How Q8 is redefining convenience with Wolt

Petrol stations have long built their business around people being on the move. But as electric vehicles change how people travel, Q8 Denmark is preparing for a future in which customers may have fewer reasons to visit its stores.

For Jesper Glasdam, Category and E-commerce Manager at Q8 Denmark, the response is simple: if customers no longer come to Q8 as often, Q8 needs to find new ways to go to them.

“Our fundamental business model is under pressure with the kind of disruption from electric cars,” he explains. “If the customers in the future are not visiting our stores as often as they used to because they don't have the need anymore, we need to visit our customers with our product portfolio.”

Q8 began working with Wolt through a small pilot in 2022, then expanded the partnership in 2025. Today, 86 Q8 stores are available on Wolt, representing every Q8 location currently within Wolt’s delivery area.

For Jesper, reaching Denmark’s digitally connected consumers means making Q8 available where they already shop: online.

“The Danish customer is already very digital. So we needed to be more digital,” he says. “Especially with the younger audience, they are always online.”

From a roadside stop to doorstep delivery

For Q8, on-demand delivery is changing how it serves customers. Customers can now have the food and drinks they once picked up on the road delivered directly to their homes.

“Before, we have served people on the way from A to B, where we have been a stop on their way going somewhere else,” Jesper says. “But now the customer has changed a bit and we also want to be a part of that new market where people are getting deliveries at home.”

For Q8, building its own delivery operation wasn’t a realistic option. Working with Wolt gave the retailer a way to serve customers ordering from home.

Following the wider rollout in 2025, delivery is becoming an established part of Q8’s business.

“After just one year, the Wolt orders are generating around 5% of our revenue. After just one year, I think that's quite good, but it's only just the beginning.”

Building an online business beyond the marketplace

As the partnership grows, Q8 is exploring more ways to reach customers online. Wolt Marketplace connects Q8 with customers shopping on Wolt, while Wolt Storefront enables customers to order through Q8’s own digital channels.

Q8 is also using Storefront for its own pizza brand, testing another way for customers to order online.

Alongside these new ordering channels, Wolt’s data and insights help Q8 understand its customers and see which products and campaigns are working.

Looking further ahead, Jesper expects delivery to become an even bigger part of Q8’s business as customer expectations continue to evolve. He also sees the potential for online demand to reshape the stores themselves, with more space dedicated to storage and fulfilment.

“In order to service the online customer even more, we are also looking into fulfillment deals and trying to tap into new areas where we are not present today,” he says.

For Q8, the next chapter of convenience extends beyond the roadside. With Wolt, the retailer is bringing its products into customers’ homes and preparing for a future in which delivery plays a larger role in its business.