9000 doses per week

Maul delivered over 9,000 meals last week and is on track to deliver over 400,000 orders this year. We simplify lunch breaks for workplaces and create a new sales channel for restaurants. This success, and Maul in general, was covered in Viðskiptablaðið and Bylgjan.

📰 Coverage from Viðskiptablaðið here

🎧 Recording from Býtið on Bylgjan here

Simpler for people, more efficient for businesses

Maul’s service gives companies the opportunity to offer their employees healthy and varied food from a selection of restaurants without much hassle. People order through a simple interface and get their food delivered straight into their hands – no lines, no rides, no guessing about what to eat for lunch.

By coordinating orders and simplifying distribution channels, Maul benefits from economies of scale that result in an affordable service for workplaces and restaurants.

From an idea in the garage to a trusted service company

The idea for Maul was born in 2017 when brothers Egill and Hrafnkell Pálsson took part in Startup Reykjavík and got the chance to shape the first idea with the help of experts and entrepreneurs from Icelandic business life. With a simple ordering system and a clear vision as the guiding principle, the journey began – which would later completely change how many companies choose to handle lunch.

The first major customer was Nova – and that experience laid the foundation for the growth that followed. Employees were happy, the finance director saw direct savings, and Maul grew significantly. Soon more workplaces began to join, and the service proved itself, both in terms of variety and flexibility.

“We started with old delivery vans and foam boxes in a cramped space – but we had a clear vision of improving people’s lunch experience. We have always placed more emphasis on solid operations and customer satisfaction than on growing too fast.”

— Egill Pálsson, CEO and co-founder of Maul

The service evolved quickly, and in 2018 Maul applied for a patent on the technology behind the delivery setup. The technological innovations attracted attention, and in the following years the company received grants from the Technology Development Fund for continued product development.

When the pandemic hit in 2020, Maul faced major challenges, but the service held steady and customers remained loyal. After a demanding period, strong growth followed – increased activity and a team strengthened with new knowledge, experience, and challenges.

Today, Maul has established itself as a leading service for companies that want to offer a varied and healthy lunch in a simple way – and the story is just beginning.

“We believe lunch break is sacred. It’s the key moment of the day – time to recharge, enjoy food, and connect with colleagues. Our goal is that every company can offer a great cafeteria experience – without running a cafeteria,”

— Egill Pálsson

A marketplace that gets smarter every day

Maul recently moved into larger premises in Síðumúli and is preparing for its next phase of growth. The company develops its own technology solutions that use artificial intelligence to improve the user experience, increase automation, and support goals of better nutrition and responsible consumption.

“We use technology to connect people and food in a smarter way; our system learns from orders, reviews, and quality control of dishes – and thus becomes continuously better at matching supply and demand. The goal is to build a marketplace that manages the supply on its own – and learns people’s tastes and needs.”

— Hrafnkell Pálsson, CTO and co-founder of Maul

Maul as a new sales channel for restaurants

Maul is not only a service for workplaces – it is also a powerful collaboration platform for restaurants. Maul has created a new sales channel that helps restaurants increase their turnover and reach new customers.

“We see that those restaurants that make an effort in quality and consistency reap customer loyalty and increased sales. Our largest partners sell over 2,000 meals per month through us – that can literally change their operating foundation”

— Egill Pálsson

What’s next?

Maul’s customers are of all sizes and types – from public institutions to innovation companies. Some have been customers all year from the start, while others use the service during specific periods, such as over the summer months.

“We aim to become a leader in Europe in lunch service for workplaces and have started working on it abroad,” says Egill in closing. “That may sound ambitious – but we know that what we do truly improves people’s day. And as long as we manage that, day after day, we are on the right path.”

“We aim to become a leader in Europe in lunch service for workplaces and have started working on it abroad,” says Egill in closing. “That may sound ambitious – but we know that what we do truly improves people’s day. And as long as we manage that, day after day, we are on the right path.”

— Egill Pálsson