Smag & Slægt

What Smag & Slægt does

Smag & Slægt is a Danish multi-brand restaurant group headquartered in Aarhus that operates seven distinct dining concepts across Aarhus and Middelfart: ANKER, MAST, Den Lille Kro, Martino, NorR, Surf Café, and Walthers Kro. The portfolio spans a range of formats from casual café and surf-themed dining to fine dining and traditional Danish kro-style establishments, allowing the group to capture multiple price points and occasion types within the regional market.

The business model is anchored in dine-in restaurant revenue supplemented by three adjacent revenue lines: a corporate hospitality offering (meetings, conferences, team-building, and active breaks) that targets B2B clients across the group's venues; a VIP Klub loyalty program that drives repeat visitation from individual diners; and a gift card platform operated through the third-party ordering infrastructure at order.lifepeaks.dk, which generates prepaid consumer demand. Distribution is entirely physical within two Danish cities, with no disclosed e-commerce, delivery-only, or franchise operations.

The company serves both individual consumers seeking differentiated dining experiences and corporate clients seeking event and meeting venues, leveraging its multi-location footprint as a logistics advantage. Pricing is set on an a-la-carte basis at each venue, with the gift card program providing a mechanism for prepaid revenue smoothing and the VIP Klub offering a repeat-visit mechanism. There is no disclosed financial, headcount, or unit-economic data in the source material, which constrains deeper quantitative analysis.

Name

Smag & Slægt

Legal name

Smag & Slægt ApS

Website

https://meresmag.dk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Smag & Slægt is a Danish multi-brand restaurant group operating seven dining concepts across Aarhus and Middelfart, serving individual diners and corporate clients through restaurants, events, and a gift card platform.

Ownership category

akta.pro rank

Product category

Restaurant and Hospitality Services

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Corporate/Office Catering & Group Ordering Platforms (CRAFAFAJ)

Keywords

• Restaurant dining services
• Hospitality group operations
• Corporate event hosting
• Fine dining restaurants
• Meeting and conference services

Headquarters

HQ city

Hasselager

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant dining: One-time transactions from walk-in customers and reservation-based dining at restaurant locations.
2. Gift card sales: Sale of gift cards through external ordering platform (order.lifepeaks.dk).
3. Corporate events and meetings: Revenue from corporate meeting packages, conference services, and active break activities for business clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Smag & Slægt is a Danish restaurant group that operates a portfolio of distinct restaurant brands in Aarhus and Middelfart, including ANKER, MAST, Den Lille Kro, Martino, NorR, Surf Café, and Walthers Kro. The group provides dine-in hospitality experiences spanning fine dining, seafood, Italian, Nordic, and café concepts. In addition to restaurant operations, the company offers corporate meeting and conference services, team-building active breaks, gift cards, VIP club membership, and seasonal event catering such as julefrokost (Christmas lunch) parties.

Product overview

Smag & Slægt is a Danish hospitality and restaurant group that operates multiple restaurant brands as a unified family. The portfolio includes six distinct restaurant locations (ANKER, MAST, Den Lille Kro, Martino, NorR, Surf Café, and Walthers Kro) offering fine dining and café experiences across Denmark. Beyond restaurants, the company provides corporate hospitality services including meetings, conferences, team-building activities (Searangers, SUP boarding, Bridgewalking, A-kæden, Tidsrejsen), and Christmas party events (Julefrokost). The group also offers a VIP club membership and gift card services.

Differentiator

Problem solved

Functional benefit

Brands

• ANKER: Restaurant located at Fiskerivej 12, 8000 Aarhus C, with CVR 38 87 08 31.
• MAST
• Den Lille Kro
• Martino
• NorR
• Surf Café

Products and services

• ANKER Restaurant located at Fiskerivej 12, 8000 Aarhus C, serving as one of the Smag & Slægt family of restaurants with its own distinct dining concept.
• MAST Restaurant located at Havnegade 8c, 5500 Middelfart, operating as part of the Smag & Slægt restaurant portfolio with its own distinct dining concept.
• Den Lille Kro Restaurant located at Nørre Allé 55, 8000 Aarhus C, operating as part of the Smag & Slægt hospitality group with its own distinct dining concept.
• Martino Restaurant located at Marselisborg Havnevej 46 B, 8000 Aarhus C, serving as one of the Smag & Slægt family establishments with its own distinct dining concept.
• NorR Restaurant located at Marselisborg Havnevej 46D, 8000 Aarhus C, operating as part of the Smag & Slægt restaurant group with its own distinct dining concept.
• Surf Café Café located at Marselisborg Havnevej 24, 8000 Aarhus, included in the Smag & Slægt hospitality portfolio as a distinct casual dining concept.
• Walthers Kro Restaurant establishment included in the Smag & Slægt restaurant family, operating under its own brand and website.
• Møder og Konferencer (Meetings and Conferences) Corporate meeting and conference services offered by Smag & Slægt to business clients, including structured meeting packages, refreshments, and active break activities.
• Julefrokost (Christmas Lunch) Corporate Christmas party and holiday event catering services offered seasonally by Smag & Slægt for business clients and groups.
• Gavekort (Gift Cards) Gift card purchasing service for Smag & Slægt restaurants and experiences, sold through an external ordering platform (order.lifepeaks.dk).
• VIP Klub VIP membership club for valued customers and corporate clients across the Smag & Slægt restaurant portfolio.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• Brdr. Price: Danish restaurant chain with multiple locations focused on casual dining. Comparable as a multi-location Danish restaurant group with similar family-friendly positioning.
• Restaurant Flammen: Danish restaurant chain with multiple locations offering BBQ and grill-focused dining. Comparable as a multi-location Danish restaurant operator with standardized concepts and group structure.
• Bone's Restaurant: Danish casual dining chain with multiple locations across the country. Comparable as a multi-site Danish restaurant operator targeting similar dine-in occasions and family/corporate clientele.
• Hereford Beefstouw: Danish steakhouse chain with locations across the country. Comparable as a multi-location Danish restaurant operator targeting similar dining occasions and corporate clientele.
• Jensens Bøfhus: Established Danish restaurant chain with locations nationwide, focused on steakhouse dining. Comparable as a multi-location Danish restaurant group with broad consumer appeal and standardized menu execution.
• Madklubben: Major Copenhagen-based restaurant group operating multiple mid-to-upscale dining concepts across Denmark. Highly comparable as a multi-brand Danish restaurant group targeting similar dining occasions and corporate clientele.
• Den Røde Okse: Danish restaurant chain with multiple locations nationwide. Comparable as a multi-location Danish restaurant operator targeting similar family and casual dining segments.
• Cofco (Restaurant Cofoco): Copenhagen-based restaurant group operating multiple upscale dining concepts. Comparable as a Danish multi-brand restaurant group with portfolio approach and premium positioning.

Regional players

• Wulff & Konstali: Copenhagen-focused restaurant group with multiple dining concepts. Comparable as a multi-brand Danish restaurant operator, though primarily active in the Copenhagen market rather than Jutland.

Broad incumbents

• Meyers Madhus: Well-known Danish food company with restaurants, delis, catering, and food products. Comparable in the broader Danish hospitality space with overlapping catering and event services, though broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smag-slaegt-aps

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 Smag & Slægt