Imagine walking into a gas station and finding restaurant quality meals instead of dry sandwiches. That future is happening now. Noahs, a rising star in the Danish food tech scene, has just secured €1.9 million to turn boring retail spaces into vibrant food destinations. With the backing of major investors, they are on a mission to digitise 600 locations by 2026.
Fueling the Digital Food Revolution
The retail landscape is shifting beneath our feet and legacy systems are crumbling. Noahs has successfully closed a significant funding round raising €1.9 million. This fresh capital injection pushes the company’s pre money valuation to €6.5 million.
This investment is not just about money. It represents a massive vote of confidence in a platform that allows retailers to sell high quality food without building expensive kitchens. The round was led by PSV Tech, a venture capital firm known for spotting software unicorns early in the Nordics.
The funding round also attracted heavyweights from the industry.
- Kraen Nielsen: The former Group CEO and CTO of Coop Denmark brought his massive retail expertise to the table.
- Bob Stein: As President of RBS & Associates, he adds deep strategic value.
- Torben Frigaard Rasmussen: An early investor and former e-conomic CEO who doubled down on his belief in the team.
This capital will be used directly to scale their operations across Northern Europe and prepare for global entry.
Retailers are currently facing a crisis. Fuel sales are dropping because electric vehicles are taking over the roads. Supermarkets are seeing declining profits on raw ingredients. The solution is prepared food, but most stores lack the infrastructure to handle it. Noahs steps in here to bridge that gap.
digital food ordering kiosk in modern convenience store counter
The Technology Changing How We Eat
The core problem has always been complexity. Traditional integrations for food service in retail are slow, expensive and require massive renovations.
Noahs disrupts this by offering a plug and play solution. They have built a unified system that allows a convenience store or a gas station to become a digital food hub instantly. The retailer does not need to buy new ovens or hire five Michelin star chefs.
“Traditional integrations were complex, slow, and expensive. What we’ve built is a unified system that lets retailers digitise and layer in food brands without a massive investment.”
The platform operates on a clever three layer system:
- The Tech Stack: A cloud based POS system that connects kiosks, apps and delivery aggregators. It works with just a Wi-Fi connection.
- Streamable Brands: Retailers can “stream” food concepts like taco brands or chicken shops using existing equipment.
- Unified Intelligence: All sales from different channels feed into one dashboard for easy management.
This is a game changer for the “Grocerant” trend.
Grocerant is a mix of grocery and restaurant. Retailers like 7-Eleven or local supermarkets can now offer hot meals during quiet hours to boost revenue. The system creates a zero CapEx entry point for retailers who are desperate for new revenue streams.
From Crisis to Innovation
The origin story of Noahs is as compelling as its technology.
CEO and co-founder Daniel Baven did not start in a boardroom. He started in the kitchen. Baven is a trained chef who spent a decade working in high pressure culinary environments. He eventually moved to Thailand and built a sandwich empire that grew to over 20 locations.
Then the pandemic hit.
Covid forced borders to close and tourism in Thailand vanished overnight. The business collapsed. But in that failure, Baven saw the future. He realised that the future of food was not just about serving tables but about integrating food production into retail spaces efficiently.
He teamed up to build Noahs with a vision to merge culinary arts with scalable technology. This unique mix of operational food knowledge and software expertise is what attracted investors like Helle Uth from PSV Tech.
Investors know that software driven infrastructure is scalable. Unlike traditional restaurant chains that need physical buildings, Noahs scales via code and partnerships.
Global Ambitions and Future Roadmap
The company is already moving fast.
They have successfully onboarded major clients including Q8, MAXOL, DSC and MENY. Currently, there are over 88 service station locations live in Denmark using the Noahs platform. The results have been explosive with revenue growing 200 percent over the last three years.
But the roadmap for the next two years is even more aggressive.
| Milestone Target | Timeline | Key Objective |
|---|---|---|
| European Expansion | 2024-2025 | Enter Ireland, Belgium, and Luxembourg markets. |
| Network Growth | By 2026 | Reach 600 fully digitised food locations. |
| Series A Funding | Q3 2026 | Secure major institutional capital for global scale. |
| Global Pilots | 2026 | Establish local HQs and pilots in UAE and USA. |
The expansion into the US and UAE is particularly strategic. These markets have a high density of convenience stores and a consumer base that demands instant gratification.
Baven believes that food is the next big vertical for AI integration. As cooking at home becomes rarer due to cost and time, people will rely more on “streamable” food brands picked up from their local corner store. Noahs aims to be the operating system running that entire economy.
The winners in this next phase of retail will be those who simplify operations. Retailers can no longer afford to be analog in a digital world.
Noahs is not just selling software; they are selling survival and growth to the retail industry. By turning every gas station and supermarket into a potential restaurant, they are redefining convenience for the modern consumer. With €1.9 million in the bank and a clear vision, the race to 600 locations is officially on.
What do you think about buying dinner at a gas station? Would you trust the quality if it was powered by top tier tech? Let us know your thoughts in the comments below or share this story with your foodie friends using #FutureOfFood on social media!
