't Zusje
't Zusje is a privately held Dutch franchise restaurant chain operating 39 locations nationwide, serving families and social diners an all-you-can-eat fixed-price tapas concept (from €43.80) called Bourgondisch Genieten, supplemented by a children's menu and supported by an online reservation system and mobile loyalty app.
- Company typePrivate
- Founded1998
- HeadquartersUden, Netherlands
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What 't Zusje does
't Zusje is a privately held Dutch franchise restaurant chain operating 39 locations across the Netherlands as of 2025, with new openings continuing into 2026. The company originated in 1998 as a sandwich shop called De Baronie in Uden, founded by Peter Smits, and was rebranded and pivoted in 2004 to introduce what is described as the first tapas-style concept in the Netherlands. The franchise formula was formally established in 2013, after which the chain expanded systematically into cities spanning the country from Alkmaar to Maastricht.
The core product is the in-restaurant dining experience, anchored by the 'Bourgondisch Genieten' (Burgundian Enjoyment) concept — an all-you-can-eat, fixed-price tapas offering starting at €43.80 per adult, where each guest selects two dishes per round across unlimited rounds. The menu is supplemented by a children's menu (free for ages 0–1, €17 for ages 2–10, adult pricing from age 11), pre-set group arrangements, and side dishes. Digital infrastructure consists of an online reservation system with real-time availability across all locations, a multilingual consumer website (Dutch, English, German), and the Mijn Zusje mobile app on iOS and Android, which handles reservations, account management, and loyalty point accrual.
The business model is franchise-based: each Zusje location is independently operated by a franchisee under the brand formula, while the corporate level provides the concept, menu, brand standards, marketing (Facebook, Instagram), reservation technology, and the loyalty app. Revenue is generated entirely through per-cover dining transactions (food and beverages) at the point of consumption; there are no disclosed corporate contracts, delivery operations, or ancillary revenue streams beyond a small online merchandise shop (Zusje Winkel). Customer segments are horizontal and consumer-focused: families, social groups, couples, and casual diners seeking a relaxed, shared-dining experience in distinctive historic or modern building locations across Dutch cities.
't Zusje firmographics
Firmographics- Name
- 't Zusje
- Legal name
- Zusje
- Website
- https://zusje.nl
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- 't Zusje is a privately held Dutch franchise restaurant chain operating 39 locations nationwide, serving families and social diners an all-you-can-eat fixed-price tapas concept (from €43.80) called Bourgondisch Genieten, supplemented by a children's menu and supported by an online reservation system and mobile loyalty app.
- Ownership category
- akta.pro rank
't Zusje industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Limited-Service Restaurants (722513), Cafeterias, Grill Buffets, and Buffets (722514)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)
Keywords
Where 't Zusje is headquartered
LocationHeadquarters
- HQ city
- Uden
- HQ country
- Netherlands
- HQ region
- Europe
Offices10 records
Markets served
't Zusje business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Restaurant Dining Sales: Revenue generated from food and beverage sales at all restaurant locations. Customers pay for dishes from the tapas menu, with the primary offering being 'Bourgondisch Genieten' (all-you-can-eat dining experience) at a fixed price per person, plus additional items like drinks and side dishes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Bourgondisch Genieten (Burgundy Dining) - Fixed price tapas experience |
| Unit Pricing | Pay-as-you-go | Children's Menu Pricing |
| Unit Pricing | Pay-as-you-go | Side Dishes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
't Zusje product offering
Product offeringCore offering
't Zusje operates a franchise chain of 39 tapas restaurants across the Netherlands, offering a fixed-price "Bourgondisch Genieten" (Burgundy Dining) experience where guests choose small, freshly prepared dishes in unlimited rounds. The offering also includes a dedicated children's menu, pre-set group arrangement packages, and add-on side dishes, supplemented by an online reservation system and the Mijn Zusje mobile app for booking and loyalty.
Product overview
't Zusje is a Dutch tapas restaurant chain operating 39 locations across the Netherlands as of 2025. The company offers a unified dining concept centered on 'Bourgondisch Genieten' (Burgundian Enjoyment) — an all-you-can-eat tapas experience where guests choose small, freshly prepared dishes in a cozy, relaxed atmosphere. The core product portfolio consists of the physical restaurant dining experience (tapas menu, children's menu, and arrangement packages), supported by the 'Mijn Zusje App' for mobile reservations and loyalty management, and an online reservation system with live availability. The company was founded as a franchise formula in 2013, growing from a single sandwich shop opened by Peter Smits in 1998 in Uden.
Differentiator
Problem solved
Functional benefit
Products and services
- Bourgondisch Genieten (Burgundy Dining) All-you-can-eat tapas experience where guests pay a fixed price (from €43.80) and choose 2 freshly prepared small dishes per person per round, with unlimited rounds during the dining experience. Available at all 't Zusje locations across the Netherlands.
Companies that use 't Zusje
Customer profileSegments2 records
Ideal customer profiles3 records
't Zusje technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
't Zusje partnerships and signals
Strategic signalScale indicators2 records
Recent moves12 records
Expansion highlights5 records
't Zusje competitors and assessment
Company assessmentDirect peers
- Loetje: Loetje is a popular Dutch casual steakhouse chain with multiple locations across the Netherlands, famous for its sit-down dining experience. It is comparable to 't Zusje as a Dutch casual dining chain with full-service sit-down model and brand recognition.
- Bagels & Beans: Bagels & Beans is a Dutch casual dining chain with multiple locations across major Dutch cities serving bagels, coffee, and light meals. It is comparable as a scaled Dutch casual restaurant chain with sit-down model and franchise-style operations.
- Happy Italy: Happy Italy is an Italian restaurant franchise chain in the Netherlands with multiple locations offering unlimited pasta and pizza concepts at fixed prices. It is directly comparable to 't Zusje's unlimited-rounds dining format and franchise-driven expansion.
- De Beren: De Beren is one of the largest Dutch casual dining franchise chains with 50+ locations nationwide, offering diverse menus and full-service sit-down dining. It is the closest direct comparable to 't Zusje as a scaled Dutch franchise restaurant chain with similar operational model.
- Sumo Sushi & Grill: Sumo Sushi & Grill is a Dutch franchise chain with multiple locations offering an all-you-can-eat Asian dining experience. It is directly comparable to 't Zusje for its unlimited-format dining concept and Dutch franchise scale.
- Febo: Febo is a Dutch franchise fast food chain known for its automat-style wall service and standard menu items, with locations across the Netherlands. It is comparable as a long-established Dutch franchise restaurant chain with national footprint.
- La Place: La Place is a well-established Dutch casual dining restaurant chain with locations across the Netherlands serving broad menus including hot meals, salads, and snacks. It is comparable as a scaled Dutch multi-location casual dining chain with sit-down service.
- Gaucho Restaurants: Gaucho is a Dutch-based Argentinean steakhouse chain with multiple full-service sit-down locations. It is comparable to 't Zusje as a Dutch multi-location casual/upscale dining chain with sit-down service.
- New York Pizza: New York Pizza is the largest pizza franchise chain in the Netherlands with extensive dine-in and delivery locations. It is comparable as a large-scale Dutch restaurant franchise with multi-location operations and standardized branding.
Broad incumbents
- Vapiano: Vapiano is an international Italian casual dining franchise with locations across multiple European countries. It is comparable to 't Zusje as a broader casual dining chain operator with sit-down unlimited concept and franchise-driven international footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
't Zusje social profiles
Digital presence't Zusje financial estimates
Financial estimateRevenue estimate
Valuation estimate
't Zusje leadership team
Management profileNumber of profiles
Profiles1 record
't Zusje funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
't Zusje M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 't Zusje
What does 't Zusje do?
't Zusje operates a franchise chain of 39 tapas restaurants across the Netherlands, offering a fixed-price "Bourgondisch Genieten" (Burgundy Dining) experience where guests choose small, freshly prepared dishes in unlimited rounds. The offering also includes a dedicated children's menu, pre-set group arrangement packages, and add-on side dishes, supplemented by an online reservation system and the Mijn Zusje mobile app for booking and loyalty.
Is 't Zusje a public or private company?
't Zusje is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 't Zusje founded?
't Zusje was founded in 1998. It employs 5,001 to 10,000 people.
Where is 't Zusje based?
't Zusje is headquartered in Uden, Netherlands, in the Europe region.
How does 't Zusje make money?
One revenue line is on record: restaurant Dining Sales.
Who are 't Zusje's main competitors?
Direct peers on record are Loetje, Bagels & Beans, Happy Italy, De Beren, Sumo Sushi & Grill, Febo, La Place, Gaucho Restaurants and New York Pizza. Vapiano is listed as a broad incumbent.
Does 't Zusje have an API?
No public API is recorded for 't Zusje.
What industry is 't Zusje in?
't Zusje's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFAAAO, Multi-Concept / Global QSR Chains (Mixed Menus). Its NAICS code is 722513 and its SIC code is 5812.