Martin & Servera Restaurangbutiker

What Martin & Servera Restaurangbutiker does

Martin & Servera Restaurangbutiker AB is a Swedish cash-and-carry foodservice wholesaler headquartered in Årsta, Stockholm, operating two retail stores (Årsta and Bromma) that serve as one-stop procurement hubs for the professional meal industry. The company carries more than 10,000 articles spanning meat/poultry/fish, produce, dairy/cheese/eggs, wine/spirits/beer (restricted to permit-holders), pantry and frozen goods, ready-made food, kitchen equipment, disposables, and cleaning chemicals. It controls eight private-label brands across price tiers — Martin & Servera Premium, the core Martin & Servera label, BAS (value), Martin Olsson (coffee), Formo (non-food), Destino (equipment), Diskteknik (cleaning chemicals), and Kung Kaffe — enabling margin capture and differentiated positioning. Membership is free for both businesses and private individuals (the latter via Matklubben or BenifyDeals employer linkage), and corporate customers can opt into a Företagskort that provides invoiced terms of up to 45 days at 0% interest for an annual SEK 390 fee.

The business operates as a wholly-owned subsidiary of Martin & Servera-koncernen, the broader Swedish hospitality group that also owns Galatea, Grönsakshallen Sorunda, Fiskhallen Sorunda, and Kötthallen Sorunda. The entity's heritage traces to 3 January 1897, when founder Martin Olsson took over a spice shop at Hötorget in Stockholm. In 1973 the company introduced Martin Olsson Cashar stores dedicated to restaurants; in 2012 Martin Olsson merged with Servera Restaurang & Storkök to form the Martin & Servera group; and in May 2016 all Swedish units were unified under the Martin & Servera Restaurangbutiker name while a new Bromma store opened.

Revenue is generated primarily through one-time product sales at wholesale pricing (exclusive of VAT), with secondary streams from paid corporate deliveries, the Företagskort subscription (SEK 390/year), and loyalty cashback (Kundbonus/Stamkund). Distribution is purely physical retail plus optional B2B delivery, supported by a digital customer-card system, a printed 17-issue-per-year campaign magazine reaching 10,000–30,000 customers, social channels (Facebook, Instagram, LinkedIn), website, and the annual Smak & Inspiration trade show. The company has no proprietary technology platform, no disclosed digital ordering/ecommerce channel, and no AI/ML capability.

Name

Martin & Servera Restaurangbutiker

Legal name

Martin & Servera Restaurangbutiker AB

Website

https://martinserverarestaurangbutiker.se

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

Martin & Servera Restaurangbutiker is a Stockholm-based cash-and-carry foodservice wholesaler operating two stores (Årsta, Bromma) that supply restaurants, caterers, hotels, and other businesses with 10,000+ SKUs across food, beverage, alcohol, kitchen equipment, and supplies.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale Distribution

NAICS

Convenience Retailers and Vending Machine Operators (44513)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Restaurant & Foodservice Supply Cash-and-Carry (Chef Stores) (CRAHAMAD)

akta.pro secondary industries

Foodservice Cash-and-Carry (Restaurants/Caterers) (CRAHACAC), Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)

Keywords

• Restaurant wholesale supplies
• Foodservice distribution
• Cash and carry groceries
• Professional kitchen equipment
• Private label food brands

Headquarters

HQ city

Årsta

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Product Sales - Food and Beverages: Retail sales of food, beverages, alcohol, and related products through cash-and-carry stores. Primary revenue stream from food items including meat, poultry, fish, dairy, produce, dry goods, and frozen products.
2. Product Sales - Kitchen Equipment and Supplies: Sales of kitchen equipment, non-food items, single-use articles, cleaning products, and restaurant supplies.
3. Alcohol Sales: Wine, spirits, and beer sales to customers with valid serveringstillstånd (alcohol serving permit).
4. Delivery Services: For corporate customers, delivery of goods for a fee. Standard model is cash-and-carry where customers pick up goods themselves.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Martin & Servera Restaurangbutiker operates a cash-and-carry wholesale business from two physical stores in Stockholm (Årsta and Bromma), selling more than 10,000 articles of food, beverages, alcohol, kitchen equipment, disposables, and cleaning products to professional food-service businesses such as restaurants, cafés, caterers, hotels, and pizzerias. The company also serves private individuals through its free Matklubben membership and BenifyDeals employer-linked access, and complements product sales with services including a corporate invoicing card, loyalty/cashback programs, delivery, GastroMerit training, and partner benefits.

Product overview

Martin & Servera Restaurangbutiker is a Swedish restaurant wholesale company operating two physical retail stores in Årsta and Bromma, Stockholm. The company offers a broad assortment of food, beverages, and kitchen equipment primarily targeting restaurants and professional businesses, with additional access for private individuals through Matklubben membership. The product portfolio includes seven own-brand labels: Martin & Servera, Martin & Servera Premium (premium quality with traceability), BAS (value basics), Martin Olsson (coffee specialty), Formo (non-food/disposables), Destino (kitchen equipment), Diskteknik (cleaning chemicals), and Kung kaffe (value coffee). Product categories span fresh meat/poultry/fish, produce, dairy/cheese/eggs, wine/spirits/beer, pantry/frozen goods, ready-made foods, non-food items, kitchen equipment, bread/pastries/ice cream, and hot/cold beverages. Services include GastroMerit training programs, customer bonus/loyalty programs, business cards with credit terms, and various partner offers (card processing, insurance, staffing).

Differentiator

Problem solved

Functional benefit

Brands

• Martin & Servera Premium: Series of quality products for restaurants and professional kitchens with high quality and traceability.
• Martin Olsson
• BAS
• Formo
• Destino
• Kung kaffe
• Diskteknik

Products and services

• Martin & Servera private label (food products) Core own-brand label covering a wide range of food products carefully selected for quality, taste, and availability, sold exclusively at Martin & Servera Restaurangbutiker for restaurant and food-service buyers.
• Martin & Servera Premium Premium private-label series offering high-quality products with traceability for restaurants and professional kitchens.
• BAS Value-oriented own brand providing reliable, affordable basic food products including fresh meat, sausages, ham, and hamburgers.
• Martin Olsson (coffee) Coffee brand made from carefully selected beans, gently roasted and blended with care, marketed to restaurants, bars, cafés, and staff canteens.
• Formo Own-brand series of non-food articles for restaurant kitchens, including food storage items, disposable items, candles, and napkins.
• Destino Kitchen equipment brand offering high-quality products at competitive prices for professional kitchens.
• Diskteknik Own brand of chemical-technical products for professional cleaning in commercial kitchens (restaurants, cafés, schools, hotels), including environmentally labeled products for dishwashing, laundry, and cleaning.
• Kung kaffe Value-oriented own coffee brand with 12 medium-roasted varieties, including organic and Fairtrade options, for budget-conscious buyers.
• Kött, fågel och fisk (Meat, Poultry and Fish category) Product category offering a wide selection of premium steaks, fresh salmon, hand-peeled shrimp, sausages, charcuterie, chicken, turkey, duck, and MSC-certified cod.
• Frukt och grönt (Fruit and Vegetables category) Product category offering fresh herbs in large trays, fresh-cut vegetables, exotic fruits, and a broad Swedish selection.
• Mejeri, ost och ägg (Dairy, Cheese and Eggs category) Product category offering a broad range of dairy products, cheese, and eggs, from basic staples to specialty dessert cheeses.
• Vin, sprit och öl (Wine, Spirits and Beer category) Wide selection of wine, spirits, and beer available to customers with alcohol permits (serveringstillstånd), including liqueurs, malt whisky, and cognac, sourced directly from producers worldwide.
• Kolonial och fryst (Pantry and Frozen category) Pantry and frozen category including spices, pasta, rice, stocks, oil, flour, nuts, canned goods, chocolate, confectionery, bake-off items, pastries, cakes, pies, and ice cream.
• Färdiglagat (Ready-made food category) Ready-made food category suitable for buffets, food trucks, or simpler lunch service.
• Non-food category Broad non-food range including reusable items, dishwashing, chemicals, hygiene paper, disposable items for take-away, catering, table settings, storage, and cleaning.
• Köksutrustning och engångsartiklar (Kitchen Equipment and Disposables) One of the market's widest selections of kitchen equipment, also offering portions of Martin & Servera's restaurant equipment range.
• Bröd, bakverk och glass (Bread, Pastries and Ice Cream category) Daily-fresh bread, freshly baked buns and cakes for breakfast service, pastries, and buffets, plus frozen desserts, bulk ice cream, and high-quality berry purees.
• Varm och kall dryck (Hot and Cold Beverages category) Hot and cold beverages including coffee, chocolate, soft drinks, water, beer, fruit drinks, drink mixers, and juice, with a wide coffee range from brewed coffee to capsules and whole beans.
• GastroMerit training program Training and education program for the restaurant industry offering courses in cooking, beverage knowledge, leadership, economics, service, environment, and hygiene.
• Partnererbjudanden (Partner offers) Curated partner services including card payment agreements (Swedbank Pay), Swish discounts (Northmill Bank), insurance (Söderberg & Partners), fuel discounts (Preem), and a digital time clock service (Personalkollen), negotiated for Martin & Servera group customers.
• Kundbonus (Customer Bonus loyalty program) Loyalty program offering cashback on all purchases with an additional growth bonus for increased year-over-year spending, available to professional customers.
• Stamkund loyalty program Loyalty program offering bonus and cashback, unique offers, priority access to cuts, market intelligence, customer events, and product samples.
• Företagskort (Corporate Card) Business card enabling corporate customers to shop and pay via monthly invoice with up to 45 days credit at 0% interest, with an annual fee of 390 SEK.
• Matklubben (private individual membership) Free association membership for food-interested private individuals aged 18 and above enabling immediate shopping in stores with access to wholesale-quality products.
• Corporate Delivery service Delivery of goods to corporate customers for a fee, arranged through the store managers.

Quantifiable outcome

• One customer using Swedbank Pay card acceptance saves approximately 10,000 SEK per year on card processing fees
• +1 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Swedbank PaycoreGTM or Marketing PartnerPartnership offering competitive card payment processing rates for Martin & Servera customers. One customer reportedly saves approximately 10,000 SEK annually using this agreement. Martin & Servera has negotiated group rates for all group customers.
• Northmill BankminorGTM or Marketing PartnerPartnership providing reduced Swish transaction costs for Martin & Servera customers. Offers minimum 10% lower cost per transaction compared to standard rates, with price guarantee.
• PreemminorGTM or Marketing PartnerPartnership offering discounts on fuel and charging at Preem stations for Martin & Servera customers. Also includes discounts on chemical products.
• PersonalkollenminorGTM or Marketing PartnerFree digital time clock service offered as partner benefit. Helps with time reporting and serves as electronic staff ledger for compliance.
• Söderberg & PartnersminorGTM or Marketing PartnerPartnership offering tailored and competitively priced insurance for restaurants and company vehicles through Söderberg & Partners.
• BenifyminorChannel Partner/ Reseller/ DistributorBenifyDeals program allows employees of Benify-connected companies to shop at Martin & Servera stores. Employees access exclusive shopping benefits through employer-linked accounts.
• GastroMeritminorGTM or Marketing PartnerEducation and training program within Martin & Servera Group offering courses in cooking, beverages, leadership, economics, service, environment, and hygiene for restaurant industry professionals.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Axfood: Swedish food retail group (Hemköp, Willys, City Gross) with growing foodservice and B2B operations. Comparable on Swedish food market positioning and category breadth, though primarily retail-focused rather than foodservice specialist.
• Metro AG: Pan-European cash-and-carry and foodservice distribution group operating under METRO and MAKRO banners across multiple countries. Comparable on cash-and-carry format, broad foodservice assortment, and B2B membership model, but operates at much greater scale and geographic breadth.
• Kespro: Finnish foodservice wholesaler and cash-and-carry operator owned by Kesko. Directly comparable on the foodservice cash-and-carry format, restaurant customer focus, and Nordic geographic exposure.
• Booker: UK's largest foodservice cash-and-carry operator, owned by Tesco. Comparable on the membership-based cash-and-carry model serving restaurants and small foodservice operators, though operating at national UK scale.
• ICA Sverige: Sweden's largest grocery retailer with significant foodservice procurement through ICA Sverige and ICA Proff. Comparable on Swedish market presence, foodservice customer overlap, and broad grocery assortment, though primarily a retail rather than dedicated foodservice operator.
• Selgros Cash & Carry: German foodservice cash-and-carry operator (part of Transgourmet/Coop). Comparable on cash-and-carry format for restaurant and foodservice customers and broad assortment including fresh, dry, and non-food categories.
• Brakes Group: UK and Ireland foodservice distribution leader owned by Sysco. Comparable on broad foodservice assortment, restaurant customer base, and centralized procurement scale, though operating at much larger national scale.

Regional players

• Dagrofa Foodservice: Danish foodservice distributor (part of Dagrofa group, which also acquired Servicegrossist in Norway). Comparable on Nordic foodservice distribution model and B2B restaurant customer base, though operating in different national markets.

Direct peers

• Restaurant Depot: US-based cash-and-carry foodservice retailer owned by Jetro Holdings. Comparable on the no-frills cash-and-carry format targeting restaurant and foodservice operators, with broad assortment and membership-based access.
• Menigo Foodservice: Sweden's largest independent foodservice distributor, operating cash-and-carry stores and a national delivery network for restaurants and professional kitchens. Directly comparable on product breadth, customer base (restaurants, caterers, hotels), and Swedish market focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/restaurangbutiker
• LinkedInlinkedin.com/company/martin-&-servera-restaurangbutiker-ab
• Instagraminstagram.com/restaurangbutiker

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 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 Martin & Servera Restaurangbutiker