Annual Report and Consolidated Account
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In 2014 the brand closed the year with four units, hav-
ing opened a restaurant at Colombo, and counted 64
employees. It is present at Norteshopping, Centro
Vasco da Gama, Cascaishopping and Centro Colombo.
This brand has a place amid the broad range of res-
taurant offerings in the competitive shopping centre
counter segment. Its value proposal focuses on strong
differentiation factors, positioning it as ‘a healthy and
balanced alternative’.
As a grilled meat specialist the MiiT chain aims to be a
reference option for taste andquality and this is reflected
in the authenticity of its meats. To complement this of-
fering MiiT provides unique side dishes such as grilled
vegetables and fruit, country potatoes or seasoned rice.
The sauces are also a specialty. They aremade with the
best ingredients, fromwildmushrooms to red pepper,
honey and garlic, with a view to letting consumers
choose what they prefer. The desserts are also innova-
tive and presented in the form of shots.
Standing out among the drinks are natural fruit juice,
fresh lemonade and currant juice (groselha), along
with iced tea. Additionally, the brand also presents a
selection of Alentejo wine sold by the glass.
Creating a menu is very simple: pick a meat to grill,
two side dishes and a sauce. For example, a customer
can choose a fruit or grilled vegetable side dish, which
preserve and enhance the taste and qualities of the
grilled food when it is cooked.
MiiT is a concept that responds to a trend among Por-
tuguese consumers who are increasingly aware of the
need and importance of a healthy and balanced diet.
MIIT
