What Martin & Servera does

Martin & Servera is Sweden's leading wholesale supplier to restaurants, large kitchens, hotels, cafés, and public sector food service operations, serving more than 25,000 customers through a full-range assortment of food, beverages, equipment, and non-food products, with 33,588 SKUs sourced from more than 1,400 suppliers. The group operates through a wholly owned subsidiary structure: Martin & Servera Restauranghandel (the core broadline restaurant business), Martin & Servera Logistik (own delivery fleet executing 6,000+ daily deliveries with full fossil-free coverage), Martin & Servera Restaurangbutiker (retail stores in Årsta and Bromma, Stockholm), and specialist subsidiaries Galatea (seafood), Fiskhallen Sorunda (fish), Kötthallen Sorunda (meat), and Grönsakshallen Sorunda (produce).

The company's commercial technology stack centers on a B2B e-commerce platform (martinservera.se), a customer-facing Martin & Servera App for delivery tracking, notifications, inventory checks, and complaint filing, and a Supplier Portal (Leverantörsportal) that uses GS1 standards via Dabas and Validoo for standardized article data exchange, price change management, campaign planning, and advertising. Digital services (menu planning, statistics and analysis, inventory management) are provided free to customers, alongside GastroMerit training courses in cooking, beverages, leadership, economics, service, environment, and hygiene. A sales-led enterprise field sales motion with dedicated sales directors for private and public customers drives account acquisition and retention, supplemented by trade events, a twice-monthly campaign magazine, and pre-negotiated partner offers in payments, insurance, and staffing.

The company is 100% owned by the Swedish diversified conglomerate Axel Johnson, operates approximately 3,400 employees across the group, is headquartered in Stockholm, and reports a smaller portion of sales through subsidiaries in Norway. Revenue is generated primarily through wholesale transaction fees on food, beverage, equipment, and non-food distribution; recurring revenue from GastroMerit training; freemium digital services that monetize indirectly via procurement lock-in; and advertising income from supplier marketing campaigns. Pricing is negotiated and customer-specific, with no public price disclosure. The business has documented sustainability milestones including a full year of fossil-free transport and a 50% reduction in food waste since 2018, and operates a supplier code of conduct in place since 2008.

Name

Martin & Servera

Legal name

Martin & Servera AB

Website

https://martinservera.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sweden's leading restaurant wholesaler, serving over 25,000 restaurants, large kitchens, hotels, cafés, and public-sector food service accounts with a full-range assortment of 33,588 SKUs via own logistics and digital platform.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Special Food Services (7223), Caterers (722320), Food Service Contractors (722310)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)

akta.pro secondary industries

Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB), Bar, Restaurant & On-Premise Beverage Supply Wholesale (AFAIAGAI), Contract Foodservice Management (Outsourced Catering) (THAFAIAH)

Keywords

• Restaurant wholesale supply
• Foodservice distribution
• Commercial kitchen supply
• Professional catering supplies
• Food service logistics

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Wholesale: Core revenue stream from wholesale distribution of fresh produce, restaurant equipment, beverages, and other food items to restaurants and large kitchens. Full-range offering covering all restaurant supply needs.
2. Non-Food Products: Sale of non-food products including restaurant equipment, textiles, clothing (chef coats, aprons), and professional kitchen supplies.
3. Training and Education (GastroMerit): Educational courses and training programs for restaurant industry professionals covering cooking, beverage knowledge, leadership, economics, service, environment, and hygiene. Revenue from course fees with promotional discounts offered.
4. Digital Services: Digital tools and services provided to customers including inventory management, menu planning, statistics and analysis, and the Martin & Servera app. Described as always free for customers.
5. Marketing and Advertising: Advertising opportunities for suppliers in campaign magazines, website, e-commerce, and events. Campaign planning tool in supplier portal for managing promotional activities.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Martin & Servera is Sweden's leading wholesale distributor and partner to restaurants, catering services, hotels, cafés, and public-sector large kitchens, offering fresh produce, beverages, restaurant equipment, and non-food products. The full-range assortment is supported by own specialist subsidiaries (Galatea for specialty food, Fiskhallen Sorunda for seafood, Kötthallen Sorunda for meat, Grönsakshallen Sorunda for produce), an own logistics network providing direct delivery, and a digital ecosystem comprising a B2B e-commerce platform, mobile application, supplier portal, GastroMerit training program, and digital tools for menu planning, inventory, and cost analysis.

Product overview

Martin & Servera is Sweden's leading restaurant wholesaler operating as a full-range supplier to restaurants, catering services, and public meal operations. The company offers a comprehensive portfolio comprising four core product categories (Food, Beverages, Equipment, and Non-food), supported by a network of specialist subsidiaries including Galatea (seafood), Grönsakshallen Sorunda (vegetables), Kötthallen Sorunda (meat), and Fiskhallen Sorunda (fish), along with Martin & Servera Logistik for distribution and Martin & Servera Restaurangbutiker for retail store operations. The digital ecosystem includes an e-commerce platform with integrated regional producer mapping, the Martin & Servera App for delivery tracking and inventory management, the GastroMerit training program for industry education, and a Supplier Portal for B2B collaboration including GS1 data exchange, campaign planning, and price change management. The company also provides complementary services such as menu planning tools, statistics and analysis, inventory management, and pre-negotiated partner offers for payment processing and insurance.

Differentiator

Problem solved

Functional benefit

Brands

• GastroMerit: Educational program for the restaurant industry offering courses in cooking, beverage knowledge, leadership, economics, service, environment, and hygiene.
• Grönsakshallen Sorunda
• Kötthallen Sorunda
• Fiskhallen Sorunda
• Galatea
• Segers
• Segers Green

Products and services

• Food wholesale (Mat) Wholesale supply of fresh produce, groceries, and food items to restaurants, catering businesses, hotels, cafés, and public-sector large kitchens across Sweden. Core product category of Martin & Servera Restauranghandel.
• Beverages wholesale (Dryck) Wholesale supply of alcoholic and non-alcoholic beverages including wines, beers, spirits, and soft drinks to foodservice customers. Core product category of Martin & Servera Restauranghandel.
• Equipment wholesale (Utrustning) Wholesale supply of restaurant equipment, textiles, professional clothing and footwear, and kitchen supplies for foodservice operations, including own-brand Segers and Segers Green workwear.
• Non-food wholesale (Non food) Wholesale supply of non-food items for restaurant operations including packaging, cleaning supplies, hygiene products, and operational consumables.
• Martin & Servera App Mobile application for Martin & Servera customers to track deliveries, receive delivery status notifications, manage orders, perform inventory checks, and file complaints directly from the app.
• Martin & Servera E-commerce Platform Login-protected B2B online ordering platform for restaurants and catering businesses, with integrated product catalog, regional producer map, campaign features, and access to digital services.
• GastroMerit training programs Professional training and education for the restaurant industry covering cooking, beverages, leadership, economics, service, environment, and hygiene. Course fees apply, with periodic promotional discounts (e.g., 10% summer discount).
• Partner offers Pre-negotiated agreements for payment processing, insurance, and staffing services available to all Martin & Servera group customers.
• Statistics & Analysis service Business intelligence and analytics offering for customers to track and analyze purchasing patterns, supplier spend, and cost development.
• Inventory Management service Digital tool for inventory tracking and management for restaurant businesses, supporting simple inventory counts and stock visibility.
• Menu Planning tool Standalone digital menu planning tool for restaurants to plan menus and manage recipe costs.
• Martin & Servera Restauranghandel wholesale service Sweden's leading wholesale distribution service and collaboration partner to restaurants and catering services, offering fresh produce, restaurant equipment, beverages, and other food items along with services, solutions, and training.
• Martin & Servera Restaurangbutiker retail stores Physical retail restaurant supply stores operated as a subsidiary within the Martin & Servera group, with locations in Årsta and Bromma (Stockholm).
• Martin & Servera Logistik delivery service Logistics and distribution subsidiary handling direct delivery operations across Sweden, completing more than 6,000 deliveries daily with fossil-free transport.
• Galatea specialty food supply Specialist seafood and specialty food company within the Martin & Servera group supplying the foodservice channel.
• Grönsakshallen Sorunda produce supply Specialist fruit and vegetable company within the Martin & Servera group supplying the foodservice channel.
• Kötthallen Sorunda meat supply Specialist meat company within the Martin & Servera group supplying the foodservice channel.
• Fiskhallen Sorunda fish and seafood supply Specialist fish and seafood company within the Martin & Servera group supplying the foodservice channel.
• Own Brand Hamburgers (proprietary private-label line) Proprietary private-label hamburger range including luxury French brioche buns, extra crispy fries, crispy pickles, veggie burgers, and flavor accessories, distributed under Martin & Servera's own brand.

Quantifiable outcome

• Over 6,000 deliveries daily to restaurants, schools, nursing homes, and cafés
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• BeefarmminorStrategic or Co-development PartnerMartin & Servera Group initiated collaboration with Beefarm to increase buzz of bees in Halland rapeseed fields and thereby increase biodiversity. Partnership supports sustainable agriculture and environmental goals.
• GS1coreTechnology or IntegrationGS1 is the standards organization providing the GS1 standard for digital article information exchange. Martin & Servera uses GS1 standards for receiving product data from suppliers via Dabas and Validoo systems.
• DabascoreTechnology or IntegrationDabas is a GS1-certified data input system used by suppliers to publish article information to Martin & Servera. Part of the standardized product data exchange infrastructure.
• ValidoocoreTechnology or IntegrationValidoo is a GS1-certified data input system used by suppliers to publish article information to Martin & Servera. Alternative to Dabas for standardized product data exchange.
• Segers Fabriker ABminorOthersSupplier of professional chef clothing and textiles including chef coats, aprons, pants, and kitchen uniforms. Products include Segers and Segers Green brands with OEKO-TEX certifications.
• DahlensminorOthersSupplier of professional clothing including blouses and work wear for restaurant staff. Products sold through Martin & Servera's equipment and textile category.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Axfood: Axfood is a sister company under the same Axel Johnson ownership umbrella, operating Swedish grocery wholesale and retail. Although not a HoReCa broadliner, it is a closely related conglomerate peer with shared parent capital and overlapping supplier relationships.

Broad incumbents

• Sysco: Sysco is the largest broadline foodservice distributor in North America. As the global benchmark for the broadline restaurant-wholesale model, it is the key international comparable for Martin & Servera's scale economics and category management.
• Bidfood: Bidfood is a UK-based broadline foodservice distributor (part of Bidcorp) serving restaurants, pubs, healthcare and education. Comparable to Martin & Servera in operating a national delivery-led broadline model with sustainability and digital initiatives.
• METRO AG: METRO AG is a major European foodservice and wholesale group operating across multiple countries. It is a broad incumbent comparable to Martin & Servera in broadline assortment, HoReCa focus, and digital/wholesale-channel integration.
• US Foods: US Foods is a leading US broadline foodservice distributor serving restaurants, healthcare, and hospitality. Comparable to Martin & Servera in product breadth, digital ordering, and own-brand strategy across a large customer base.

Regional players

• Reitan Convenience: Reitan Convenience operates foodservice and convenience distribution in the Nordics. Comparable to Martin & Servera as a Nordic foodservice operator but focused on convenience and franchised foodservice rather than independent restaurant wholesale.
• NorgesGruppen: NorgesGruppen is Norway's largest grocery group with foodservice and HoReCa distribution. Relevant to Martin & Servera's Norwegian tail and as a Nordic regional player operating across retail and foodservice channels.

Direct peers

• Eurocash: Eurocash is a leading wholesale distributor in Poland including a foodservice and HoReCa arm. It is a direct comparable to Martin & Servera in operating a multi-format wholesale and foodservice distribution platform across a national market.
• Menigo: Menigo is Sweden's other major broadline foodservice distributor serving restaurants and public kitchens, making it the closest direct competitor to Martin & Servera in the Swedish HoReCa wholesale market.

Emerging players

• Lidl Sverige: Lidl operates in Sweden with growing foodservice/professional customer offerings. It is an emerging competitor to Martin & Servera for small restaurant and café customers seeking discount broadline supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/martinochservera
• LinkedInlinkedin.com/company/2702228
• Instagraminstagram.com/martinservera

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Martin & Servera