Joker
Joker is a Norwegian neighborhood grocery chain operating around 440 stores nationwide under NorgesGruppen, serving local communities including rural areas via staffed and remote-controlled 24/7 formats.
- Company typePrivate
- Founded1980
- HeadquartersOslo, Norway
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Joker does
Joker is a Norwegian neighborhood grocery chain operating approximately 440 stores nationwide as one of the banners under NorgesGruppen, the country's largest grocery retail group. The company is operated through Kjøpmannshuset Norge AS and positions itself around the "Den gode naboen" (The Good Neighbor) concept, serving local communities including rural and underserved areas where larger-format chains do not operate. Roughly 50 of its locations operate as partially remote-controlled 24/7 stores, an unmanned format extension that broadens reach into low-density catchments.
Joker's product surface extends beyond physical retail to include Joker Nettbutikk (online grocery with home delivery and pickup), Joker Handleapp (mobile app), and an integrated cake-ordering service via kakebutikk.no. The company participates in the cross-banner Trumf loyalty program and has layered Joker GLAD, a premium loyalty tier, on top of it. Joker also offers Joker Bedriftskort, a business-account product targeting B2B demand. Delivery is fulfilled through Joker's own online infrastructure and a 2025 partnership with Foodora, while surplus food is redistributed via a partnership with Too Good To Go.
Revenue is generated primarily through physical retail grocery sales, supplemented by online grocery, delivery fees, B2B accounts, and loyalty-driven promotional activity. The business benefits from NorgesGruppen's centralized procurement, logistics, and shared services, which underpin its cost position. Operational modernization is ongoing, including BankID digital identity integration and a conversational chatbot for customer service and food-waste initiatives. The company is privately held and headquartered in Oslo.
Joker firmographics
Firmographics- Name
- Joker
- Legal name
- Kjøpmannshuset Norge AS
- Website
- https://joker.no
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Joker is a Norwegian neighborhood grocery chain operating around 440 stores nationwide under NorgesGruppen, serving local communities including rural areas via staffed and remote-controlled 24/7 formats.
- Ownership category
- akta.pro rank
Where Joker is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices10 records
Markets served
Joker business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Physical Retail Sales: Traditional in-store grocery retail sales across approximately 440 Joker stores throughout Norway. Revenue generated from sale of groceries, fresh baked goods, and other consumer products. Same pricing as online store.
- Online Grocery Sales (Nettbutikk): E-commerce platform allowing customers to order groceries online for home delivery or in-store pickup. Joker handles order fulfillment, picking, and packing. Home delivery maintains cold chain integrity.
- Business Accounts (Bedriftskort): Corporate customer accounts with business payment cards, invoicing options, and consolidated receipts. Provides up to 45 days (56 for public entities) interest-free payment terms.
- Cake Ordering Service: Partner with kakebutikk.no for custom cake orders picked up at Joker stores. Service available at over 300 stores (not available north of Trøndelag).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard baked goods promotions |
| Freemium | Pay-as-you-go | Joker GLAD loyalty tier |
| Subscription | Monthly | Trumf Kredittkort |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Joker product offering
Product offeringCore offering
No verifiable source material with an attributable source identifier was provided to describe Joker's core offering.
Product overview
Joker is a Norwegian neighborhood grocery chain (~440 stores) operated by Kjøpmannshuset Norge AS under the NorgesGruppen umbrella. The product portfolio centers on physical Joker retail stores (offering fresh baked goods, convenience items, and a partially remote-controlled 24/7 format) alongside a digital ecosystem comprising Joker Nettbutikk (online grocery with home delivery or store pickup) and the Joker Handleapp (iOS/Android). The loyalty layer is the Trumf program, with a Joker-specific premium tier called Joker GLAD offering enhanced Monday bonuses. Additional products include Joker Bedriftskort for business customers.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Up to 7% Trumf bonus on grocery purchases (Trumf Kredittkort + Joker GLAD on Mondays)
- +2 more outcomes
Companies that use Joker
Customer profileNamed customers1 record
Segments3 records
Joker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature4 records
Joker partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- FoodoracoreFoodora delivers groceries from select Joker stores to customers. Partnership extends Joker's reach to customers who prefer delivery over in-store shopping or pickup.
- Too Good To GominorSurprise bags of unsold food at discounted prices. Partnership helps reduce food waste while offering budget-friendly options to customers.
- Trumf AScoreTrumf is Joker's loyalty program partner. Joker is a Trumf partner store where members earn bonus on purchases. Joker GLAD is a premium tier offering enhanced Monday bonuses. Trumf handles membership data while Joker manages store-level customer engagement.
- SAS EuroBonusminorTrumf bonus can be converted to SAS EuroBonus points for travel. Offers one-time transfers and automatic transfer options when bonus reaches certain thresholds.
- EssominorEsso fuel stations participate in Trumf program. Customers earn 40 øre/liter in Trumf bonus on fuel purchases at Esso stations.
- Bakehuset (Kakebutikk.no)minorBakehuset produces custom cakes ordered through kakebutikk.no for pickup at Joker stores. Over 300 Joker stores participate.
- Tour of Norway for KidsminorJoker is proud main sponsor of Norway's most beautiful and fun cycling event for children. Demonstrates community engagement and local responsibility.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Joker competitors and assessment
Company assessmentDirect peers
- Coop Prix: Coop Prix is Coop Norge's discount neighborhood grocery banner and a direct competitor to Joker across Norwegian urban and suburban catchments. Same neighborhood-store model and same target consumer.
- Bunnpris: Bunnpris is a Norwegian low-price grocery chain operating over 200 stores nationwide. Competes with Joker on discount positioning and rural/small-town coverage in the same Norwegian market.
- Meny: Meny is NorgesGruppen's full-service supermarket banner and a sibling to Joker. Targets the same Norwegian grocery shopper, shares the Trumf program, and competes for basket share with Joker's premium baked-goods and recipe-led positioning.
- Coop Extra: Coop Extra is Coop Norge's larger-format grocery banner. Shares Norwegian grocery shoppers with Joker and competes on price, loyalty rewards, and weekly offers in overlapping catchments.
- Kiwi: Kiwi is NorgesGruppen's low-price grocery banner in Norway. Operates ~750+ stores in the same Norwegian neighborhood-grocery segment with overlapping Trumf loyalty integration, making it the closest direct comparator to Joker within the same parent.
- SPAR Norway: SPAR Norway is a neighborhood grocery chain affiliated with NorgesGruppen's Trumf and Bedriftskort ecosystem. Directly comparable to Joker on store format, rural reach, and franchise-style merchant ownership model.
- Coop Marked: Coop Marked is Coop Norge's mid-sized neighborhood supermarket banner serving small-town and rural Norway. Highly comparable to Joker on geography, store size, and target customer, including corporate-account capabilities.
- Rema 1000 Norway: Rema 1000 is one of Norway's largest discount grocery chains with nationwide franchise-distributed stores. Competes with Joker on price, neighborhood format, and weekly promotional cadence in the same Norwegian market.
Emerging players
- Oda (formerly Kolonial.no): Oda is Norway's leading pure-play online grocery retailer with home delivery nationwide. Overlaps with Joker Nettbutikk on digital grocery and competes for the same Norwegian household shopping basket.
Regional players
- Europris: Europris is a Norwegian discount variety retailer (non-food dominant) that nonetheless competes for low-ticket household spend. Comparable as a Norwegian neighborhood retailer using the Trumf loyalty ecosystem and overlapping physical footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Joker social profiles
Digital presenceJoker compliance and trust
Trust signalCompliance2 records
Joker financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joker leadership team
Management profileNumber of profiles
Joker funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joker
What does Joker do?
No verifiable source material with an attributable source identifier was provided to describe Joker's core offering.
Is Joker a public or private company?
Joker is a private company. It is classified as unknown and is currently operating.
When was Joker founded?
Joker was founded in 1980. It employs 51 to 100 people.
Where is Joker based?
Joker is headquartered in Oslo, Norway, in the Europe region.
How does Joker make money?
Four revenue lines are on record. Physical Retail Sales are the primary driver. The others are online Grocery Sales (Nettbutikk), business Accounts (Bedriftskort) and cake Ordering Service.
Who are Joker's main competitors?
Direct peers on record are Coop Prix, Bunnpris, Meny, Coop Extra, Kiwi, SPAR Norway, Coop Marked and Rema 1000 Norway. Oda (formerly Kolonial.no) is listed as an emerging player. Europris is listed as a regional player.
Does Joker have an API?
No public API is recorded for Joker.