What Meny does

Meny is a Norwegian grocery supermarket chain and wholly-owned subsidiary of NorgesGruppen, operating nearly 200 physical stores across Norway alongside a digital grocery platform (meny.no and the MENY app). The company serves individual Norwegian households as its primary customer segment, with a secondary business-customer segment (corporate orders for offices, sports clubs, and kindergartens). The core product surface spans an online store with 12,000+ SKUs, home delivery under the MENY Levert Hjem brand, in-store pickup at 49 locations, and a Trumf-integrated loyalty program offering 1% standard bonus and 3% on Triple Trumf Thursdays. Supporting features include a 2,200+ recipe library with one-click ingredient shopping, personalized shopping lists, digital complaint handling, and an over-the-counter medicines storefront approved by the Norwegian Medicines Agency.

Meny's underlying technology stack combines a centralized 13,000 sqm dark store on Alnabru (Oslo) — opened July 2025 with 51 AutoStore robots for automated picking and a dedicated fresh produce floor — with retail technology including AI-powered self-checkout scanning-error detection (computer vision with staff-in-the-loop review), GS1 DataMatrix 2D barcodes carrying per-product expiry dates for inventory and markdown automation, and an automatic baking calculator using predictive analytics to optimize in-store bake volumes. The Trumf loyalty integration, BankID-based age verification (deployed May 2026), and BREEAM Excellent-certified facility reflect a digitally enabled but operationally physical retail model.

Meny's revenue model is built on standard grocery retail (one-time transactional sales), with supplementary transaction fees on home delivery based on method and time window. The business is wholly owned by NorgesGruppen; no external funding rounds or M&A activity are disclosed. The stated headcount is 10,000+ employees, with the dark store adding 170+ roles including 60 drivers. MENY is the only grocery chain in Norway with Miljøfyrtårn (Eco-Lighthouse) certification across all stores and headquarters, targeting a 75% food waste reduction by 2030 (from a 50% milestone by 2025).

Name

Meny

Legal name

MENY AS

Website

https://meny.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Meny is a Norwegian grocery supermarket chain and wholly-owned NorgesGruppen subsidiary operating nearly 200 physical stores and an online grocery platform, serving individual consumers and business customers across Norway with home delivery, pickup, and an integrated Trumf loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Store Retail Sales: Traditional brick-and-mortar grocery retail through nearly 200 MENY stores across Norway
2. Online Grocery Sales: E-commerce grocery sales through meny.no and MENY app with home delivery and store pickup options
3. Home Delivery Fees: Delivery fees depend on chosen delivery method and delivery time window
4. Over-the-Counter Medications: MENY is approved by the Norwegian Medicines Agency to sell non-prescription medications online

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

MENY is a Norwegian supermarket chain that operates nearly 200 physical grocery stores and the meny.no online grocery store with 12,000+ product lines. Customers can shop in-store, order online for home delivery (MENY Levert Hjem), or pick up at one of 49 pickup locations. The assortment spans fresh produce, bakery, meat, fish, specialty items (Jacobs Utvalgte), over-the-counter medicines, and ready-to-order catering, gift cards, and cakes, integrated with the Trumf loyalty program.

Product overview

MENY is a Norwegian grocery supermarket chain (NorgesGruppen) operating as both physical retail stores and a digital platform. The core offering comprises the MENY Nettbutikk (online store) accessible via meny.no and the MENY-app, enabling customers to shop from over 12,000 products with home delivery or in-store pickup. The MENY Levert Hjem service operates through a network of 49 pick-up stores and a centralized dark store at Alnabru. The Trumf loyalty program integrates across all channels, offering bonus rewards and personalized offers. Additional products include a recipe platform with 2,200+ recipes featuring one-click shopping, personalized shopping lists, digital complaint handling, and business ordering services. The ecosystem is unified through the MENY-app which provides mobile access to all services including Trumf profile management, digital receipts, and push notifications.

Differentiator

Problem solved

Functional benefit

Brands

• MENY MER: Premium membership/loyalty tier offering additional Trumf bonus rewards and exclusive deals.
• Jacobs Utvalgte
• MENY Levert Hjem

Products and services

• MENY Nettbutikk (Online Grocery Store) Full online grocery shopping platform accessible via meny.no and the MENY app, listing 12,000+ product lines (Norway's largest online fresh-produce assortment) with home delivery and in-store pickup options for Norwegian consumers.
• MENY Levert Hjem (Home Delivery Service) Scheduled home delivery of online grocery orders to consumers across Norway, dispatched from 49 pickup stores and the Alnabru dark store; reaches over 25% of Norway's population within one-hour driving radius and supports 70% population coverage combined with pickup.
• MENY-oppskrifter (Recipe Platform)

Quantifiable outcome

• 18% reduction in food waste during test period on products with new 2D barcode
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability5 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AutoStorecoreTechnology or Integration · 1 July 202551 AutoStore robots deployed at the Alnabru dark store for efficient and accurate automated picking of online grocery orders
• Trumf AScoreStrategic or Co-development PartnerTrumf is MENY's loyalty program partner. Trumf provides a member identifier to MENY for recognition, and MENY provides purchase information to Trumf for bonus calculation. Joint responsibility for marketing in newsletters, meny.no and MENY app. MENY is a Trumf partner enabling members to earn 1% bonus (3% on Triple Trumf Thursdays) on all purchases.
• NorgesGruppen DatacoreTechnology or IntegrationData processor for MENY app, websites and underlying data systems. NorgesGruppen Data has sub-processors in India and USA while data is stored in Norway using standard EU privacy clauses.
• Too Good To GominorStrategic or Co-development PartnerFood waste reduction partnership where surplus food from MENY is sold through the Too Good To Go app at discounted prices
• PlayableminorGTM or Marketing PartnerMarketing partner for competitions such as MENY Christmas Lottery
• AdformminorGTM or Marketing PartnerAdvertising system for delivering ads on MENY website with anonymous, aggregated statistics for ad coverage and frequency control
• Handelens MiljøfondminorStrategic or Co-development PartnerEnvironmental fund receiving 4 NOK per plastic bag sold. Fund supports plastic cleanup projects including 6,600 tons of waste cleared and 25,000 km of coastline cleaned

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kiwi: Kiwi is a discount grocery chain under the same NorgesGruppen parent as MENY. It is directly comparable as a Norwegian supermarket competitor with shared Trumf loyalty infrastructure and overlapping assortment.
• Joker (Norway): Joker is a NorgesGruppen-affiliated neighborhood grocery banner in Norway, comparable to MENY as a sister chain sharing Trumf loyalty and supply chain, though focused on smaller-format convenience.
• Spar (Norway): Spar is another NorgesGruppen-owned grocery banner operating neighborhood supermarkets across Norway, directly competing with MENY on format, assortment, and shared Trumf loyalty members.
• Oda (formerly Kolonial.no): Oda is a leading Norwegian online-only grocery retailer offering home delivery from automated warehouses. It is directly comparable to MENY's online grocery and dark-store operations in Norway.
• Rema 1000 (Norway): Rema 1000 is one of Norway's leading discount grocery chains and a direct competitor to MENY across physical retail and increasingly online grocery.
• Coop Norge: Coop Norge is Norway's largest grocery cooperative operating multiple banners (Coop Prix, Coop Mega, Coop Obs). It directly competes with MENY in supermarket and hypermarket formats.

Regional players

• Coop Sverige: Coop Sverige is one of Sweden's largest grocery cooperatives operating supermarkets and hypermarkets. It is comparable as a Nordic grocery retailer with similar format and product breadth, though focused on the Swedish market.
• ICA Gruppen: ICA Gruppen is Sweden's largest grocery retailer operating ICA Supermarket, ICA Maxi, and ICA Kvantum banners. It is comparable as a Nordic supermarket operator with comparable omnichannel grocery model, though in the Swedish market.
• Netto (Denmark): Netto is a Danish discount grocery chain and one of the largest grocers in Denmark. It is comparable to MENY as a Nordic supermarket operator with similar everyday grocery positioning, though in the Danish market.

Emerging players

• Mathem: Mathem is a Swedish online grocery delivery company operating automated warehouses. It is comparable to MENY's dark store / online grocery business model as a Nordic pure-play e-grocer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Meny