After 110 years: Roslev Brugsforening has switched to MENY

With the switch to MENY, Roslev has taken a significant step towards the food market of the future, with modern technology, stronger customer experiences and a sharper position in the grocery market.

When SuperBrugsen in Roslev switched to MENY at the beginning of 2026, it was far more than a new name on the facade. The change marked a strategic shift in direction, as the nearly 110-year-old cooperative entered a new reality with even higher ambitions and a focus on the retail of the future.

The ambition of becoming part of Dagrofa’s MENY chain was clear: Roslev was to have a modern food market with quality, inspiration and competitive prices.

– We are incredibly pleased that Roslev Brugsforening is showing us the trust to choose MENY in a tough market. I’m especially happy about the good and trusting dialogue we’ve had with the board, says Richo Boss, Chain Director at MENY.

– At MENY, we want to grow, and vacant retail premises are hard to find. That’s why we’re open to growth in a different way, and we are humbled and honoured by the choice the cooperative has now made. I guarantee that every part of the MENY chain will bend over backwards to live up to that trust, continues Richo Boss, who with the store in Roslev will have 117 stores in the chain.

Focus on both quality and everyday prices

MENY is known for combining a wide selection of fresh produce, specialties and food experiences with sharp prices on everyday essentials. In Roslev, customers can therefore look forward to a broad range of delicious products with a deli, in-house butcher, bakery outlet and a very large selection of wine, beer, fruit and vegetables, cheese and dairy. At the same time, customers will always be able to find several hundred items priced to match discount stores.

The employees stayed on in the new MENY store, and the former store manager stepped into the role as store manager. This preserved the local roots, even though the concept changed significantly.

Technology became part of the customer experience

A key part of the modernization happened behind the scenes. The refurbishment was carried out gradually while the store remained open, and at the same time MENY Roslev took the opportunity to upgrade the store’s existing solution with digital price tags to the latest technology from Delfi Technologies.

The store had already been working with digital price tags for several years, but the previous solution was starting to show its age and needed a technological upgrade. The switch to MENY and the extensive modernization of the store therefore became the obvious opportunity to invest in a more modern and future-proof platform.

– When we invest in digital price tags, it’s not just about technology. It’s about creating a more modern store with better customer experiences, faster workflows and greater flexibility in everyday operations, explains Martin Bundgaard, store manager at MENY Roslev.

With digital price tags, MENY in Roslev can update prices and offers instantly, which both reduces errors and ensures that shelf and checkout prices always match. At the same time, the solution enables faster campaigns, more flexible price management and more efficient day-to-day operations.

For the store, the solution also means faster workflows and more time for customers. Employees spend less time on manual processes and can instead focus on service, replenishment and customer experiences.

At the same time, the technology supports MENY’s position as a modern supermarket, where efficient operations, flexibility and a high store standard go hand in hand.

A reflection of developments in retail

The transformation in Roslev also became a reflection of a broader development in Danish grocery retail. Even smaller towns are now investing in modern store concepts, stronger customer experiences and digitalization to match competition from both discount chains and larger cities.

When MENY opened its doors in Roslev, it was therefore not just another chain change. It became a concrete example of how local roots, modern technology and new retail concepts can be combined in the grocery retail of the future.