Danish foodtech company Noahs is entering the Benelux region through a groundbreaking partnership with Q8, launching their multi-brand concept to 75 service stations across Belgium and Luxembourg. The rollout begins with five pilot locations featuring a variety of Noahs’ most popular food brands, each powered by a smart kitchen setup and a fully integrated tech stack.
Noahs and Q8 are redefining the service station as a new-generation digital marketplace — where customers can order everything from high-quality food to groceries and car essentials, both on-site and online. With seamless integration across delivery platforms, kiosk terminals and mobile apps, the entire experience is designed for a connected, on-demand lifestyle.
“We’re not here to merely add food to a fuel station,” says Noahs CEO Daniel Baven. “We’re here to leap into the future, going fully digital and making sure Q8 competes with restaurants, supermarkets and anything in between — both online and offline — and win.”
“At Q8, we’re focused on the future. Partnering with specialists like Noahs helps us bring innovative food concepts to life faster and better. That’s exactly what we need to stay relevant and grow as a mobility player.” – Sven Dochez, Commercial Director at Q8 Northwest Europe
“This is more than just a food concept — it’s a complete reimagining of what a service station can be. With Noahs, we’re bringing premium food, digital ordering, and full convenience into one seamless experience. Whether it’s a quick lunch, groceries from Delhaize, or a full dinner delivered to your door, we’re making Q8 stations relevant for the next generation of customers — both online and on the road.” – Sarah Pillen, Shop & Dealer Performance Manager at Q8 Northwest Europe
Q8 isn’t waiting to see if the model works — they’ve already seen it in action. In Denmark, stations equipped with Noahs’ smart kitchen modules and full digital stack saw food sales increase by 374% within six months. Basket sizes were 228% higher than the rest of the network, and 80% of transactions came from brand-new, online-first customers. “It’s like adding three more stores in pure food revenue — without adding square meters,” says Martin Stilhoff, Food Innovation Manager at Q8 Denmark. “We’ve exceeded all expectations.”
Full article Noahs Expands into Belux with Q8 - 75 station rollout announced | Global C Store Focus
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