Copenhagen-based Noahs is transforming fuel stations and supermarkets into food destinations with modular smart kitchens and plug-and-play food tech systems.
Noahs is a pioneering Copenhagen-based food-tech company which transforms the food game inside service stations, supermarkets, and travel hubs — turning them into modern food destinations. Founded in 2020 by 5 Danish innovators and entrepreneurs Peter Strøm, Robert Engström, Danny Cavender and Carl Simonsson, and Daniel Baven, Noahs team has been on the journey of disrupting the food-tech industry in Denmark and globally through high-tech, modular kitchens in underutilized spaces, that offer multiple branded cuisines from one smart kitchen hub.
Noahs is the engine behind a new kind of food retail, building a fully integrated ecosystem that allows retailers to operate restaurant-quality foodservice without needing restaurant infrastructure, staff, or expertise.
It enables partners, such as Q8 service stations and MENY supermarkets, to stream high-quality food brands across delivery platforms, their own native channels (including apps, websites, and kiosks), and over-the-counter, all through one system run by a single team.
“Together, Noahs combines high-quality food brands, smart kitchen architecture, and a plug-and-play operating system with hands-on support — taking retailers from zero to one hundred in the digital food economy. Deliverect is a key component in that journey.” — Daniel Baven, CEO & Co-founder, Noahs.
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Today Noahs operates across 88 Q8 gas stations in Denmark, offering a curated selection of food brands like Starbucks, own bakery concepts, and convenience meals. Building on Denmark’s pioneering convenience scene, Noahs is currently also set to transform 75 service stations in the Belux region through the recent powerful partnership with Q8.
The performance metrics at Q8 gas stations in Denmark powered by Noahs speak for themselves. Noahs has achieved a remarkable 374% increase in food sales. The system also contributed to a 228% increase in basket size on orders through Noahs with significantly higher profit margins than traditional retail transactions. Perhaps most notably, Noahs saw a 30% increase in order throughput per hour, a critical capability when every minute counts in a retail setting where customers expect quick, reliable service.
“If you think about it, the infrastructure that powers our current food supply and access to great, fresh-made meals is incredibly outdated. It’s almost fully analog. Even today, 95% of restaurants are what we call tech-dyslexic.
What we’re building at Noahs completely changes that. It puts high-quality food inside the places people already go: fuel stations, supermarkets, co-working hubs, train stations — and it does so without needing chefs, waiters, or expensive build-outs.” – shares Daniel Baven, CEO & Co-founder of Noahs.
The company’s core product combines three key elements: technology, a curated brand library, and smart kitchen architecture. It plugs in over Wi Fi, is simple to switch on, and is built for network scale.
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With Noahs Technology Platform the company digitizes a retailer’s entire food operation across delivery aggregators, native app, web, kiosks, and the store. It handles menus, pricing, routing to kitchen screens, order throttling, and payments. The goal is simple. Turn on digital revenue with minimal extra labour and minimal capex.
When it comes to the Noahs Brand Library, it streams a curated library of proven food brands that retailers can activate quickly. Each brand arrives with clear SOPs, training, assets, and menus designed for omnichannel. The main focus is on dishes that travel well, repeat well, and win on platforms.
Finally, Noahs Smart Kitchen Architecture allows to bring compact, high throughput kitchens that support many brands in one footprint. Layout, workflow, equipment, packaging, and menu engineering are built into the system so teams can deliver consistent quality at speed. It plugs into the tech and the brands out of the box.
Together, these technologies solve a real problem: how to bring great food into the places people already are — without building new restaurants or adding operational complexity.
Noahs not just replacing restaurants. Noahs is reimagining the entire food layer inside retail — and making it easier, smarter, and more profitable for everyone involved.
From launching their first test modular smart-kitchen in Copenhagen at the end of 2020, to onboarding major international conglomerate clients and partners like MENY and Q8, set to roll out 100+ locations in 2025, Noahs is changing the status quo on the international food-tech scene, by creating no added staff and offering a low-capex system that seamlessly connects retailers to the digital food and retail economy.
