What Dely does

Dely AS is Norway's leading restaurant chain operator, managing a diversified portfolio of national brands and international franchises across more than 180 restaurants and cafés. Tracing its origins to the 1970 founding of Peppes Pizza (Norway's largest pizza chain, selling approximately four million pizzas per year), Dely was renamed in 2021 following an ownership change under holding company Jordanes AS, consolidating legacy operations previously known as Narvesen Servering and UMOE Restaurants. The company generates approximately 2 billion NOK in annual revenue serving over 10,000 daily customers across Norway and Sweden.

Dely operates through a hybrid go-to-market combining company-owned locations, franchise partnerships, and food delivery. The portfolio spans nine proprietary concepts (Peppes Pizza, Backstube with 45 stores, La Baguette, Fattigmann, Kjøkken og Kaffe, Eataly, Café Opus, Little Eataly, plus Bar(t) and Beach Club) and two international franchises (Starbucks® with 21 Norway cafés plus 2 in Sweden, and TGI Fridays™ with 3 locations). Revenue mechanics include direct consumer sales at company-owned restaurants, franchise fees and royalties from licensed operators, and delivery revenue from an 85.3% electric-vehicle fleet. The company is organized through three operating subsidiaries — Peppes Pizza AS, Blender AS (multi-brand bakery and café operations), and American Bistro Scandinavia AS — under a parent service office in Oslo employing approximately 60 staff. Supporting technology centers on food safety compliance: HACCP-based supplier self-control, IK-mat internal control systems, GFSI-approved certification standards, and a mandatory Supplier Assessment Questionnaire reviewed before onboarding. ESG positioning includes a 50% food waste reduction target by 2030, the Too Good To Go surplus-food partnership (28,204 meals rescued in 2022), Åpenhetsloven transparency reporting, and membership in Etisk handel Norge. Sister company Scandza extends Peppes Pizza products into grocery and convenience retail.

Name

Dely

Legal name

Dely AS

Website

https://dely.no

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Dely AS operates Norway's leading restaurant chain with 180+ locations and approximately 2 billion NOK in annual revenue, managing national brands like Peppes Pizza and Backstube alongside Starbucks and TGI Fridays franchises, serving over 10,000 daily customers.

Ownership category

akta.pro rank

Product category

Restaurant Chain Operations

NAICS

Restaurants and Other Eating Places (7225), Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

akta.pro secondary industries

Pizza QSR (THAFAAAB), Coffee Chains & Franchise Cafes (THAFADAB), Delis & Sandwich Specialty Stores (CRAHAGAF)

Keywords

• Restaurant chain operations
• Food service management
• Franchise restaurant operations
• Cafe and bakery chains
• Quick service dining

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain

Revenue model

1. Restaurant Operations: Company-owned restaurants generate revenue from direct food and beverage sales to consumers.
2. Franchise Fees and Royalties: Franchise agreements with operators for brands like Starbucks® and TGI Fridays™. Peppes Pizza operates with both company-owned and franchise locations (30 company-owned + 50+ franchise).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Dely AS operates Norway's leading restaurant chain with annual revenue of approximately 2 billion NOK across more than 180 restaurants and cafés. The company runs a diversified portfolio of national brands (Peppes Pizza, Backstube, La Baguette, Fattigmann, Kjøkken og Kaffe, Eataly, Café Opus, Little Eataly) and international franchises (Starbucks® and TGI Fridays™), serving over 10,000 daily visitors through company-owned and franchised locations in Norway and Sweden.

Product overview

Dely AS operates a diversified portfolio of restaurant and café brands spanning quick-service pizza, coffeehouses, bakeries, and casual dining. The company manages Norway's leading pizza chain (Peppes Pizza) alongside international franchises (Starbucks, TGI Fridays) and owned concepts (La Baguette, Backstube, Kjøkken og Kaffe, Eataly, Fattigmann, Café Opus, Little Eataly). With approximately 2 billion NOK in annual revenue across over 180 restaurants and cafés serving 10,000+ daily visitors, the company operates through parent-level brands and subsidiary structures (Blender AS, American Bistro Scandinavia AS, Peppes Pizza AS) providing centralized brand management and operational support.

Differentiator

Problem solved

Functional benefit

Products and services

• Peppes Pizza Norway's largest pizza restaurant chain founded in 1970, operating more than 30 company-owned restaurants and 50+ franchise locations across Norway with over 1,600 employees. Sells approximately 4 million pizzas annually to consumers for dine-in, takeaway, and home delivery.
• Starbucks (Norway and Sweden) Master franchise of the global Starbucks® coffeehouse brand operated by Dely under franchise agreement, with 21 cafés in Norway and 2 in Sweden offering coffee, tea, freshly baked goods, and sandwiches to consumers.

Quantifiable outcome

• 4 million pizzas sold annually by Peppes Pizza
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Hold Norge RentminorStrategic or Co-development Partner · 1 January 2022Starbucks Norway participates in the Bølgen project with Hold Norge Rent, Mepex Consult and Oslofjorden Friluftsråd to prevent littering. Employees participated in beach cleanup removing 60kg of consumer waste.
• ScandzacoreStrategic or Co-development Partner · 1 January 2021Sister company Scandza co-develops Peppes Pizza products for daily grocery and convenience alongside Dely.
• Too Good To GocoreStrategic or Co-development Partner · 1 January 2016Starbucks Norway partnered with Too Good To Go in 2016 to connect customers with restaurants that have surplus unsold food. In 2022, Starbucks rescued 28,204 meals through the app, reducing waste of both resources and money.
• Etisk handel Norge (Ethical Trade Norway)coreStrategic or Co-development PartnerDely is a member of Ethical Trade Norway, committing to deliver annual reports on due diligence assessments covering decent work, human rights, environment, climate, anti-corruption and animal welfare. Members must report on challenges and measures to address them, with particular focus on the supply chain.
• KuttMatsvinn2030coreStrategic or Co-development PartnerDely participates in a joint industry collaboration in the restaurant sector to reduce food waste by 50% by 2030. This initiative supports UN Sustainable Development Goals and includes various measures to prevent food from being wasted that could be sold at reduced prices or donated.
• Grønt Punkt NorgeminorStrategic or Co-development PartnerDely is a control member of Grønt Punkt Norge, taking responsibility for collection and recycling of packaging, contributing to a more sustainable society. This ensures return systems for all packaging types and that used packaging is recycled.
• SimonsenVogtWiigminorOthersLaw firm SimonsenVogtWiig acts as the recipient of whistleblowing reports and forwards them to HR Director in parent company Jordanes AS.
• Conservation InternationalminorStrategic or Co-development PartnerStarbucks Coffee and Farmer Equity (C.A.F.E.) Practices program developed in collaboration with Conservation International to promote transparent, profitable, and sustainable coffee growing practices while protecting farmer and worker rights.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Domino's Pizza: Direct pizza QSR competitor in Norway competing head-to-head with Peppes Pizza for delivery and dine-in pizza occasions.
• Joe & The Juice: Nordic-origin coffee and juice chain with strong urban presence — competes with Dely's coffee/café concepts for younger, urban consumers.
• McDonald's Norway: QSR market leader in Norway — competes with Peppes and other Dely concepts on price, convenience, and family dining occasions.
• Espresso House: Largest coffeehouse chain in the Nordics — competes directly with Dely's Starbucks franchise and Café Opus concepts for the Norwegian and Swedish coffee-shop customer.
• Pizza Hut: International pizza QSR chain with Norway operations — directly comparable to Peppes Pizza in product category, target customer, and delivery-led model.
• Restaurant Brands Nordic: Operator of multiple QSR brands in the Nordics including Burger King and previously Starbucks — the closest analog to Dely as a multi-brand restaurant franchise operator in Scandinavia.

Regional players

• Waynes Coffee: Swedish coffee chain — comparable specialty coffee operator focused on the Scandinavian market, though primarily Sweden-based with limited Norwegian overlap.

Others

• NorgesGruppen: Norway's largest grocery retailer with adjacent foodservice operations — relevant as a Norwegian food-industry ecosystem player and potential supply/distribution counterpart, though not a direct restaurant competitor.

Broad incumbents

• Starbucks Corporation: Global coffeehouse franchisor — Dely is one of its master franchisees in Norway/Sweden; relevant as the broader incumbent whose brand Dely depends on.
• Yum! Brands: Global multi-brand QSR parent (Pizza Hut, KFC, Taco Bell) — a broad incumbent in the same multi-brand franchise QSR category where Dely operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Dely