Q8 and Noahs to roll out digital food concept in Belgium and Luxembourg
Published on: Jun 17, 2025
After a successful partnership in Denmark, two companies aim to test a flexible, tech-driven food concept in the Belux region.
Q8 has announced a strategic partnership with Danish foodtech company Noahs to transform the food and convenience offering at its service stations in Belgium and Luxembourg. The collaboration will start this autumn with five pilot locations and is expected to expand to 75 sites across both countries in the coming period.
The move reflects Q8’s broader ambition to evolve from a traditional fuel retailer to a more diversified mobility and convenience player. As fuel demand continues to shift and customer expectations lean heavily towards digital services and on-demand convenience, operators across Europe are exploring new retail formats to stay relevant.
Under the new setup, each participating station will be equipped with compact, modular smart kitchens serving a selection of Noahs’ food brands. Customers will be able to order freshly prepared meals, snacks, groceries and daily essentials through self-service kiosks, mobile apps or popular delivery platforms, integrating the forecourt experience with at-home and on-the-go consumption.
Noahs’ concept, already active in Denmark, is designed to be flexible: brands can be swapped or tested quickly, menus are optimised for speed and quality, and the digital infrastructure supports multiple sales channels without requiring significant additional space or staffing. According to Q8, sites in Denmark using Noahs’ system have seen food sales jump by over 370% within six months, with the majority of transactions coming from new, digitally engaged customers.
“This partnership is one more step in our mission to strengthen our food offer and transform our shops into relevant destinations for the future. This is especially true for the fast-growing group of electric vehicle drivers, who stay longer on site during charging. Digitalising the food offer is an opportunity to develop future revenue streams and keep up with changing customer needs, both at the pump and at the shop,” said Sarah Pillen, Shop & Dealer Performance Manager at Q8 Northwest Europe, speaking to MobilityPlaza.
In the initial stage, the new Noahs modules will run separately from Q8’s existing digital platform and loyalty app to enable a fast and flexible pilot launch. According to the company, the plan is to merge both platforms in a second phase to create “the most seamless and convenient digital ordering experience possible” for customers, fully integrated into the Q8 loyalty ecosystem.
“What Spotify did for music, we’re doing for food. And service stations, with their high footfall and rapidly changing role in society, are the perfect starting point. We’re not here to merely add food to a fuel station. 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,” said Daniel Baven, CEO of Noahs.
The broader goal is to position service stations as digital marketplaces that seamlessly connect food, groceries and car-related essentials in one ecosystem, whether the customer is visiting the shop or ordering from home. The pilot phase in Belgium and Luxembourg will allow Q8 and Noahs to fine-tune the concept for the local market before a larger rollout.
