Moak Pancakes

What Moak Pancakes does

MOAK Pancakes is an all-day pancake and brunch restaurant chain operating three walk-in-only locations across the Netherlands — Amsterdam City Center (Jodenbreestraat 144), Amsterdam De Pijp (Ferdinand Bolstraat 11), and Utrecht Neude (Vinkenburgstraat 15, opened 2024 as the first location outside Amsterdam). Founded in 2016 by Sten Bedem and Sammy Salimian under the original name MOOK, the brand centers on a proprietary sugar-free buttermilk pancake recipe made in-house from organic wholegrain wheat flour and organic buttermilk, supported by combination plates, Bakkerij Louf sourdough toasts, slow-pressed juices, specialty coffee, and Rotari champagne service between 08:30 and 15:30 daily. The menu covers 12 named pancake stacks spanning halal and vegan options, with signature dishes including The Golddigger (22-karat gold leaf, Versace plate, Luc Belaire Rosé; named most expensive pancake in the Netherlands by Misset Horeca) and The Infamous (a Daily Paper collaboration pancake with Barry Callebaut Belgian chocolate and Ben & Jerry's ice cream).

The business operates a direct-to-consumer physical-restaurant model with no reservation friction for parties under 6, generating revenue through per-cover food and beverage sales (typical dish pricing €9-€21 across pancakes, plates, and toasts; €2.95-€8.50 across coffee, juice, and champagne); group bookings for 6-40 are coordinated via email. A second revenue stream comes from a Shopify-based e-commerce storefront selling Daily Paper x MOAK co-branded apparel (hoodie €119.95, t-shirt €59.95) and the Bar Mokum Cocktailbook. A third prospective stream is the MOAK franchise programme, which markets tiered investment brackets from under €100K to €400K+ to prospective operators.

Distribution and customer acquisition rely entirely on physical footfall, organic social (Instagram and TikTok with a free Super Boost gingershot follow-incentive), and Google Maps presence (16,393 reviews averaging 4.67 stars across the three locations); no paid acquisition, no delivery platform partnerships, and no third-party distribution are disclosed. The brand's customer base spans urban brunch seekers (locals and tourists), weekend groups of 2-5, professionals near Amsterdam's Zuidas, and halal-dietary consumers, with no B2B or enterprise customer concentration. The company is privately held by its two co-founders with 11-50 employees, no disclosed funding rounds, no M&A activity, and no public revenue figures.

Name

Moak Pancakes

Legal name

MOAK Pancakes

Website

https://moakpancakes.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Moak Pancakes operates three walk-in all-day pancake and brunch restaurants in Amsterdam and Utrecht, serving sugar-free organic buttermilk pancakes, sourdough toasts, and signature dishes to urban locals, tourists, and weekend groups.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

akta.pro secondary industry

Dessert Cafes (Coffee + Desserts) (THAFADAH)

Keywords

• Pancake restaurant
• Brunch restaurant
• All-day breakfast
• Sourdough toast
• Specialty coffee

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Food & beverage sales: Walk-in dine-in and takeaway sales at three physical restaurant locations in Amsterdam and Utrecht. Revenue generated from pancake stacks, combination plates, sourdough toasts, eggs in the pan, slow-pressed juices, specialty coffees, and champagne. All-day brunch/breakfast/lunch service 08:30–15:30 daily.
2. Merchandise e-commerce: Sale of branded merchandise through MOAK's own e-commerce storefront: Daily Paper x MOAK Pancakes hoodies (€119.95), Daily Paper x MOAK Pancakes t-shirts (€59.95), and Bar Mokum cocktail books (€14.95). Shipping within Netherlands for €6.40; 14-day return policy.
3. Franchise fees: Franchise programme offered — prospective franchisees select investment brackets (Less than €100K, €100K–€200K, €200K–€400K, €400K+) and submit an application. MOAK provides brand, operational framework, and support to franchisees in exchange for fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

MOAK Pancakes operates three walk-in all-day pancake and brunch restaurants in the Netherlands (Amsterdam City Center, Amsterdam De Pijp, Utrecht Neude) serving sugar-free buttermilk pancakes from a proprietary in-house recipe, combination plates, sourdough toasts from Bakkerij Louf, slow-pressed juices, specialty coffee, and champagne. The brand also sells branded merchandise via its own e-commerce store and markets a franchise opportunity.

Product overview

MOAK Pancakes is an all-day pancake and brunch restaurant chain operating three locations in the Netherlands — Amsterdam City Center, Amsterdam De Pijp, and Utrecht Neude. The core offering is a unified restaurant concept built around 100% sugar-free stacked buttermilk pancakes made with organic wholegrain wheat flour and organic buttermilk, complemented by combination plates (served with two pancakes or sourdough toast), sourdough toasts from Bakkerij Louf, slow-pressed juices, and specialty coffee. The product portfolio includes signature dishes such as The Golddigger (a luxury pancake with 22-karat gold leaves served on Versace plates with champagne), The Infamous (a Daily Paper collaboration pancake with Belgian chocolate and Ben & Jerry's ice cream), and a range of halal and vegan options. Branded merchandise includes Daily Paper x MOAK collaborative apparel and the Bar Mokum Cocktailbook. The company also offers a franchise program for expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Stacked Buttermilk Pancakes 100% sugar-free stacked buttermilk pancakes made in-house from organic wholegrain wheat flour and organic buttermilk, available across sweet and savoury variants including vegan and halal options such as The Blue Magic (vegan), The Vegalicious, The Pink Lady, and The Bubba Sparkxxx (halal). Served all day at three locations.
• MOAK's Favourites Pancake Stacks Signature premium pancake dishes featuring saffron pistachio ice cream, Belgian chocolate sauce, real Callebaut chocolate, and Daily Paper co-branded toppings — including The Blue Magic Deluxe (vegan), The Mancake, The Ice Ice Baby (vegan), and The Infamous by Daily Paper.
• The Golddigger Pancake Luxury signature dish with three 22-karat edible gold-leaf-topped blueberry pancakes, saffron pistachio ice cream, Ruby (pink) chocolate, caramelised pineapple in Canadian maple syrup, and edible flowers. Served on a Versace plate with golden Versace cutlery and a glass of Luc Belaire Rosé champagne. Limited to one per hour, by request.
• Combination Plates Plates pairing two buttermilk pancakes or toasted sourdough with a protein topping — bacon, smoked salmon, or halal BBQ shredded chicken — alongside scrambled eggs with cheddar, caramelised onions, avocado, and maple syrup. Named dishes include The Wu Tang (€21), The G Unit (€19.75), and The NWA halal (€17.50).
• Sourdough Toasts Toasted sourdough bread from Amsterdam artisan bakery Bakkerij Louf (hand-proofed 18–20 hours) served with scrambled eggs and cheddar, smoked salmon, halal BBQ shredded chicken, halal sucuk Turkish sausage, avocado, or hummus. Includes The Me, Myself and I (€9), The Be Healthy (€10.75), The Flava in Ya Ear (€13.50), The Illmatic (€14.50), The Oh Boyyy halal (€13), The Ima Boss (€16.50), and The Spice (€15).
• Eggs in the Pan Pan-cooked eggs served with toasted sourdough bread. Variants include The Weekend (€9.50), The Tupac halal (€15), and The Message halal (€12.50).
• Slow-Pressed Juices and Gingershots 100% pure slow-pressed juices pre-bottled and served with biodegradable straws — Pineapple (€6), Watermelon (€5), Apple (€5), and the Super Boost Gingershot offered free for Instagram/TikTok followers showing their follow at order.
• Specialty Coffee and Tea Specialty coffee (Espresso/Americano €2.95, Cappuccino/Latte €3.25, Iced Americano €4, Iced Latte €5, Iced Maple Latte €6.50) and organic tea options (€3.25). Oat milk supplement +€0.25.
• Rotari Champagne and Mimosas Champagne service featuring Rotari Cuvée Brut (glass €8.50 / bottle €45) and Mimosa Rosé (€8.50). Birthday diners receive a complimentary glass of champagne on presentation of valid ID.
• Daily Paper x MOAK Pancakes Hoodie Co-branded collaborative hoodie produced with Amsterdam fashion brand Daily Paper, sold through MOAK's e-commerce storefront at €119.95 in sizes XXS through XL.
• Daily Paper x MOAK Pancakes T-Shirt Co-branded collaborative T-shirt produced with Amsterdam fashion brand Daily Paper, sold through MOAK's e-commerce storefront at €59.95.
• Bar Mokum Cocktailbook Cocktail recipe book documenting the cocktails served at Bar Mokum (MOAK's associated cocktail concept), published as a coffee-table / gift item sold through MOAK's own e-commerce storefront.
• MOAK Franchise Programme Franchise offering for entrepreneurs to open MOAK Pancakes locations under the brand's operational framework, with investment tiers ranging from under €100K to over €400K and a multi-year contractual structure.

Quantifiable outcome

• 16,393 Google reviews across 3 locations, averaging 4.67 stars — indicating high customer satisfaction and brand loyalty
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Daily PapercoreGTM or Marketing PartnerCollaborative merchandise line between MOAK Pancakes and Amsterdam-based fashion brand Daily Paper. Products include a co-branded hoodie (€119.95) and t-shirt (€59.95), sold through MOAK's e-commerce store and possibly Daily Paper's channels. Also referenced in the menu as the creator of 'The Infamous' pancake — a signature stack featuring banana, real Callebaut Belgian chocolate sauce, cinnamon, Ben & Jerry's chocolate ice cream, strawberries, blackberries, and peanut butter. The collaboration bridges food and fashion audiences and is central to MOAK's lifestyle brand positioning.
• Bakkerij LoufcoreOthersAmsterdam-based artisan bakery supplying MOAK with sourdough bread delivered fresh every morning. The sourdough is hand-proofed for 18–20 hours and used in all sourdough toast dishes on the menu. Louf sourdough is a key ingredient cited consistently across all MOAK marketing and menu materials as a quality differentiator.
• Bar MokumminorGTM or Marketing PartnerBar Mokum is MOAK's cocktail programme / bar concept. The Bar Mokum Cocktailbook is a co-branded recipe book sold through MOAK's shop (€14.95, currently sold out). It documents the cocktails served at Bar Mokum, MOAK's bar offering. Bar Mokum has its own website (barmokum.nl) and Instagram presence, indicating it operates as a distinct but closely related brand. The cocktailbook is described as suitable for the coffee table, as a cookbook, or as a gift.
• Callebaut (Barry Callebaut Group)minorOthersBelgian chocolate manufacturer supplying the real Callebaut Belgian chocolate used in MOAK's chocolate sauce for The Infamous pancake (the Daily Paper collaboration dish). Referenced as a quality ingredient differentiator alongside organic Canadian maple syrup and Dutch farm eggs.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Bagels & Beans: Dutch national cafe chain serving bagels, coffee, and breakfast items across many locations. Comparable as a Dutch multi-unit breakfast/brunch cafe brand, though offering bagels rather than pancakes.
• Anne&Max: Dutch hospitality chain of cafe-restaurant locations across multiple Dutch cities, serving coffee, breakfast, lunch, and dinner. Comparable as a multi-city Dutch lifestyle cafe brand targeting similar urban brunch and meeting occasions.

Direct peers

• The Pancake Bakery: Long-standing Amsterdam pancake house on Prinsengracht serving sweet and savour Dutch-style pancakes in a high-traffic tourist area. Closest direct competitor by product category and tourist catchment.
• De Carrousel Pannenkoeken: Dutch pancake restaurant chain operating multiple locations across the Netherlands, offering both traditional Dutch and international pancake styles. Comparable as a multi-site pancake concept targeting similar family and tourist segments.
• Omelegg: Amsterdam breakfast and lunch specialist with multiple locations, focused on egg-based dishes in a casual walk-in format. Overlaps MOAK on daypart, neighborhood catchment, and breakfast/brunch positioning.
• Bakers & Roasters: Amsterdam-based all-day brunch and coffee concept with a Brazilian/New York influence. Competes head-to-head with MOAK in the urban brunch and specialty coffee segment with similar walk-in dynamics.
• The Breakfast Club (NL): Dutch breakfast and lunch chain serving all-day breakfast menus. Comparable as a multi-location, walk-in, all-day breakfast concept competing for similar brunch and group occasion traffic.
• CT Coffee & Coconuts: Amsterdam cafe and brunch concept in a flagship-format venue, with coffee, all-day food menu, and lifestyle positioning. Comparable on cafe-bakery category, urban Amsterdam catchment, and lifestyle brand building.

Broad incumbents

• IHOP: Global US-headquartered pancake and breakfast restaurant chain. Comparable as a globally established, franchise-driven pancake concept — useful as a scale benchmark for MOAK's franchise ambitions, though operating in a different consumer market.
• Horeca HEMA: Dutch mass-market retailer with in-store restaurant and breakfast offerings. Comparable as a Dutch food-service brand competing for everyday breakfast and brunch occasions, though at a much lower price point and broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/moakpancakescity
• Facebookfacebook.com/moakpancakescity
• Instagraminstagram.com/moakpancakes
• TikToktiktok.com/@moakpancakes
• LinkedInlinkedin.com/company/moak-pancakes

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Moak Pancakes