Restaurant Gys | Utrecht

What Restaurant Gys | Utrecht does

Restaurant Gys is an independent, founder-led plant-based restaurant group founded in 2014 by Gijs in Utrecht, Netherlands. The company operates two physical restaurants — Gys Voorstraat, a bistro in Utrecht's historic city center, and Gys Amsterdamsestraatweg, a larger venue just outside the center with a green terrace garden — collectively serving breakfast, lunch, dinner, and drinks under a 100% plant-based, 100% organic, and 100% gluten-free menu. The kitchen is NCV-certified ('Lekker Glutenvrij') and inspected annually, positioning the concept as a trusted option for celiac, gluten-intolerant, and other dietary-restricted diners in the Dutch market.

The core product is dine-in restaurant service, supplemented by group dining and private event packages for groups of 8–70 guests, take-out for coffee and cakes, and a webshop selling physical and digital gift cards and experience vouchers. A Piggy-based loyalty ('Spaarprogramma') program drives repeat visits, and Kiem Catering — a sustainable sister company — extends the brand into workplace and event catering. There is no proprietary software or technology platform; operational tooling is limited to standard third-party integrations including Piggy for loyalty, Google Analytics for web measurement, and acceptance of mainstream Dutch voucher systems (Diner Cadeau, Nationale Dinerbon, Restaurant Cadeaukaart, VVV Cadeaukaart).

The business model is primarily transactional per-visit revenue across two locations, with secondary recurring-style revenue from loyalty redemptions and gift card sales, and a separate event/catering channel for higher-ticket private and corporate occasions. Distribution is direct-to-consumer through physical locations, a website reservation widget, email-based group booking, and earned traffic via Google Reviews (4.4/5 from 2,382 reviews) and active Instagram, TikTok, and Facebook accounts. The company is privately held with no disclosed external investors or parent company, and reports a headcount of 21 employees.

Name

Restaurant Gys | Utrecht

Legal name

Gys Utrecht

Website

https://gysutrecht.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Restaurant Gys is a founder-led, independent restaurant group in Utrecht operating two 100% plant-based, organic, and NCV-certified gluten-free locations, serving individual diners, private groups up to 70 guests, and catering clients via sister brand Kiem Catering.

Ownership category

akta.pro rank

Product category

Plant-based Restaurant Services

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

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

akta.pro primary industry

Health & Wellness / Functional Fast Casual (macro-counted, high-protein, allergen-friendly) (THAFABAO)

akta.pro secondary industries

Independent Neighborhood Cafes (THAFADAC), Healthy/Salad/Grain Bowl QSR (THAFAAAJ)

Keywords

• Plant-based dining
• Organic restaurant
• Gluten-free kitchen
• Catering services
• Private dining events

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Services: Revenue from serving breakfast, lunch, dinner, and drinks at two physical restaurant locations. Kitchen closes one hour before closing time.
2. Group Events and Private Dining: Revenue from hosting group reservations, private events, and venue rental for celebrations up to 70 guests. Offers various packages including brunch, high tea, lunch, and dinner arrangements.
3. Catering (via Kiem): Sustainable catering services provided by sister company Kiem Catering for workplaces and events.
4. Gift Cards and Vouchers: Sale of gift cards, gift certificates, and sustainable experience gifts. Accepts dinner gift cards, national dinner vouchers, restaurant gift cards, and VVV vouchers.
5. Loyalty Program: Piggy-based loyalty program where customers earn points during visits that can be redeemed for experiences like cake, drinks platters, three-course dinners, and latte art workshops.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Restaurant Gys is a plant-based, 100% organic, naturally gluten-free restaurant group operating two dine-in locations in Utrecht, Netherlands. It complements in-restaurant service with Kiem Catering for off-site events, private/group dining bookings, gift card sales, and a Piggy-powered loyalty program targeted at diners seeking allergen-conscious, sustainable cuisine.

Product overview

Restaurant Gys operates as a dual-location plant-based, organic, and gluten-free restaurant concept in Utrecht. The core offering consists of two physical restaurant locations: Gys Voorstraat (city center bistro) and Gys Amsterdamsestraatweg (larger venue with terrace and event space). The portfolio includes a Piggy-based loyalty program for customer retention, group dining and event hosting services for up to 70 guests, allergen information services for dietary requirements, and a related catering sister brand called Kiem Catering. The restaurants serve breakfast, lunch, and dinner with an emphasis on comfort food that is 100% organic, plant-based, and gluten-free.

Differentiator

Problem solved

Functional benefit

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Kiem CateringcoreStrategic or Co-development PartnerSister company providing sustainable catering services for workplaces and events. Represents the company's expansion into catering while maintaining the same sustainability values.
• LandzichtminorOthersPartner supplier mentioned in the 'Our partners' section. Landzicht provides organic products for the restaurant.
• De Groene SlijterminorOthersSustainable alcoholic beverage supplier providing cocktails with alcohol made with consideration for environmental impact.
• Oscar CirculairminorOthersCircular economy partner contributing to sustainable business practices.
• VleckminorOthersPartner supplier mentioned in the 'Our partners' section, likely providing sustainable products.
• NapKingminorOthersPartner supplier mentioned in the 'Our partners' section, likely providing sustainable products.
• Nederlandse Coeliakie Vereniging (NCV)coreStrategic or Co-development PartnerNCV certifies Gys as a 'Lekker Glutenvrij' restaurant, regularly inspecting and auditing the kitchen to ensure compliance with gluten-free safety standards.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SLA: Amsterdam-headquartered Dutch chain of plant-based/organic salad and bowl restaurants with multiple locations. Closest direct peer to Gys in terms of plant-forward, organic, locally-sourced positioning in the Dutch market.
• The Avocado Show: Amsterdam-based plant-based restaurant concept built around a distinctive avocado/plant-forward identity. Comparable to Gys in offering fully plant-based menus in a full-service dining format with a strong brand narrative.
• De Plek: Organic, locally-sourced restaurant in the Netherlands with a farm-to-table ethos. Comparable to Gys in the organic/sustainable positioning and full-service format, though with a less specialized allergen-free identity.
• Leon Restaurants: UK-based healthy fast-food chain with strong allergen-aware menu labeling and naturally plant-forward options. Comparable to Gys in health/functional positioning and operational format, though at much larger scale.
• Vegabond: Plant-based deli, café, and shop in Amsterdam offering fully vegan fare for dine-in and takeaway. Closely comparable to Gys Voorstraat in plant-based menu breadth and small-format casual service.
• Broei Utrecht: Organic and sustainable restaurant in the same city of Utrecht, with comparable focus on local sourcing, seasonality, and a community-oriented dining experience. A direct local competitor for plant-forward diners.

Emerging players

• Stach: Dutch organic food store and café concept combining retail with on-site dining using organic, locally sourced ingredients. Comparable to Gys in organic sourcing and the café-style casual dining format, but with a stronger retail mix.

Broad incumbents

• Le Pain Quotidien: Global organic bakery-restaurant chain with a full-service neighborhood-café format and organic menu positioning. Comparable to Gys in organic sourcing philosophy and casual dine-in experience, but with broader global reach and a less specialized dietary niche.
• Wagamama: Pan-Asian restaurant chain with an extensive vegan/plant-based menu and allergen-aware labeling. Comparable to Gys in being a full-service chain with strong plant-based positioning, but broader in cuisine and geographic scope.
• Pret a Manger: International sandwich/coffee chain with a growing plant-based and organic menu. Comparable to Gys in plant-forward menu options and accessibility positioning, though operating at much larger scale and a different service format.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gysutrecht
• Instagraminstagram.com/restaurantgys
• TikToktiktok.com/@restaurantgys
• LinkedInlinkedin.com/company/restaurant-gys

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Restaurant Gys | Utrecht