MENY ILLUM
MENY is a Danish premium supermarket chain within the Dagrofa group, serving households nationwide through physical stores, an online wine shop, a catering service, and a payment-card-linked loyalty app, differentiated by 5,000+ trained food specialists and price-matching against discount competitors.
- Company typePrivate
- Founded-
- HeadquartersDenmark (nationwide), Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
What MENY ILLUM does
MENY is a Danish premium supermarket chain ("madmarked") operating nationwide as a banner of the privately held Dagrofa retail group. The company serves Danish consumer households seeking a hybrid of everyday value and specialty food expertise, anchored by more than 5,000 trained food professionals working across butchery, fishmongery, cheesemongery, and wine categories. MENY's commercial proposition combines a national physical store network with a HVERDAGSPRIS price-matching programme that benchmarks everyday SKUs against REMA 1000 and Netto, alongside private-label brands (First Price, Gestus, Grøn Balance) and curated local-supplier partnerships (Aarstiderne i MENY, Danske Madskatte, Pure Dansk, Them Andelsmejeri, etc.).
The business runs an integrated digital-physical ecosystem centred on the MENY App loyalty platform — payment-card-linked via NETS, offering member-exclusive pricing, digital receipts, weekly flyer access, 2,000+ recipes, and gamified promotions such as the December Julekalender (20,750 prizes, 498,075 DKK total in 2025). Distribution extends beyond grocery retail to an online wine shop (shop.meny.dk) with home delivery (from 79 DKK) and in-store pickup (from 59 DKK), plus a Mad Ud Af Huset catering/take-away service covering Christmas, Easter, confirmation, Pentecost, and New Year's menus. Content channels include the weekly Ugens Avis digital flyer and the Magasinet SPISETID food magazine.
MENY generates revenue primarily through physical-store grocery transactions, supplemented by e-commerce wine sales, per-person catering pricing (e.g., 159.95–259.95 DKK/person Christmas menus; 350 DKK/person New Year's adults menu), gift-card sales, and own-brand margin capture. As a privately held subsidiary of Dagrofa, MENY does not publicly disclose revenue, and no public listing, funding rounds, or M&A activity are evidenced in the input data. Geographic footprint is exclusively Denmark, with no current expansion beyond the domestic market.
MENY ILLUM firmographics
Firmographics- Name
- MENY ILLUM
- Legal name
- MENY (Dagrofa)
- Website
- https://meny.dk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MENY is a Danish premium supermarket chain within the Dagrofa group, serving households nationwide through physical stores, an online wine shop, a catering service, and a payment-card-linked loyalty app, differentiated by 5,000+ trained food specialists and price-matching against discount competitors.
- Ownership category
- akta.pro rank
MENY ILLUM industry classification
Industry- Product category
- Supermarket / Grocery Retail
- NAICS
- Other Specialty Food Retailers (44529)
- akta.pro primary industry
- Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)
- akta.pro secondary industries
- Prepared Meat & Seafood Entrées with Sides (Complete Meals) (AFANAFAI), Meal Kits Featuring Meat/Seafood (Heat-and-Eat Components) (AFANAFAG)
Keywords
Where MENY ILLUM is headquartered
LocationHeadquarters
- HQ city
- Denmark (nationwide)
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
MENY ILLUM business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Physical Retail Store Sales: Revenue from sales of groceries, fresh produce, meat, dairy, wine, and specialty items across MENY physical store locations throughout Denmark.
- Online Wine Sales (MENY Vin): E-commerce sales of wine through shop.meny.dk with home delivery or in-store pickup options.
- Mad Ud Af Huset (Food to-Go / Catering): Catering and prepared food sales for events including Christmas menus, New Year's menus, confirmation menus, buffets, and party platters ordered online or in-store for pickup.
- Loyalty / Membership Program: MENY app-based loyalty program where member benefits (special prices, coupons, stamp cards) are linked to the customer's payment card. Revenue indirectly supported through increased customer retention and basket size.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Christmas Menu (Julefrokost) — three tiers with minimum order quantities |
| Unit Pricing | Pay-as-you-go | New Year's Menu (4-course) for adults and children |
| Unit Pricing | Pay-as-you-go | HVERDAGSPRIS — everyday low price initiative matching REMA 1000 and Netto |
| Unit Pricing | Pay-as-you-go | Online wine delivery and pickup |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
MENY ILLUM product offering
Product offeringCore offering
MENY operates a national chain of Danish supermarkets selling groceries, fresh produce, meat, fish, dairy, wine, and specialty food items, supported by over 5,000 trained food specialists (butchers, fishmongers, cheesemongers, wine experts). The retail offering is augmented by an online wine shop (shop.meny.dk), a catering/take-away service (Mad Ud Af Huset), a mobile loyalty app (MENYkortet), a digital weekly flyer (Ugens Avis), and a 2,000+ recipe platform.
Product overview
MENY is a Danish supermarket chain operating under the Dagrofa retail group. Its core product portfolio spans physical grocery retail across multiple store locations, supported by a digital ecosystem comprising the MENY App (loyalty and rewards programme linked to payment cards), an online wine shop (MENY Vin), a digital weekly flyer (Ugens Avis), and a food magazine (Magasinet SPISETID). Catering and take-away services are offered through 'Mad Ud Af Huset', providing pre-made menus for events including Christmas buffets, confirmation, Easter, and New Year's. The business also maintains an own-brand product range (Meny Tilbyder) featuring private-label lines such as First Price, Gestus, and Grøn Balance. A recipe platform provides over 2,000 recipes via the website and app. Seasonal promotional campaigns include the annual Christmas calendar game (Julekalender) and ongoing competitions. MENY's Hverdagspris programme offers everyday low prices matched against discount retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Gestus: MENY's own brand for pasta and other grocery products
- Grøn Balance
- First Price
- MENY Vin
- MENYs Køkken
Products and services
- MENY Physical Grocery Stores
- MENY Vin (Online Wine Shop)
- Mad Ud Af Huset (Catering & Take-away)
- MENY App / MENYkortet (Loyalty App)
- MENY Gavekort (Gift Cards)
Quantifiable outcome
- Price matching ensures competitive everyday pricing against REMA 1000 and Netto on hundreds of items
- +2 more outcomes
Companies that use MENY ILLUM
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
MENY ILLUM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MENY ILLUM partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- NETScoreNETS provides payment card security infrastructure for the MENY app loyalty program. MENY is not in possession of customers' full payment card details; NETS handles secure processing of card data linked to the MENY loyalty program.
- Aarstiderne i MENYminorAarstiderne (a meal kit / organic produce company) partnership within MENY stores, offering seasonal and organic produce to MENY customers.
- DagrofacoreDagrofa is the parent company and wholesaler for the MENY, SPAR, Min Købmand, and LetKøb retail chains in Denmark. Dagrofa provides the Købmandsuddannelsen (grocer training program), private label products (First Price, Gestus, Grøn Balance), and group-wide services including HR, IT, and supply chain.
- REMA 1000 and NettominorMENY uses REMA 1000 and Netto as price benchmarks for its HVERDAGSPRIS (everyday price) initiative, matching their normal prices on hundreds of everyday items weekly.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
MENY ILLUM competitors and assessment
Company assessmentBroad incumbents
- Salling Group: Denmark's largest private retailer, owner of Netto, Føtex, Bilka, and Carl's Jr in Denmark. Competes with MENY across discount (Netto) and hypermarket (Bilka) channels and has superior scale in procurement and private label.
- Coop Danmark: Denmark's largest grocery cooperative, operating Irma, SuperBrugsen, Kvickly, Dagli'Brugsen, and Fakta. Operates across the same Danish grocery market as MENY with broader banner coverage and Coop.dk e-commerce, providing wider competitive pressure.
- Føtex: Mid-market hypermarket banner under Salling Group offering groceries alongside non-food. Overlaps with MENY on fresh, specialty, and event-catering occasions, but also competes in non-food categories where MENY does not operate.
- Kvickly: Coop-owned hypermarket banner offering groceries plus non-food. Comparable to MENY on fresh and specialist counters, with broader non-food assortment and hypermarket scale.
Direct peers
- Aldi Denmark: Discount grocer present in Denmark with a focused private-label assortment. Competes with MENY on price-led essentials and constrains pricing flexibility for the Hverdagspris proposition.
- Irma: Premium supermarket banner under Coop Danmark, focused on quality, specialist counters (butcher, fishmonger, deli), and gourmet assortment. Closest direct competitor to MENY's premium, specialist-led positioning in the Danish grocery market.
- REMA 1000 Denmark: Danish discount grocery chain and one of MENY's explicit price-match benchmarks under the Hverdagspris programme. Directly competes on everyday essentials and constrains MENY's pricing on the high-velocity basket.
- Lidl Denmark: Discount grocer operating nationally in Denmark with a hard-discount model. Competes with MENY on price-led everyday items and on private-label penetration, intensifying the price floor in the market.
- Netto Denmark: Discount grocery banner owned by Salling Group and MENY's other explicit Hverdagspris price benchmark. Direct competitor in the Danish discount channel that sets the price floor MENY must match.
- SuperBrugsen: Mid-market supermarket banner under Coop Danmark with broad assortment and local store managers (købmænd). Operates a very similar franchise-style store model to MENY, with comparable focus on everyday value plus specialist service.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
MENY ILLUM social profiles
Digital presenceMENY ILLUM financial estimates
Financial estimateRevenue estimate
Valuation estimate
MENY ILLUM leadership team
Management profileNumber of profiles
MENY ILLUM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MENY ILLUM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MENY ILLUM
What does MENY ILLUM do?
MENY operates a national chain of Danish supermarkets selling groceries, fresh produce, meat, fish, dairy, wine, and specialty food items, supported by over 5,000 trained food specialists (butchers, fishmongers, cheesemongers, wine experts). The retail offering is augmented by an online wine shop (shop.meny.dk), a catering/take-away service (Mad Ud Af Huset), a mobile loyalty app (MENYkortet), a digital weekly flyer (Ugens Avis), and a 2,000+ recipe platform.
Is MENY ILLUM a public or private company?
MENY ILLUM is a private company. It is classified as corporate owned and is currently operating.
When was MENY ILLUM founded?
MENY ILLUM was founded in -1. It employs 11 to 50 people.
Where is MENY ILLUM based?
MENY ILLUM is headquartered in Denmark (nationwide), Denmark, in the Europe region.
How does MENY ILLUM make money?
Four revenue lines are on record. Physical Retail Store Sales are the primary driver. The others are online Wine Sales (MENY Vin), mad Ud Af Huset (Food to-Go / Catering) and loyalty / Membership Program.
Who are MENY ILLUM's main competitors?
Broad incumbents on record are Salling Group, Coop Danmark, Føtex and Kvickly. Direct peers are Aldi Denmark, Irma, REMA 1000 Denmark, Lidl Denmark, Netto Denmark and SuperBrugsen.
Does MENY ILLUM have an API?
No public API is recorded for MENY ILLUM.
What industry is MENY ILLUM in?
MENY ILLUM's product category is Supermarket / Grocery Retail. Its primary akta.pro industry code is CRAHAGAO, Farmstead & Local Artisan Food Markets (Retail Shops), with a secondary code of AFANAFAI, Prepared Meat & Seafood Entrées with Sides (Complete Meals). Its NAICS code is 44529.