Meyers was founded by gastronomic entrepreneur Claus Meyer and has spent the past 30 years working to promote the qualities of Danish food culture. Week by week it may be hard to notice, but if you are old enough to have grown up eating krebinetter, undercooked potatoes, and Chinese cabbage, you know that quite a lot has changed.

The engagement and passion have led Meyers into virtually every imaginable food-related project and business area: restaurant and canteen operations, catering, fruit growing, lunch schemes, food production, wholesale, team building, courses, research, communication, education, and consulting.

Wonderful! … but also a challenge for visitors to the old meyers.dk, where each new project or business area tended to become a new menu item with many content-rich subpages.

Dwarf’s task was to make it easy to navigate the many offerings, invite all food enthusiasts visiting meyers.dk into a community, and communicate the Meyers brand with an updated digital visual identity that is just as lively and colorful as the organization behind it.

The new meyers.dk is built around a primary navigation that reflects users’ main needs and reasons for visiting the site. Across all content, the structure remains the same: the need first, followed by an overview of what Meyers can offer, and ending with a choice, an opportunity to dive deeper, and a call-to-action.

In this way, two levels of navigation were removed, creating a clearer overview and helping visitors reach the real content more quickly.

From a business perspective, this means that all visitors are introduced to the needs Meyers fulfills through the primary navigation - even if the visit begins directly on the page with the recipe for Jonas’ sourdough buns.

Another core concept focuses on building strong relationships so that the site reflects Meyers’ values of unconditional hospitality and inclusion - what they call “a longer table.”

You are, of course, welcome to remain anonymous, but if you wish, the door is open. The data collected is carefully protected by Meyers and not shared with others. Instead, it is used to give each guest the most personal and coherent experience possible.

The ambition is to create a digital community for everyone passionate about food experiences, where Meyers guarantees taste, craftsmanship, passion, quality, seasonality, and great ingredients.

The platform is digital, but for Meyers it is ultimately about real physical meals that bring people together.

Sanity is used as a headless CMS, allowing editors to collaborate live on content production and edit directly via the site’s frontend. Understory serves as the platform for sales and resource management related to Meyers’ many cooking courses, while Bloomreach is used for data, personalization, and dialogue. Benny Box has made the many lovely illustrations on the website.

The first version of Meyers’ new digital platform went live Monday, March 2, 2026.

It is a streamlined and visually appealing universe with a clear structure and a strong invitation to become part of Meyers’ digital community. The ambition is to develop that community over the coming months and years so that meyers.dk becomes a digital gathering place for food enthusiasts and a catalyst for many physical communities centered around shared meals.

At the time of writing, when the site has barely been indexed by search engines and LLM models, it is still too early to discuss performance. We will return to that later.

In the meantime, you could do as 60,000 other visitors have done: create a profile and say yes to receiving communication from Meyers. That way you can follow the project and perhaps even engage in its continued development. Everyone is welcome.