Case Study

How a large retail group launched catering across 3 brands and 100+ stores

A large national retail group uses DeliChain to power prepared-to-order food from their deli, bakery, and butcher departments — serving consumers and B2B customers nationwide.

The Challenge

The retail group operates three distinct supermarket brands — a mid-market brand, a hypermarket brand, and a premium grocery concept. Each brand has stores with full deli, bakery, and butcher departments producing food daily.

They wanted to offer prepared-to-order catering — buffets, party menus, celebration cakes, tapas, smørrebrød, and more — from every store, ordered online, picked up in-store. But the complexity was daunting:

×100+ stores with different production capabilities and capacity limits
×Three separate brands needing independent identities, domains, and catalogs
×Seasonal menus (Christmas, Easter, confirmation season) requiring date-based availability rules
×Complex pricing: per-cover, per-piece, add-on pricing, family discounts, voucher campaigns
×Production planning: each store needs to know exactly what to prepare, when, and how much

No existing platform could handle this combination of multi-brand, multi-store, rule-driven catering at national scale.

The Solution

The retailer deployed DeliChain as a single platform powering all three brands. Each brand runs on its own domain with its own visual identity, navigation, and product catalog — but shares a common backend for assortment management, ordering, and production planning.

Centralized Catalog

One team manages the product catalog across all brands. Products, images, descriptions, and pricing are configured centrally, with per-brand and per-store overrides where needed.

Rule Engine

Capacity rules prevent over-ordering. Pickup-date rules control seasonal availability. Pickup-time rules manage collection windows. Price rules handle discounts and vouchers. All without code.

Multi-Channel

Customers order via responsive web, native mobile apps (iOS and Android), or in-store kiosks. All channels share the same backend, ensuring consistent availability and pricing.

Production Planning

Each store receives a daily production plan based on incoming orders. No manual aggregation, no spreadsheets — orders flow directly into what the deli, bakery, and butcher need to prepare.

Three Brands, One Platform

Mid-Market

Brand 1 · Mid-market

~50 stores · brand1.example.com

Family catering for everyday and special occasions. Buffets, menus, tapas, bakery, butcher. Dark blue branding, department-led navigation.

Categories: Buffets, tapas, smørrebrød, grilling, cakes, meat, brunch

Value / Hypermarket

Brand 2 · Hypermarket

~20 hypermarkets · brand2.example.com

Broadest catalog in the group. Adds fresh fish, sushi, meat packs, and sausage boxes. Occasion-led navigation. Bold black branding.

Categories: All Brand 1 categories + fish, sushi, meat packs, sausage boxes

Premium / Gourmet

Brand 3 · Premium

2 flagship stores · brand3.example.com

Curated, upscale experience. Store selection gates the experience. Voucher campaigns (e.g., 15% off codes). Elegant serif branding.

Categories: Curated tapas, gourmet menus, bakery, seasonal specials

The Rule Engine in Action

Real examples of rules running in production across the retailer's stores:

Capacity

"Konfirmationsmenu" has a minimum order of 6 servings. Each store group has a daily maximum to prevent production overload.

Pickup Date

"Konfirmationsmenu" is only available from April 1 to May 31 — confirmation season in Denmark.

Lead Time

"Order at least 4 days before pickup" — gives the store time to source ingredients and schedule production.

Store Availability

"Porchetta is currently not available at Store 7" — per-store product control.

Pricing

Festbuffet base price 125,- per cover, with add-on pricing: bread (+10,-), starter (+39,-), dessert (+10,- or +39,-).

Vouchers

The premium brand runs promotional codes like "April15" for 15% off — fully integrated in the checkout flow.

“

One platform, three brands, 100+ stores — each with its own identity, catalog, and pricing. Customers never know they share a platform. That's the power of true multi-tenancy.

— The DeliChain approach to multi-brand retail catering