Michael interviews Bjarke Just Nielsen, founder of Norrlyst Koncernen in Copenhagen, about building a fast-growing restaurant ecosystem and related tech companies.

Nielsen left corporate roles at Novo Nordisk and TDC, opened his first restaurant about five and a half years ago, then pivoted during COVID—without government support—by keeping staff and launching a deli that succeeded, accelerating his focus on online customer acquisition and data.

Today the group operates about 20 restaurants with roughly 550 employees, serves around a million guests yearly, and runs centralized systems where a small team drives demand using a toolbox of 16 traffic levers while restaurants focus on delivering the promised experience.

He discusses agility over rigid planning, professionalizing the organization through disciplined hiring, pursuing Michelin recognition with intense preparation, leadership role clarity, and upcoming projects including new tech initiatives, convenience stores, and a large all-day restaurant.

Connect with Bjarke:

https://www.linkedin.com/in/bjarke-just-nielsen-6a71445b/

https://norrlyst.dk/

https://freetable.com/

https://eater.dk/

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