SLA

What SLA does

SLA B.V. operates SLA – The Good Food Bar, a Dutch healthy fast-casual restaurant chain founded in 2013 in Amsterdam as the Netherlands' first organic salad bar. The company runs 14 physical locations across six Dutch cities (Amsterdam, Utrecht, Amersfoort, Haarlem, Den Haag, and Groningen), serving health-conscious consumers, corporate catering clients, and families with children up to age eight (who eat free with a purchased adult meal). The core menu comprises certified-organic salads, bowls, pita wraps, soups, juices, smoothies, sweets, and cold beverages, with a curated network of organic and fair-trade ingredient suppliers (including Luna e Terra, Kraatseieren, VanMenno, Stean's Beans, and The Dateables) anchoring the supply chain.

The technology stack is centered on the IloveSLA mobile application (iOS and Android), which integrates loyalty registration, QR-based point accrual, online ordering, and personalized offers. The Club SLA loyalty program drives retention through a €1-equals-1-point accrual model with milestone rewards at 25, 75, 150, and 250 points, and applies automated decisioning on purchase-behavior data to issue personalized offers. Distribution is fully direct-to-consumer: no third-party delivery aggregators, no franchise network, no resellers. Corporate catering operates as a separate B2B channel with a €150 minimum order and 72-hour advance booking.

SLA is a privately held Dutch company (SLA B.V. as the operating entity, SLA Holding B.V. as the data controller; KvK 57641188), founder-led by Nina Pierson, with no disclosed external investors, funding rounds, or M&A activity. Revenue is not publicly disclosed, and the company has expanded its footprint through organic reinvestment over the 13 years since founding.

Name

SLA

Legal name

SLA B.V.

Website

https://ilovesla.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

SLA – The Good Food Bar is a Dutch organic salad bar chain founded in 2013, operating 14 locations across six Dutch cities and serving health-conscious consumers, corporate catering clients, and families with kids-eat-free meals, supported by the IloveSLA mobile app and Club SLA loyalty program.

Ownership category

akta.pro rank

Product category

Healthy Fast-Casual Restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Mediterranean & Middle Eastern Fast Casual (THAFABAD)

Keywords

• Organic salad bar
• Healthy fast-casual dining
• Fresh food catering
• Restaurant loyalty program
• Organic bowl restaurant

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Sales: Core revenue from selling organic salads, bowls, pita wraps, soups, juices, smoothies, sweets, and cold drinks across 14 physical restaurant locations. Customers can order in-store or via the IloveSLA app for pickup.
2. Catering Services: Corporate catering for office lunches, team meetings, and events. Offers individual dishes or catering trays for 4-6 persons. Minimum order €150, delivery costs €19.50-€35.95 depending on location. Available Monday-Friday, 11:30-21:00.
3. Loyalty Program Data: Customer purchase data collected through the Club SLA loyalty program is used for personalized marketing and targeted offers, building customer profiles based on purchase frequency and behavior.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SLA operates a chain of organic salad bar restaurants in the Netherlands, serving fresh salads, bowls, pitas, soups, juices, smoothies, sweets, and cold drinks made from certified organic ingredients. In addition to in-restaurant dining and takeaway, the company provides corporate catering services and a mobile app (IloveSLA) tied to a loyalty program (Club SLA) that drives repeat visits and customer data capture.

Product overview

SLA – The Good Food Bar is a Dutch healthy fast-casual restaurant chain founded in 2013 as the Netherlands' first organic salad bar. The company operates a unified product portfolio centered on fresh, organic salads, bowls, pita wraps, soups, juices, smoothies, and cold beverages. Additional offerings include Club SLA (a loyalty program with automated personalized offers based on purchase behavior), SLA Catering (corporate catering service with trays for 4-6 persons), and the IloveSLA mobile application for ordering and loyalty management. All menu items are made with certified organic ingredients, with 14 locations across Amsterdam, The Hague, Utrecht, Amersfoort, Haarlem, and Groningen. Kids up to 8 years eat for free with a purchased adult meal.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Salads
• Organic Bowls Nutritious grain and protein-based bowls made with organic ingredients, sold to individual diners at SLA's restaurants and via the IloveSLA app.
• Pitas Organic pita wraps sold to individual diners at SLA's restaurants and via the IloveSLA app.
• Everyday Bowls Curated daily bowls featuring rotating organic ingredients, sold to individual diners at SLA's restaurants.
• Organic Soups Freshly made organic soups sold to individual diners at SLA's restaurants.
• Juices and Smoothies Cold-pressed juices and smoothies made with organic ingredients, sold to individual diners at SLA's restaurants.
• Sweets and Treats Organic sweet treats including SLA's Dateables range, sold to individual diners at SLA's restaurants.
• Cold Drinks Cold beverages including organic soft drinks and water, sold to individual diners at SLA's restaurants.
• SLA Catering Corporate and event catering service that delivers SLA's organic salads, bowls, juices, and related menu items to Dutch companies, offices, and event organizers, targeting workplace lunches and corporate events.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Stean's BeanscoreStrategic or Co-development PartnerDirect trade coffee supplier working directly with coffee farmers in East Africa. Ensures farmers receive fair wages while providing SLA with exceptionally good coffee.
• The DateablescoreStrategic or Co-development PartnerSupplier of organic, stuffed dates with no added sugars. Creates healthy snacks and treats that are 100% natural, vegan, and free from refined sugars. Products include Date Me, Pick Me, and Bite Me varieties.
• VanMennocoreStrategic or Co-development PartnerOrganic sourdough bread supplier using traditional baking methods. Made purely from local grain, water, and sea salt with no artificial additives. Long slow fermentation process creates characteristic full flavor.
• KraatseierencoreStrategic or Co-development PartnerFamily business supplying organic eggs 'with a golden character'. Chickens raised in PlanetProof barns with green pastures, eating organic feed free from chemical agents and rainforest-free soy. Barn runs on solar power.
• KULTminorStrategic or Co-development PartnerWater kefir supplier using bioscience combined with fermentation art. Products are packed with live micro-organisms (mother culture) beneficial for gut health and energy levels.
• SEAminorStrategic or Co-development PartnerDrinking water supplier turning ocean water into pure drinking water using 100% renewable energy. Packaged in infinitely recyclable aluminium with B Corp certification. Supports coral reef restoration worldwide.
• SqweezminorStrategic or Co-development PartnerSparkling fruit beverages supplier mixing pure sparkling water with freshly pressed real fruit. No added sugars, no sweeteners, low in calories and purely natural.
• Rebel KitchenminorStrategic or Co-development Partner100% pure coconut water supplier. Naturally pink coconut water from young, green coconuts handpicked by smallholders in the Philippines with no added sugar.
• Bain BrewingminorStrategic or Co-development PartnerKombucha supplier using traditional fermentation techniques and 100% organic ingredients. Unpasteurized products preserve all nutrients for a health boost.
• ChariTeaminorStrategic or Co-development PartnerOrganic Fairtrade iced tea supplier. Pays farmers a fair price and supports social projects in growing regions with each bottle sold.
• Luna e TerracoreStrategic or Co-development PartnerDemeter-certified organic ingredient supplier. Farmers build living soil, stimulate maximum biodiversity, and minimally process products after harvest for pure, vital products closest to nature.

Scale indicators2 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• CAVA: US Mediterranean-inspired fast-casual chain focused on grain bowls, salads, and pitas. Operates at similar price point with comparable menu architecture (bowls + pitas + salads) and direct-to-consumer store model that mirrors SLA's structure.
• Sweetgreen: US salad bowl chain with proprietary mobile app, loyalty program, and growing catering business. Closest global benchmark for SLA's organic-salad-bar-plus-technology concept, though operating in North America.
• Leon: UK-based naturally fast-food chain serving salads, bowls, wraps, and hot dishes with an emphasis on healthy ingredients. Closest European comparable in concept, mission-driven branding, and menu mix.
• Itsu: UK Asian-inspired healthy fast-casual chain offering bowls, sushi, and hot dishes with a focus on nutritious, lighter meals. Comparable D2C multi-format model and customer segment to SLA.
• Freshii: Canadian health-and-wellness-focused fast-casual chain with salads, bowls, wraps, juices, and a loyalty program. Concept and customer profile overlap heavily with SLA, including international franchise footprint.
• Exki: Belgian-origin European healthy fast-casual chain serving salads, soups, bowls, and seasonal dishes with sustainability positioning. Most direct geographic and conceptual peer for SLA within continental Europe.
• Tossed: UK salad and wrap specialist chain with made-to-order bowls and proprietary app/loyalty infrastructure. Smaller-scale direct comparable to SLA in concept, customer, and digital ordering model.
• Pokeworks: US-based fast-casual chain specializing in build-your-own bowls with mobile-order-first design. Comparable bowl-format architecture, loyalty program, and digital-first ordering experience to SLA.

Broad incumbents

• Pret a Manger: Established UK/international healthy fast-casual chain with broader menu (sandwiches, hot food, coffee, salads). Overlaps with SLA on health-conscious positioning and urban lunch occasion but at much larger scale and broader offering.
• Jamba: Established US smoothies, juices, and bowls chain with health-focused positioning. Partial overlap with SLA's juice/smoothie menu and health-conscious customer base, though broader incumbent with different core offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@ilovesla
• LinkedInlinkedin.com/company/ilovesla
• Instagraminstagram.com/ilovesla
• TikToktiktok.com/@ilovesla

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SLA