| Netherlands

Broodzaak launches first coffee to-go subscription in the Netherlands

Travel concession operator HMSHost International is set to launch the first coffee to-go subscription in the Netherlands at 18 NS railway stations across the country via its Broodzaak coffee chain

More than 400,000 cups of coffee are sold every week at Dutch train stations | Photo credit: HMSHost International


Travel hub foodservice company HMSHost International is launching a new hot beverage subscription through its Broodzaak café chain at 18 railway station locations across the Netherlands. 

Broodzaak, operated by HMSHost since 2018, is the first in the Netherlands to introduce the monthly on-the-go coffee subscription, according to the operator. 

Through the subscription, customers can purchase up to five hot beverages a day via a QR code at any of Broodzaak's 18 locations in the Netherlands. 

The €20 ($21) monthly cost translates to a saving of up to €2.50 ($2.70) per Broodzaak hot beverage, which could reach €300 ($322) per month if used to its maximum. Customers who drink two cups of Broodzaak coffee a day four days-a-week save an average of €60 ($64) per month. 

Alluding to the success of Pret A Manger’s coffee subscription in the UK, HMSHost Netherlands Managing Director Ronald Loendersloot said he hoped the concept would become an attractive proposition among Dutch consumers.  

“We are delighted to launch this on-the-go coffee subscription through our Broodzaak locations. We have seen this concept be a great success in the UK for almost two years now and we are proud to introduce it to the Dutch market. The coffee subscription recognises the loyalty of returning travellers and coffee lovers and provides them with significant savings,” said Ronald Loendersloot, Managing Director, HMSHost Netherlands. 

NS owns and manages over 400 railway stations in the Netherlands. Research from the Dutch railway operator indicates that more than 400,000 cups of coffee are sold every week at Dutch train stations. 

HMSHost International began operating 29 Broodzaak locations in 2018, with the ten-year contract predicted at the time to generate an immediate annual turnover of €30m.  

In 2021, the company announced plans to convert Broodzaak stores into convenient self-service BackWerk outlets. HMSHost began the replacement process with a first trialled BackWerk at Utrecht Central’s previous Broodzaak location in July last year, with the overall replacement process still underway. 

The travel food-service company also recently opened two Copenhagen Coffee Lab outlets in Copenhagen Airport. 

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