Dagrofa Foodservice: Growing +120 million DKK in year 1 with new B2B platform
Dagrofa Foodservice transformed its digital channel from a simple ordering portal into a business-critical growth engine for thousands of professional kitchens.
Additional digital revenue in year one.
Digital revenue growth in a saturated market.
Growth in active users across the customer base.
Increase in checkout conversion, with one in five visits now ending in an order.
Always start with the customers: Even if it’s at 4 a.m. in the morning
Before a single wireframe was drawn, IMPACT rode along in Dagrofa Foodservice’s delivery trucks to understand every part of the B2B user journey and customer experience for the professional kitchens.
As a part of the massive pre-study, assessing the strategy, organisation, data, tech architecture, channel mix etc., the IMPACT team visited chefs in their kitchens, joined customer service shifts, and rode the nightly routes.
The attention to detail helped Dagrofa Foodservice carry out an impressive and awarded transformation: from traditional food wholesaler to data-driven partner and business developer for the thousands of professional kitchens it serves. All gathered in a new data and AI-driven B2B commerce platform.
We were looking for a strategic partner who would get up before dawn to understand our customers' reality into the back of their fridges. A partner we believed in as people but who also told us honestly when we were wrong, and what the data actually told us.
Year-one results
Additional digital revenue in year one.
Digital revenue growth in a saturated market.
Growth in active users across the customer base.
Increase in checkout conversion, with one in five visits now ending in an order.
Increase in margin contribution across selected customer segments.
Churn prediction accuracy, helping teams identify at-risk customers before they leave.
Know your customers. Then build the solution.
When IMPACT Commerce got familiar with the Dagrofa Foodservice apron, three patterns kept showing up across customer types, and each one became a load-bearing decision in the new platform.
The old experience did not reflect the different needs, routines and priorities of each professional kitchen.
For chefs, reliability, stock visibility and relevant alternatives are not nice-to-have features, they are business-critical.
The platform needed to support recurring lists, favourites, multi-basket workflows and the rhythm of weekly kitchen planning.
The new platform gives each kitchen a faster, more relevant and more reliable way to buy, plan and manage daily operations.
Personalised assortment and pricing
Each customer sees products, prices and inspiration tailored to their kitchen segment and commercial agreement.
Intelligent search
Search usage is now 2 to 3 times higher because the engine understands what each kitchen is likely to need.
Live stock visibility
Customers can see availability across depots and are guided towards smart alternatives when products are out of stock.
Multi-basket workflows
Kitchen teams can work in parallel while head chefs keep control through dashboards, KPIs and user management.
Favourites and recurring lists
Weekly reordering becomes faster, easier and less error-prone.
Sustainability in the basket
CO2 footprint and organic share are shown directly in the basket, turning manual reporting into an integrated part of the buying journey.
The platform is extremely business-critical. We have multiple critical deadlines every day, where kitchens must order before cut-off. If the site is unstable, we lose serious revenue.
data as a Service
By structuring, enriching and activating millions of customers and transaction data points, Dagrofa Foodservice now operates a “data goldmine” – and IMPACT Commerce helped commercialise it.
An AI churn model predicts with 91% accuracy when a customer is at risk of leaving, triggering targeted retention before the relationship is lost. A Share-of-Wallet programme uses machine learning to spot unrealised assortment potential per customer and suggest relevant products automatically.
Data insights and retail media concepts
The same data layer powers new, high-margin revenue streams. Suppliers, like Arla, now pay for unique, detailed consumption insights drawn from the platform.
Example: If no pizzerias in Copenhagen are buying Arla’s mozzarella, they can see it and act on it with a targeted campaign. According to Arla, this is data they cannot get from anyone else in the market.
Retail media concepts were built into the platform from day one, co-created with selected suppliers. Sponsored placements, segmented campaigns and measurable in-platform performance turn supplier collaboration into a measurable, data-led offering rather than a print-era media buy.
“The transformation, both internally and externally, builds a stronger organisation. One that learns faster, acts on insight, and turns day-to-day ordering improvements into measurable momentum,” Troels Bille Haugstrup, CSO and Senior Partner, IMPACT Commerce, says.
The B2B platform enabling results
The platform launched in 2025 on a composable stack: Optimizely CMS, Azure, Relewise, mParticle and Salesforce Marketing Cloud, with Dagrofa Foodservice owning the API core.
The platform enables:
- Personalised pricing, assortment and inspiration per kitchen segment.
- A search engine that has tripled in usage because it understands what a chef is looking for.
- Live stock visibility across depots, with smart alternatives surfaced when something is out.
- Multi-basket and role-based logins so a kitchen team can work in parallel while the head chef keeps the overview through dashboards, KPIs, and user management.
- Favourites and recurring lists that turn weekly re-ordering into seconds rather than minutes.
And, sitting under all of this, a commercial layer most B2B portals never get to: CO2 footprint and organic share displayed directly in the basket, in real time.
It turns a manual paperwork burden into an automatic one – a sustainability feature that’s also a commercial differentiator.
From order-takers to co-chefs
With customers able to self-serve more confidently, sales consultants and customer service teams can now focus on higher-value conversations.
Supported by a 360-degree customer view, consultants can now advise proactively on assortment, recipes, margin and supply based on real-time behaviour rather than historic purchase reports.
Year two: the next 2,000 customers
The platform was never designed as the finish line.
It was built as a foundation for growth, helping Dagrofa Foodservice onboard new kitchens faster, personalise the experience from the first basket and support its ambition to win 2,000 net-new customers.
Year one delivered +120 million DKK in additional digital revenue. The same platform is now the runway for what comes next.
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