Q8 tests smart kitchens in its Belgian stations

Building on the success of this model in Denmark, gas station operator Q8 is testing smart kitchens on the Belgian market. The first of five smart kitchens will open near Herstal this fall.

"We are convinced this will be a real game changer for Belgium as well," enthuses Sarah Pillen, Shop & Retail Performance Manager at Q8. In Denmark, where 88 stations are now equipped with smart kitchens, the results have exceeded all expectations, as food sales have rapidly increased.

In the first six months, the fuel retailer recorded a 228% increase in average order size, 80% new online customers and a quadrupling of food revenue.

Q8 owes these results to the digital food market concept developed by the Danish start-up Noahs, which uses high-tech but compact modular kitchens, installed in underused spaces (from just 1 m²).

A digital food market concept

Smart kitchens are connected to a digital platform and allow for the preparation of all sorts of popular, healthy, and even premium dishes (tacos, hamburgers, poke bowls, salads, etc.). All ingredients are delivered fresh daily from a central workshop, and preparations are made to order.

“The offering can be continually adapted. A station can test five brands in five weeks, and then create a completely new offering,” explains Sarah Pillen. “This way, we can offer a wider range of meals to our customers, whether in-station or online.”

All meals, as well as Delhaize Shop & Go products, can also be ordered through a single platform, accessible from terminals at stations and also via apps like Takeaway and UberEats. Orders can be delivered by bike courier to your home, office, or on the go.

From the pump to the lunch break

The role of gas stations must adapt to the changing expectations of consumers on the go. But also to the new ways in which customers spend their time on-site, particularly influenced by electric car charging conditions. On-the-go fueling is essential for this large, diverse audience seeking convenience.

Through its partnership with foodtech Noahs, operator Q8 is also adding a selection of fresh meals accessible via platforms to attract more customers in the evening (traffic is currently concentrated in the morning and midday).

"We're excited to help make the food offering more digital and efficient, including in terms of costs," says Daniel Baven, CEO of Noahs, which is launching its first-ever product outside of Denmark and sees it as a real springboard. "Not just in gas stations or charging stations, but also in supermarkets, hotels, amusement parks, offices, and even schools."

Deployment in 75 stations in the Benelux

Noahs' mission is to disrupt the foodtech status quo internationally with its zero-capex, no-upfront investment model that seamlessly connects retailers to the digital food and retail economy. The startup sees itself as the " Spotify of the restaurant industry ." Just as artists monetize their music on the platform, Noahs allows food brands to distribute across other networks with integrated menu and supply management.

And for Q8, it's an opportunity to find "turnkey" offers that meet the needs of its customers. The oil market player is thus launching a smart kitchen experiment with five pilot stations, including the first in the Liège region, which will open its doors in Herstal by the fall. Q8 has more than 465 service stations and a network of more than 120 Shop&Go convenience stores in Belgium.

"But we intend to expand this very quickly to a total of 75 stations. Our concept can indeed be deployed very quickly across multiple locations. On average, it only takes us two weeks to equip a station with a compact kitchen and a digital food market," explains Sarah Pillen, Shop & Retail Performance Manager at Q8.