Bjarke Just Nielsen is reshaping Copenhagen’s restaurant scene

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A conversation with Bjarke Just Nielsen

To many, his trajectory might read like the result of a long career. In reality, most of it has been built in just five or six years. Today, Bjarke Just Nielsen stands behind 17 restaurants, several cafés and bakeries across Copenhagen, three IT platforms, and a production facility.

Educated at Copenhagen Business School, Nielsen brings a more academic background than most restaurateurs. His story has been told before, but it is precisely this unconventional route into the industry that makes it interesting.

Which ideas and tools did he carry with him, and how have they helped shape a company that has grown rapidly, deliberately, and with data as a central driving force?

"I have never been afraid of failure if I could see that I had done my best"

Bjarke Just Nielsen

Facts about the Norrlyst Group

The Norrlyst Group has grown from one to 17 restaurants in just six years. In June 2025, the group and Restaurant Udtryk earned their first Michelin star only 41 days after opening. Most recently, Norrlyst opened Lille Mølle.

Beyond its restaurants, the group also operates three IT platforms and a production facility.

Bjarke, if we rewind the clock, was it written in the stars that you would one day build your own company?

“It’s always interesting to look back. I never had a master plan. My first proper job was at Færgekroen in Tivoli when I was 14 or 15, and at the time I was simply happy to have work at all. I’d sent out countless applications.

That’s where I first caught the service bug. It led me to study Business Administration with a focus on Service Economics, followed by a master’s degree in Supply Chain Management. In many ways, that academic path is also what landed me, straight after my studies, in a suit and tie.”

After CBS, Bjarke joined Novo Nordisk’s Talent Track and was subsequently accepted into Ørsted’s graduate program, a highly selective process with over 8,000 applicants and only about 20 making it through.

Bjarke also reflects that rather than constantly switching jobs because he felt they weren’t the right fit, he had to look inward and realize that it was more likely him who didn’t fit the companies, rather than the other way around.

Bjarke continues:

“I’ve never been afraid of failure, as long as I knew I had given my best. I love creating and making things succeed, and many of my victories in life have been pure work victories. I’m rarely the most talented person in the room from the start, but I often manage to come out ahead. That’s why I think it was always in the cards for me to become an entrepreneur.

I have a strong work ethic, a high tolerance for risk, and I feel lucky to be able to manage my own schedule. It has been an enormous privilege, especially after starting my own family. I love being able to drop the kids off at nine and pick them up again at three. So maybe the answer to your question is a resounding yes.”

"To be honest, there was no grand plan from the start"

The Norrlyst Group has just turned five. How do you remember the early days, and what was the plan?

“To be honest, there wasn’t a grand plan. I had simply decided that I no longer wanted to sit in a suit. We started without spreadsheets or elaborate concepts. It’s actually quite the opposite of how we run the business today. And yet, somehow it worked.

We quickly learned to listen to our customers, take notes, and put our ideas into a system. Looking back, that was when we first started working with data, which today forms the foundation of the group.”

“My first head chef was Thilde Gilling, known in the industry as the Smørrebrød Queen, so we started with smørrebrød. Later, Emil Eshardt-Nielsen joined the team. He had experience from Søllerød Kro, Restaurant AOC, and Winterspring, and he helped shape much of the direction we follow today. Emil remains one of my closest collaborators and now serves as CPO.”

“And how do I remember that time? It moved fast. I was a builder, waiter, restaurant manager, and problem solver all at once. If we got feedback on poor acoustics on a Monday, we’d install a new acoustic ceiling by Tuesday. If a toilet was blocked, I fixed it. Work has never intimidated me, and I’ve always known that you don’t need a perfect plan from the start to reach your goal.”

“Corona hit shortly after we opened, so in a way, we were almost born as an agile company, constantly having to adapt to the situation at hand.”

Data is key: "Trust the algorithm"

Speaking of data, FreeTable is a chapter of its own. What inspired you to create it, and how does it connect to Norrlyst?

“The core idea behind FreeTable was to revolutionize how people book tables at restaurants, just as we’ve seen happen in many other sectors of the experience economy. At the same time, the project builds on our understanding and collection of data.”

“We wanted to bring the entire restaurant industry along, make it more automated, and create a win-win for both restaurants and guests. Anyone can use the platform. It’s an additional booking system, but the real goal is the product itself—our own algorithm, which has cost millions to develop.”

“It’s a formula that can change the way we think about dining out, both for guests and restaurateurs. It’s about being present, being your own best friend, and trusting the algorithm.”

“It has already given us a stable baseline, with our restaurants running safely at 10–12 percent EBITDA. Some might call it boring, but predictability and stability are exactly what the industry needs. Hotels and airlines are far ahead of us with dynamic pricing, and I see that as a huge opportunity for the restaurant world. Price optimization can mean many things, from menus to bookings, and we believe this is the path the industry should take.”

In the new year, you can read an article on FreeTable and its ambitions on dontt.dk, where Bjarke offers a unique insight into a massive dataset.

"I still love my work and look forward to every day I go into the office"

How does your typical day look today?

“I still love my work and look forward to every day at the office. But family is, of course, important, with two young children at home. I make it a priority to drop off and pick up my kids, and I’ve moved into a more strategic role within the group, which gives me that freedom.

I’m no longer involved in day-to-day operations, so I can think further ahead and focus on development. Some of my closest friends are also part of the company, so work and social life often blend together.”

What drives you personally?

“I’m driven by the passion to see how far we can take this. It’s still exciting to challenge the IT side, look at acquisitions, and explore new directions.

I work with many small milestones. It could be a Michelin star, employee satisfaction, or new concepts. That’s what motivates me. The most important thing is that we give our best and don’t stagnate in our development.”

Claus Meyer has been a huge inspiration

Who inspires you?

“I’ve never been the type to have lots of idols or people I follow religiously. But Claus Meyer has been a huge inspiration. He has left a clear mark on the industry and changed things ahead of his time.

We still celebrate many of the initiatives he set in motion. I’ve read his biography, which says something, because I rarely read books. I much prefer listening.

In general, I’m very focused and keep my nose in my own business. I’m not someone who is constantly updated on media or trends. I put my energy into our own journey.”

How do you see Norrlyst in five years?

“We approach strategy very differently today, so of course there are many plans. But I still don’t think you can plan that far ahead. The last five years have shown that anything can happen.

That’s why we build the company to be able to adapt quickly. As you reach a certain size, decisions take longer, but flexibility remains a key principle. We need to be ready for the unpredictable while holding on to the stable foundation we’ve built.”