What DIGG does

DIGG Pizza AS is a Norwegian fast-casual pizza restaurant chain founded in 2021 and headquartered in Oslo, operating 18–19 dine-in locations across major Norwegian cities including Oslo, Bergen, Trondheim, Stavanger, Sandnes, Tønsberg, Kristiansand, Porsgrunn, and Molde (with Molde-Roseby opening in June 2024). The company sells a single concept: hand-stretched sourdough pizza baked in a proprietary high-heat oven in approximately 3 minutes, produced to order with Norwegian-sourced ingredients. Its core technology is a slow, cold-fermented sourdough crust process that the company claims breaks down phytic acid and hard-to-digest carbohydrates for improved digestibility, complemented by an AI-assisted production and forecasting layer that supports made-to-order cooking and near-zero food waste. The product line also includes a co-developed gluten-free pizza variant and standard lactose-free cheese options.

DIGG operates a multi-channel go-to-market model anchored by (1) a proprietary mobile app (iOS/Android) with integrated Vipps/card payment and a loyalty programme that awards a free pizza after every five purchases via a Digg-points system; (2) direct dine-in and walk-in takeaway across all restaurant locations with no reservations required; (3) third-party marketplace delivery via Wolt and Foodora; (4) a web ordering layer powered by ninito (order.ninito.no/group/digg); and (5) a dedicated B2B corporate catering channel ("Digg Bedrift") handling bulk orders of 15–500+ pizzas for delivery in Oslo and Stavanger or pick-up nationwide. Revenue is generated entirely through unit-level pizza sales (B2C and B2B) and associated delivery/transaction fees on third-party platforms; pricing is not publicly disclosed and there is no subscription or recurring component beyond the app-based loyalty programme.

The company positions itself at the premium-but-affordable end of Norwegian fast-casual, marketing itself as "Norges mest solgte pizza" (Norway's most sold pizza) and emphasizing sustainability through record-low food waste and 100% recycled Danish-designed furniture in flagship locations. The company is privately held, founder/owner-operated, with no disclosed institutional investors, funding rounds, or M&A activity in the available data.

Name

DIGG

Legal name

Digg Pizza AS

Website

https://digg.no

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

DIGG Pizza AS is a Norwegian fast-casual chain operating 18–19 dine-in locations nationwide, selling hand-stretched sourdough pizza baked in 3 minutes via proprietary app, third-party delivery, and B2B corporate catering.

Ownership category

akta.pro rank

Product category

Fast Casual Pizza Restaurants

NAICS

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

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Fast casual pizza
• Sourdough pizza
• Restaurant chain
• Mobile loyalty program
• Corporate catering

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Pizza Sales (Dine-in, Takeaway, App): Revenue from pizza sales at restaurant locations and through the Digg app. Customers pay per pizza via the app (Vipps/card), and every 6th pizza is free via the loyalty programme. One pizza is portion-sized for one adult (equivalent to a 30 cm thin pizza).
2. Third-Party Delivery (Wolt & Foodora): Revenue from orders placed through Wolt and Foodora delivery platforms, where Digg pizza is offered with home delivery.
3. Corporate Catering & Bulk Orders: B2B revenue from bulk pizza orders for businesses (15–500+ pizzas) with optional delivery (Oslo & Stavanger) or pick-up at all locations. Invoiced post-delivery via EHF or email.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Digg Pizza AS operates a Norwegian fast-casual restaurant chain selling hand-stretched sourdough pizzas (baked in approximately 3 minutes) made-to-order at 18+ dine-in and takeaway locations across Norway. Revenue is generated through in-store sales, direct mobile ordering via the Digg app (with a loyalty programme awarding every 6th pizza free), web ordering through the Ninito platform, third-party home delivery through Wolt and Foodora, and a dedicated B2B corporate catering service ("Digg Bedrift") for bulk orders of 15–500+ pizzas.

Product overview

DIGG is a Norwegian fast-casual pizza restaurant chain operating on a single unified concept: hand-stretched sourdough pizza made with fresh, quality Norwegian ingredients, baked in under 3 minutes. The offering consists of the core DIGG Pizza restaurant experience available at 19+ locations across Norway, complemented by the Digg App for mobile ordering with an integrated loyalty program (every 6th pizza free), and the Digg Bedrift corporate ordering service for business catering. The restaurants use specialized sourdough fermentation and high-heat ovens to produce signature rectangular, portion-focused pizzas.

Differentiator

Problem solved

Functional benefit

Products and services

• DIGG Pizza (Hand-stretched Sourdough Pizza) Signature hand-stretched sourdough pizza baked in approximately 3 minutes in a specialised oven, made-to-order with Norwegian-sourced ingredients and a long cold-fermented crust. Available for dine-in and takeaway at 18+ Digg locations across Norway in individual (single-adult portion) and shared sizes, with vegan, lactose-free, and gluten-free options. Pricing is positioned as everyday-affordable ("digg pris") and each in-app purchase accumulates loyalty points (every 6th pizza free).
• Digg Bedrift (Corporate Pizza Catering) Dedicated business-to-business catering service for corporate events, afterworks, customer meetings, team lunches and celebrations. Accepts bulk orders of 15–500+ pizzas, with delivery available in Oslo and Stavanger and pick-up at all Digg locations. Orders are invoiced post-delivery via EHF (electronic invoice) or email, and the channel is operated as a dedicated enterprise sales line via the [email protected] inbox and the digg.no/bedrift form.

Quantifiable outcome

• ~3 minutes bake time vs. conventional pizza ovens (8–12 minutes)
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• WoltcoreChannel Partner/ Reseller/ DistributorWolt is a third-party food delivery marketplace through which Digg pizza is available for home delivery across all Digg locations in Norway. Wolt handles last-mile delivery logistics, providing Digg access to customers who prefer not to use the Digg app.
• FoodoracoreChannel Partner/ Reseller/ DistributorFoodora is a third-party food delivery marketplace through which Digg pizza is available for home delivery across all Digg locations in Norway. Foodora handles last-mile delivery logistics, providing Digg access to a broad consumer base outside of its own app ecosystem.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Pizza Hut: Global pizza QSR brand with dine-in, takeaway, and delivery in Norway. A broader incumbent competing in the same category but with a wider global portfolio and standardised positioning.
• Burger King (Norway): Major international QSR brand operating dine-in and delivery locations across Norway. Comparable to DIGG as a competing fast-food chain competing for similar lunch, dinner, and late-night occasions.
• McDonald's (Norway): Largest global QSR chain with extensive dine-in and delivery presence in Norway. Comparable to DIGG in competing for similar consumer occasions (quick lunch, family meals, late-night) but with a much broader menu.

Others

• Foodora: Major food delivery marketplace in Norway that distributes DIGG pizza to home-delivery customers. Comparable as a second core third-party delivery channel alongside Wolt.
• Wolt: Leading Nordic food delivery marketplace that distributes DIGG pizza to home-delivery customers. Comparable as a key ecosystem partner enabling DIGG's third-party delivery channel.

Direct peers

• Dolly Dimple's: Norwegian pizza chain with dine-in restaurants and delivery across Norway. Directly comparable to DIGG in target market (Norwegian consumers) and category (casual pizza), but uses a more conventional dough profile.
• Peppes Pizza: One of Norway's largest pizza chains with dine-in, takeaway, and delivery nationwide. Closely comparable to DIGG as a domestic Norwegian pizza brand with a broad dine-in/takeaway/delivery model.
• La Pizza (Norway): Norwegian pizza chain focused on dine-in restaurants. Comparable to DIGG as a domestic pizza competitor targeting Norwegian consumers with a similar casual dining experience.
• Domino's Pizza: Global pizza QSR with a strong delivery-led model operating in Norway. Comparable to DIGG as a competing pizza brand in the same Norwegian market with an app- and delivery-led customer experience.
• Pizza Baker: Norwegian fast-casual pizza chain with dine-in and takeaway locations. Directly comparable to DIGG as a domestic competitor in the Norwegian fast-casual pizza category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/diggpizza
• LinkedInlinkedin.com/company/digg-pizza

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 DIGG