Assistance

What Assistance does

Assistance HR Partners A/S, doing business as "Assistance," is a privately held Danish staffing company specializing in HORECA (hotel, restaurant, and catering) workforce solutions. Founded in 2000 and headquartered in Carlsbergbyen, Copenhagen, the company operates as an intermediary placing temporary and permanent kitchen and service staff — including cooks, kitchen assistants, kitchen managers, Smørrebrødsjomfruer (Danish open-faced sandwich specialists), waiters, and dishwashers — with employers across Denmark. Assistance describes itself as "Danmarks største formidler af specialiseret arbejdskraft til HORECA" (Denmark's largest provider of specialized workforce to HORECA) and claims 20 years of market presence.

The company's service portfolio is structured around six specialization verticals (cooks, kitchen heads/managers, kitchen assistants, Smørrebrødsjomfruer, dishwashers/light assistants, and waiters/serving staff) supported by three self-service digital portals: Vikarweb (temporary worker timesheet management), Kundeweb (client workforce administration), and Opret Profil (candidate registration). There is no proprietary AI or ML technology layer; the platform is operational/transactional rather than a productized technology business. All consultants are described as having hands-on HORECA industry experience, providing a domain-specialist intermediation layer.

Assistance generates revenue through professional services fees on staffing placements and contract workforce arrangements. Pricing is not publicly disclosed and is quote-based by role, duration, and client requirements. The go-to-market model is sales-led via 15 branch offices distributed across major Danish cities (Copenhagen, Aarhus, Odense, Aalborg, Esbjerg, Herning, Horsens, Kalundborg, Kolding, Kastrup, Næstved, Slagelse, Sønderborg, and Thisted), with extended operating hours (6:00–21:00 weekdays, 8:00–20:00 weekends) aligned to hospitality shift patterns. The customer base spans enterprise names including Compass Group, ISS, Coor, ALK, Ferring, Danmarks Nationalbank, Kammeradvokaten, KL, FC Midtjylland, Sund-Bælt, Simcorp, Meyers, Cheval Blanc Kantiner, and Kokkenes Køkken, alongside government clients. Ownership commentary indicates no publicly disclosed parent company or external investment backing, though one source flags a reference to a French aerospace parent of the same name, which conflicts with primary ownership data and is treated as a likely data conflation.

Name

Assistance

Legal name

Assistance HR Partners A/S

Website

https://assistance.dk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Assistance HR Partners A/S is Denmark's largest specialized HORECA staffing agency, placing kitchen and service staff — cooks, kitchen assistants, Smørrebrødsjomfruer, waiters, and dishwashers — with hotels, restaurants, and canteens through a 15-branch nationwide network and digital self-service portals.

Ownership category

akta.pro rank

Product category

HORECA Staffing and Workforce Solutions

NAICS

Temporary Help Services (561320)

SIC

Services-Employment Agencies (7361), Services-Help Supply Services (7363)

akta.pro primary industry

Hospitality, Travel & Events Direct Hire (BPACAFAL)

akta.pro secondary industry

Catering, Pantry & Food Service (On-site Refreshments/Events) (IMAIALAD)

Keywords

• HORECA staffing
• Hospitality recruitment
• Workforce solutions
• Temporary staffing
• Kitchen personnel placement

Headquarters

HQ city

Frederiksberg

HQ country

Denmark

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Staffing and workforce placement services: Assistance generates revenue by connecting skilled HORECA workers (cooks, kitchen assistants, servers, dishwashers, kitchen managers, Smørrebrødsjomfruer) with employers in the hospitality sector. The company acts as an intermediary, placing temporary and permanent staff with clients, earning fees for successful placements or through contract workforce arrangements.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Assistance is Denmark's largest staffing agency specializing in the HORECA (hotel, restaurant, catering) sector, providing temporary and permanent placement of specialized kitchen and service staff. The company connects qualified hospitality workers—including cooks, kitchen assistants, kitchen managers, smørrebrødsjomfruer (Danish open-faced sandwich specialists), waiters, and dishwashers—with employers across Denmark through a network of 15 local branch offices and digital self-service portals.

Product overview

Assistance HR Partners A/S is Denmark's largest HORECA staffing agency, operating as a specialized workforce solutions provider connecting qualified candidates with employers in the hotel, restaurant, and catering sector. The company offers a unified staffing platform with multiple service specializations covering kitchen staff (cooks, kitchen assistants, kitchen managers), serving staff (waiters, smørrebrød specialists), and support roles (dishwashers, light assistants). The service portfolio includes digital self-service portals for candidates (Opret Profil), temporary workers (Vikarweb), and customers (Kundeweb) to manage timesheets and workforce administration. With 20 years of experience and offices across Denmark, the company positions its expertise as the key differentiator in matching the right skilled workforce to employer needs.

Differentiator

Problem solved

Functional benefit

Named customers14 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Assistance Aéronautique et AérospatialeparentOthersAssistance Aéronautique et Aérospatiale is the French parent company of Assistance. AAA USA, a subsidiary of Assistance Aéronautique et Aérospatiale, operates the Mobile, Alabama facility as a hub for marine, ground transportation, and defense operations, representing nearly 40% of AAA USA's North American business.

Scale indicators3 records

Expansion highlights4 records

Direct peers

• ManpowerGroup: Global staffing provider with HORECA and hospitality recruitment offerings; competes in the same Danish employer market with a comparable temp-and-perm placement model.
• Randstad: Major global staffing firm with established Danish operations serving hospitality, food service, and corporate clients — directly comparable in placement model and client overlap.
• Adecco Group: Global staffing leader with significant HORECA and hospitality vertical presence across Denmark; competes head-to-head with Assistance for HORECA placements while offering broader workforce solutions.
• Bluegarden: Danish HR and staffing services firm offering payroll, recruitment, and temporary staffing; comparable in operating model and Danish market focus.
• Moment (Moment Team / Moment People): Nordic staffing specialist with HORECA and hospitality focus; most directly comparable as a similarly positioned Nordic/national HORECA recruiter competing for the same candidate and employer pool.
• JobTeam: Danish staffing firm with HORECA and service-sector focus; competes directly for the same hospitality clients and candidates in Denmark.

Broad incumbents

• Compass Group: Global contract foodservice leader and listed Assistance customer; has in-house recruitment capability across Denmark and represents both a major revenue source and a long-term in-sourcing threat.
• ISS A/S: Global facility-services giant and a current Assistance customer; operates its own workforce solutions and can disintermediate or co-source staffing, making it both an important client and a structural risk.

Regional players

• Poolia: Nordic staffing and recruitment firm headquartered in Sweden with adjacent verticals; comparable business model and cross-Nordic ambition though primarily outside Denmark.
• Academic Work: Nordic staffing firm focused on young professionals and hospitality/service placements; comparable in recruitment model, with operations primarily in Sweden and Norway but expanding across the Nordics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Assistancejks
• LinkedInlinkedin.com/company/assistancehrpartners

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 Assistance