noon

What noon does

Noon (nooncph ApS) is a Copenhagen-based B2B corporate lunch delivery service founded in February 2021 by Carl Johan Paulsen and Ida Marie Banke, with the company operating as part of the Table Company holding. It delivers chef-quality daily lunches to more than 100 companies across Greater Copenhagen using its own electric vehicle fleet and a 2,700 m² production kitchen in Nordhavn, producing food in three core SKUs (Green noon vegetarian, Full noon with organic meat/fish, and Mix noon hybrid) priced at a flat 64 DKK per cover ex. VAT and delivery, with a minimum of 10 covers per order. Menus are developed in collaboration with an international network of Michelin-starred and World's 50 Best chefs (Matt Orlando at AMASS, Jonas Mikkelsen at Frederiksminde, Benoit Dewitte, Sasu Laukkonen at Ora, Diego Muñoz, Jowett Yu at Ho Lee Fook, and others), which the company positions as its primary content and talent differentiator.

The business operates multiple revenue streams beyond the core per-cover lunch plan: full-service canteen management for companies with 100+ employees (managed-services contract with bespoke pricing); event catering (Sankthans menus from 295 DKK/cover, BaneGaarden sharefood from 345 DKK/cover, pizza from 115 DKK/piece); on-site Nordhavn eatery hosting up to 500 guests daily plus Thursday long-table dinners; and private parties and corporate events in the warehouse venue. Go-to-market is hybrid — a self-serve product-led trial motion (1, 7, or 14-day commitment-free trials with a satisfaction-or-no-bill guarantee ordered through the Kanpla platform) layered with enterprise field sales targeting Greater Copenhagen companies. Distribution is exclusively direct, via the proprietary EV fleet, with no resellers or third-party logistics.

Underlying technology is intentionally lean and non-proprietary: ordering and account management run on the Kanpla third-party platform; marketing infrastructure uses Google Ads, Meta Pixel, HubSpot CRM, Google Tag Manager, and Hotjar; and back-office functions consume consumer-grade AI tools (Claude, ChatGPT/GPT-4, Gemini, Bing Chat/Copilot) for customer service, content production, and internal analysis. The company holds ØKO bronze organic certification and 100% organic meat in hot dishes. In April 2025, businessman Niels Peter Pretzmann acquired a 10% stake and a strategic supply partnership was established with his regenerative organic farm Farmers & Company in Lithuania, giving noon vertical field-to-lunch traceability. Average customer retention is stated at 22 months and Google review rating is 4.7/5.

Name

noon

Legal name

nooncph ApS

Website

https://nooncph.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Corporate Catering Services

NAICS

Food Service Contractors (72231), Caterers (72232), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Corporate/Workplace Meal Programs & Bulk Prepared Meals (CRAHAJAJ)

akta.pro secondary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

Keywords

• Corporate lunch delivery
• Office catering services
• Meal subscription programs
• Workplace canteen management
• Organic chef meals

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Lunch Plan: Recurring subscription-like model where companies order daily lunch deliveries. Fixed price per cover (64 DKK). No commitment required – cancel anytime. Revenue accrues per delivery based on number of covers ordered.
2. Catering / Events: One-time catering orders for private events, company gatherings, and special occasions. Menu options include Sankthans menu (from 295 DKK/cover), BaneGaarden sharefood (from 345 DKK/cover), and Pizza from Perron (from 115 DKK/piece). Minimum order quantities vary by menu.
3. Canteen Operation: Full-service canteen management for companies with 100+ employees. Noon handles everything from purchasing and preparation to serving and cleanup. Pricing is bespoke based on company size and requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

noon is a Copenhagen-based corporate lunch company that delivers chef-prepared daily lunches to businesses on a subscription basis, with rotating menus including a vegetarian option (Green noon), a meat-and-fish option (Full noon), and a mixed option (Mix noon). Beyond subscription lunch, noon operates full workplace canteens (Kantine) and provides catering for corporate events, private parties, and a Thursday dinner service.

Product overview

Noon is a corporate lunch delivery service offering three main menu products: Green noon (100% vegetarian), Full noon (with organic meat, poultry, and fish), and Mix noon (a flexible combination of both). The service is delivered across Greater Copenhagen via electric vehicles, prepared daily in their Nordhavn kitchen. Beyond core lunch delivery, the portfolio includes canteen management operations for larger companies, event catering with customizable menus, Thursday dinner experiences, and private party hosting at their Nordhavn venue. All menus feature signature dishes developed by international Michelin-starred and World's 50 Best chefs.

Differentiator

Problem solved

Functional benefit

Brands

• Green noon: 100% vegetarian lunch menu with warm main courses, crisp salads, cold dishes, and freshly baked sourdough bread.
• Full noon
• Mix noon

Products and services

• Green noon Daily vegetarian lunch option delivered to subscribing companies in Copenhagen as part of the recurring noon lunch subscription.
• Full noon Daily lunch option with meat and fish dishes delivered to subscribing companies in Copenhagen as part of the recurring noon lunch subscription.
• Mix noon Mixed lunch option combining vegetarian and meat/fish dishes delivered to subscribing companies in Copenhagen.
• Kantine (Canteen) Full on-site canteen operation service where noon staffs and runs a workplace canteen for a corporate client, providing daily lunch directly at the client's premises.
• Catering (Firmaevents) Event catering service for corporate events, providing chef-prepared food for company functions held by client organizations.
• Torsdagsmiddag (Thursday Dinner) Recurring Thursday dinner service providing chef-prepared evening meals to subscribing customers in the Copenhagen area.
• Private Selskaber (Private Parties) Catering service for private parties and social gatherings, providing chef-prepared food for individual hosts.

Quantifiable outcome

• 22 months average customer retention
• +3 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Partnerships

Three partnerships are on record, tiered core.

• Farmers & CompanycoreStrategic or Co-development Partner · 1 April 2025Regenerative and organic farm outside Vilnius, Lithuania, founded by Niels Peter Pretzmann. Recognized among Top 50 Farmers globally. Provides fresh vegetable supplies weekly. Partnership established in earnest April 2025. Full traceability from field to lunch.
• KanplacoreTechnology or IntegrationOrdering platform for corporate lunch management. Used for order management, cover adjustments, and customer accounts. noon uses Kanpla for their digital ordering infrastructure.
• Table CompanycoreOthersNoon is part of Table Company, which creates and runs food businesses. Table Company is the parent organization for noon.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• ISS A/S: Danish-headquartered global facility services company with a large food services division serving corporate workplaces including canteens and catering. Same ICP (large Danish corporates) but operates as a broad incumbent across many service lines rather than a chef-led specialist.
• Sodexo: French global food services and facilities management company with a meaningful Nordic presence in workplace dining, benefits, and canteen management. Overlaps with noon's enterprise customer base but as a diversified incumbent rather than a chef-led subscription lunch specialist.
• Aramark: US-headquartered global food, facilities, and uniform services provider serving corporate, education, healthcare, and sports venues. Competes in workplace dining and corporate catering at scale, comparable as a broad incumbent rather than a chef- or sustainability-led niche operator.
• Elior Group: French contract catering group operating in the Nordics through subsidiaries like Elior Denmark, serving workplace and institutional food services. Adjacent incumbent competing for similar B2B contracts with a multi-segment rather than chef-curated model.
• Compass Group: UK-listed global contract catering and support services giant. Operates workplace food, vending, and canteen programs across Europe; competes with noon for large multinational employer accounts in Denmark, but at massive scale with a broader, less chef-specialized offering.

Others

• Wolt: Finnish food and retail delivery platform with strong Copenhagen presence enabling restaurants and dark kitchens to reach corporate lunch demand. Not a direct peer but an indirect channel and competitive substitute for employer lunch budgets considering delivery-only alternatives to noon.
• Too Good To Go: Danish-founded surplus-meal marketplace connecting businesses with consumers to reduce food waste. Not a direct competitor to noon's daily lunch plans, but shares noon's sustainability positioning and operates inside the same Danish food-system ecosystem with overlapping enterprise sustainability teams.

Direct peers

• Meyers: Danish sustainable food company founded by Claus Meyer running canteens, catering, and restaurants with a similar chef-driven, organic, sustainability-led value proposition. Noon's most direct Danish competitor, also serving Copenhagen enterprises with workplace meals and canteen management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nooncph
• LinkedInlinkedin.com/company/nooncph
• Instagraminstagram.com/nooncph

Compliance2 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 noon