What Group Bruno does

Group Bruno (legal entity Brim N.V.) is a privately held Belgian family business founded in 1988 in Genk by Giuliano and Angelo Bruno, headquartered in Bilzen. It operates a diversified portfolio of 10 brands across mobility, food service, hospitality, and real estate, anchored by 34 Bruno Service Stations across Limburg, Flemish-Brabant, and Antwerp (following the January 2025 acquisition of 9 André Célis tanks). The company generates revenue from fossil and alternative fuel sales (Super+, Euro 95, Diesel, LPG, HVO100, CNG/LNG), EV fast charging (50 kW and 200 kW, plus a new e-truck charging facility in Tessenderlo), quick-service food at 28+ Bruno Foodcorners (1.7M sandwiches and 770K+ pizzas annually), Hertz-branded car rental, car wash, heating oil delivery (Bruno Mazout), a 24-room hotel (Green Hotel Genk at 87% occupancy), real estate development (Nina Bruno Vastgoed), and B2B services including fleet cards, corporate catering, and employee benefits (Bruno For Business).

The commercial model combines company-owned and franchisee-operated stations (franchise model since 2006) with a dedicated B2B sales team and the Bruno Meet'In Point concept. Pricing is unit-based for food (e.g., €2.40 per Cornetto), subscription-based for fleet cards (free Bruno Hybride Fleetkaart and Bruno kredietkaart), and usage-based for ancillary services (€7.50 night delivery fee, €20 minimum, 6:00–22:00 hours). The customer base spans individual motorists, train commuters at NMBS stations, B2B clients (Trippaers Transport, KRC Genk, Circuit Zolder, Corda Campus), and sustainability-focused fleets. The company has executed a €15M+ capex program across 2024–2026 for new stations, EV/e-truck charging, and Green Hotel expansion, and is undergoing a second-generation leadership transition with Noë Bruno taking the CEO role from January 2027 alongside four external CXOs.

Name

Group Bruno

Legal name

Brim N.V.

Website

https://groupbruno.be

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Group Bruno is a Belgian family-owned operator of 34 service stations and 28+ foodcorners across Flanders, offering fuel, EV charging, fast-casual dining, car rental, heating oil, hospitality, and B2B mobility and food solutions since 1988.

Ownership category

akta.pro rank

Product category

Fuel retail and service station operations

NAICS

Gasoline Stations with Convenience Stores (457110), Restaurants and Other Eating Places (72251)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

Keywords

• Service station operations
• Fuel retail
• Convenience food service
• Electric vehicle charging
• Vehicle rental services

Headquarters

HQ city

Bilzen

HQ country

Belgium

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Supply Chain

Revenue model

1. Fuel & Energy Sales: Sale of fossil fuels (Super+, Euro 95, Diesel, LPG) at Bruno Service Stations. Also includes heating oil delivery via Bruno Mazout and alternative fuels like HVO100 and CNG/LNG.
2. Bruno Foodcorner Foodservice: Quick-service restaurant operations at service stations and NMBS train stations. Products include filled sandwiches (1.7M annually), pizzas (770,000+ in 2025), pasta, and Italian specialties like Cornetti.
3. Electric Vehicle Charging: Revenue from charging electric vehicles at Bruno Service Stations, including fast chargers (50 kW, 200 kW) and e-truck charging facilities.
4. Car Rental: Bruno Car Rental in partnership with Hertz, offering electric vehicle rentals, car sharing, and fleet management solutions.
5. Real Estate: Nina Bruno Vastgoed develops and manages residential apartments, penthouses, commercial spaces, and hotel properties.
6. Car Wash & Safe Parking: Bruno Carwash services and Bruno Safe Parking facilities at service station locations.
7. Fleet Cards & Business Solutions: Bruno kredietkaart and hybride fleetkaart for business customers, enabling fuel and charging purchases with fleet management features.
8. B2B Food Solutions: Bruno Food Solutions for businesses including catering, foodcorner for business, and employee meal programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Group Bruno operates a regional network of service stations across Flanders, Belgium, selling motor fuels and operating on-site food corners. The company is extending its offering into adjacent mobility and hospitality services including car rental, parking, electric vehicle charging, hotel, and real estate activities under the umbrella of its family-owned business.

Product overview

Group Bruno is a family-owned Belgian company operating a diversified portfolio of 10 brands across mobility, food service, hospitality, and real estate. The core offering consists of Bruno Service Stations (fuel and EV charging) and Bruno Foodcorners (fast-casual dining) co-located at service stations, supplemented by Bruno Mazout (heating oil), Bruno Carwash, and Bruno Car Rental (Hertz partnership). The hospitality division includes Green Hotel, Roots bar, and Terra by Roots. Nina Bruno Vastgoed manages real estate development. B2B services are offered through Bruno For Business, combining Bruno Mobility Solutions (fleet cards, fueling), Bruno Food Solutions (corporate catering), and Bruno Work Benefits+ (employee benefits). Bruno Green is the sustainability initiative for electric mobility. The company operates primarily in Limburg and Flemish Brabant with ambitions to expand across Flanders.

Differentiator

Problem solved

Functional benefit

Brands

• Bruno Foodcorner for Business: Corporate food and catering solutions for businesses, including meal delivery and event catering.
• Bruno Catering for Business
• Bruno Meet'In Point
• Bruno Mobility Solutions
• Bruno Work Benefits+
• Bruno Green

Products and services

• Service station network (fuel retail) Network of service stations across Flanders selling motor fuels to motorists and travelers.
• Food corners

Quantifiable outcome

• 1.7 million filled sandwiches sold annually, market leader in Limburg
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

16 partnerships are on record, tiered core, minor and flagship.

• Circuit ZoldercoreGTM or Marketing Partner · 2 April 2026Official fuel partner from 2026 through 2031. Group Bruno investing in modernization of fuel infrastructure in paddock and pitlane. Strategic positioning in motorsport environment with high daily visitor traffic.
• Trippaers TransportminorOthers · 5 February 2026First fixed customer for Group Bruno's e-truck charging facility at Tessenderlo location. Represents early adoption of sustainable trucking solutions.
• AVIA NederlandcoreStrategic or Co-development Partner · 17 June 2025Strategic cooperation allowing AVIA Card holders to use Bruno Service Stations in Belgium. AVIA Card provides access to 2,500+ tank locations and 900,000+ charging points in Europe. Strengthens Bruno's position in cross-border mobility.
• BewelminorStrategic or Co-development Partner · 3 April 2025Social enterprise partnership for exterior cleaning of 24 Bruno Service Stations. Creates 6 jobs for people with distance to labor market. 3-year contract.
• André Célis GroupcoreChannel Partner/ Reseller/ Distributor · 30 January 2025Acquisition of 9 André Célis Tankstations in Antwerp and Flemish-Brabant (Averbode, Booischot, Herselt, Wilsele, Kortenberg, Langdorp, Sint-Joris-Winge, Kumtich, Tienen). All locations transitioning to Esso brand.
• EssoflagshipStrategic or Co-development Partner · 30 January 202510-year contract extension with Esso until December 31, 2035. One of Esso's most loyal partners since company founding in 1988. All Bruno Service Stations operate under Esso brand.
• HertzcoreStrategic or Co-development PartnerExclusive distributor of Hertz fleet in Limburg. Offers electric vehicle rentals, car sharing at Corda Campus (€6/hour), and fleet management solutions. Partnership enables access to Hertz's global innovation and electric fleet.
• Patro Eisden MaasmechelenminorGTM or Marketing PartnerUnique partnership with Maasmechelen football club, part of Group Bruno's sports community building strategy.
• Sporting HasseltminorGTM or Marketing PartnerPartnership with Hasselt football club. Creative approach aligns with Group Bruno's brand values of connection and innovation.
• KRC GenkcoreGTM or Marketing Partner10-year partnership celebrating decade of collaboration. Major sponsor including former shirt sponsorship. Unmissable partner within Bruno Famiglia concept.
• Hubo Limburg UnitedminorGTM or Marketing PartnerSports partnership with basketball club, part of broader sports community engagement strategy.
• MAES Energy & MobilityminorChannel Partner/ Reseller/ DistributorPartnership at Zolder location where MAES operates Shell station and Bruno operates Foodcorner. Mutual card acceptance agreement between Bruno Card and MAES cards.
• TraindevieminorStrategic or Co-development PartnerBakery partnership for gluten-free products at Bruno Foodcorner. Traindevie is specialist in gluten-free bread products, enabling Bruno to offer gluten-free sandwiches without price premium.
• UnoxminorGTM or Marketing PartnerGroup Bruno selected as only Belgian company for international Unox documentary about new Speed Pro 3 professional baking oven. Filming at Bruno Foodcorner Bilzen headquarters.
• VDABminorImplementation/ SI/ Consulting PartnerEmployment agency partnership for hiring and training new employees. VDAB collaboration for recruiting staff for new locations like Grote-Spouwen.
• De WerkvennootschapminorOthersGovernment entity managing North-South Connection project in Limburg. Negotiating timeline for Bruno Houthalen station relocation due to infrastructure project.

Scale indicators13 records

Recent moves16 records

Expansion highlights7 records

Broad incumbents

• Esso Belgium: Esso (ExxonMobil) is Group Bruno's exclusive brand partner under a contract running to 2035. Comparable as the branded-fuel supplier whose strategy and economics directly determine Group Bruno's forecourt positioning.
• TotalEnergies Belgium: Major integrated oil major with branded retail fuel stations across Belgium, including convenience and EV charging. Overlaps with Group Bruno's fuel + EV charging + convenience positioning at national scale.
• BP Belgium: Major international oil major with branded retail stations in Belgium including convenience retail and EV charging. Overlapping forecourt and convenience-store positioning against Group Bruno's integrated model.
• Shell Belgium: One of the largest branded fuel networks in Belgium (partner at Group Bruno's Zolder Foodcorner location). Comparable on branded forecourt operations and EV charging rollout at scale across the same Belgian market.
• Q8 Belgium: Major Belgian retail fuel network (part of Kuwait Petroleum) operating 200+ stations nationwide with convenience stores and car wash. Larger incumbent offering overlapping integrated forecourt services across the same Belgian geography.

Direct peers

• AVIA Nederland: Dutch-headquartered pan-European fuel network operator with AVIA Card access to 2,500+ tank locations and 900,000+ charging points. Named as Group Bruno's strategic card-acceptance partner and directly comparable on the cross-border B2B fleet mobility model.
• DATS 24: Belgian fuel retailer owned by Colruyt Group operating 100+ stations across Belgium, many co-located with Colruyt/Okay supermarkets for integrated fuel + food/retail. Most direct Belgian peer for the integrated forecourt + food model that defines Group Bruno's strategy.
• MAES Energy & Mobility: Belgian family-owned fuel and mobility group operating tank stations with B2B fuel card and fleet solutions. Explicitly identified as a partner at Group Bruno's Zolder location with mutual card acceptance — directly comparable as a Belgian regional integrated fuel + B2B player.

Emerging players

• PitPoint (GreenGreens / Rolande): Dutch/Belgian alternative-fuel network (CNG, LNG, EV) targeting commercial fleets. Comparable to Group Bruno's Bruno Green / e-truck charging initiative as a competitor in the emerging commercial EV charging segment.
• G&V Energy Group: Belgian regional independent fuel and energy group operating service stations in Flanders/Wallonia. Comparable as a family/regional Belgian fuel competitor pursuing similar geographic expansion and integrated service-station concepts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GroupBruno
• YouTubeyoutube.com/@GroupBruno
• Facebookfacebook.com/brunofoodcorner
• LinkedInlinkedin.com/company/group-bruno

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 records

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 Group Bruno