Smageriet

What Smageriet does

Smageriet is a Danish catering brand operated as a brand under Catering Danmark ApS, a private limited company (CVR: 17089234) headquartered in Odense. Founded in 2006, the company delivers ready-to-serve catering for private celebrations (birthdays, weddings, confirmations, baptisms, Christmas and Easter lunches) and corporate events nationwide in Denmark, supported by three commercial kitchens in Odense, Copenhagen, and Aarhus that enable same-day or next-day fresh delivery. The product portfolio includes seasonal menus, fixed and design-your-own buffets, brunches, tapas, vegetarian/vegan options, children's menus, lunch boxes, salad bowls, receptions, and a foodtruck service, with per-kuvert pricing typically in the 105-220 DKK range and a minimum order of 4-10 persons.

The business model is direct-to-consumer and direct-to-B2B, with orders placed through the smageriet.dk e-commerce site, by phone (70 15 10 30 for consumers, 63 10 71 20 for corporate clients), or via email. Revenue is generated from one-time catering orders, ancillary gift cards (minimum 500 DKK), and optional cancellation insurance at 6.95 DKK per person. The technology stack is intentionally low-tech: there are no mobile apps, no public APIs, and no proprietary software platform; the differentiator is culinary execution and logistics rather than software.

Smageriet delivers 363 days per year (closed only December 24 and January 1) and serves events from 10 to over 1,000 persons. The marketing approach is content-led via the website (seasonal and occasion-based pages plus an inspiration section with party-planning advice) combined with email newsletters, Trustpilot reviews, and a dedicated phone-based customer service function. Ownership is private and concentrated within the Catering Danmark ApS group, with no disclosed venture, private equity, or public-market involvement.

Name

Smageriet

Legal name

Catering Danmark ApS

Website

https://smageriet.dk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Smageriet is a Danish catering brand (part of Catering Danmark ApS) that delivers ready-to-serve buffets, brunches, and seasonal menus nationwide for private celebrations and corporate events, operating kitchens in Odense, Copenhagen, and Aarhus.

Ownership category

akta.pro rank

Product category

Catering Services

NAICS

Caterers (722320), Caterers (72232), Food Service Contractors (722310), Mobile Food Services (722330)

akta.pro industry

PRIMARYTHAFAIAB

Event Catering (Weddings, Social, Private Parties)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Catering & Banquet Foodservice

SECONDARYHSACAGAA

Full-Service Catering (Off-Premise)

Home & Personal Services/Event & Personal Concierge Services/Catering Coordination & Food Service (Non-restaurant)

SECONDARYHSACAGAB

Drop-Off Catering & Boxed Meals

Home & Personal Services/Event & Personal Concierge Services/Catering Coordination & Food Service (Non-restaurant)

SECONDARYTHAFAIAK

Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Catering & Banquet Foodservice

Keywords

• Event catering services
• Buffet delivery
• Corporate catering
• Ready-to-serve meals
• Holiday meal catering

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Catering/Food Orders: Smageriet generates revenue through one-time catering orders for events and celebrations. Customers order prepared food that is delivered ready-to-serve or requiring minimal heating. Orders can be placed up to 4 days before delivery, with free modifications up to 8 days before. The company charges per person (kuvert) plus delivery fees.
2. Gift Cards: Smageriet sells gift cards with a minimum value of 500 DKK, allowing recipients to choose their own menu or buffet from the company's offerings.
3. Cancellation Insurance: Customers can purchase cancellation insurance for 6.95 DKK per person to cover cancellations due to illness, death, or hospitalization up to the day of the event.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Smageriet prepares and delivers ready-to-serve catering for celebrations and corporate events nationwide in Denmark, with menus ranging from seasonal buffets, tapas, brunches, holiday-specific meals (Christmas, Easter, New Year's) and children's menus to lunch boxes, salad bowls and foodtruck service. Customers order per-person (kuvert) catering for groups from 4 to 1,000+ persons via the company's own website, by phone, or via a dedicated B2B sales line, with delivery from production kitchens in Odense, Copenhagen and Aarhus 363 days per year.

Product overview

Smageriet is a Danish catering company offering a comprehensive portfolio of ready-to-serve event catering delivered nationwide. The core offering includes various buffet formats (Buffet ud af huset, Klassisk Delebuffet, Tilbehørsbuffet, Vegetar & veganerbuffet), build-your-own options (Hapsere design-selv, Brunch design-selv), and pre-set menus (Tapas Charcuteri, Sæsonmenuer). Seasonal offerings span Julefrokost, Påskefrokost, Juleaftensmenu, and Nytårsmenu. Additional products include Børnemenuer, Lunch Box to-go, Salatbowls, Receptionsmenuer, and Foodtruck services. Supporting services include Gavekort (gift cards) and Afbestillingsforsikring (cancellation insurance). All food is delivered ready-plated in thermal containers or on porcelain dishes for serving, with free cancellation up to 8 days before delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Sæsonmenuer (Seasonal Menus) Rotating seasonal menus (Forår, Sommer, Efterår, Vinter) featuring dishes made with seasonal ingredients, offering 5 self-selected dishes starting from 155 kr. per person.
• Buffet ud af huset Complete buffet catering delivered ready for serving, including both hot and cold dishes. Starting from 155 kr. per person with minimum 10 persons.
• Hapsere ud af huset Small individually plated appetizer portions, ideal for larger events where guests mingle. Available for minimum 10 persons, starting from 155.95 kr. per person.
• Hapsere design-selv (Build-your-own appetizers) Build-your-own appetizer buffet where customers select 5 appetizers for 155.95 kr. per person. Includes autumn/winter and spring/summer varieties with add-on options like bread and desserts.
• Tapas ud af huset Tapas catering including charcuterie with various sausages, cheeses, dips, bread and crackers. Seasonal offerings like Tapas Charcuteri available from June to September.
• Tapas Charcuteri Summer tapas arrangement featuring charcuteri with fennikelsalami, smoked beef tenderloin, various cheeses, dips and bread. 7 dishes included for 174.95 kr. per person.
• Brunch ud af huset Brunch buffets featuring yogurt, eggs, pastries, charcuteri, cheeses, fruit and homemade nut/chocolate spreads. Design-your-own option starting from 195.95 kr. per person.
• Brunch design-selv (Build-your-own brunch) Build-your-own brunch where customers choose 7 favorite dishes from the brunch selection for 195.95 kr. per person, minimum 6 persons.
• Vegetar & veganerbuffet Vegetarian and vegan buffet options featuring plant-based dishes made with seasonal ingredients.
• Børnemenuer (Children's menus) Children's menu featuring 2-course meals starting from 105.95 kr. per person, minimum 4 persons. Includes items like nachos and mini-burgers.
• Klassisk Delebuffet Classic autumn/winter buffet featuring 7 dishes including roast veal with sage, chicken breast in cream sauce, classic frikadeller, salads and potatoes for 189.95 kr. per person.
• Julefrokost ud af huset Christmas lunch catering featuring traditional Danish Christmas dishes including herring, fish fillets, classic frikadeller, roast pork and brunede kartofler.
• Firmajulefrokost (Corporate Christmas lunch) Corporate Christmas lunch catering for company events, with customizable menus and full delivery service.
• Påskefrokost ud af huset Easter lunch catering featuring traditional spring dishes with seasonal ingredients and modern interpretations.
• Juleaftensmenu Christmas Eve menu delivered directly to the door, featuring complete holiday dinner selections.
• Nytårsmenu ud af huset New Year's menu catering including 4-course options for the most important dinner of the year, delivered on December 30th.
• Mad til bryllup (Wedding catering) Wedding catering with customizable buffets, appetizers and complete menus for the big day.
• Konfirmationsmad (Confirmation catering) Confirmation catering featuring festive menus and buffets appropriate for the celebration.
• Barnedåb (Christening catering) Christening celebration catering with appropriate menu selections.
• Studenterfest (Student party catering) Student party catering starting from 125.95 kr. per person, designed for graduation celebrations.
• Receptionsmenuer (Reception menus) Reception catering with 6 small bite-sized dishes perfect for champagne service and mingling events.
• Lunch Box to-go Individual lunch boxes packed in cardboard boxes for each person, ideal for outdoor events, team-building and company outings.
• Salatbowls Fresh salad bowls available in three varieties: teriyaki marinated chicken, Nordic baked salmon, and a vegetarian falafel option. Ideal for takeaway events.
• Tilbehørsbuffet (Side dish buffet) Side dish buffet featuring various accompaniments to complement main courses.
• Foodtruck Mobile food truck service for corporate events and parties, bringing the catering directly to the venue.
• Gavekort (Gift cards) Gift cards available in amounts of 500 kr. or more, redeemable for any menu or catering service.
• Afbestillingsforsikring (Cancellation insurance) Cancellation insurance for 6.95 kr. per person, covering cancellation due to death, serious illness, hospitalization or prescribed bed rest for the customer or close family.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Catering DanmarkcoreOthersSmageriet is a brand under Catering Danmark ApS (CVR: 17089234). Catering Danmark has delivered food for Danish celebrations and everyday dining for many years through various brands. All brands share focus on good taste, responsibility, and consumer focus.
• TrustpilotminorGTM or Marketing PartnerSmageriet maintains a Trustpilot review presence where customers can leave reviews about their experience. After transactions, customers may receive invitations to review the company on Trustpilot's platform.
• Svaneke SlagterenminorOthersSupplier of specialty sausages for Smageriet's brunch menu. The Bornholm breakfast sausage from Svaneke is featured in the design-your-own brunch selection.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• ISS A/S: Danish-headquartered global facility services company with food services as a significant line of business. Comparable as a large incumbent competing for corporate catering and workplace/event contracts in Denmark, though its offering sits within a much broader FM portfolio.
• Compass Group Denmark: One of the world's largest contract food-service groups, with operations in Denmark serving workplaces, education, and events. Comparable on the B2B/contract catering side; broader and more institutionalized than Smageriet's DTC-led model.
• Sodexo Denmark: Global food services and facilities management company with a Danish B2B catering and food-service contractor presence. Overlaps with Smageriet's corporate catering motion but operates as a broad incumbent across many verticals rather than a DTC specialist.
• Cofco (Coop): Major Danish retail and food-service operator (part of the Coop group) running both supermarkets and food-service/catering operations. Comparable in offering ready-to-eat and event food at scale, and a key substitute provider that competes with Smageriet for private celebration occasions.
• Salling Group Foodservice: Denmark's largest retailer (Bilka, Føtex, Netto) with a foodservice arm serving corporate and event customers. Overlaps with Smageriet as both a competitor (catering offerings) and an adjacent retail prepared-meal substitute across the Danish market.

Regional players

• Ditlev: Danish deli/seafood and catering brand with event and corporate offerings. Comparable in the premium Danish event-catering segment, though more regionally concentrated than the nationwide footprint of Smageriet.

Direct peers

• Meyers: Danish food brand and caterer offering ready-to-eat meals, deli products, and event catering. Comparable in its Denmark-wide DTC catering, focus on seasonal/quality ingredients, and emphasis on culinary storytelling — direct competition in the premium celebration-catering segment.
• Kokken & Jomfruen: Sister brand under the same Catering Danmark ApS parent (CVR: 17089234). Operates a near-identical DTC catering model in Denmark (buffets, seasonal menus, corporate events) with a slightly more premium/bistro positioning, making it the closest direct comparable inside the same corporate group.
• New York Sandwich: Danish catering and sandwich/platter delivery business serving both private and corporate customers across Denmark. Directly comparable in DTC ordering, nationwide delivery, and corporate lunchbox/catering offerings — overlapping heavily with Smageriet's lunch-box and buffet products.

Emerging players

• Gorm's Pizza: Danish restaurant and catering brand offering event and corporate catering in addition to dine-in. Comparable as a Danish operator extending a restaurant brand into event/catering, partially overlapping with Smageriet's corporate and casual-event business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/smageriet

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 Smageriet