Wholesalers & ingredients
Good ingredients at the right price, delivered to your door. How the wholesalers work – and how to get better prices.
Swedish pizzerias buy from wholesalers like Menigo, Martin & Servera and Svensk Cater. They deliver everything: flour, cheese, meat, vegetables and pizza boxes. Open accounts with two wholesalers, compare prices on your ten most important items and negotiate once you know what you buy most of.
How to get started with a wholesaler
All the big wholesalers take on new restaurants. You need a registered company. Then it is simple:
- Apply for a customer account on the wholesaler's site – it takes a few days
- New customers often pay upfront at first. After a few months you can get invoicing.
- Order online the evening before, get delivery in the morning
- Ask for a sales rep – a name and a number are gold when something goes wrong
The items that decide your pizza
Do not skimp on what shows in the taste. Save on what does not.
- Flour: tipo 00 for pizza. Buy whole sacks, 25 kg.
- Cheese: grated pizza cheese in blocks is cheapest. Mozzarella for specialty pizzas.
- Tomatoes: crushed Italian tomatoes in large tins
- Kebab meat: choose a supplier you trust – it is Sweden's best-selling topping
- Pizza boxes: buy by the pallet, the unit price halves
How to get better prices
Wholesale prices are not fixed. Those who ask often get a discount.
- Compare the same ten items at two wholesalers every three months
- Show the competitor's price – ask them to match it
- Buy bulk packs of what you use every day
- Team up with other restaurants nearby and negotiate together
The big wholesalers in Sweden
All three deliver across almost the whole country:
Menigo
Full rangeOne of Sweden's biggest restaurant wholesalers. Good at pizza ingredients and has its own cheaper brands.
Visit siteMartin & Servera
BiggestSweden's biggest restaurant wholesaler. Big range, reliable deliveries and good digital tools.
Visit siteSvensk Cater
Local feelPresent in many towns and often more personal with small restaurants. Easy to get your own contact person.
Visit siteMany pizzerias top up with local meat and vegetable wholesalers. Ask other owners in your town who they use.
Common questions
Can I shop at Ica or Willys instead?
In an emergency, yes. But wholesale prices are usually 20–40 percent lower and they deliver. The supermarket is a backup when the cheese runs out on a Saturday, not your regular purchasing channel.
How much stock should I buy for the opening?
Less than you think. Order one week at a time for the first months. It is better to order more often than to throw away food that has gone off.
What do I do if the delivery does not arrive?
Always keep a small backup stock of the essentials: flour, cheese, tomatoes. And have accounts with two wholesalers – then the other one can save the weekend.
Ingredients in place? Build the menu.
Fewer dishes, the right prices. The menu decides how much you earn.