Smag&Smil

What Smag&Smil does

Smag&Smil is a Danish food service and hospitality company headquartered in Odense, founded in 1974, operating across three integrated verticals: workplace catering, event catering, and restaurant services. Its workplace catering offering spans recurring lunch programs (Frokostordning), staffed lunch solutions with on-site personnel (Bemandet frokostordning), and full operational canteen management (Driftskantine), alongside meeting catering (Mødeforplejning) and a bakery line (Bageri) supplying fresh-baked goods. The event catering vertical provides turnkey total solutions (Totalløsninger) ranging from fine dining to street food concepts, leveraging access to unique company-owned venues and offering nationwide delivery across Denmark. The restaurant vertical adds a la carte dining, a wine selection, breakfast service, and private celebration hosting (Selskaber) at the company's own premises.

The company generates revenue through three streams: recurring corporate catering contracts, one-time event bookings, and individual restaurant transactions. Distribution is direct-to-customer via enterprise sales for corporate contracts, retail storefront for restaurant dining, and venue-based events. Customer segments include corporate businesses needing employee lunch programs, organizations hosting meetings and corporate events, event hosts seeking full-service solutions, and individual diners. Pricing is not publicly disclosed. The company is privately held with 51-100 employees, no disclosed parent company, no funding events, and no disclosed M&A activity. There is no evidence of AI/ML capabilities, software products, or proprietary technology platforms; the business is operationally traditional food service supported by a standard website.

Name

Smag&Smil

Legal name

Smag&Smil A/S

Website

https://smagogsmil.dk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Smag&Smil focuses on food and beverage, event catering, and canteen services.

Ownership category

akta.pro rank

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Catering Services: Provides catering services including lunch ordering (frokostordning), staffed lunch solutions (bemandet frokostordning), operational canteens (driftskantine), meeting catering (mødeforplejning), and event catering. Revenue generated through recurring catering contracts and one-time event bookings.
2. Restaurant Services: Operates a restaurant offering a la carte dining, wine selection, breakfast service, and private event hosting. Revenue generated from individual dining customers and private party bookings.
3. Bakery Products: Produces and supplies bakery products as part of their catering offerings.

Go-to-market motion1 record

Distribution channels3 records

Core offering

Smag&Smil is a Danish food service company founded in 1974 in Odense that sells corporate lunch programs (Frokostordning), staffed lunch services (Bemandet frokostordning), operational canteen management (Driftskantine), and meeting catering (Mødeforplejning) to businesses. It also sells event catering (Eventcatering), fine-dining-to-streetfood concepts, total solutions packages, and unique venue hire, alongside operating a restaurant offering a la carte menus, a large wine selection, breakfast, and private celebrations (Selskaber). Deliveries are available nationwide across Denmark.

Product overview

Smag&Smil is a Danish catering and hospitality company offering a unified portfolio of food service solutions. The core offerings center on three main pillars: workplace lunch catering (Frokostordning), meeting catering (Mødeforplejning), and event catering (Eventcatering). These core products are supported by add-on services including staffed lunch ordering (Bemandet frokostordning), operational canteen management (Driftskantine), turnkey total solutions (Totalløsninger), and access to unique venues. The company also operates a bakery (Bageri) producing fresh-baked goods, and provides restaurant services including à la carte dining, wine selection, breakfast catering, and private party services (Selskaber). Culinary styles range from fine dining to street food, delivering nationwide across Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Frokostordning (Corporate Lunch Program) Recurring delivered lunch service for company employees, providing daily meals to subscribing Danish workplaces without the need for an on-site kitchen.
• Bemandet frokostordning (Staffed Lunch Program) Staffed on-site lunch service where Smag&Smil personnel operate the lunchtime food offering at the client's location, going beyond simple delivery to include service.
• Driftskantine (Operational Canteen) Full management and operation of a company's canteen, in which Smag&Smil takes responsibility for running the workplace canteen as an outsourced function.
• Mødeforplejning (Meeting Catering) Catering for internal business meetings, providing food and beverages for corporate meetings as an add-on service for workplace clients.
• Eventcatering (Event Catering) Full-service catering for larger events, covering menu formats ranging from fine dining to streetfood, with deployment at client-chosen or Smag&Smil-owned venues.
• Totalløsninger (Total Solutions) Turnkey event packages that bundle catering, staffing, and venue together so the customer contracts a single complete solution rather than separate vendors.
• Unikke venues (Unique Venues) Hire of distinctive physical venues owned or controlled by Smag&Smil for hosting events, provided as part of the event catering offering.
• Restaurant dining (a la carte, wine, breakfast, Selskaber) On-site restaurant service offering an a la carte menu, a large wine selection, breakfast service, and hosting of private celebrations/parties (Selskaber) for individual diners and private groups.
• Levering i hele landet (Nationwide Delivery) Delivery of Smag&Smil food and catering orders to any location across Denmark, supporting both recurring corporate lunch customers and one-off event customers outside Odense.
• Bageri (Bakery) In-house bakery output supplying bread and baked goods used across the catering, event, and restaurant offerings.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• ISS A/S: Danish-headquartered global facility services company that operates large-scale workplace catering, canteen management, and food service across multiple countries. Most directly comparable peer given shared Danish roots, corporate catering focus, and canteen management offerings.
• Meyers: Danish food company operating restaurants, catering, and event food services with a focus on quality gastronomy and seasonal menus. Directly comparable as a Denmark-based, brand-led catering and dining operator with similar culinary positioning.

Broad incumbents

• Compass Group plc: World's largest contract foodservice company operating across corporate, healthcare, education, and sports sectors globally. Comparable as a broad incumbent offering the same core services (workplace catering, event catering, vending) at much larger scale.
• Sodexo S.A. Global foodservice and integrated facility management company with strong corporate catering and on-site services portfolios. Comparable broad incumbent competing for the same corporate lunch, meeting catering, and workplace dining contracts.
• Aramark: US-headquartered global provider of food, facilities, and uniform services to corporations, universities, sports venues, and healthcare clients. Comparable broad incumbent in workplace dining, event catering, and venue-based hospitality.
• Elior Group: French-headquartered contract catering and support services company operating across business and industry, education, and healthcare segments. Comparable broad incumbent with similar corporate catering and event services offerings.
• gategroup: Swiss-based global airline catering and hospitality services group that also serves event, venue, and institutional food service clients. Comparable as a broad incumbent offering large-scale event and institutional catering similar to Smag&Smil's event segment.
• SSP Group plc: UK-based operator of food and beverage outlets in travel and venue locations (airports, train stations, shopping centers). Comparable broad incumbent in venue-based food service, especially relevant to Smag&Smil's event venue and "unikke venues" offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Smag&Smil