It all began in 1936, when Mr. Alfredo Czarninski opened a small bakery called 'El Rosado', located on the traditional 9 de Octubre Boulevard. Little by little, with the help of his wife Ruth, they consolidated the idea of a different type of establishment, where more than just delicious pastries were sold.

Thus a new project was born, which became 'Restaurante El Rosado', named after the bakery and with pink chairs to highlight the establishment´s name. It was a lounge located on 9 de Octubre between Garcia Aviles and Boyacá. It enjoy great success, so much that it became the main place for social and cultural meetings during the late forties and fifties. President Jose Maria Velasco Ibarra visited several times and tasted the foreign and local flavors the El Rosado food had.

Later, Mr Czarninski a very visionary man, bought a store across the street from the restaurant to open a variety store, which he called 'Importadora El Rosado'. Months later, the restaurant closed and for the first time in Ecuador, a self-service establishment was opened to sell groceries and household products.

Today, Corporación El Rosado is one of the most important companies in Ecuador. Besides being an example of innovation and development, it generates thousands of jobs in its various activities. The corporation has supermarket chains, toy stores, department stores, home centers, and music and video stores, in the most important cities of the country.