Appèl

What Appèl does

Appèl is a Dutch family-owned contract caterer headquartered in 's-Hertogenbosch, Netherlands, founded in 1978 and consolidated under a single brand since 2024 after absorbing Markies Catering (2014), SAB Catering (2019), Zo-Vital (2020) and Scoolcompany (2023). The company operates approximately 700 on-site catering locations and serves more than 70,000 guests daily across educational institutions (primary through university), corporate workplaces, healthcare facilities, and events. It is described as the market leader in Dutch educational catering and generated its best-ever profit and margin in 2023.

Its core service portfolio spans Bedrijfscatering (corporate catering), Onderwijscatering (educational catering from primary school through university), Campus Catering for hogescholen and universities, and Horeca & Evenementen (hospitality and events). The company runs a portfolio of branded outlet concepts including FoodCity (with sub-concepts FoodSquare, Coffee & Co, Goodish), Craft for MBO, the vegetarian Fresco concept, the social-inclusion FAIR's Grand Café, and exclusive Brownies&downieS partnerships. Digital products include the Oh Appy Day web-application for pre-ordering and the Appèl Academy e-learning platform built with Skillstown. Private-label and sustainability-focused products include plant-based pesto, plant-based white bread rolls, vegan chocolate chip cookies, pizza sauce and nut mixes developed with suppliers such as Pietercil Foodservice, Bakkerscombinatie, Sunt and Seasogood.

Appèl makes money primarily through multi-year recurring catering contracts (subscription-style) typically awarded via public tenders in education and direct enterprise sales in the corporate segment, supplemented by direct food service and retail revenue (including branded products and Too Good To Go Magic Boxes), plus professional-services revenue from events and hospitality. Pricing is quote-based and not publicly disclosed. The company markets through a mix of organic social (Facebook, Twitter, Instagram, LinkedIn), website content, trade fair presence (Vakbeurs Facilitair), and earned media, and it sells exclusively through a direct on-site catering model in the Netherlands. Sustainability is anchored by B Corp certification (2025, 89.2/200) and the Be Conscious framework across Food, Waste, Fair and Act pillars, complemented by partners including Orbisk, Too Good To Go, Plastic Soup Foundation and Wakker Dier.

Name

Appèl

Legal name

Appèl Holding BV

Website

https://appel.nl

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Appèl is a Dutch family-owned contract caterer founded in 1978, operating approximately 700 on-site locations and serving over 70,000 daily guests across educational institutions, corporate clients, healthcare facilities and events in the Netherlands as the market leader in Dutch educational catering.

Ownership category

akta.pro rank

Product category

Contract Catering Services

NAICS

Food Service Contractors (72231), Food Service Contractors (722310), Caterers (722320)

SIC

Services-Management Services (8741)

akta.pro primary industry

Contract Foodservice Management (Outsourced Catering) (THAFAIAH)

akta.pro secondary industries

Corporate & Office Catering (THAFAIAA), Institutional Catering (Schools, Hospitals, Government) (THAFAIAE), Full-Service Catering (Off-Premise) (HSACAGAA)

Keywords

• Contract catering
• Corporate catering
• Educational catering
• Campus catering
• Hospitality and events

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Catering Contracts: Recurring revenue from multi-year catering contracts with educational institutions (primary schools, secondary schools, mbo, hbo, universities), corporate clients, and healthcare facilities. Contracts typically run for multiple years with options for extension.
2. Food Service and Retail: Direct food sales to end consumers at catering locations, including branded food products like pizza sauce, vegan cookies, pesto, and white bol. Also includes Magic Box surplus food sales via Too Good To Go app.
3. Events and Hospitality: Catering for events and hospitality occasions, including special inspiration weeks and themed food events.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Appèl is a Dutch contract caterer that delivers on-site food services to corporate offices, schools, universities (hogescholen), healthcare facilities, and events across the Netherlands. The company operates four core service lines — Bedrijfscatering (corporate catering), Onderwijscatering (primary, secondary, MBO), Campus Catering (universities/hogescholen), and Horeca & Evenementen (hospitality and events) — serving approximately 700 locations and over 70,000 daily guests with branded concepts such as FoodCity, Fresco, Goodish, Craft, and Brownies&downieS.

Product overview

Appèl is a Dutch catering company operating as a single unified brand following the 2024 consolidation of subsidiary brands (Markies Catering, Zo-vital, SAB, FM at Work, and Scoolcompany). The company serves approximately 700 locations with over 70,000 daily guests and 1,800 employees, operating across four core service segments: Bedrijfscatering (corporate catering), Onderwijscatering (educational catering from primary school through university), Campus Catering (hogescholen and universities), and Horeca & Evenementen (hospitality and events). The portfolio includes branded food concepts such as FoodCity (with sub-concepts FoodSquare, Coffee & Co, and Goodish), Craft (MBO-focused), Fresco (vegetarian), FAIR's (social enterprise), and the Brownies&downieS partnership. Software offerings include Oh Appy Day (web-based ordering app) and the Appèl Academy (e-learning platform via Skillstown). Private-label products include pizza sauce, vegan chocolate chip cookies, nut mixes, and plant-based pesto. The company holds B Corp certification and operates under the Be Conscious sustainability framework (Food, Waste, Fair, Act pillars). Key partnerships include Health Food Wall, iTapToo, StatieHeld, Too Good To Go, and Sign Language Coffee Bar.

Differentiator

Problem solved

Functional benefit

Products and services

• Bedrijfscatering (Corporate Catering) Corporate catering services that transform company restaurants into the beating heart of organizations where colleagues meet, connect, and enjoy healthy, sustainable food. Serves as a workplace meeting place.
• Onderwijscatering (Educational Catering)

Quantifiable outcome

• Nearly 7,000 meals rescued from waste in 2022 via Too Good To Go, saving 17,500kg CO2
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

26 partnerships are on record, tiered minor and core.

• HAKminorStrategic or Co-development PartnerB Corp partner collaborating on sustainable food offerings within Appèl restaurants.
• InstockminorStrategic or Co-development PartnerB Corp partner contributing to food waste reduction initiatives.
• Bites we loveminorStrategic or Co-development PartnerB Corp partner in sustainable food sector.
• DanoneminorStrategic or Co-development PartnerB Corp partner for dairy alternatives and healthy products.
• BonduelleminorStrategic or Co-development PartnerB Corp partner for vegetable products.
• Too Good To GocoreStrategic or Co-development PartnerPartnership to combat food waste by selling Magic Boxes of surplus food at reduced prices through the Too Good To Go app.
• Sign Language Coffee BarcoreStrategic or Co-development PartnerPartnership to employ deaf and hard-of-hearing baristas ('Gebaarista') at university campuses, promoting inclusion and accessibility. Launched at TU Delft and expanded to Hogeschool Leiden and Universiteit Maastricht.
• iTapToominorStrategic or Co-development PartnerStartup partner providing healthy flavored water dispensers to reduce plastic bottle consumption. Founded by Fontys students.
• The PollinatorsminorStrategic or Co-development PartnerPartner for 'Voer de Bij Bij' campaign to raise awareness about bee preservation and food ecosystem health.
• Oven Aan, Kom EraancoreStrategic or Co-development PartnerAppèl became co-owner of this Bossche company that makes fresh, healthy meals ready to heat in the oven. Expands warm meal offerings.
• Hockeyclub Den BoschminorGTM or Marketing PartnerYouth sponsor starting 2025-2026 season, 4-year partnership promoting healthy nutrition in sports.
• Brownies&downieScoreChannel Partner/ Reseller/ DistributorExclusive partnership to open Brownies&downieS locations on educational campuses, employing people with intellectual disabilities. Expanded to multiple locations including Universiteit Twente.
• Week Zonder Vlees en ZuivelminorStrategic or Co-development PartnerOfficial partner of the Dutch Meat-Free and Dairy-Free Week campaign to promote plant-based eating.
• SuntminorStrategic or Co-development PartnerPartnership to offer banana bread made from rescued imperfect bananas, reducing food waste.
• Mijn MelkminorStrategic or Co-development PartnerFirst contract caterer to partner with Mijn Melk, delivering farm-fresh milk within 30km radius within 24 hours. Lely startup.
• Plastic Soup FoundationminorStrategic or Co-development PartnerPartner for reducing single-use plastics and raising awareness about plastic pollution.
• HAS Green AcademyminorStrategic or Co-development PartnerProud sponsor of HAS Food Experience; director of educational catering serves as jury member for FoodManShip Awards.
• SeasogoodcoreStrategic or Co-development PartnerFirst caterer to switch to vegan tuna (fish-free tuna alternative) across all locations, supporting protein transition.
• BOONminorStrategic or Co-development PartnerPlant-based protein partner for chili burgers and falafel, using beans from local sources.
• Maag Lever Darm StichtingminorStrategic or Co-development PartnerPartner for 'Fit met Vezels' pilot campaign promoting fiber-rich diets at Het Huis voor de Gezondheid.
• Wakker DierminorStrategic or Co-development PartnerCommitting to 'more plant, less animal' protein target: minimum 60% plant-based protein sales by 2030.
• Pietercil FoodserviceminorStrategic or Co-development PartnerCo-developed plant-based pesto using Potato Cheezz made from local potatoes, reducing carbon footprint.
• BakkerscombinatieminorStrategic or Co-development PartnerPartner for developing plant-based white bread with reduced CO2 impact.
• USG RestartminorStrategic or Co-development PartnerPartnership to create sustainable workplaces for people with distance to the labor market, supporting inclusive employment.
• SkillstownminorStrategic or Co-development PartnerE-learning platform partner offering 500+ training courses to all Appèl employees for professional development.
• Gemeente Den BoschminorStrategic or Co-development PartnerSignatory of intent to achieve minimum 50% organic and/or local products in catering within 3 years.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Elior Group: Elior is a major European contract caterer with Dutch operations serving corporate, education and healthcare clients. Competes with Appèl in the broader market with a wider European geographic footprint.
• Albron: Albron is one of the largest Dutch contract foodservice operators serving corporate, education, healthcare and leisure clients nationally. As a head-to-head competitor in the Dutch market it pursues the same institutional tendering and bundled food-service model as Appèl.
• Sodexo Netherlands: Sodexo operates a substantial Dutch contract catering business across corporate, education, healthcare and government sites. Direct competitor for the same institutional tenders Appèl pursues and uses a similar multi-year outsourced food service model.
• Vermaat Groep: Vermaat is a Dutch contract caterer with a hospitality-led model that competes directly with Appèl in corporate, education, healthcare and event segments across the Netherlands. Both operate on multi-year outsourced catering contracts and share similar GTM motions via tendering and reference selling.
• Compass Group / Eurest Netherlands: Compass Group (via Eurest in the Netherlands) is the world's largest contract foodservice provider and a key direct competitor for corporate and education catering contracts in the Netherlands. Comparable business model of contracted on-site food service delivery.
• Hutten Catering: Hutten is a Dutch family-owned contract caterer providing healthcare, corporate and event catering. Closely comparable family-led Dutch operator competing for similar institutional contracts as Appèl.

Broad incumbents

• ISS A/S: ISS is a global facility services company with a foodservice pillar that includes contract catering for corporate and institutional sites. Adjacent competitor in Dutch tenders where buyers bundle food service with broader facility management.
• Aramark: Aramark is a global contract foodservice and facilities provider with broad sector coverage including corporate, education, healthcare and sports. Larger incumbent with overlapping offerings but a much wider portfolio beyond Appèl's core catering focus.

Regional players

• Baxter Storey: Baxter Storey is a UK-headquartered independent contract caterer focused on workplaces, education and hospitality. Comparable contract-catering business model but primarily serving UK clients rather than competing directly in the Netherlands.
• Strago: Strago is a Belgian contract caterer serving corporate, education and healthcare clients across Belgium and adjacent regions. Comparable operating model to Appèl but primarily Benelux-focused outside the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/appelcatering
• Facebookfacebook.com/appelcatering

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 Appèl