WELCOME TO
Nordic Bites Group Oy
We are a rapidly growing franchise operator in the Nordic countries.
Customer satisfaction, operational excellence, product safety, and employee experience are the cornerstones of our operations.
Our goal is to be one of the leading players in the restaurant industry in the Nordic countries.
Read our Master Franchise announcement here.
About
What We Do
We operate as the Master Franchise partner for the Subway® chain in Finland, Sweden, Norway, and Denmark. With unwavering commitment to operational efficiency, food safety, quality, and customer-oriented service, we ensure the profitability of our restaurants and adherence to our values.
We continuously explore opportunities to expand into new areas while developing existing markets. We seek strong potential both for growing the restaurant network of our subsidiaries and for expanding the business of our franchisees.
At the core of our restaurant operations is our commitment to providing our staff with the training and support needed to succeed at work. Through systematic evaluation and reporting, we continuously monitor the development and progress of our staff. We offer fair opportunities in a smooth work environment, promoting growth and development.
History
Our Story
Subway® arrived in Finland in 2000. The concept caught the attention of the founders of Subcom Oy, and our group’s story began in 2006 when we opened our first Subway® restaurant in Vaasa. Since then, we have grown steadily.
Today, we own nearly 80 Subway® restaurants in Finland, and the network also includes around 90 restaurants owned by franchisees.
In 2010, we took the next significant step when Nordic Bites Group began operating as the partner responsible for developing the Subway® chain in Finland.
At the end of 2021, our remit expanded to Sweden, where we began overseeing the development of the Subway® chain’s operations. Our own restaurant operations in Sweden began in the summer of 2023, and we now own over 20 restaurants there. In addition, there are just over 100 Subway® restaurants in Sweden owned by franchisees.
Our operations have since expanded to Denmark as well. In Denmark, Nordic Bites Group owns 14 Subway® restaurants.
In Norway, the Subway® network comprises over 30 restaurants owned by franchisees.
Our growth is supported by long-term owners. Private equity firm Juuri Partners came on board to support Nordic Bites Group’s growth in early 2023. Arvo Sijoitusosuuskunta joined as a new investor in early 2025 and has since increased its investment to support acquisitions and the implementation of our jointly developed growth plan. Our story has evolved from a single restaurant into a Nordic restaurant group, and our growth continues.
Company
Our Group in Details
Nordic Bites Group Oy is the Master Franchisee for the Subway® chain in Finland, Sweden, Norway and Denmark. We are responsible for developing the Subway® brand and restaurant network in these countries.
The Subway® network comprises a total of around 350 restaurants in Finland, Sweden, Norway and Denmark. Companies owned by Nordic Bites Group operate more than 115 of these restaurants in Finland, Sweden and Denmark. In addition, our network includes over 230 restaurants owned by franchisees across the four Nordic countries.
Nordic Bites Group’s growth is supported by Juuri Partners and Arvo Sijoitusosuuskunta. Juuri Partners came on board to support the company’s growth in 2023, and Arvo Sijoitusosuuskunta joined as an investor in 2025.
Nordic Bites in Numbers
53
M€
Revenue Nordic Bites Group
Over 110
Subway®-restaurants
~1000
Employees
Subway® in the Nordic countries
~350
Subway®-restaurants in Finland, Sweden, Norway and Denmark
Contact us
General inquiries and contact
contact(at)nordicbites.fi
For Media
media(at)nordicbites.fi
Nordic Bites Group Management
Petteri Lehtimäki
CEO
petteri.lehtimaki(at)nordicbites.fi
Terhi Kauppi
CFO
terhi.kauppi(at)nordicbites.fi
Elina Jollman
CMO
elina.jollman(at)nordicbites.fi
Anssi Pio
CTO
anssi.pio(at)nordicbites.fi
Santtu Hellström
COO
santtu.hellstrom@nordicbites.fi
Tommi Pietilä
General Counsel
tommi.pietila@nordicbites.fi
Jenni Pirhonen
Country Director
Finland
jenni.pirhonen(at)subway.fi
Kay Berg
Country Director
Sweden & Norway
kay.berg(at)subway.nu
Dorte Gleie
Country Director
Denmark
dorte.gleie@subwaynordics.com
Nordic Bites Group Oy board
Antti Antikainen
Chair of the Board
Markus Einiö
Kalle Ruuskanen
Kati Peltomaa
Mats Hörnell
Iiro Salminen
Petteri Lehtimäki