How Lina’s Italian Market's Matthew Rai Takes the Lead
Since 1993, Lina’s Italian Market has been a staple of Calgary’s retail scene, offering authentic Italian grocery staples imported from Europe, including cheeses, deli meats, wines, pasta noodles and sauces, as well as baked goods and prepared foods like pizzas, paninis and porchetta, all freshly made on-site by Italian chefs.
Lina’s is also an inspiring turnaround success story.
That is in significant part to Matthew Rai. When he joined Lina’s Italian Market in 2017, the store was struggling with operational efficiency and stock levels following its 2014 sale to Calgary-based Creative Restaurants Group and the retirement of Lina’s founder, Lina Castle. A year later, local entrepreneur and Canadian Tire franchise owner Joe Dand bought the business from Creative Restaurants Group, and Rai continued on in his role as general manager.
Under his leadership and supported by new ownership, Lina’s Italian Market has seen double-digit jumps in revenue every year since 2020.
Rai has also led the expansion of the Lina’s brand with the opening of Lina’s Italian Supermercato in 2020, Lina’s Italian Mercato in early 2021 and Lina’s Italian Piazza in 2023, the latter of which houses a cooking academy, Sapore (the Italian word for “flavour”), where classes in everything from making ravioli to pizza are on offer. This year’s new additions include Lina’s Market Hall, a 25,000-sq.-ft. retail destination rolling into one a grocery store, café and food hall with nine different stations for a fresh dining experience. It’s located in the shopping and culinary hub, Deerfoot City.
READ: Lina’s Italian Market expands in Calgary
And September marked the debut of a new restaurant, Lina’s Trattoria, which is connected to Lina’s Italian Market on Centre Street North, to the burgeoning food empire, Lina’s Italian Group, of which Rai is a senior vice-president.
Rai, who before landing at Lina's was general manager at Sunterra Quality Food Markets—where he also started his grocery career “pushing carts” while studying business administration and management at Mount Royal University—talks to Canadian Grocer about the secret ingredient to Lina’s impressive run: authenticity.
From Lina’s grocery stores to food hall, Lina's Italian Group offers an immersive authentic Italian experience. How have you taken the lead in ensuring authenticity in everything the brand undertakes?
Our core team has been with us since the very beginning, providing a strong foundation for our authenticity. We’ve also brought back Lina, the original owner as a brand ambassador in 2020, to help us stay true to the heart of what our customers expect. Authenticity is not a choice for us—it’s about having the integrity to align every action with our company values and mantra. We regularly travel to Italy, not just to source the finest products but to immerse ourselves in the culture, which we then integrate into our store operations and staff training to enrich the customer experience.
In fact, you recently returned from a month-long trip to Italy. How have your travels to the country informed decisions over the years?
Our close relationship with the Italian Trade Commission has opened doors to many manufacturers, brands and companies in Italy, allowing us to continuously discover new products and trends. The world-class food shows in Italy, including Cibus and TUTTOFOOD [both May 5 to 8, 2025 in Milan] and Terra Madre Salone del Guston [September 2025 in Turin], are invaluable, offering insights into what drives success in retail and business. While many might enjoy the wine and city views, we find ourselves exploring markets, grocery stores and specialty shops—taking pictures and notes. This hands-on research enables us to fuse Canadian merchandising techniques with authentic Italian methods, informing our product selection, marketing and store layouts.
READ: Charcuterie continues to intrigue consumers
What learning or discoveries did you make on your recent trip?
I gained a deeper appreciation for the incredible quality and care that goes into Italian agriculture. Italy enforces some of the strictest policies in the world to ensure that food remains true to its origins. These regulations include banning harmful pesticides, GMOs and other practices that could negatively impact both the environment and human health. It was inspiring to see first-hand how these values are upheld, reinforcing our commitment to sourcing the best, most authentic products for our customers.
You have refreshed Lina’s Italian Market since joining in 2017, resulting in the store enjoying double-digit annual revenue increases since 2020. How did you get a team of more than 200 behind Lina's transformation, expansion and revenue growth?
Driving a brand’s transformation and growth requires a clear vision and the ability to inspire others to share in that vision. I focused on transparent communication and fostering a culture of ownership within the team. By aligning each department with our core values and demonstrating how every individual’s role contributed to our collective success, we were able to create a shared sense of purpose. Hard work, teamwork and open dialogue also helped maintain motivation and collaboration. This cohesive approach allowed us to expand strategically, resulting in a 15% to 20% annual revenue increase and a 5% rise in profit margins.
What do you do outside of work that makes you a better leader at work?
I prioritize personal growth and staying connected with the community, both of which enhance my leadership skills. I enjoy hosting and entertaining family and close friends, which strengthens my ability to connect with people and create meaningful experiences. Additionally, I engage in activities like reading or viewing videos about history and leadership trends, and participate in industry events. These experiences help me build strong relationships, improve my decision-making and lead with empathy, ultimately making me a more effective and relatable leader.
Canadian Grocer's How I Take The Lead series speaks to people from across the industry about how they take the lead on a specific project, initiative or aspect of their job. You’ll hear from grocery leaders about their passions, how they tackle challenges, what they’ve learned and what keeps them motivated. Have a pitch? Send it to digital editor Jillian Morgan.
