Collaboration with Danish foodtech startup

Q8 launches ‘digital foodmarket’ in 75 stations

Published on 18-06-2025 at 09:05

De slimme keuken is geconnecteerd met een digitaal platform waarop besteld wordt.

Q8 is launching a kind of ‘spotify for food’ in its petrol stations in Belgium and Luxembourg. To do so, it is partnering with Danish foodtech startup Noahs, which came up with the ‘smart kitchen’ concept.

Noahs’ digital foodmarket concept works with kitchens connected to a digital platform. From one compact space – sometimes barely one square metre – dishes such as tacos, burgers, poke bowls and salads are prepared. “Everything is delivered daily fresh from a central food hub and prepared to order,” explains Sarah Pillen, Shop & Dealer Performance Manager at Q8.

“In this way, we offer our customers a more extensive lunch and dinner selection, both in our stations and online. Indeed, all dishes, just like the groceries from the Delhaize Shop & Go and the sandwiches from Panos, can be ordered online through one platform, available through kiosks in the stations, and ordering platforms such as Deliveroo, JustEatTakeaway and UberEats. So everything can also be delivered by bicycle courier at home, the office or on the road. And the offer can be constantly updated. One station can test out five brands in five weeks and then create a completely new offer.”

Revenues quadrupled

“What Spotify has done for music, we now want to do for food,” states Noahs CEO Daniel Baven. “Fuelling and fast-charging stations are the ideal base for this with their large and diverse audience looking for maximum convenience on-the-go.”

The first of five pilot stations will open in Liège this autumn. In Denmark, the collaboration is already running in 88 stations. “There, the concept is already a great success: stations with this concept saw their retail revenues almost quadruple in just six months. The size of orders went up by 228% and we attracted 80% new, online customers,” says Pillen, who expects the expanded offer to attract consumers to the station at several times of the day. “At the moment, mornings and afternoons are particularly busy, but we also want to attract this more into the evening. And with this additional offer of fresh meals as well as through digital platforms, we believe this is possible,” it sounds.

Scaling up quickly

The ambition is big. “We are starting with five pilot locations, including a first one in Liège. But we plan to expand this very quickly to a total of 75 stations, says Pillen. “This is because our concept can be scaled to multiple locations very quickly.”

For Noahs, then, the partnership in Belgium and Luxembourg is a great opportunity to take further steps towards internationalisation. “It is our first launch with Noahs outside Denmark, but we think it can go very quickly now,” Baven points out. “After all, our concept not only fits at filling stations and fast-charging stations, but is also suitable for supermarkets, hotels, amusement parks, offices and even schools. We are already looking forward to making the global food offering more digital and (cost-)efficient everywhere.”

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This article was automatically translated from the Dutch language original to English (British).

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