What Frokostplus does

Frokostplus ApS is a privately held, founder-owned Danish corporate lunch catering company headquartered in Harlev (Aarhus), founded in 2009 by Jan Gundahl. The company operates an in-house kitchen producing meals from scratch — including daily-baked rugbrød, madbrød, and hvedebrød, plus homemade spreads, fish cakes, remoulade, and meat salads — and delivers directly to corporate offices in East Jutland (Aarhus, Randers, Horsens, Hadsten, Skanderborg, Silkeborg, Odder) using reusable thermal and cooling boxes with white porcelain service, avoiding single-use packaging.

The core product is the Frokostordning (lunch program), structured in tiered menus (Menu A+ for 50+ portions at 56 DKK, Menu A from 10 portions at 57 DKK, Menu B from 8 portions at 55 DKK, Menu C from 5 portions), with additional revenue from meeting catering (sandwiches, smørrebrød, fruit, cakes, tapas), quarterly surprise/seasonal menus, evening meals for shift workers, and full canteen staffing (Kantinedrift). Menus are co-built with each customer around employee composition and dietary needs (vegetarian, pork-free, lactose-free, gluten-free), with weekly menu previews and order adjustments accepted until noon the day before.

The business runs a relationship-driven, sales-led B2B model: founder Jan Gundahl personally engages new customers, a flat 30 DKK trial week is used to lower the acquisition barrier, and retention is reinforced through quarterly AGF VIP prematch events hosting around 350 customers. A 2019 TELEMARK survey of 52 companies reported ~96% high satisfaction, ~92% finding the company accommodating, and ~85% agreement that the company delivers on its promises. No external funding, M&A, or geographic expansion outside East Jutland is recorded.

Name

Frokostplus

Legal name

Frokostplus ApS

Website

https://frokostplus.dk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Frokostplus ApS is a privately held Danish corporate lunch catering company founded in 2009, delivering customized from-scratch daily lunches to businesses across East Jutland from its in-house kitchen in Harlev, Aarhus.

Ownership category

akta.pro rank

Product category

Corporate Catering Services

NAICS

Caterers (722320), Perishable Prepared Food Manufacturing (311991)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Prepared Meal Delivery (Fresh, Ready-to-Heat) (CRAHAJAC)

akta.pro secondary industry

Corporate/Workplace Meal Programs & Bulk Prepared Meals (CRAHAJAJ)

Keywords

• Corporate lunch catering
• Company meal programs
• Office canteen services
• Meeting catering
• Food service Denmark

Headquarters

HQ city

Harlev

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Corporate lunch catering subscriptions: Recurring daily/weekly lunch delivery to businesses. Pricing is per portion (kuvert) with tiered minimum order quantities. The company delivers customized lunch plans with daily warm and cold dishes, salads, bread, and weekly extras. Pricing ranges from 55-57 DKK per portion depending on menu tier, with A+ menu at 56 DKK per portion for 50+ portions. Trial week available for 30 DKK.
2. Meeting catering and event food: Additional food items offered for meetings and events including sandwiches (44 DKK), open-faced sandwiches (31-34.50 DKK), fruit platters (22 DKK per person), cakes (20 DKK per piece), and tapas plates (145 DKK).
3. Dinner/catering service: Evening meal delivery service for companies with night shifts or 24/7 operations. Available only to existing lunch customers.
4. Surprise and special event menus: Special themed menus offered four times per year for holidays such as Christmas and Easter, featuring elaborate multi-course meals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Frokostplus ApS delivers customized daily corporate lunch catering to businesses in East Jutland, Denmark. From its in-house kitchen in Harlev/Aarhus, the company prepares meals from scratch with daily-baked bread and delivers them in temperature-controlled thermal/cooling boxes using reusable porcelain service. Offerings are organized in menu tiers (Menu A+, A, B, C) starting at 5 portions, with add-ons for meetings, surprise menus, dinner for night shifts, and full canteen management.

Product overview

Frokostplus is a corporate lunch catering company offering a modular portfolio of meal programs. The core offering is the customizable Frokostordning (Lunch Program), available in four tiers: Menuforslag A (full-service with warm/cold dishes, salad bar, soup, and Friday sweet), Menuforslag B (varied cold dishes and tapas), and Menuforslag C (basic warm dish with accompaniments). Menu A+ provides an enhanced version for companies with 50+ employees. The portfolio extends with specialized add-on modules including a Vegetarian Menu, Smørrebrød og Sandwich (open-faced sandwiches), Mødeforplejning (meeting catering), Surprise Menu (seasonal special menus), Aftensmad (dinner service), and full Kantineordning (canteen management). A one-week trial option is available. All offerings emphasize fresh, homemade ingredients delivered in reusable thermal/cooling containers with white porcelain service.

Differentiator

Problem solved

Functional benefit

Products and services

• Frokostordning (Corporate Lunch Program) The core corporate lunch catering service for businesses in Aarhus and East Jutland, offering customized daily lunch solutions featuring warm and cold dishes, salads, bread, and toppings delivered to offices.
• Menuforslag A (Menu Tier A)

Quantifiable outcome

• 96% of customers report being very satisfied with the service
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor.

• Danske Hospitalsklovne (Danish Hospital Clowns)minorOthersFrokost+ supports Danske Hospitalsklovne as part of their CSR/heart causes initiative. The company donates to charitable causes in the local community.
• Kræftens Bekæmpelse (Danish Cancer Society)minorOthersFrokost+ supports Kræftens Bekæmpelse as part of their charitable heart causes program, supporting cancer research and awareness.
• Røde Kors Erhvervsklub (Red Cross Business Club)minorOthersFrokost+ supports Røde Kors Erhvervsklub through their heart causes initiative, contributing to Red Cross humanitarian efforts.
• Danmarks IndsamlingminorOthersFrokost+ supports Danmarks Indsamling, participating as a sponsor in the annual fundraising campaign.
• Knæk CancerminorOthersFrokost+ supports Knæk Cancer (Break Cancer) initiative, contributing to cancer-related charitable causes.
• Alle Vores BørnminorOthersFrokost+ supports Alle Vores Børn (All Our Children), a charitable organization, as part of their heart causes donations.
• LivredderminorOthersFrokost+ supports Livredder (Lifeguard), a charitable cause supported in 2021, as part of their CSR donations.
• AGFminorOthersFrokost+ partners with AGF (Aarhus Gymnastikforening) football club for VIP prematch events, hosting customer appreciation events at AGF games. The events are held 1-2 times per year with up to 350 attendees.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ARA Kantiner: One of Denmark's largest private operators of staff canteens and corporate food service, serving many of the same East Jutland / national corporate accounts that Frokost+ targets.
• Meyers Madhus / Meyers Kantiner: Claus Meyer's Danish food brand operates corporate canteens and catering programs in Denmark with a focus on fresh, seasonal cooking — directly comparable to Frokost+'s customized corporate lunch model.
• Cofico: Danish food service and canteen operator competing for the same B2B lunch, canteen-management, and meeting catering contracts across Denmark.

Emerging players

• Too Good To Go: Danish-origin surplus-meal marketplace and food-waste app with growing B2B workplace-meal offerings — adjacent competitor in workplace food procurement rather than direct customised lunch catering.
• Simple Feast: Nordic plant-based ready-meal subscription service with overlapping corporate-account potential; partial overlap as an emerging, mission-led player rather than a full B2B lunch operator.

Others

• Hørkram Foodservice: Major Danish foodservice distributor and operator supplying professional kitchens and canteens — comparable ecosystem participant rather than direct lunch-catering competitor.

Broad incumbents

• ISS A/S (Catering & Food Services): Danish-headquartered global facility services company offering in-house canteen and food service to corporate clients, including in East Jutland, where it competes for the same customer base.
• Coop Mad (food service / catering arm): Large Danish retailer/grocery brand with food service and prepared-meals capabilities reaching corporate customers; broader incumbent operating well beyond corporate lunch alone.
• Sodexo Denmark: International facility management and food services provider operating workplace catering and staff restaurants across Denmark, addressing the same B2B lunch occasion as Frokost+.
• Compass Group Denmark: Global contract foodservice giant with significant Danish presence in corporate catering, staff restaurants, and workplace coffee services — overlaps with Frokost+ but at much broader scale and portfolio breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/frokostplus
• LinkedInlinkedin.com/company/frokostplus-aps

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Frokostplus