Strategy is only as good as its execution. Earlier this year, our portfolio company Nordic Bites Group secured the master franchise rights for Subway® in the Nordics (Finland, Sweden, Denmark and Norway).
Over the past few months, Nordic Bites Group has moved rapidly from planning to paving the way for organic growth by entering the market in Denmark, led by Country Director Dorte Gleie.
The company has successfully transitioned from holding the rights to successfully launching brick-and-mortar locations, proving that their operational playbook from Finland and Sweden translates effectively to the Danish market.
Boots on the ground: The 2025 rollout
The focus for 2025 has been on establishing a visible, high-quality presence in key commercial hubs. By the time this year comes to a close, six new restaurants will have opened their doors to Danish customers, marking a significant pace of organic expansion.
This rollout began with a strategic opening in Amager Centret and quickly gained momentum with subsequent launches in Field’s, City 2, and Lyngby. The expansion has not been limited to the capital region; the team recently strengthened its footprint in Northern Jutland with two major openings in Aalborg: one on the high street at Østerågade and another in Aalborg Storcenter.
The Subway team at Amager Center ready to welcome hungry customers
The market’s response has been immediate and validating. In November alone, the Danish locations recorded near-record sales figures. This early commercial success confirms that the appetite for the brand managed with Nordic Bites’ operational standards is stronger than ever.
Accelerating into 2026
With the supply chains established and the initial stores performing well, the company is shifting gears for the year ahead. The roadmap for 2026 is ambitious, with 12 additional restaurants already in the pipeline.
The next phase of growth will see the familiar green and yellow logo appearing in new territories, including Nørrebro, Randers, Ishøj, Glostrup, and Slagelse. This targeted geographic expansion is designed to build critical mass and brand awareness across the country, moving beyond the initial spearhead locations established this year.
The long game
This organic growth is the first chapter of a decade-long vision. The openings we are seeing today are the foundation for a target of approximately 50 restaurants in Denmark by 2032. When viewed alongside the group’s operations in Finland, Sweden, and Norway, the trajectory points toward a total network of over 600 locations across the Nordics.
Execution with grit
For Juuri Partners, supporting Nordic Bites Group has always been about backing a team with the grit to scale. CEO Petteri Lehtimäki and his organization have shown that they are not just franchise managers, but true growth builders, and we look forward to continuing the growth journey together.
About Nordic Bites Group Oy
Nordic Bites Group Oy is the Master Franchise partner for Subway® in Finland, Sweden, Norway and Denmark. Under the Master Franchise Agreement Nordic Bites Group Oy has the exclusive right to manage nearly 400 Subway® restaurants currently operating in the Nordic countries. Nordic Bites Group Oy’s subsidiaries Subcom Oy and Subcom Sweden AB own and operate over 90 Subway® restaurants in Finland and Sweden. Finnish private equity company Juuri Partners has been a significant minority shareholder in Nordic Bites Group Oy since 2023, supporting its growth.
About Juuri Partners
Helsinki-based Juuri Partners joined Nordic Bites Group as a significant minority shareholder in January 2023. Through board representation and growth financing, Juuri Partners supports the Group’s Nordic master-franchise roll-out and operational excellence initiatives, ensuring that Subway’s expansion is underpinned by strong local ownership and long-term strategic guidance.