#319 Bjarke Just Nielsen Founder at Norrlyst Koncernen - Scaling Restaurant Quality with Tech and Culture

·1 hr 9 min·5 clips

Bjarke Just Nielsen built 16 restaurants and earned a Michelin star in 41 days while asking how to scale quality without losing the soul.

Host Michael Tingsan introduces Bjarke Just Nielsen as the founder of Norløst Koncernen, a restaurant group with 20 locations in Copenhagen. Nielsen started his journey six years ago after leaving secure corporate roles at Novo Nordisk and Ørsted, signing a restaurant lease with no clear plan. Four months after opening, the COVID-19 pandemic hit, forcing his team to innovate by opening a deli shop that succeeded due to increased online shopping. This experience led Nielsen to view his company as a tech firm focused on customer acquisition, with 20 of 550 employees dedicated to driving traffic. He discusses operating 16 different restaurant concepts, from Michelin-starred dining to pizza, all supported by a centralized back office. Nielsen details a toolbox of 16 strategies for getting customers in the door, combining tech-driven methods with traditional walk-ins. He explains the intentional pursuit of a Michelin star, which was achieved in 41 days as part of a two-year plan that included over-preparation and team alignment. The episode explores Nielsen's hiring philosophy, emphasizing patience to find cultural fits, such as waiting over a year to hire a CFO from Maersk. He reflects on leadership transitions, noting how he shifted from hands-on tasks to strategic oversight as the company grew. Nielsen contrasts Copenhagen's experience-focused dining culture with London's quick-service restaurant model, arguing that tech enhances rather than replaces hospitality. Future projects include new tech companies, convenience stores, and a large all-day restaurant. The conversation concludes with Nielsen's excitement about industry trends and his advice to enjoy the entrepreneurial journey.

As heard by us

Bjarke Just Nielsen shows how deli data and guest demand shaped a 20-restaurant growth story.

Bjarke Just Nielsen frames the company’s rise as a restaurant story shaped by a tech-company mindset, even while the money still comes from guests at the table.

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Why you'd press play

You want to know how a deli, a data habit, and a post-Corona demand wave grew into 20 restaurants.

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