Multi-Vlaai
MultiVlaai is a Dutch bakery franchise founded in 1986, selling freshly baked vlaaien, cakes, pastries, and specialty treats through more than 60 stores, an online shop, and nationwide delivery to consumers and corporate customers.
- Company typePrivate
- Founded1986
- HeadquartersOosterhout, Noord Brabant, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Multi-Vlaai does
MultiVlaai is a Netherlands-based bakery franchise founded in 1986, when its first store opened in Amsterdam after the business originated at Bakkerij Enpé in Sevenum, Limburg. It sells freshly baked Limburgse vlaaien and cakes alongside pastries, macarons, truffles, American-style bakery items, and licensed or partner-branded products such as Cinnabon and Leonidas. The assortment includes vegan, gluten-free, lactose-free, alcohol-free, and gelatin-free options, as well as custom cake design, gift vouchers, and corporate catering.
The company reports more than 60 retail locations across the Netherlands, while its franchise page cites approximately 70. It describes a production facility in Sevenum that supplies stores with fresh products each day. Customers can buy in stores or through a Magento e-commerce platform with a PHP backend, using home delivery or store pickup; its delivery service supports next-day orders placed before 13:00 and multi-address corporate deliveries.
The business model combines one-time retail and online product sales, franchise fees and royalties, quote-based B2B orders, and €10 or €15 gift vouchers. Pricing is generally per item: individual products start at €2.59, whole vlaaien cited in the pricing data range from €13.49 to €29.99, and larger cakes can reach €67.99. No revenue, margin, average order value, customer concentration, or franchisee economics are disclosed.
Multi-Vlaai firmographics
Firmographics- Name
- Multi-Vlaai
- Legal name
- MultiVlaai Retail B.V.
- Website
- https://multivlaai.nl
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MultiVlaai is a Dutch bakery franchise founded in 1986, selling freshly baked vlaaien, cakes, pastries, and specialty treats through more than 60 stores, an online shop, and nationwide delivery to consumers and corporate customers.
- Ownership category
- akta.pro rank
Multi-Vlaai industry classification
Industry- Product category
- Retail Bakery
- NAICS
- Other Specialty Food Retailers (44529), Specialty Food Retailers (4452)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Patisseries & Dessert Boutiques (CRAHAGAB)
- akta.pro secondary industry
- Gourmet & Fine Food Stores (CRAHAGAG)
Keywords
Where Multi-Vlaai is headquartered
LocationHeadquarters
- HQ city
- Oosterhout, Noord Brabant
- HQ country
- Netherlands
- HQ region
- Europe
Offices54 records
Markets served
Multi-Vlaai business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Store Sales: Revenue generated from in-store purchases across ~60 retail locations throughout the Netherlands. Walk-in customers purchase fresh pastries, cakes, vlaaien, and other sweet treats directly from physical stores.
- E-commerce / Online Orders: Online orders placed through the MultiVlaai webshop for home delivery or store pickup. Delivery is handled by MultiVlaai's own delivery service across the Netherlands. Orders placed before 13:00 arrive next day.
- Franchise Fees and Royalties: MultiVlaai operates as a franchise organization. Franchisees pay fees to the franchisegever (MultiVlaai Retail B.V.) for use of the brand, formula, marketing, and operational support. This represents an ongoing revenue stream for the franchisor.
- B2B Corporate Orders: Corporate clients order treats for celebrations, client appreciation, loyalty programs, and employee recognition. MultiVlaai provides multi-address nationwide delivery for business customers. Orders can cover single locations or distributed nationwide.
- Gift Vouchers: MultiVlaai sells gift vouchers (cadeaubonnen) in denominations of €10 and €15. These are redeemable at any MultiVlaai store. Gift vouchers generate prepaid revenue prior to redemption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual pastries and small bites |
| Unit Pricing | Pay-as-you-go | Whole vlaaien and cakes |
| Other | Multi-year contract | Corporate / B2B orders |
| Other | One time/ perpetual license | Gift vouchers (cadeaubonnen) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Multi-Vlaai product offering
Product offeringCore offering
MultiVlaai Retail B.V. is a Dutch bakery franchise retailer specializing in freshly baked vlaaien (traditional Limburgse fruit pies), slagroomtaarten (cream cakes), and a broad assortment of pastries, macarons, raw cake bites, and licensed branded sweets (Cinnabon, Leonidas). The company operates approximately 60+ franchise stores across the Netherlands and a direct-to-consumer Magento webshop with nationwide home delivery, complemented by a B2B corporate catering channel for multi-address gifting and a €10/€15 gift voucher program.
Product overview
MultiVlaai is an oer-Hollandse (authentic Dutch) bakery franchise specializing in fresh vlaaien (Dutch fruit pies) and cakes. Founded in 1986 originating from Bakkerij Enpé in Sevenum, Limburg, the company operates as a multi-channel bakery retailer with over 55 physical store locations across the Netherlands and aMagento-based online webshop. The core product portfolio centers on freshly baked vlaaien available in over 90 varieties including fruit, cream, chocolate, and specialty flavors, complemented by taarten (cakes), The Real American Bakery products, Macarons from Dutch HomeMade, Bites (raw vegan/gluten-free cake bites), Cinnabon cinnamon rolls, Leonidas bonbons, French patisserie (eclairs, Tigre cakes), and artisanal truffles. Dietary accommodations include vegan, gluten-free, lactose-free, and alcohol-free options. The company also offers custom cake design services, B2B corporate catering, and gift vouchers, positioning itself as a one-stop destination for treats celebrating, congratulating, and appreciating moments.
Differentiator
Problem solved
Functional benefit
Products and services
- Vlaaien (Dutch Fruit Pies) MultiVlaai's signature freshly baked Dutch vlaaien in multiple flavors (fruit, cream, chocolate) including Yoghurt Citroenvlaai, Aardbeienvlaai, Framboos Mascarponevlaai, Mango Abrikoosvlaai, MonChou vlaai, and Bossche Bollenvlaai, priced individually or as whole pies.
- Taarten (Cakes)
- Custom Cake Design Service Ontwerp Je Taart personalized cake design service enabling customers to create custom photo cakes and bespoke designs for birthdays, weddings, and celebrations, ordered online.
- The Real American Bakery Authentic American-style baked goods including brownies, cookies, and Cookiepizza available through MultiVlaai stores and online.
- Macarons French-style macarons from Dutch HomeMade in flavors including Salted Caramel, Raspberry, Snickers, and Cheesecake, sold in mixed 9-piece boxes and individual selections.
- Bites (Raw Cake Bites) Raw cake bites that are Vegan, Gluten-free, Dairy-free, and made without refined sugar, using coconut, dates, almonds, and cashews across multiple flavors.
- Cinnabon Cinnamon Rolls Iconic Cinnabon cinnamon rolls made with Makara Cinnamon and topped with cream cheese frosting, including Classic rolls and Minibons in multiple flavors.
- Leonidas Bonbons Belgian Leonidas chocolates and bonbons available at MultiVlaai franchise stores across the Netherlands.
- French Bakery Range
- Dietary-Specific Product Lines
- Ambachtelijke Slagroomtruffels (Artisanal Cream Truffles)
- Cannoli
- MultiVlaai Cadeaubonnen (Gift Vouchers)
- MultiVlaai Zakelijk (Business Catering & Corporate Gifting)
- MultiVlaai Franchise Program
Companies that use Multi-Vlaai
Customer profileSegments3 records
Ideal customer profiles2 records
Multi-Vlaai technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Multi-Vlaai partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered parent_company, core and minor.
- Cavescoparent_companyIn September 2022, MultiVlaai became part of Cavesco, a brand house that also includes Doppio Espresso, Chocolate Company, and Barista Café. This acquisition provided a solid foundation for specialization in coffee, lunch, and patisserie. Within Cavesco, MultiVlaai continues as a independently operating formula with ongoing development and professionalization under the Cavesco umbrella.
- Nederlandse Franchise Vereniging (NFV)coreMultiVlaai is a member of the Nederlandse Franchise Vereniging (NFV), the overarching interest organization for franchise organizations in the Netherlands. NFV membership serves as a quality keurmerk (quality mark) for franchise organizations, validating the integrity of the MultiVlaai franchise model.
- LekkerLand (Logistics Partner)minorLekkerLand serves as one of MultiVlaai's logistics partners, handling delivery operations. The company and its affiliated transport companies are party to data processing agreements with MultiVlaai for the handling of customer delivery data.
- Vers en Fijn (Logistics Partner)minorVers en Fijn is a logistics partner for MultiVlaai's delivery operations. The company and its affiliated transport companies are covered by data processing agreements with MultiVlaai.
- Leonidas (Belgium)minorMany MultiVlaai stores sell Leonidas bonbons (Belgian chocolate brand). This is a complementary product offering rather than a formal distribution partnership, but the relationship provides additional revenue streams for franchisees.
- CinnabonminorMultiVlaai offers Cinnabon cinnamon rolls (including Minibons) in its stores, a branded product line from the international Cinnabon brand. This represents a licensed/authorized resale relationship.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Multi-Vlaai competitors and assessment
Company assessmentBroad incumbents
- Jumbo: Second-largest Dutch supermarket chain with growing in-store bakery offering fresh cakes and pastries. Broad incumbent competing on convenience, price, and breadth across the Dutch fresh bakery category.
- Albert Heijn: Largest Dutch supermarket chain with extensive in-store bakeries offering cakes, pastries, and sweet treats at lower price points. Competes for everyday sweet-treat occasions at scale across the Netherlands.
- La Place: Dutch restaurant-café chain (now operated by Vermaat Group) offering cakes, pastries, and sweet treats alongside broader foodservice menus. Overlapping category in celebration cakes and fresh patisserie, but with a much wider foodservice portfolio.
Direct peers
- De Vrije Vogel: Dutch specialty bakery and patisserie chain with retail locations across the Netherlands. Comparable specialty bakery/patisserie retail offering competing for celebration-driven cake and pastry occasions.
- Patisserie Holtkamp: Premium Amsterdam-based patisserie specializing in high-end cakes and pastries. Comparable specialty cake/patisserie category in the Netherlands, especially for premium gifting and celebration occasions.
- Bakker Bart: Largest bakery franchise chain in the Netherlands with ~200 stores, directly competing with MultiVlaai in the daily fresh bakery and sweet treats category. Closest comparable franchise retail bakery model in the Dutch market.
- Het Bakkersgilde: Dutch artisan bakery franchise with neighborhood stores across the Netherlands selling fresh bread and pastries. Comparable Dutch bakery franchise operating model and customer base.
- Broodzaak: Dutch artisanal bakery franchise chain selling fresh bread, pastries, and sweet treats from local franchise bakeries. Comparable franchise retail bakery model serving similar Dutch consumer occasions.
Regional players
- Doppio Espresso: Sister brand under Cavesco alongside MultiVlaai; Dutch coffee and lunch café franchise sharing parent, IT, and supply-chain infrastructure. Adjacent food/beverage franchise peer with overlapping Dutch footprint and customer base.
- Délifrance: International bakery-café chain with locations across Europe. Comparable fresh bakery, pastry, and cake offering in a café-retail format; operating in adjacent European geographies rather than head-to-head in the Netherlands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Multi-Vlaai social profiles
Digital presenceMulti-Vlaai financial estimates
Financial estimateRevenue estimate
Valuation estimate
Multi-Vlaai leadership team
Management profileNumber of profiles
Multi-Vlaai funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Multi-Vlaai 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 Multi-Vlaai
What does Multi-Vlaai do?
MultiVlaai Retail B.V. is a Dutch bakery franchise retailer specializing in freshly baked vlaaien (traditional Limburgse fruit pies), slagroomtaarten (cream cakes), and a broad assortment of pastries, macarons, raw cake bites, and licensed branded sweets (Cinnabon, Leonidas). The company operates approximately 60+ franchise stores across the Netherlands and a direct-to-consumer Magento webshop with nationwide home delivery, complemented by a B2B corporate catering channel for multi-address gifting and a €10/€15 gift voucher program.
Is Multi-Vlaai a public or private company?
Multi-Vlaai is a private company. It is classified as corporate owned and is currently operating.
When was Multi-Vlaai founded?
Multi-Vlaai was founded in 1986. It employs 51 to 100 people.
Where is Multi-Vlaai based?
Multi-Vlaai is headquartered in Oosterhout, Noord Brabant, Netherlands, in the Europe region.
How does Multi-Vlaai make money?
Five revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce / Online Orders, franchise Fees and Royalties, B2B Corporate Orders and gift Vouchers.
Who are Multi-Vlaai's main competitors?
Broad incumbents on record are Jumbo, Albert Heijn and La Place. Direct peers are De Vrije Vogel, Patisserie Holtkamp, Bakker Bart, Het Bakkersgilde and Broodzaak. Regional players are Doppio Espresso and Délifrance.
Does Multi-Vlaai have an API?
No public API is recorded for Multi-Vlaai.
What industry is Multi-Vlaai in?
Multi-Vlaai's product category is Retail Bakery. Its primary akta.pro industry code is CRAHAGAB, Patisseries & Dessert Boutiques, with a secondary code of CRAHAGAG, Gourmet & Fine Food Stores. Its NAICS code is 44529 and its SIC code is 5810.