Who operates and who buys?
The same kitchen workflow can sit under very different operating and buying models.
| Operator type | Where found | Likely buyer | Sales complexity | Notes |
|---|---|---|---|---|
| Municipality-operated | Daycare, pleje, madservice, some schools | Mad og måltider, institution leadership, procurement/digitalisation | High | B2G relevance is high, but budget and procurement path must be mapped. |
| Region-operated | Hospitals, staff canteens/cafes | Regional food services, hospital operations, procurement/IT | Very high | Large value, slow enterprise path, strong incumbents. |
| Large outsourced operators | Workplace canteens, facility management, catering | Operator management, digital/operations leads | High | ISS, Meyers, Compass/Coor-style players may be customers, partners, or competitors. |
| Owner-operated company canteens | Larger corporates and institutions | Facility, HR, operations, finance | Medium | Potentially good pilot access if internal champion exists. |
| Local lunch/catering operators | B2B lunch, local canteens, event catering | Owner, COO, kitchen manager | Low-medium | Likely most bootstrap-friendly if pain is strong and workflow is manual. |
| Hybrid models | Care, daycare, canteens, public meal services | Depends on contract and budget owner | Medium-high | Common: local kitchens using central menus, supplier frameworks, and external tools. |