The brand expanded its operations into new categories, won consumer preference in São Paulo and Rio de Janeiro, and consolidated barbecue as its main area of operation.
Maturatta Friboi has increased its monthly sales volume sixfold in ten years, a result of a strategy that transformed its specialization in beef cuts into a platform for innovation in barbecue. Since changing its name to Maturatta Friboi, the brand has expanded its operations to new categories, won over consumers in São Paulo and Rio de Janeiro, and consolidated barbecue as its main area of operation.
The movement began with select cuts for grilling, such as picanha, ribeye, and flank steak. From there, Maturatta identified opportunities to bring its beef expertise to other formats. In 2023, it created the category of grilled hamburgers, with versions of picanha, ribeye, and flank steak, made with 100% beef. The initiative brought the hamburger to the center of the barbecue and opened a new area of operation for the brand in the beef hamburger segment, which grew more than 27% in volume in Brazil in 2025, and has Maturatta as the sales leader.
Today, the brand is not limited to different types of beef. With its rib sausage, Maturatta deepened its presence among grilling products. And the arrival of garlic bread took Maturatta into the side dish category for the first time.
“ Our goal has never been just to expand the portfolio, but to explore the potential of barbecue as a whole. Friboi’s knowledge of beef has given us the basis to create new categories and bring Maturatta to other consumption moments, while maintaining a very clear brand identity ,” says Renato Costa , president of Friboi .
The strategy also involved building an identity associated with barbecue. National campaigns featuring Ronaldinho Gaúcho, the “Passionate about Barbecue” platform, and presence at events such as Churrascada, Bárbaros, and Churrasco On Fire helped to broaden brand recognition and its connection with consumers.
The results are reflected in market indicators. According to research by Kantar conducted in July 2026, Maturatta is the preferred barbecue meat brand for 21% of consumers surveyed in São Paulo and Rio de Janeiro. Awareness increased from 72% to 79% in just over a year, the largest growth in the category.
In a market where barbecue occasions grew by 44% in the second quarter of 2026 alone, Maturatta keeps innovation at the heart of its growth strategy. “ Innovation is part of how we build and develop Maturatta. It’s what allows us to identify opportunities, create categories, and expand our presence in the barbecue market, always based on knowledge of the consumer ,” concludes Costa.
