Between Salvador and Gramado, Magno and Dalmo Santana have combined flavor, quality and agility
Summary
The Massa no Copo chain was created by brothers Dalmo and Magno Santana, who opened their first unit in Gramado, Rio Grande do Sul, and now aim to expand throughout Brazil.
It was early in the morning returning from a business trip that Dalmo Santana, Magno’s younger brother, had the idea that would change their lives. Hungry, he asked his wife if she had something to eat and, in response, he discovered that there was some pasta in the refrigerator, stored in a container similar to a glass. It was there that he thought about how practical it was to be able to enjoy good Italian cuisine in such a package. Years passed and the couple moved from Salvador to Gramado, Rio Grande do Sul. Always with that idea in mind, Dalmo opened up to his brothers what he had once thought. After listening to his youngest son, Magno, who lives in the capital of Bahia, he believed in the potential of the business, immersed himself in market research and invested in the creation of the Massa no Copo brand. Now, four years after the opening of the first unit, the network joins the 300 High Impact Ecosystem, predicting a market of up to 100 units by the end of 2025.
It was in 2010 that Dalmo first saw the opportunity, and despite having studied the market at the time, he only shared it with his brothers six years later. After further research, finding an investor and developing recipes, packaging and store layout, all done between a pair of brothers who lived more than three thousand kilometers apart, Massa no Copo officially launched in October 2020 in the city of Gramado.
The initial prospect was excellent: the business combined the foreign cuisine most loved by Brazilians with practicality and comfort, essential attributes nowadays. However, in the midst of the pandemic and closed-door trading, the tourist town of Serra Gaúcha has seen its traffic collapse. With no people on the streets, no tourists moving around the region and with a delivery system not yet fully strengthened, Massa no Copo was already born with the need to face a crisis.
In 2022 they opened the second unit, in Chapecó (SC), and, in 2023, the third, in Campinas (SP). The two new stores brought the excitement the two needed to move forward. The brothers shared skills, with Dalmo in the operational area, and Magno in planning and marketing, but a link was still missing in the network’s entrepreneurial company. Thinking of strengthening the management, they invited as a partner Aglay José de Carvalho Souza, who with experience in the financial sector, arrived to join forces for the expansion of the brand.
It was then, in 2023, with this new perspective, that the concept store changed address and moved to the capital of Rio Grande do Sul, Porto Alegre. Now, in 2024, it will join the 200 High Impact Ecosystem, owned by partners Leonardo and Leandro Castelo, who have embraced the business and intend to set a new pace, bringing Massa no Copo to all regions of Brazil.
A child’s dream
It was at the age of 13 that Dalmo took unusual actions. He went alone to a wood dealer asking to receive waste wood, pieces that naturally cannot be used in the production process. He invited some friends, offered a partnership, and opened a wooden educational toy factory. The business expanded, but because it interfered with his studies, at his father’s request it stopped. A few years later, he began reselling fruit pulp in Salvador and considered opening a skateboard factory.
But it was during college, studying business administration, that the direction changed and the young man began a business career. He pursued some side projects and also opened a consultancy firm focused on loyalty marketing in the capital of Bahia in 2002, but his executive side stood out until 2020, when he left the office for good to focus on his own business.
While the youngest son invested in his own businesses, the eldest son began working with his father in the family business, the typical small shop of a few years ago (those that sold everything and also made photocopies and laminations). Guitarist and singer of a heavy metal band and passionate about genetics, Magno studied biology and, after a brief experience as a bank employee, embarked on chromosome mapping projects. He was also involved in environmental biomonitoring, participated in the project of the first child in assisted reproduction in a laboratory in the North East and was invited to teach and structure a biotechnology laboratory at Senai.
However, the biologist and musician in his free time fell in love with a completely new project for the time, distance learning, which changed the course of his life forever. From then on, his career focused on marketing and brand building. He then founded his own agency, which he maintained for 20 years, until leaving it in 2020 and dedicating himself to his own business, this time with his brother.
Today Massa no Copo is experiencing a new phase of accelerated growth following the entry of the High Impact 300 Ecosystem. With market studies indicating significant expansion potential across Brazil, mainly in the South East and South regions, the outlook is to boost the business in the coming months and reach the end of 2025 with 100 operations sold and revenues of R$ 100 million.
With a mix of varied products, including bruschettas, wraps and salads, the main attraction is the pasta. Seven types available: spaghetti, tagliatelle, pappardelle, penne, fusilli, gnocchi and tortèi; combined with nine different sauces, with the possibility of mixing two, and freshly prepared ingredients assembled directly in the biodegradable packaging. There are also vegan, vegetarian and gluten-free options, a commitment the brothers have made to serve everyone well. After all, one of the foods most loved by Brazilians deserves to be democratized and appreciated.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
