Happy Hours Market

Name

Happy Hours Market

Legal name

Happy Hours Market srl

Website

https://happyhours.be

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Discount grocery and surplus food retail

NAICS

Food and Beverage Retailers (445), General Line Grocery Merchant Wholesalers (42441)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Hard Discount Grocery (Digital/Click-and-Collect Enabled) (CRAEAIAJ)

akta.pro secondary industry

Hard Discount Grocery with Strong Non-Food / General Merchandise Mix (CRAEAIAH)

Keywords

• Surplus food retail
• Anti-food-waste marketplace
• Discount grocery app
• Short-dated inventory recovery
• B2B surplus valorization

Headquarters

HQ city

Ixelles

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Consumer product sales: Happy Hours Market purchases surplus inventory from supplier partners (supermarkets, grossists, brands, distribution centers) and resells these products to consumers at discounted prices via its mobile app. Revenue is generated through per-transaction sales, with prices dynamically set based on expiration dates (ranging from -30% to -70% off retail). The company acts as the buyer and seller of record. No subscription is required; customers pay per order using credits, card, or promo codes.
2. B2B surplus valorization fees: Happy Hours Market charges supplier partners (grossists, FMCG brands, distribution centers) for valorizing their surplus inventory. Partners receive financial compensation for their surplus, while Happy Hours Market retains the margin between the purchase price and resale price. Conditions are set during a test phase; 99% of test-phase partners continue the collaboration. Payment terms and frequency are determined per partner agreement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Happy Hours Market buys surplus and short-dated food from supermarkets, wholesalers, FMCG brands, and distribution centers, then resells it to consumers through a proprietary mobile app and webshop at dynamic discounts of 30% to 70% off retail. Orders are collected by customers at 19 designated pickup points across Brussels, and unsold surplus is freely redistributed to Brussels-based ASBL charity partners as part of the company's social mission.

Product overview

Happy Hours Market operates a mobile-first platform connecting consumers with surplus food from retailers. The core offering is the Happy Hours Market mobile App (available on Android and iOS) where consumers purchase discounted surplus products. A companion Webshop provides web-based ordering. The B2B Supplier Platform enables wholesalers, brands, and distribution centers to offload surplus inventory, while the Association Donation Program redistributes food to Brussels non-profits free of charge. Together, these products create a closed-loop system: retailers and manufacturers supply surplus → Happy Hours Market redistributes via consumer sales and charitable donations.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Hours Market App Mobile app for Android and iOS that lets Brussels-area consumers browse surplus food from partner retailers and manufacturers, place orders at dynamic expiration-date-based discounts (typically -30% to -70%), and pick up the bundled order same-day or next-day at one of 19 neighborhood pickup points. Includes in-app anti-food-waste impact tracking, a referral/parrainage credit system, and card payments processed via MultiSafepay.
• Happy Hours Market Webshop Desktop webshop at shop.happyhours.be that mirrors the mobile app's catalog of discounted surplus food products and the same pickup-point fulfillment model, for customers who prefer ordering from a browser.
• B2B Supplier Platform (Surplus Valorization Service) B2B service for grossists, FMCG brands, manufacturers, supermarkets, and distribution centers to sell surplus, short-dated (DLC/DDM) and overstock inventory to Happy Hours Market. Partners provide product data via template; Happy Hours Market handles encoding, listing, pricing, promotion, sale and monthly reporting on volumes, references, sales, valuation and financial compensation. Sales-led acquisition via Calendly and a structured test phase; decisions on collection requests typically within 48 business hours.
• Association Donation Program Free food redistribution program for Brussels-based ASBL non-profit organizations that supply surplus food to vulnerable populations. Happy Hours Market delivers the surplus directly to charity locations (e.g., ASBL Sensibel serves ~200 people per month, Groupe Fatima receives meat/fish/dairy/fresh produce, ASBL Chez Nous and Home Victor du Pré use it for daily hot meals). No monetary transaction; the cost is borne by Happy Hours Market as part of its social mission.

Quantifiable outcome

• 35,000+ customers served and nearly 6 million products valorized in 2025
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered core.

• 150+ supplier partners (grossists, brands, FMCG manufacturers, distribution centers)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Happy Hours Market sources surplus and overstock inventory from over 150 supplier partners including grossists, fast-moving consumer goods brands, manufacturers, and buying groups/distribution centers. Products include DDM/DLC short-date items, production surpluses, discontinued SKUs, seasonal products, and imperfect packaging items. Partners provide product data via template, and Happy Hours Market handles encoding, sale, pricing, promotion, and monthly reporting. Financial compensation is provided to partners. Collection starts from half a pallet for manufacturers/brands, with a minimum of €15,000/month in surplus for supermarkets. Decisions on collection requests are typically made within 48 business hours.
• 32 supermarket partnerscoreChannel Partner/ Reseller/ Distributor · 1 January 2025Happy Hours Market partners with 32 supermarkets across Belgium, of which 20 actively contribute surplus inventory and 10 are located in Brussels. Supermarkets provide surplus food products (primarily fresh, perishable goods with short dates) that would otherwise be discarded. Happy Hours Market purchases these products at reduced rates and resells them to consumers at 30-70% off retail prices. Minimum requirement for supermarket partners is €15,000 per month in surplus inventory.
• ASBL SensibelcoreStrategic or Co-development PartnerASBL Sensibel is a charity partner receiving free surplus food from Happy Hours Market. The partnership enables Sensibel to offer an average of 200 people per month a food aid package composed of fresh and varied products that would otherwise go to waste. This is a multi-year collaboration considered a precious aid by the association.
• Epicerie sociale de WaterloocoreStrategic or Co-development PartnerEpicerie sociale de Waterloo is a social grocery store receiving free surplus products from Happy Hours Market. The partnership provides access to a greater diversity of products from different retail brands, significantly broadening the offering for beneficiaries. The association has been highly satisfied with both the quality and quantity of products received.
• Rabi humanity (ASBL)coreStrategic or Co-development PartnerRabi humanity is an ASBL charity partner receiving free surplus food from Happy Hours Market. Collections are carried out efficiently, respecting scheduled times and with a genuine concern for quality. The daily redistribution of still-consumable food helps people in need.
• Groupe FatimacoreStrategic or Co-development PartnerGroupe Fatima is an ASBL charity partner receiving a wide variety of free surplus products from Happy Hours Market, including meat, fish, fresh vegetables, fruits, dairy, children's snacks, and pet food. The quality and variety of products received has been described as exceptional, helping provide hope and dignity to vulnerable people.
• Home Victor du PrécoreStrategic or Co-development PartnerHome Victor du Pré is a day center receiving free fresh products from Happy Hours Market, enabling it to offer hot meals to people experiencing poverty. The partnership allows the center to provide quality food that would otherwise be impossible on a limited budget. Happy Hours Market is described as always available and attentive to client wellbeing.
• ASBL Chez NouscoreStrategic or Co-development PartnerASBL Chez Nous is a day center receiving fresh, quality products from Happy Hours Market free of charge. The partnership enables the center to offer hot meals to people in precarious situations. Happy Hours Market is described as always available and placing great importance on the wellbeing of their clients.
• MultiSafepaycoreTechnology or IntegrationMultiSafepay is the payment service provider used by Happy Hours Market to process card payments (debit and credit). Customer card details are stored on MultiSafepay's secure servers. Happy Hours Market uses MultiSafepay to collect and retain payment card information for returning customers who choose to save card details in their app account.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Carrefour Belgium: One of Belgium's largest grocery retailers with explicit anti-waste and surplus valorization programs. Functions as both a critical supplier to HHM and a potential competitor/disintermediator as Carrefour expands its own discount and surplus initiatives.
• Ahold Delhaize (Delhaize): Parent of Delhaize, the dominant supermarket chain in Belgium, and operator of Albert Heijn, Stop & Shop, and other banners across Europe and the US. A broad grocery incumbent with the scale and supplier relationships to compete with or vertically integrate into HHM's surplus food model.
• Picnic: Dutch online-only supermarket with app-based ordering and home delivery at fixed low fees. Differentiates on channel (delivery vs. pickup) and pricing (full-price grocery basket), but competes for the same price-conscious urban household and could expand into Belgium.

Direct peers

• Phenix (we)phenix: France-founded surplus food valorization platform serving both consumers (discounted baskets) and B2B clients (inventory clearance, reporting). Closely mirrors HHM's dual consumer/B2B model with dynamic surplus pricing, and has expanded across France and into other European markets — a credible geographic expansion template for HHM.
• SirPlus: German surplus-food retailer operating both an online shop and physical outlet selling overstock and short-dated food at discount. Competes on the same surplus-discount mechanic with a broader omnichannel footprint, providing a useful benchmark for HHM's online-plus-pickup model in a neighboring market.
• Too Good To Go: Pan-European mobile marketplace that rescues unsold surplus food from restaurants, bakeries, and retailers at discounted prices via "Surprise Bags" pickup. Operates directly in Belgium and is the most direct functional analogue to HHM's surplus-food mobile app, though focused more on restaurant/retail surplus and box-style redemption versus HHM's app-basket model.
• Olio: UK-based food-sharing app and platform that connects neighbors and businesses to share surplus food free or at deep discount. Peer-to-peer and B2C surplus food model is conceptually aligned with HHM's anti-waste mission, with comparable consumer-app UX and a charitable/community angle.
• ResQ Club: Finnish mobile app selling surplus restaurant and retailer food at discount for in-store pickup. Closely aligned with HHM's mobile-first, dynamic-discount, pickup-window model and relevant as a smaller-scale Nordic peer.
• Karma: Swedish-origin mobile app that lets consumers purchase surplus restaurant and grocery food at discounted prices for pickup. Compares on app-first mobile ordering, surplus-food positioning, and consumer pricing mechanics; relevant as a European peer that has scaled into multiple markets.

Emerging players

• Flink: European quick-commerce grocery delivery operator with dark-store fulfillment and app-based ordering, currently scaling across Germany, the Netherlands, and France. Comparable on mobile-ordering mechanics and target demographic; representative of the delivery-first competition that pressures HHM's pickup-only model.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/happyhoursmarket
• LinkedInlinkedin.com/company/happy-hours-market
• Instagraminstagram.com/happyhoursmarket

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Happy Hours Market