Mercadona, the Spanish retail giant led by Juan Roig, continues its expansion in Portugal, aiming to reach 81 stores by the end of the year. After years of adapting its business model to local habits—such as prioritizing cod over Spanish ham and adjusting product packaging—the company has finally turned a profit in the Portuguese market. With a planned investment of 150 million euros, the chain is set to enter new districts, including its long-awaited debut in the Algarve region.