La Place Food

What La Place Food does

La Place Food (legal entity La Place B.V.) is a Dutch food and beverage company operating a chain of approximately 60 self-service restaurants in the Netherlands, with franchise or licensed locations in the United States, Canada, Spain, and Denmark. Founded in 1987 in Utrecht as the 'marktrestaurant' concept inside V&D department stores, the company pioneered a model of fresh, daily-prepared meals — including hot kitchen items (grill, pizza, wok, pasta buffets), sandwiches, soups, salads, and pastries — prepared in front of guests. Following its separation from Jumbo, La Place has been executing a renewed strategy explicitly targeting younger demographics, refreshed physical locations, and a redesigned digital/app experience.

The core technology consists of in-house kitchens supporting a buffet-style self-service model with a centralized web platform (laplace.com) and a mobile application (iOS and Android) that hosts the Feel Good Food Club loyalty program. The loyalty program, launched in April 2025 to replace the prior Extraatjes system, accrues 10 points per euro spent, enables voucher redemption in an app shop, and incorporates gamification (e.g., 'Spin the Wheel'). Supporting infrastructure includes a content platform (Foodstories), an online recipe library, and partnerships with food creators (Nick Toet, Jord Althuizen of Smokey Goodness) for menu development.

La Place generates revenue primarily through in-restaurant food and beverage sales, supplemented by meeting room rentals and corporate catering (€19–42.50 per person) managed through franchise partner Vermaatgroep at select highway and urban sites. Distribution channels include company-owned and franchised physical locations across highway (A2/A12/A27), shopping center (e.g., Kronenburg Arnhem), urban high street (Amsterdam Kalverstraat), and leisure venues (Efteling, Duinrell, Nationaal Militair Museum, Schiphol Airport), plus a limited presence in Jumbo supermarkets and a food-waste partnership with Too Good To Go. The customer base spans individual consumers, families with children, corporate meeting clients, and highway travelers — a deliberately diversified mass-market profile.

Name

La Place Food

Legal name

La Place B.V.

Website

https://laplace.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

La Place Food is a Dutch self-service restaurant chain operating ~60 locations in the Netherlands plus international franchises, serving fresh daily-prepared meals to mass-market consumers, families, corporate clients, and highway travelers, with a recently relaunched mobile loyalty app.

Ownership category

akta.pro rank

Product category

Restaurant / Food Service

NAICS

Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

All-Day Dining Restaurants (THAFACAJ)

akta.pro secondary industries

Family-Style Restaurants (THAFACAC), Farm-to-Table & Contemporary American Restaurants (THAFACAF)

Keywords

• Self-service restaurants
• Fresh daily meals
• Buffet dining
• Highway restaurant chain
• Food service hospitality

Headquarters

HQ city

Hilversum

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Food & Beverage Sales: La Place generates revenue through sales of freshly prepared food and beverages at its restaurant locations. Products include hot meals, sandwiches, salads, soups, desserts, hot and cold drinks.
2. Meeting Room Rental & Catering: La Place rents meeting rooms at select locations and provides catering arrangements (coffee/tea, lunch) for business customers. Arrangements range from €19-42.50 per person.
3. Loyalty Program & App: Revenue indirectly supported through customer retention via the Feel Good Food Club loyalty program, driving repeat visits and engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

La Place Food operates a chain of approximately 60 self-service restaurants in the Netherlands plus international franchise locations in the United States, Canada, Spain, and Denmark. The core offering is freshly prepared, daily-made food served buffet-style, including hot kitchen items (grill, pizza, wok, pasta), sandwiches, soups, salads, desserts, and beverages, supported by an in-house mobile loyalty app (Feel Good Food Club).

Product overview

La Place is a Dutch food service chain operating self-service restaurants with approximately 60 locations in the Netherlands plus international presence in the United States, Canada, Spain, and Denmark. The core offering centers on freshly prepared, daily-made meals served buffet-style, with an extensive menu spanning hot kitchen (grill, pizza, wok, pasta buffets), sandwiches, soups, salads, desserts, and beverages. The product portfolio includes the mobile app serving as the platform for the Feel Good Food Club loyalty program, dedicated Kids Menu offerings, Meeting Room and Business Catering services, an online Recipe collection, and promotional Deals. The company positions itself on natural ingredients, artisanal preparation, and a market-restaurant concept that originated in 1987.

Differentiator

Problem solved

Functional benefit

Products and services

• La Place Restaurants Chain of approximately 60 self-service restaurants in the Netherlands plus international locations in the United States, Canada, Spain, and Denmark, offering freshly prepared meals with buffet-style service. Targets individual consumers, families, and highway travelers.
• La Place Mobile App Mobile application for Android and iOS that serves as the platform for the Feel Good Food Club loyalty program, allowing members to collect points, redeem vouchers, access member deals, and track purchase history. For individual restaurant customers and loyalty members.
• Feel Good Food Club Loyalty Program Customer loyalty programme offering 10 points per euro spent, personalized offers based on purchase behavior, voucher redemption in the app shop, and gamification features. For restaurant customers who opt into the mobile app.
• La Place Menu Assortment Diverse food and beverage offerings organized into categories: Yoghurt & Dessert, Savory Snacks, Soups, Cold Beverages, Hot Kitchen (grill, pizza, wok, pasta buffets), Sandwiches, Menus, Salads, Pastries & Cookies, and Hot Beverages. Products are freshly prepared daily using natural ingredients.
• Kids Menu Dedicated children's menu featuring lunch options (Tosti ham & cheese, whole grain bread with various fillings, pancakes) and dinner options (veggie kids burger with fries, pasta bolognese), including a complimentary drink and surprise treat, priced at €6.95 and €8.95 respectively. For families dining with children.
• Meeting Rooms & Business Catering Meeting room rental and business catering service available at select La Place locations including De Meern-Utrecht, Meerkerk, Enspijk, and Amsterdam Kalverstraat, with packages for coffee/tea breaks, half-day and full-day sessions, and lunch arrangements. Pricing tiers: €19.00 per person (4-hour basic), €26.50 per person (full day without lunch), €42.50 per person (full day with lunch). For corporate and business customers.
• La Place Breakfast Build-your-own breakfast at €8.95 (available until 11:00), including a choice of juice/smoothie, half baguette, croissant with compote or yogurt with compote and granola, and a hot drink, with extra options available. For individual restaurant customers.

Quantifiable outcome

• Feel Good Food Club members earn 10 points per euro spent and can redeem for free products after 2-3 visits

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VermaatcoreChannel Partner/ Reseller/ Distributor · 10 October 2025Franchise partner operating La Place restaurants including the new location at Nationaal Militair Museum. Manages day-to-day restaurant operations at various locations under franchise agreement.
• De Nieuwe MelkboercoreStrategic or Co-development PartnerLocal supplier partnership with family business from Twente, Netherlands. Provides 100% Dutch plant-based yogurt used in La Place's smoothie banana lime. Focused on local sourcing, sustainable supply chain, and transparent farm-to-table journey.
• Nick ToetminorStrategic or Co-development PartnerFood creator and chef who collaborated with La Place to develop 'Nick's Noedels' - a new noodle dish developed through the 'Kritische Koters' video series with children as judges.
• Jord Althuizen (Smokey Goodness)minorStrategic or Co-development PartnerBBQ expert and former La Place employee collaborating on street food dishes. Launched Bang Bang Chicken Burger inspired by his global culinary travels. Partnership includes future BBQ-inspired menu items.
• Stichting Jarige JobminorOthersCharity partnership where Feel Good Food Club members can donate their loyalty points to help children in poverty celebrate their birthdays with a gift box worth €35.
• Too Good To GominorOthersPartnership to combat food waste by offering unsold food at reduced prices through the Too Good To Go app.
• VermaatgroepcoreChannel Partner/ Reseller/ DistributorMeeting and events partner managing meeting room bookings and catering at La Place De Meern, Meerkerk, Enspijk, and Amsterdam Kalverstraat locations. Contact via [email protected].

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Aramark: Global food service and hospitality provider with Dutch operations across sports, entertainment, business, and education. Comparable as a broad incumbent in venue-based foodservice; competes with La Place for museum, theme park, and large venue catering contracts in the Netherlands.
• Sodexo: Global food services and facilities management giant operating in the Netherlands across corporate, healthcare, education, and leisure catering. Comparable as a broad incumbent offering self-service restaurant formats at scale; competes with La Place for B2B catering and meeting room contracts.
• Compass Group: World's largest contract foodservice company with operations across Dutch corporate, healthcare, and venue catering. Comparable at the broad incumbent level for institutional food service, though Compass operates primarily through contracts rather than owned retail restaurant locations like La Place.

Regional players

• Bakker Bart: Dutch bakery café chain serving fresh sandwiches, pastries, and coffee in high-street locations. Comparable as a Dutch casual food and beverage operator competing for breakfast, lunch, and snack occasions, though positioned more as a bakery café than a full self-service restaurant.
• FEBO: Iconic Dutch automat-style fast food chain operating wall-mounted vending of freshly prepared snacks. Comparable as a Dutch regional food service brand competing for similar casual meal occasions, though operating a different format (automated snack wall vs. self-service buffet).
• New York Pizza: Largest pizza delivery and dine-in chain in the Netherlands with casual restaurant locations. Comparable as a Dutch-headquartered multi-location casual dining chain competing for similar family and casual meal occasions, though focused on pizza versus La Place's broad buffet menu.

Direct peers

• Vapiano: Casual dining restaurant chain operating in the Netherlands with made-to-order pasta, pizza, and salads in a self-service format. Comparable as a casual dining peer with similar fresh-prepared positioning, though Vapiano leans Italian and operates more urban locations versus La Place's highway and museum focus.
• Hutten: Dutch food service company operating restaurants, catering, and hospitality venues across the Netherlands with similar self-service and casual dining models. Directly comparable as a Dutch-headquartered multi-format food service operator competing for the same institutional, leisure, and corporate catering occasions.
• IKEA Restaurant (Inter IKEA): Operates self-service restaurants inside IKEA stores across the Netherlands and globally with a similar buffet-style fresh-prepared model. Highly comparable in service format (self-service, daily-made, family-friendly) and customer occasion (combined shopping-and-dining trips), though anchored to retail rather than highway/urban locations.

Others

• Too Good To Go: Marketplace app for surplus food from restaurants and retailers. Listed because La Place is an active Too Good To Go partner (sustainability initiative) rather than a competitor; the relationship is ecosystem-level and not a direct commercial overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/laplace_nl
• Xx.com/laplace
• Facebookfacebook.com/laplace

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 La Place Food