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Meny
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Meny supermarket in Snarøya, Norway
Product typeSupermarket
OwnerNorgesGruppen
CountryNorway
Introduced1992
MarketsNorway, Denmark
WebsiteNorway, Denmark

Meny (meaning "Menu") is a Norwegian and Danish supermarket chain owned by NorgesGruppen and Dagrofa (only the Danish stores, NorgesGruppen owns a 49% stake in Dagrofa).[1] The chain historically was only active in Norway, where 187 stores operate under the brand.[2] In 2015, 119 Meny stores opened in Denmark, which are rebranded SuperBest and Eurospar stores, brands owned by the Danish Dagrofa.[3][4] The first Danish Meny stores opened in April 2015.[5]

The brand operates so called 'full-service' supermarkets, focusing on offering a large choice of fresh and/or high quality products as opposed to discount supermarkets that offer low prices.[5][6][7]

In Denmark Meny has 5,500 employees.[4][5]

References

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Meny

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Meny is a prominent supermarket chain operating in Norway and Denmark, known for its emphasis on premium quality fresh produce, extensive product variety, and customer-focused service, with the name deriving from the Norwegian word for "menu." Established in 1992 with its first store in Porsgrunn, Norway, the chain traces its origins to the 1869 founding of Oluf Lorentzen Colonial, a precursor business that evolved into modern grocery operations before being acquired by NorgesGruppen in 2000. Today, Meny is fully owned by NorgesGruppen in Norway, where it functions as the group's upscale supermarket banner alongside more budget-oriented chains like Kiwi and Joker, while in Denmark, it operates under Dagrofa—a cooperative in which NorgesGruppen holds a significant 57.5% stake—with stores rebranded from former SuperBest and Eurospar outlets in 2015. The chain maintains 187 stores across Norway, extending from southern regions to northern areas including Tromsø, and 116 stores in Denmark as of 2025, employing nearly 10,000 people in total, including about 1,000 certified food trade specialists. Meny distinguishes itself through a commitment to over 1,100 suppliers, offering 9,000 to 15,000 products per store—including more than 5,000 locally sourced "Matskatter" items—and innovative features like an online shopping platform that reaches 70% of Norway's population, alongside sustainability initiatives focused on resource conservation and ethical sourcing.

History

Founding in Norway

Meny was established in 1992 through the merger of regional grocery chains including Telemarkskjeden, FK-kjeden, and Norgeskjeden, creating a unified premium brand under the Meny name. The inaugural store, Meny Flåtten, opened in that autumn, marking the chain's entry into 's competitive grocery sector as a full-service retailer focused on quality fresh produce and . From its inception, Meny positioned itself as a high-end alternative to discount formats, targeting urban and affluent shoppers with an emphasis on superior product variety, expert staff knowledge, and a welcoming experience that prioritized fresh foods like , bakery items, and seasonal specialties. This differentiation helped it carve out a niche in a market dominated by low-price competitors. Early expansion accelerated through strategic consolidations and organic growth. In 1993, longstanding wholesaler Oluf Lorentzen Colonial merged with Jens Evensen A/S to form Evensen og Lorentzen. By 1997, this entity formalized collaborations in marketing and procurement with Meny, bolstering its for premium goods. These moves enabled rapid scaling and steadily increasing its among quality-conscious consumers in Norway's first decade. A pivotal milestone came in 2000 when acquired Meny, prompting a concept relaunch that enhanced its integration into the parent's diverse portfolio—including discount chain Kiwi and convenience brand Joker—while fueling further domestic consolidation through the . This acquisition supported sustained growth, with additional store additions like Helgø Matsenter in 2011, reinforcing Meny's status as Norway's leading chain up to its international pivot in 2015.

Expansion to Denmark

In September 2014, Dagrofa announced plans to rebrand 119 of its SuperBest stores and most of its Eurospar outlets to the Meny format, marking the Norwegian chain's entry into the Danish market. This initiative aimed to replace underperforming brands with Meny's established premium model, with the transformation scheduled to begin in early 2015 and complete by summer of that year. The expansion was facilitated by a formed in 2013, when acquired a 49% stake in Dagrofa for NOK 538 million, providing the Norwegian group with significant influence over the Danish retailer's operations and enabling the cross-border introduction of the Meny brand. This collaboration allowed Dagrofa to leverage Meny's expertise in premium grocery retailing while retaining operational control in . By April 2015, the first rebranded Meny stores opened, completing the initial rollout of 119 locations nationwide. The process required substantial investments in store renovations to align with Meny's Norwegian standards of high-quality product selection, fresh emphasis, and enhanced , adapting these elements to Danish preferences for organic and specialty foods. Despite the scale of the transformation—from signage and layout changes to supplier integrations—the rollout proceeded smoothly, revitalizing former SuperBest and Eurospar sites into a cohesive premium network without major reported disruptions. Since 2015, Meny has sustained steady growth in , operating 116 stores as of 2025, a figure stable from the initial 119 amid targeted optimizations. The chain has achieved strong in the premium segment, earning recognition as Denmark's top brand in 2025 for trust, product quality, and organic offerings. Loyalty metrics underscore this progress, with 55.9% of customers reporting primary allegiance to Meny in 2023, a 2.4 percentage-point increase from the prior year. Overall, Meny's performance has bolstered Dagrofa's to nearly 11% in the Danish grocery sector by 2025, within the group's total of 540 stores across formats.

Operations

Norwegian stores

Meny operates approximately 185 stores in Norway as of mid-2025, forming a key part of the country's premium grocery sector. These stores are primarily concentrated in urban and suburban areas, with significant presence in major cities such as , , and , alongside distribution across other regions including , , and smaller towns to serve diverse customer bases nationwide. This geographic focus aligns with Meny's positioning as an upscale retailer, targeting densely populated areas where demand for high-quality, fresh products is highest. Typical Meny stores in range from 1,000 to 2,500 square meters in size, designed to provide an expansive shopping experience with dedicated sections for fresh produce and prepared s. Staffing across the Norwegian operations totals about 10,000 employees, many of whom hold specialized food craft certifications to ensure expertise in handling premium items. Day-to-day functioning emphasizes customer service through features like in-store bakeries offering freshly baked breads and pastries, as well as delis providing hand-cut cheeses, meats, and ready-to-eat meals prepared on-site. In winter 2025, Meny opened a centralized online store in the Alna area to serve greater . Sustainability efforts in Norwegian Meny stores prioritize local sourcing, with over 5,000 "Matskatter" (local food treasures) integrated into the assortment to support regional producers and reduce transportation emissions. Seafood, a staple in Norwegian cuisine, is predominantly sourced locally from sustainable fisheries to promote environmental responsibility and freshness. Additionally, the chain has implemented plastic reduction measures as part of broader NorgesGruppen initiatives, achieving a decrease of 249.9 tonnes in plastic usage through alternatives like reusable packaging and optimized wrapping. Customer loyalty in is fostered through the MENY MER program, which offers enhanced rewards exclusively for Meny shoppers, including extra Trumf bonus points on select products weekly and personalized coupons based on purchase history. This integrates seamlessly with NorgesGruppen's overarching Trumf rewards system, allowing members to earn and redeem bonuses across affiliated stores like Kiwi and Spar, with automatic accumulation via mobile payments for added convenience.

Danish stores

Meny maintains a network of approximately 120 supermarkets across as of 2025, with a concentration in urban areas including , , , and . These locations stem from the 2015 of previous SuperBest and Eurospar stores under the Dagrofa banner. The chain adapts to Danish preferences by prioritizing organic and locally sourced goods, where organic sales grew by 4% in 2024, supported by in-store shop-in-shops from acquired partner Aarstiderne rolled out in 2025. Compliance with food labeling regulations is standard, ensuring transparency in product origins and nutritional information, while aligning with national standards like the organic label for verified sustainable production. Approximately 5,500 employees staff Meny's Danish operations, with training programs emphasizing service excellence, including a two-year retail for 60 participants by 2025, specialized courses in green and fresh produce , and a climate-focused module for sales assistants. These efforts contributed to Meny being ranked as Denmark's top brand in 2025, particularly for employee professionalism and product quality. Unique initiatives include the "Danske Madskatte" program, showcasing over 700 products from 50 local Danish producers to promote regional cuisine, and Dagrofa's community-supported store models (borgerstøttede butikker), in which Meny participates, that have established more than 115 rural and urban outlets since 2016 through local partnerships and citizen investment.

Retail format

Store design and layout

Meny stores are characterized by open, spacious layouts that emphasize and a premium shopping experience, featuring high-end fixtures such as timber-wrapped counters and locally crafted tiles to evoke natural warmth and authenticity. Thematic is a core element, with fresh produce sections prominently placed near the entrance to create an inviting "fresh journey," followed by specialized areas like cheese caves and meat curing spaces that highlight artisanal . In Norwegian stores, such as the CC Vest concept in , this design allocates 25% more space to fresh categories including , , , cheese, and , using bold, simple with chalk-like icons in fonts like Futura Passata and Manus to reinforce brand identity. Since its founding in 1992, Meny has evolved its store interiors through targeted updates, beginning with a comprehensive in 2014 by design firm , which introduced environments prioritizing product freshness and brand personality across Norwegian locations. Modern iterations, like the 2019 CC Vest pilot—a 23,000 flagship—incorporate sustainability-focused enhancements, such as natural timber panels and energy-conscious layouts that promote efficient customer flow while reducing environmental impact through material choices. In 2024, NorgesGruppen reopened seven upgraded stores, including the Jacob’s Holtet in , which blends historical significance with contemporary premium design elements to celebrate Norwegian food heritage. These updates align with broader goals of simplicity and authenticity, celebrating Norwegian food culture without compromising on convenience. Interactive features enhance , including informal tasting stations for fresh items, live weekend demonstrations by staff like expert butchers, and elements such as modular touchpoints for quick access to ready-made meals. and electronic shelf labels provide product information, particularly in Danish stores like Nordhavn in , where a "chalk look" aesthetic in the and section complements interactive vending machines for and juice bars for on-site preparation. While maintaining core consistency, design adaptations reflect local preferences: Norwegian stores emphasize expansive fresh produce zones and cultural nods to national cuisine, whereas Danish outlets, such as the Nordhavn location in a preserved historic building, integrate urban elements like preserved original and compact concepts for walkable neighborhoods, fostering a "food mecca" vibe tailored to Copenhagen's vibrant setting. In , Meny was recognized as Denmark's top brand in a customer survey, leading in trust, product quality, organic offerings, and staff service.

Product offerings

Meny's product offerings center on high-quality, premium groceries, with a strong emphasis on fresh, organic, and items that cater to discerning customers seeking inspiration for home cooking. Stores typically stock between 9,000 and 15,000 items, including a wide selection of artisanal cheeses, fresh such as and fillets, and in-house baked goods like and breads. The assortment prioritizes organic produce and sustainable options, reflecting Meny's commitment to quality standards that align with premium private-label trends, such as using superior raw materials for enhanced flavor and nutritional value. In , Meny introduced 1,500 new products, including the Vilje range comprising 70 items focused on quality, origin, and ethical sourcing. A key component of Meny's inventory is its private-label brand, Jacobs Utvalgte, launched in autumn 2009 in collaboration with supplier Unil. Initially introduced with 42 stock-keeping units (SKUs), the range has expanded to over 200 SKUs across 27 categories as of 2019, encompassing premium wines, cured meats, ready meals, and confectionery, with continued growth and strong revenue in 2024. Notable examples include organic eggs, freshly squeezed , Belgian truffles, and high-welfare Lerstang , all designed to offer experiences at accessible prices while maintaining rigorous quality controls. This brand draws its name from the historic Jacobs store in Oslo's Holtet district, renowned for upscale selections, and has fostered strong customer loyalty through its focus on innovative, trend-aligned products. Sourcing practices underscore Meny's dedication to sustainability and locality, with partnerships emphasizing Norwegian fisheries for responsibly harvested seafood and a push for more environmentally friendly products overall. As part of NorgesGruppen, Meny promotes sustainable fishing and fish farming, ensuring suppliers adhere to systems for safe, traceable food production, including efforts to increase Norwegian-sourced goods like local meats and produce. In 2024, local food sales increased by 22.2% to represent 8.5% of total revenue, while food waste was reduced by an additional 13% (50% total since 2015, ahead of the 2025 target), and greenhouse gas emissions fell 33% since 2019. In Denmark, following the 2015 expansion, the chain integrates organic farming partnerships to support similar high standards for fresh items. Seasonal and promotional offerings further enhance the inventory, featuring holiday specials such as saftig julekake (juicy ) and ovnsbakt granstubbe (oven-baked Christmas log) during the winter season, alongside health-focused lines like organic and vegetable-based ready meals. These promotions, including weekly recipe-inspired deals on items like teriyaki wok or quattro formaggi with Norwegian cheeses, encourage seasonal eating while highlighting nutritious, alternatives.

Corporate structure

Ownership

Meny's Norwegian operations are fully owned by ASA, 's largest grocery wholesaler and retailer. , which operates Meny as one of its premium supermarket brands alongside Kiwi, Spar, and Joker, maintains complete control over the chain's activities in Norway. NorgesGruppen was formed in 1994 through a between the wholesale operations of Joh. Johannson (under ASKO) and a of independent grocery retailers, aimed at consolidating fragmented ownership in the Norwegian food retail sector. This structure allowed to integrate independent grocers into a unified network, enhancing scale and while preserving elements of ownership for affiliated stores. In , Meny operates under the ownership of Dagrofa A/S, one of the country's major food wholesale and retail groups. holds a 49% stake in Dagrofa, acquired progressively starting with an in 2013 to foster operational synergies and cross-border alignment between the two markets. Approximately 42% of Dagrofa is owned by KFI Erhvervsdrivende Fond, a Danish investment foundation representing independent retailers, with the remainder held by other stakeholders. NorgesGruppen itself operates as a with no public trading of its shares, structured as a private limited liability company (ASA) under Norwegian law. The Johannson family controls the majority of the company, holding approximately 74.4% of the shares and voting rights, with the remainder distributed among institutional investors and former cooperative members. This concentrated ownership model supports long-term strategic decisions without the pressures of public markets.

Management and workforce

Meny's management structure is overseen by , the majority owner of the Norwegian operations, with Runar Hollevik serving as the group's CEO since 2018. In Norway, Rannveig Krane was appointed CEO of Meny in March 2025, bringing over 20 years of experience in retail leadership and strategy. For Danish operations, managed through Dagrofa (in which holds a 49% stake), Richo Boss has led as chain director and CEO of Meny since 2021, focusing on premium retail expansion. Regional managers in both countries report to these executives, coordinating operations across Meny's approximately 185 stores in and 120 in as of 2025 to ensure consistent branding and performance standards. The workforce totals nearly 10,000 employees across and as of 2025. Training programs emphasize and product knowledge, particularly through Meny's in-house "MENY Masters" initiative, which offers 75 digital courses completed over 100,000 times in 2024 alone, covering topics like fresh produce expertise and personalized service techniques. These programs support a value-based culture that prioritizes high-quality interactions, with additional leadership training tailored for store managers to enhance operational efficiency. Labor policies align with the , promoting strong union relations and in both countries. In , NorgesGruppen's ethical guidelines explicitly protect representatives from discrimination and ensure their right to conduct union activities, covering the majority of Meny employees through agreements with organizations like LO and NHO. Danish operations under Dagrofa follow similar principles, with union coverage extending to most workers via the Danish labour market model, which emphasizes between employer associations and without mandatory membership. Initiatives for diversity and work-life balance include targeted gender balance efforts, with NorgesGruppen reporting progress in diverse hiring across job levels and providing flexible scheduling to support employee . Post-2020 developments have accelerated the adoption of digital training tools, including the expansion of MENY Masters' online platform launched amid the to maintain skill development remotely. This initiative, integrated with NorgesGruppen's broader digital infrastructure, has enabled over 100,000 course completions annually, focusing on , dilemma training, and service skills to adapt to evolving retail demands. NorgesGruppen's ownership provides strategic alignment in management decisions, ensuring unified HR practices across borders.

References

  1. https://meny.no/info/om-meny/
  2. https://www.thelocal.dk/20140905/superbest-and-eurospar-stores-to-be-no-more
  3. https://www.freshplaza.com/north-america/article/2126583/denmark-super-best-and-euro-spar-on-the-way-out/
  4. https://www.norgesgruppen.no/globalassets/finansiell-informasjon/rating/140922-norgesgruppen.pdf
  5. https://thedanishdream.com/eating/meny-named-denmarks-best-supermarket-brand-2025/
  6. https://www.esmmagazine.com/retail/danish-retailer-meny-gains-more-loyal-customers-in-2023-study-finds-252151
  7. https://www.esmmagazine.com/retail/dagrofa-denmark-joins-emds-retail-group-294825
  8. https://www.norgesgruppen.no/norgesgruppen-in-english/this-is-norgesgruppen/
  9. https://www.esmmagazine.com/retail/top-5-supermarket-retail-chains-in-norway-240435
  10. https://premierconstructionnews.com/2019/12/21/meny-concept-store-cc-vest-oslo/
  11. https://www.esmmagazine.com/retail/norways-meny-to-open-centralised-online-store-in-oslo-next-year-252175
  12. https://www.norgesgruppen.no/globalassets/finansiell-informasjon/rapporter/2024/ng_annual-sustainability-report-2024-ii.pdf
  13. https://meny.no/mer/
  14. https://www.trumf.no/
  15. https://www.delfi.com/cases/meny-nordhavn
  16. https://www.dagrofa.dk/wp-content/uploads/2025/03/DAGROFA_AaRSRAPPORT_2024.pdf
  17. https://en.foedevarestyrelsen.dk/food/labelling-and-marketing-of-food/organic-food
  18. https://retail-focus.co.uk/meny-cc-vest-oslo-norway/
  19. https://retaildesignblog.net/2014/04/14/meny-supermarkets-by-household-norway/
  20. https://www.household-design.com/work/meny-oslo-city-2/
  21. https://danishnews.cphpost.dk/article/c2ce990f-13b7-4fd0-85cb-0a86404a7b5a
  22. https://konkurransetilsynet.no/wp-content/uploads/2025/09/V2022-12-Ozhegova-assortment-choice.pdf
  23. https://www.esmmagazine.com/private-label/norways-meny-marks-ten-years-jacobs-utvalgte-private-label-brand-81378
  24. https://www.lifeinnorway.net/supermarkets-in-norway/
  25. https://www.norgesgruppen.no/globalassets/finansiell-informasjon/rapporter/2023/ng-annual-and-sustainability-report-2023.pdf
  26. https://www.norgesgruppen.no/globalassets/ng-annual-sustainability-report-2021.pdf
  27. https://www.norgesgruppen.no/globalassets/finansiell-informasjon/rapporter/2022/ng-annual-and-sustainability-report-2022.pdf
  28. https://www.meny.no/
  29. https://www.manh.com/about-us/newsroom/press-releases/norgesgruppen-picks-manhattan-support-growth-premium-supermarket-brand-meny
  30. https://www.dagrofa.dk/om-dagrofa/
  31. https://www.nhh.no/en/research-centres/food/food-news/2025/dagrofa-branded-products-must-return--but-only-if-the-price-is-right/
  32. https://nordexim.lv/wp-content/uploads/2025/03/Dagrofa.pdf
  33. https://www.norgesgruppen.no/presse/nyhetsarkiv/aktuelt/rannveig-krane-ny-meny-sjef/
  34. https://www.esmmagazine.com/retail/like-boss-esm-meets-meny-chain-director-richo-boss-127043
  35. https://www.execu.no/en/kundehistorier/forsteklasses-ledertrening
  36. https://www.norgesgruppen.no/globalassets/muligheter/leverandorinfo/ethical-guidelines-for-purchase.pdf
  37. https://workplacedenmark.dk/working-conditions/the-danish-labour-market
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