Since day one, we have helped people save food and money through our online store. But now, we’re taking a bold new step: we are opening our very first physical store in Espoo, Finland. Leading this new chapter is Kai Kuokkanen, our Head of Store Operations. With a long background in retail and a passion for building things from scratch, Kai is designing the entire store concept and building a team to make it happen. But what kind of store are we actually building? And what kind of opportunity does this open for future team members?
Kai Kuokkanen has spent his entire career in retail – from early years at Alko and Kesko to leadership roles at Lidl, where he oversaw dozens of stores across southern Finland and spent time managing operations in Berlin. He later joined Normal during its growth phase in Finland, and most recently served as Store Director at Prisma.
“I’ve always worked in brick and mortar, so the world of e-commerce was unfamiliar to me. Fiksuruoka was a brand I knew by name, but I hadn’t followed closely”, he says.
That changed when our team reached out for an informal conversation when the idea of building the brick and mortar.
“Juhani and Riku contacted me about a totally different topic – they were doing expert interviews to understand the brick & mortar landscape. They were curious about my experience.”
Those conversations turned into something more.
“I didn’t come in thinking about a new role, but when it became clear that Foodello–Fiksuruoka was planning to build a store from scratch, it really sparked my interest. I’ve worked with a lot of existing concepts. The chance to create something of our own, to shape the concept and build it with no legacy constraints, felt like a once-in-a-career opportunity”, Kai says.
"The chance to create something of our own, to shape the concept and build it with no legacy constraints, felt like a once-in-a-career opportunity."
Kai’s title, Head of Store Operations, reflects the scope of the challenge. His work so far has involved everything from designing in-store processes to compiling a comprehensive inventory of every single tool, fixture and piece of equipment the store will need – from payment systems to break room dishes.
“The practical planning side is huge. I've been visualising the opening day – what needs to be ready, how the space should flow, what the team will need. There’s a long Excel list that gets updated constantly, even at night when ideas hit”, he explains.
But it’s not just the physical setup. A big part of Kai’s job is designing how the store will work – not only for customers, but for the team running it.
“We're not just opening a store. We’re setting the tone for how Fiksuruoka could operate in brick and mortar long-term.
“We're not just opening a store. We’re setting the tone for how Fiksuruoka could operate in brick and mortar long-term. That means thinking through daily routines, staff training, customer flow, and everything that happens behind the scenes”, he says.
For many people, our store is already a familiar way to reduce food waste through smart online shopping. But for others, e-commerce might not be the most natural way to shop. This new store is designed to change that.
“Now we can make food-saving possible for people who don’t shop online. For some, this will be a local grocery store they visit weekly, maybe even daily. We’re giving people another way to make food-saving a part of everyday life.”
"We’re giving people another way to make food-saving a part of everyday life.”
Located in a Kauppakeskus Lippulaiva in Espoo, the store will be the first physical space where customers can browse surplus goods in person. And while the core idea remains the same, saving food from going to waste, the experience will feel different.
The store will offer convenience, visibility, and a more concrete connection to the products.
“We don’t have a finalised concept yet. That’s intentional. We’ll shape it by doing. That’s what makes this store so exciting, it’s the beginning of something entirely new”, Kai says.
Opening the store is only part of Kai’s task. Just as important is building the team that will run it, and create the culture of working together.
“We’re looking for people who want to build, not just operate. Everyone who joins this team will have a chance to shape how the store works, from routines to customer service to the practical ways we reduce food waste.”
That mindset is also reflected in Kai’s leadership approach. With a background in running large teams across different companies and cultures, he brings a philosophy that’s built on trust, fairness, and growth.
“I don’t believe all the wisdom lives in me. I want to lead in a way that gives people the space to think, try, learn and develop. Mistakes are part of the process and I’ll always be there to support the team through them.”
This first team will play a unique role in shaping a concept that could be scaled and adapted for other cities, even other countries.
Opening the first store is only the beginning.
“My ultimate dream would be that six months from opening, the store is running well, our team is thriving, and we’ve shown that this concept works, both operationally and financially. That’s when we’ll be ready to take the next step”, he says.
The long-term vision includes expanding to new locations in Finland and eventually abroad. While the first store is in Espoo, the ambition is much bigger.
“We’re not planning to stop at one store. We’re thinking in terms of a chain, and eventually, international growth. That opens up career paths too. Someone who joins us now might one day be running a store in the Netherlands.”
At the centre of all this is the mission: to fight against food waste and build a better future.
“I’ve always thought about food waste on a personal level – at home. Now I get to work on reducing waste at scale. Every product we sell is one that’s saved. And I can go to work knowing I’m part of that,” Kai sums up.
👉 Interested in joining the store team in the Fall 2025? Follow us on LinkedIn to hear when we start hiring!