What Smeer 'm does

Smeer 'm BV is a Dutch fresh-food catering and lunch restaurant operator headquartered in Tilburg, Netherlands, founded in October 2014 by Martine van Leeuwen. The company operates four physical locations in Tilburg's Spoorzone district: a ~70-seat Lunchzaak at Spoorlaan 422 opposite Tilburg Centraal Station, two production kitchens (Besterdring and LocHal), and a hospitality point inside MindLabs. Its product portfolio centers on a dine-in lunch restaurant offering sandwiches, focaccias, salads, soups, breakfast items, baked goods, and beverages, alongside a business catering service that delivers breakfast, lunch, borrel, and full-day meal arrangements to offices and events throughout Tilburg and surrounding areas.

The business model is transaction-based with multiple revenue streams: walk-in retail sales at the Lunchzaak, unit-priced catering packages delivered to offices (lunches €13.00–€22.50, breakfasts €15.50–€18.50, drinks €8.00–€15.00 per person), and custom event catering (walking dinners, shared dinners, BBQs, conference days) with venue rental and €300+ setup fees for outside-hours events. All catering prices are quoted exclusive of 9% VAT. Go-to-market combines direct phone/email sales, a self-service online ordering platform (Bonheur Smart Event Manager), and organic social presence on Facebook, LinkedIn, and Instagram.

Core technology is minimal: the company runs as a traditional food-service operation with scratch bakery and central production kitchens, supported by standard commercial booking and ordering SaaS. Smeer 'm serves both individual consumers at the Lunchzaak and enterprise clients (Fontys, Universiteit van Tilburg, Gemeente Tilburg, MindLabs, LocHal, Factorium, MontoPinto, Yonder), reporting 2,500+ parties and 100,000+ people served in 2023. In 2025, the company entered a strategic partnership with Bonheur Horeca Groep, which now supports back-office functions and is co-developing a second venue ('Foor'm') planned for spring 2026 at StadForum in Tilburg.

Name

Smeer 'm

Legal name

Smeer 'm BV

Website

https://smeer-m.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Smeer 'm BV is a Tilburg, Netherlands-based fresh-food caterer operating four locations, serving business clients with delivered breakfast, lunch, and event catering while running a ~70-seat lunch restaurant opposite Tilburg Centraal Station.

Ownership category

akta.pro rank

Product category

Foodservice & Catering

NAICS

Caterers (72232), Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Corporate/Workplace Meal Programs & Bulk Prepared Meals (CRAHAJAJ)

akta.pro secondary industries

Hot Hold & Ready-to-Eat Meals (Rotisserie, Hot Bar, Entrées) (CRAHAKAB), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Lunch restaurant services
• Business catering delivery
• Corporate event catering
• Fresh sandwich catering
• Breakfast and borrel catering

Headquarters

HQ city

Tilburg

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Lunch Restaurant (Lunchzaak): Direct retail sales of sandwiches, focaccias, salads, soups, breakfast items, hot/cold drinks, and baked goods to walk-in customers at the restaurant location.
2. Business Catering Delivery: Catering packages delivered to offices including breakfast arrangements (€15.50-€18.50), lunch boxes (€13.00-€22.50), meal salads (€14.00-€18.00), drinks receptions, and à la carte items. All prices exclude 9% VAT.
3. Event Catering & Venue Rental: Custom catering for events including walking dinners, shared dinners, served dinners, barbecues, and complete conference day catering. Weekend venue rental for private groups (minimum 35 persons for Sunday lunch). Setup costs of €300+ for events outside regular hours.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Smeer 'm is a Tilburg-based food service company operating a physical lunch restaurant (Lunchzaak) at Spoorlaan 422 that serves sandwiches, focaccias, salads, soups, breakfast items, baked goods, and beverages to walk-in customers, alongside a business catering (Bedrijfscatering) delivery service that delivers breakfast, lunch, drinks, and full-day event catering to companies throughout Tilburg and surrounding areas. The company produces menu items from scratch across multiple production kitchens and runs custom event catering including walking dinners, shared dinners, BBQs, and corporate conferences.

Product overview

Smeer'm is a Dutch catering and lunch restaurant company operating 4 locations in Tilburg, founded in October 2014. The company operates a physical lunch restaurant (Lunchzaak) at Spoorlaan 422 and provides business catering services (Bedrijfscatering) delivering meals to workplaces. The product portfolio centers on the Lunchzaak (dine-in lunch restaurant) and Bedrijfscatering (catering delivery service), with modular offerings including Bezorglunches, Ontbijt Op Werk, Borrelhapjes & Borrelplanken, Maaltijdsalades, and Daghappen. Custom event services (Partijen Op Maat) include walking dinners, shared dinners, served dinners, and BBQs. The company partners with Bonheur Horeca Groep for operational support.

Differentiator

Problem solved

Functional benefit

Products and services

• Lunchzaak (Lunch Restaurant) A physical lunch restaurant located at Spoorlaan 422 in Tilburg, offering freshly made sandwiches, focaccias, salads, soups, breakfast items, baked goods, hot and cold beverages, and bar snacks for dine-in customers opposite Tilburg Centraal Station. Approximately 70 seats, open Monday-Friday 10:00-16:00, Saturdays by reservation, and Sundays/evenings on request.
• Bedrijfscatering (Business Catering) Business catering service delivering breakfast, lunch, borrel (drinks receptions), and full-day meal arrangements to offices and events throughout Tilburg and surrounding areas. Standard delivery hours Monday-Friday 08:00-18:00.
• Bezorglunches (Delivery Lunches) Business lunch delivery service featuring various lunch arrangements including broodjeslunch (€13.00), bammetjeslunch (€15.00), luxe broodjeslunch (€15.75), keuzelunch (€19.50), and uitgebreid lunchbuffet (€22.50 from 10 persons), delivered in box, buffet, or per-person packaging to workplaces. Default combination of fish, meat, and vegetarian; fully vegetarian on request.
• Ontbijt Op Werk (Workplace Breakfast) Breakfast catering delivered to workplaces, offering standard Ontbijt (€15.50) and Luxe Ontbijt (€18.50) packages with items like melkbroodjes, croissants, krentenbolletjes, overnight oats, and homemade baked goods. Packaged in large boxes, buffet form, or per-person packaging.
• Borrelhapjes & Borrelplanken (Drinks Bites & Boards) Cocktail snacks and sharing boards including pincho's (€1.85), bitterballen (€1.25, Spoorzone only), snaaiplanken (€11.00), luxe borrelplanken (€25-€26.50 for 4 persons), and XL borrelplanken (€125.00 for 15-20 persons) for office events and gatherings.
• Daghappen (Day Dishes) Full-day themed catering menus featuring Italian (€20.00), Mexican (€23.00), Asian (€23.50), and Summer specials for groups of 10 or more persons. Requires 2 working days advance order.
• Partijen Op Maat (Custom Event Catering) Custom event catering services including walking dinners, shared dinners, served multi-course dinners, BBQ events, and fully catered conference days for corporate events. Capacity demonstrated from 4-person office lunches to 5,000+ person BBQs, with 2,500+ parties served in 2023.

Quantifiable outcome

• Served 2,500+ parties and 100,000+ people in 2023 alone
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Bonheur Horeca GroepcoreStrategic or Co-development Partner · 1 January 2025In 2025, Smeer 'm started a partnership with Bonheur Horeca Groep from LocHal. The partnership has been so successful that Bonheur increasingly supports Martine in entrepreneurship and various back-office tasks. This allows the Smeer 'm team to focus on their core strengths: making delicious meals and surprising people. The companies operate in different segments within Tilburg hospitality, creating a win-win situation. They are also jointly starting 'Foor'm', planning to open a new hospitality venue for lunch and drinks at StadForum in Tilburg in Spring 2026.
• MindLabscoreGTM or Marketing PartnerPreferred supplier for MindLabs where Smeer 'm operates a hospitality point for weekdays. Additionally, Smeer 'm provides catering for large gatherings and drinks receptions held multiple times per week at MindLabs, organized by Universiteit van Tilburg, Gemeente Tilburg, Fontys and Yonder.
• MontoPintocoreStrategic or Co-development PartnerMontoPinto is an event bureau, evolved from former Mundial Productions. Through Martine's previous work at Mundial as a client, she met owner Erwin who was looking for a starting hospitality entrepreneur for 16m2 in Spoorzone, where Smeer 'm started in 2014. Although festival Mundial no longer exists, MontoPinto remains a significant client, organizing major events inside and outside Spoorzone.
• LocHal First FloorcoreStrategic or Co-development PartnerSmeer 'm provides daily catering for the 15 meeting rooms on the first floor of LocHal, from sweet treats from their own bakery to extensive lunch buffets and served dinners. They also collaborate with LocHal for complete organized days.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Hutten: Hutten is a Dutch food service and hospitality group operating corporate catering, healthcare catering, and event venues — comparable to Smeer 'm across the corporate catering and event catering services dimensions.
• Maison van den Boer: Maison van den Boer is a Dutch full-service caterer operating events, corporate catering, and hospitality venues — directly comparable to Smeer 'm's Partijen Op Maat and conference day catering offerings.
• Yolk: Yolk is a Dutch office lunch and corporate catering provider focused on breakfast, lunch, and meeting snacks delivered to workplaces — a direct peer in the same corporate catering niche Smeer 'm serves.
• Deli&Co: Deli&Co is a Dutch lunch and business catering operator offering sandwich lunches, salads, and breakfast packages delivered to offices — directly comparable to Smeer 'm's Bezorglunches product line and same B2B lunch customer base.

Broad incumbents

• Compass Group: Compass Group is the world's largest contract food service company operating across business & industry, education, healthcare, and sports & leisure — relevant broad-incumbent comparable to Smeer 'm's corporate catering business.
• Sodexo: Sodexo is a global food services and facilities management company serving corporate, education, and healthcare clients — provides the broad-incumbent benchmark for Smeer 'm's corporate catering and event catering categories.
• Aramark: Aramark is a global food services, facilities, and uniform services provider with large-scale corporate, education, and event catering offerings — broad incumbent analogue relevant for understanding enterprise catering benchmarks.

Regional players

• Brock: Brock is a Dutch regional caterer providing corporate and event catering in the Netherlands — comparable to Smeer 'm as a same-model competitor serving Dutch business clients, but operating with a different regional footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/smeer-m
• Instagraminstagram.com/smeerm

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Smeer 'm