Their staff is very helpful, we had a great experience with Continente in Madeira. Here in Machico they went with us throught the process of validating and paying the parking at Continente Machico. We bought fresh groceries for the day.

A large supermarket to stock up if you're traveling between the airport, Porto da Cruz or the eastern peninsula (i.e. Vereda da Ponta de São Lourenço - PR8). They have quite a wide offering, so not only a good variety of different groceries, but also pretty much anything for traveling (stuff like sunblock, cutlery, raincoat, etc.). The free customer parking is quite interesting and definitely little unusual. The car park is underground - just find the entrance, drive in and park. However, to get out, you will need a special "free parking" token. It's shaped like a coin and you can only get one from a cashier when making a payment for the stuff you purchased, so don't forget to ask for it. You then use the token in the parking vending machine and the barrier should let you out. Keep in mind there is still a free parking limit and you will have to pay for staying over it.