TEAM # 11// Wáay



Wáay is a ghost supermarket linked to a consumer data driven mobile app with the objective of solving under and over consumption problems in communities and promoting local consumption. These supermarkets are based on circular economy concepts by having 100% returnable packaging, low emission transportation and zero-waste to landfill process.


TRACK: Green Transition


The retail industry has created a consumption problem worldwide in many different sectors, food waste among them. The uncontrolled consumption and the lack of environmental education is having severe consequences in the environment. The planet is suffering from the exploitation of natural resources and collapsing habitats, ecosystems, and species. According to the Millennium assessment on Health, there is enough production of food to feed all of the people in the world but currently, over 800 million people are overfed and around the same number of people are underfed. In addition, according to FoodExports Midwest, despite its incredibly efficient agricultural sector, “Denmark produces enough food to feed three times its population, exporting more than two-thirds of this agricultural production to over 200 countries around the world. Denmark imports a considerable amount of food products. Like most of its industries, the Danish food processing sector is heavily reliant on imports. Lastly, “Addressing food waste reduction in Denmark” research paper, indicates that the minimization of food losses and waste can help meet the increasing demand of new opportunities -due to the expected 60% increase in food demand by 2050- while decreasing the pressure on food production. There needs to be a solution to produce food locally and proportional to the consumption trends. 



  • We provide a safe space for environmentally conscious local families to buy groceries. Responsible consumers who are looking to decrease their carbon footprint and follow a healthy lifestyle.


  • Create alliances with local food producers to provide better and more organic food.


What is Wáay?

Wáay is a Ghost Supermarket linked to our consumer data mobile app with the objective of solving under and over consumption in large communities. Our core revolves around circular economy, aiming to have 100% returnable packages, low emission transportation, zero waste to landfill processes and local production/consumption.

What is a ghost supermarket?

Ghost Supermarkets are dedicated to delivery-only grocery local brands, through a virtual platform. This concept recreates the way we use space by significantly reducing operational costs and at the same time providing a better experience for the customer by delivering their groceries on their front door. 

How it works?

  • Our app will keep track of consumption patterns to forecast product inventory to create the lowest amount of organic waste possible
  • Communication between different branch supermarkets to mutually trade products if they need to based on inventory and sales analysis
  • Courier services by creating alliance with low emission vehicle companies
  • Inverse logistics with data selected route, by delivering groceries and returning with our returnable packages
  • First expired-first out
  • Clean, renewable energy in our supermarkets
  • Biogas generation from Wáay and other waste collectors’ organic waste, to power our facilities or delivery fleet
  • Educational marketing strategy


Our solution has a lot of value delivered besides the previously mentioned (reducing food waste). We want to promot local economy and consumption and not fully rely on imports. Also to decrease packaging waste pollution by being a zero waste company with returnable packages and this will cause food costs to go down. Our data driven strategies will help us decrease food waste and give customers a personalized guide for eating healthy food. As we will have electric cars or low emissions vehicles we can also reduce the CO2 emissions liberated into de environment. Our proposal will have low costs and investment on visual aspects of the store, storage like construction since customers are not going to enter the stores. Finally we will have job opportunities since we are combining technology and employees to fulfill the demand of the customers. We wish to give a higher quality and organic of food at lower costs and make a great experience for the customers and suppliers.


    Costs to take into account: 

    App development will need a big investment to start with, as well as our physical space where we will distribute all our food from. One we establish the basics, then we will need a fleet of low-emission trucks and vehicles with a “Wáay” logo on them to advertise our new concept. 

    Forms of revenue: 

    Our business model focuses on food retail as our biggest source of income, while our secondary forms of creating money will be through annual memberships, advertising on mobile apps (Only companies or NGOs with sustainable solutions or ESG will be allowed to advertise) and delivery costs based on location.


    What we as a team would like to encourage SDG number 12 which focuses on responsible consumption and production. However, other SDGs aligned with this solution are: Affordable and Clean Energy (7), Industry, Innovation and Infrastructure (9), Sustainable Cities and Communities (11) and Partnerships for the Goals (17)

     This new technological idea will provide a zero waste society in which consumption and production will be balanced to reduce landfills, exportation of garbage and pollution. Some metrics that could help us understand the impact of Wáay:

    • Food produced vs imported before and after Wáay opens in different cities.
    • Food waste per city before and after Wáay
    • Packaging waste reduced before and after Wáay



    We are three sustainable development engineers who are looking to create a positive impact in the world. We are in this challenge to put ourselves in the real world and see how we can innovate to truly create a difference.


    Santiago Godin

    I thrive to change paradigms and find sustainable solutions where many say it’s impossible to do so. I believe that if we want a more sustainable world we not only need great solutions, but behaviour change. My wide range of experiences makes me a creative person and capable of thinking with different perspectives to find the best solutions.

    Karen Alvarez

    My main motivation is to create a difference in the world that we are living in. I am studying sustainable engineering and also have been pursuing a professional career in operations, sales operations and acquisition. I have experience in data analysis and planning, strategy and implementation of projects.

    Eduardo Saldaña

    What gives me a huge impulse to keep going forward is to attempt and solve at least one problem in the world. I would love to make a significant impact to contribute to SDGs and create a better sustainable future through engineering.






    • Challenge brief: Science City Lyngby
    Categories: TEAM


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