As the competition for talented workers increases fringe benefits are becoming an   increasingpart of the salary package. A token of this, could be the lunch industry, which has emerged in Denmark and Sweden as a way of attracting and retain skilled staff. Despite the similarities between the two countries, different business models dominate the lunch industries in the respective markets. This study displays some fundamental differences in the lunch habits, which are established from childhood experiences. All Swedish schoolchildren receive a free lunch consisting of a hot meal served as a buffet in big dining halls. Danish schoolchildren carry cold packed lunch bags from home, consisting primarily of rye bread and cold cuts. As a result of these experiences Swedes prefer hot meals for lunch throughout their lives, while Danes gladly eat their cold rye bread. Nonetheless, the dominating business model, within the Danish lunch industry, offers workers hot lunches served as buffets, while the common Swedish model requires workers to visit lunch restaurants. Alternatively, lunch can be delivered, but then it is served as single portions or cold/frozen and has to be heated. According to the results of this study there are no fundamental differences within the content or focus areas of the business models in the two countries and the key success factors are the same. The Swedish lunch models are not likely to be accepted in Denmark, due to the Danish population’s attitude towards frozen ready meals and that buffets makes single portions superfluous. On the other hand, the commonly applied Danish model seems to be a good fit with the Swedish culture, hence an entrepreneurial opportunity.