Tony's

What Tony's does

Tony's is a Dutch food service brand that operates dine-in restaurants, coffee bars, self-service shops, and vending towers embedded within the fuel station network of its parent company, De Haan Minerale Oliën B.V. The brand runs two principal formats — Tony's Street Food, an American-diner-style all-day kitchen serving freshly prepared sandwiches, burgers, pizza, breakfast items, and snacks, and Tony's Coffee & More, a Lavazza-coffee-led concept staffed by trained baristas — alongside Tony's Kiosk (a 24/7 self-service shop for unmanned stations), Tony's Order & Scan (a contactless ordering kiosk), and Tony's Tower (a vending machine with a 360-degree LED screen). Locations are co-located at approximately 150 fuel stations under the haan, Esso, Shell, and BP brands across the Netherlands, with 50+ branded sites serving motorists, truckers, and local residents; online ordering for pickup is enabled through a partnership with e-food.nl.

Underlying technology is light-touch and operations-oriented rather than platform-grade: the Order & Scan kiosk handles contactless ordering and payment, the Tony's Tower combines vending hardware with a promotional LED display, and the NIX18 camera system provides age verification for alcohol and tobacco sales compliance at unmanned sites. The product range spans value-priced individual items (€0.10 to €8.50) and bundled meal deals (Koffie + koek at €4.05, Ontbijtdeal at €5.50, Burger deals around €6.50-€6.95), with seasonal promotions such as Tony's Feestmaand. The proprietary technology differentiates primarily through ease of use and unmanned-operations architecture rather than algorithmic capability.

Tony's makes money through direct consumer transactions across its locations — food and beverage sales, drive-through and takeaway, retail product sales (snacks, cold beverages, phone cards, car care), and vending — all priced on a pay-as-you-go basis with no subscription, contract, or enterprise revenue. The go-to-market is wholly physical retail at fuel station sites, with a complementary digital ordering channel via e-food.nl. There is no external funding, no public listing, and no disclosed revenue; the brand is wholly owned by the De Haan family, which has operated the parent fuel station business for approximately 60 years and is now in its third generation.

Name

Tony's

Legal name

De Haan Minerale Oliën B.V.

Website

https://tonys.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Tony's is a Dutch food service brand operated by De Haan Minerale Oliën B.V., running Tony's Street Food diners, Tony's Coffee & More cafés, self-service kiosks, and vending towers at 50+ branded locations across approximately 150 fuel stations in the Netherlands, serving motorists, truckers, and local residents.

Ownership category

akta.pro rank

Product category

Convenience Food Service / Quick Service Restaurant

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Restaurants and Other Eating Places (72251), Convenience Retailers (445131)

SIC

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

akta.pro primary industry

Foodservice-Led Convenience Stores (QSR/Hot Food Focus) (CRAHABAH)

akta.pro secondary industries

Drive-Thru Coffee Stands & Coffee Kiosks (THAFADAK), Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

Keywords

• Fuel station dining
• Convenience food service
• Quick service restaurant
• All-day kitchen
• Roadside hospitality

Headquarters

HQ city

Oosterhout

HQ country

Netherlands

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food & Beverage Sales: In-store sales of freshly prepared food including street food, burgers, sandwiches, snacks, coffee and other beverages at Tony's Street Food and Tony's Coffee & More locations
2. Retail Product Sales: Sale of packaged snacks, sweets, cold beverages, car care products, phone cards and non-food items through Tony's Kiosk and Tony's Tower vending machines
3. Drive-through & Takeaway: Drive-through lanes and takeaway/online ordering pickup service generating incremental food sales
4. Vending & Kiosk Operations: Revenue from vending machines and self-service kiosk operations at both manned and unmanned tankstation locations

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

Tony's operates food-service concepts co-located at fuel stations across the Netherlands, selling freshly prepared street food, burgers, sandwiches, pizza, snacks, Lavazza coffee, and convenience retail items through Tony's Street Food, Tony's Coffee & More, Tony's Kiosk (24/7 self-service), and Tony's Tower (vending) formats. The brand sells directly to motorists, truckers, and local residents via in-store, drive-through, and online-pickup channels.

Product overview

Tony's is a food service brand operated by De Haan Tankstations at gas stations across the Netherlands, featuring two main concepts: Tony's Street Food (American diner with all-day kitchen serving freshly prepared sandwiches, burgers, Turkish pizza, snacks, and more) and Tony's Coffee & More (Lavazza coffee specialty drinks served by baristas with pastries and light snacks). Additional offerings include Tony's Kiosk for 24/7 self-service at unmanned stations, Tony's Order & Scan for contactless ordering, and Tony's Tower vending solutions. The portfolio spans breakfast, lunch, and dinner options including Korean sticky meatballs, premium burgers, Turkish pizza, pastries, fries, and Lavazza coffee, with meal deals and promotions available across all locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Tony's Street Food American diner-style restaurant concept at fuel stations featuring an all-day kitchen with freshly prepared specialties including sandwiches, burgers, pizza, snacks, smoothies, and juices, served with free WiFi, phone charging, and TV screens for dine-in customers.
• Tony's Coffee & More Coffee-focused convenience dining concept serving Lavazza coffee prepared by trained baristas, with pastries, snacks, and light meals for dine-in, takeaway, or home preparation.
• Tony's Kiosk 24/7 self-service shop format for unmanned fuel stations featuring sliding doors, large windows, LED screens, Tony's Order Kiosk for contactless ordering, and vending machines dispensing chilled drinks, sweets, sandwiches, seasonal items, and non-food products. Accepts bank card, credit card, mobile, and Apple Watch payments.
• Tony's Tower Innovative vending solution combining vending machines with a 360-degree LED screen for promotion and activation, providing extra service for both manned and unmanned gas stations and dispensing drinks, snacks, sandwiches, seasonal items, non-food auto products, flowers, and firewood.
• Tony's Menu (Food & Beverage Line) Extensive food and beverage menu sold across Tony's locations, including snacks (Korean sticky meatballs, bitterballen, frikandel, kaassouffle), sandwiches and broodjes, burgers (Kroketburger, Premium Chicken / Cheese / Classic), street food (Turkish Pizza, panini, croque), fries, breakfast items, pastries, hot and cold beverages, and Lavazza coffee served by baristas.

Quantifiable outcome

• First Tony's Street Food on the highway opened at A1 Stroe, expanding service to highway travelers
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and major.

• LavazzacoreStrategic or Co-development Partner · 1 January 1985Exclusive coffee partner providing Italy's #1 coffee brand (since 1985) and top hospitality beans for Tony's locations. Lavazza provides training for baristas and supports quality standards. Tony's serves Lavazza coffee at all locations, with Lavazza automaat for self-service and Lavazza A Modo Mio capsules for home preparation. Quality is built daily with all employees involved in quality processes.
• e-food.nlcoreTechnology or IntegrationOnline ordering platform partner enabling Tony's customers to order online and pick up at over 20 Tony's locations across the Netherlands. Provides white-label ordering pages customized for each Tony's location.
• De Haan Minerale Oliën B.V. (Parent Company)coreOthersTony's is part of family business De Haan Minerale Oliën B.V. Parent company operates ~150 fuel stations under haan, Esso, Shell and bp brands. Tony de Haan, third generation of the family, modeled for Tony's logo. De Haan provides the distribution network and brand infrastructure for Tony's.
• bpmajorChannel Partner/ Reseller/ DistributorTony's concept operated at BP fuel station locations across Netherlands. BP De Keizer Hank and BP locations in Diemen, Dalfsen, Harderwijk, Son, Veldhoven, Bolnes, Westervoort, Barendrecht, Soest, Zeijerveen, Bornheim, Zwartewater, Ziedewij, and others feature Tony's shops.
• ShellmajorChannel Partner/ Reseller/ DistributorTony's concept operated at Shell fuel station locations. Shell Salvatorplein Arnhem, Shell Emerald Delfgauw, Shell Nesselande Rotterdam, Shell Hoogeveen, Shell Best, Shell De Rijp, Shell Valkenhuizen Heerlen, Shell Middelharnis, Shell Klok Hoogeveen, Shell de Baar Goes, Shell Willemsbos Hulshorst, Shell Wassenaarseweg Katwijk, Shell Luchthavenweg and others feature Tony's shops.
• EssomajorChannel Partner/ Reseller/ DistributorTony's concept operated at Esso fuel station locations. Esso Express, Esso De Vrolijkheid Zwolle, Esso Marslanden Zwolle, Esso Stadshagen Zwolle, Esso Langesteijn Hendrik-Ido-Ambacht, Esso Velddriel, Esso Noordwijkerhout, Esso Grou, Esso Best, Esso Emmen, Esso Ringbaan Oost Tilburg and others feature Tony's shops.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Albert Heijn to Go: Albert Heijn to Go is Ahold Delhaize's small-format grab-and-go convenience concept in the Netherlands (train stations, city centers); competes with Tony's Kiosk for the same freshly-made grab-and-go occasions among Dutch consumers.
• Couche-Tard / Circle K: Couche-Tard's Circle K brand is one of the largest global forecourt convenience/food operators, with proprietary fresh-food programs in-store; comparable to Tony's as a multi-format, food-led forecourt retailer.
• Shell (Shell Café / Deli2Go): Shell's proprietary forecourt food-service concepts (Shell Café, Deli2Go) operate inside Shell-branded stations — including Dutch Shell locations where Tony's is also deployed — making them direct channel competitors for premium food at fuel stations.
• Esso / EG Group (On the Run): EG Group operates the On the Run convenience/food brand at Esso stations globally; in the Netherlands, Esso stations host both Tony's locations and competing Esso/EG food concepts, making this a direct channel and format competitor.
• Starbucks: Starbucks' drive-thru and pickup formats directly compete with Tony's Coffee & More for premium coffee on-the-go occasions, particularly at roadside and commuter locations; Lavazza partnership notwithstanding, Starbucks is the dominant premium-coffee chain competing for the same consumer wallet.
• BP (Wild Bean Café): BP's global Wild Bean Café brand is BP's own branded café/bakery concept operated inside BP stations, including several BP locations in the Netherlands where Tony's also runs; offers a directly comparable premium coffee/food forecourt proposition.
• TotalEnergies (Bonjour / Café Bonjour): TotalEnergies' Bonjour convenience and Café Bonjour food/coffee concepts operate inside Total stations across Europe; structurally analogous to Tony's as an oil-major-branded forecourt food-service concept.

Broad incumbents

• McDonald's: McDonald's operates extensive drive-thru and roadside QSR locations across the Netherlands, including highway-adjacent sites; competes with Tony's Street Food for on-the-go meal occasions but at a much broader scale.
• La Place: La Place is a Dutch casual restaurant/grand-café chain operating in highway rest areas and retail locations; competes with Tony's Street Food for family sit-down meals at roadside/rest-stop locations across the Netherlands.

Others

• Lavazza (Espresso & Coffee Chain): Lavazza is Tony's exclusive coffee partner and bean supplier, but also operates its own branded coffee shops globally; relevant as an ecosystem partner and a potential competitive premium-coffee chain if it scales retail presence in the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@tonys_dehaantankstations
• Facebookfacebook.com/tonysnl
• LinkedInlinkedin.com/company/tony-s-shop-formule
• Instagraminstagram.com/tonysnl

Revenue estimate

Valuation estimate

Number of profiles

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 Tony's