which has consisted of the largest delivery of direct prizes in history, 400,000 exactly, to our customers.
. You point out that HiperDino is the company that generates the largest volume of employment in the islands. It will also be a driving force for employment in other sectors.
The strength of the Canary Islands' economic fabric cannot be understood without the role that HiperDino has played. As I mentioned before, we not only generate direct employment—today we have a strengthened workforce of nearly 10,000 people—but we also create induced and indirect employment, that employment in other sectors such as logistics, industry, and even energy. For example, in 2024, HiperDino generated 37,443 indirect jobs, which represented an economic contribution of 1,271 million euros. The chained effect of job creation has therefore meant that for every job generated directly by HiperDino, 3.67 full-time jobs have been created in the rest of the Canary Islands' economy, in the sectors mentioned above. Therefore, we are not only one of the main economic engines of the food sector in the Canary Islands, but we are also drivers of employment in other sectors.
. What distinguishes HiperDino from other food chains?
What distinguishes us is precisely the quality assurance of all the processes that are part of the food value chain, we take care of even the smallest detail. We study the market; we analyze the profile of the clients; their demands; their habits and what references or products monopolize their shopping basket, to offer from there the best service, at the best possible price and all this, in a framework, our stores, modern; accessible and functional so that they are pleasant and utilitarian for our customers. This 2025, we have opened 28 new stores and have carried out 9 renovations, with an investment of approximately 50 million euros compared to the 32 invested in 2024. Therefore, our commitment to continue improving and offering a quality service to our client is latent in how, where and how we do it. Likewise, we are committed to local products, local production is a key element in our supply chain. HiperDino invests around 676 million euros a year in local production, highlighting that 64% of purchases from the primary sector are made from local suppliers. And all this translates into the fact that we are committed to our own and in the end we offer a fresher and closer product.
. For you, as a solid business group, both the staff and excellence in customer service are as fundamental as the customer themselves. How do you achieve that balance?
At HiperDino, we have excellent professionals in all departments who not only ensure the quality of the product that arrives in stores, but also study, monitor, select, and ensure that the items that arrive at our establishments fit the profile of our customers, varied profiles with very diverse shopping baskets. But in addition, we are clear that excellence and quality in customer service, which at HiperDino is personalized, also makes a difference. Therefore, we have never given up on these key and very important factors for our customers, who value direct and personalized attention in sections such as those that make up the fresh produce, meat, fish, delicatessen, vegetables, and fruits. The Canary Islands customer knows what they want and how they want it, and at HiperDino we take care of offering it to them.
. What projects mark HiperDino's roadmap for this coming 2026 and the following years?
There are many projects on the table, including, of course, the continuation of our expansion plan and the forecast of opening 30 new stores over the next four years. In the social sphere, I would like to highlight the great and important role that the DinoSol Foundation is playing, developing initiatives with great social impact, such as the large food collection in coordination with the Food Bank or the actions in collaboration with the Alejandro Da Silva Foundation, which supports children with oncological pathologies, among others. In the social sphere, we also have a powerful project for the construction of 40 social houses for our employees. It is a very exciting project that we hope can be developed in the coming years, and we also have the grants for academic excellence that we offer to the children of our HiperDino employees with a good academic record.
