How Q8 Is Building the Future of Digital Convenience With Martin Stilhoff

The evolution of convenience retail is accelerating, and few companies illustrate that momentum better than Q8. In this week’s Future of Convenience podcast episode, Martin Stilhoff, strategy and innovation food manager at Q8, offered an inside look at how the Danish retailer has transformed its network into one of Europe’s most forward-thinking food and digital platforms.

At the center of the discussion was Q8’s partnership with Noah’s and the rapid expansion of its food-on-demand model. What began as a single pilot has grown into a nationwide rollout, with all 88 Q8 locations now operating digital food concepts, most notably Ella Pizza. The result is a scalable, modular system that turns existing store infrastructure into high-performing food destinations without heavy capital investment.

The model is deceptively simple. Q8 repurposed equipment already in place, optimized workflows, and trained existing staff to operate a digital-first food concept that works both in-store and through delivery platforms. The impact has been immediate: increased evening sales, stronger utilization of labor, and an entirely new revenue stream powered by data and demand.

What makes the strategy especially compelling is its flexibility. Rather than locking into a single brand or format, Q8 has created a framework that allows new food concepts to be layered in based on location, customer behavior, and demand patterns. Pizza today, salads tomorrow—and potentially much more in the future.

“We see this as a subscription-based business,” Stilhoff explained. “The more customers you get in and they get a good experience, then you will have them a lot of visits afterwards.”

That data-driven mindset is central to Q8’s approach. By integrating delivery platforms, tracking purchase behavior, and refining offerings by geography, the company is building a model that blends convenience retail with digital commerce in a way few others have achieved at scale.

Perhaps most striking is Q8’s willingness to experiment and to learn publicly. Rather than waiting for perfection, the team has embraced iteration, testing, and refinement as part of the process.

That mindset has positioned Q8 not just as a fast follower, but as a leader helping to define what the next generation of convenience retail looks like. As digital food, delivery, and customer expectations continue to converge, Q8’s model offers a clear signal of where the industry is headed and how quickly it’s getting there.

Be sure to subscribe to The Future of Convenience on your favorite podcast platform. New episodes are released every other Tuesday and can be found wherever you find your favorite shows.