What Salsa Shop does

Salsa Shop operates a fast-casual Mexican restaurant chain headquartered in Amsterdam, founded in 2014 by four childhood friends and held under Fresh Mexican Kitchen Holding B.V. (KVK: 62662244). The group runs 16+ branded restaurants across eight Dutch cities — Amsterdam, Utrecht, The Hague, Rotterdam, Eindhoven, Groningen, Lelystad and (from July 2026) Haarlem — with a notably dense Amsterdam footprint of nine or more locations covering Central Station, Zuidas, De Pijp, NDSM-Kade and other high-traffic catchments. Its core menu is built around five customizable meal formats (Baby Burrito, Burrito, Bowl, Salad, Tacos) priced from €8.45 to €12.95, paired with five core fillings (Grilled Chicken, Barbacoa, Carnitas, Grilled Veggies, Chili Sin Carne) and a six-salsa heat ladder developed in partnership with a Mexican taqueria family.

The business runs on a proprietary technology stack that includes the salsashop.vmos.io ordering platform (supporting pickup, delivery and catering flows), a WordPress marketing site, a per-store nutrition calculator, and the Salsa Shop Loyalty mobile app on iOS and Android, which drives a three-visit reward habit (€1 Quesadilla, 50% off Bowl, 50% off Burrito). Distribution is multi-channel: own restaurants for eat-in and pickup, third-party delivery via UberEats, Thuisbezorgd.nl and Deliveroo, and B2B/group catering boxes (Burrito, Bowl & Salad, Quesadilla, Taco) sold to offices especially around Zuidas and Bijlmer. The company also operates a Creator Hub influencer program and community run-club events (with Vondelgym and Nike merchandise) as low-cost marketing and retention layers.

Revenue is generated primarily through transactional counter sales, marketplace-delivery orders and one-time catering bookings; the loyalty app is structured as a reward-discount program rather than a paid subscription. The company is privately held with no disclosed external funding, exchange listing or change-of-control event, and ownership is concentrated among the founders and a multi-entity Dutch B.V. group structure in which each restaurant operates under its own legal entity.

Name

Salsa Shop

Legal name

Fresh Mexican Kitchen Holding B.V.

Website

https://salsashop.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Salsa Shop operates a fast-casual Mexican restaurant chain across 16+ locations in eight Dutch cities, offering customizable burritos, bowls, salads and tacos via eat-in, pickup, third-party delivery and B2B catering, supported by a proprietary ordering platform and loyalty app.

Ownership category

akta.pro rank

Product category

Fast Casual Mexican Restaurants

NAICS

Limited-Service Restaurants (722513), Caterers (722320), Caterers (72232)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Food And Kindred Products (2000)

akta.pro primary industry

Mexican & Tex-Mex Fast Casual (THAFABAC)

akta.pro secondary industry

Meal Kits & Recipe Box Subscriptions (AFAIANAA)

Keywords

• Fast casual dining
• Mexican restaurant chain
• Food catering services
• Mobile loyalty program
• Quick service restaurants

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant food sales (eat-in & pickup): Direct transactional revenue from counter sales of burritos, bowls, salads, tacos, baby burritos, fillings (Grilled Chicken €2.00, Barbacoa €3.00, Carnitas €3.00, Grilled Veggies €1.00, Chili Sin Carne €2.00), salsas, and toppings (Guacamole €2.50). Core menu items start from €8.45 (Baby Burrito) to €11.45+ (Burrito/Bowl/Salad/Tacos).
2. Delivery orders via third-party platforms: Delivery revenue routed through marketplace partners UberEats, Thuisbezorgd.nl and Deliveroo, with customers selecting the platform from the Salsa Shop site; order data (name, phone, address, email, dietary preferences) is shared with these partners.
3. Catering (B2B & group orders): B2B and group catering revenue via fixed-format catering boxes — Burrito Box, Bowl & Salad Box, Quesadilla Box and Taco Box — booked through the vmos.io catering booking flow and sold across all store locations.
4. Loyalty & repeat-customer program: Loyalty-driven revenue retention via the Salsa Shop Loyalty app and in-store Member Card; structured as discounted rewards (€1 Quesadilla, 50% off Bowl, 50% off Burrito) rather than a paid subscription, designed to drive three-visit habit formation.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

Salsa Shop operates a fast-casual Mexican restaurant chain selling customisable burritos, bowls, salads, tacos and baby burritos with daily freshly-prepared ingredients, six signature house-made salsas and add-on fillings/toppings. Distribution runs through 16+ company-owned restaurants in the Netherlands for eat-in and in-store pickup, proprietary online ordering (salsashop.vmos.io) for pickup and delivery, third-party delivery marketplaces (UberEats, Thuisbezorgd.nl, Deliveroo), and B2B/group catering boxes.

Product overview

Salsa Shop operates a unified fast-casual Mexican restaurant brand (Fresh Mexican Kitchen) across the Netherlands rather than a modular platform. Its offering centers on customizable core meal formats — Burrito, Baby Burrito, Bowl, Salad, and Tacos — which are paired with a choice of fillings (Grilled Chicken, Barbacoa, Carnitas, Grilled Veggies, Chili Sin Carne), six signature house-made salsas (Rollin' Roasted Tomato, Fresh Cucumber Yoghurt, Zingy Salsa Verde, Chili Peach Habanero, Smokey Pineapple Chipotle, Fiery Yellow Habanero) and toppings (Guacamole, Roasted corn, Pico de Gallo, Sour cream, Cheese, Lettuce). Supporting product lines include a Catering service (Burrito Box, Bowl & Salad Box, Quesadilla Box, Taco Box), the digital Salsa Shop Loyalty mobile app for repeat-visit rewards, the Salsa Creator Hub community program for content creators, a Nutrition Calculator, and an Online Ordering service enabling both Pickup (via the vmos.io/Vitamojo online store platform) and Delivery (via UberEats and Thuisbezorgd.nl).

Differentiator

Problem solved

Functional benefit

Brands

• Salsa Shop Loyalty: Mobile loyalty programme offering three rewards across the first three visits (€1 quesadilla, 50% off bowl, 50% off burrito).
• Salsa Creator Hub

Products and services

• Salsa Shop (Fresh Mexican Kitchen) Restaurant Experience Fast-casual Mexican restaurant service offering daily freshly-prepared, customisable meals (burritos, bowls, salads, tacos, baby burritos) with fillings, six house-made salsas and toppings, available eat-in or via in-store pickup at 16+ locations across 8 Dutch cities. Targets urban Dutch consumers in the Randstad looking for a fresh, fast Mexican meal alternative to standard fast food.
• Salsa Shop Catering Boxes (Burrito, Bowl & Salad, Quesadilla, Taco) B2B and group catering service offering fixed-format catering boxes: Burrito Box (four bold burritos, chips, dips, layered chocolate cookies), Bowl & Salad Box, Quesadilla Box and Taco Box. Designed for offices, parties, weddings and group events that need fresh, customisable, shareable Mexican food. Specific catering price points are not publicly disclosed.
• Salsa Shop Loyalty Mobile App Free mobile loyalty application on iOS and Android that unlocks tiered in-store rewards across the first three visits (€1 Quesadilla, 50% off Bowl, 50% off Burrito) using unique barcodes/QR codes at the counter, with each reward valid 30 days after unlock. Built on the Vitamojo/Mobilit loyalty platform. Targets repeat customers to drive a three-visit habit.
• Salsa Creator Hub Community/influencer program offering free monthly meals, social media features and challenges to content creators in exchange for organic Salsa Shop content on Instagram, TikTok and YouTube. Functions as a word-of-mouth distribution channel for the brand.
• Nutrition Calculator Interactive web-based nutrition calculator that lets customers build a meal from fillings, meal type, salsa and toppings and view detailed nutrition information (calories, total fat, saturated fat, trans fat, protein, carbohydrates, sugars and fiber) down to the ingredient level. Aims to support customisation and dietary transparency for health-conscious customers.
• Salsa Shop Online Ordering (Pickup & Delivery) Direct online ordering service via Salsa Shop's proprietary vmos.io platform, enabling customers to place pickup orders from any Salsa Shop location (with up to 25% saving vs delivery) and access delivery through linked third-party marketplaces UberEats, Thuisbezorgd.nl and Deliveroo. Integrates per-store menus across all outlets.

Quantifiable outcome

• Grew from 1 to 11 restaurants across the Netherlands within five years of opening
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• UberEatscoreChannel Partner/ Reseller/ DistributorListed on salsashop.com as a delivery partner; customers can order delivery via UberEats from any Salsa Shop location. Salsa Shop receives customer name, phone, address and email through the UberEats platform for fulfilment, with dietary preferences processed per order.
• Thuisbezorgd.nlcoreChannel Partner/ Reseller/ DistributorListed on salsashop.com as a delivery partner alongside UberEats; fulfils delivery orders placed through the Thuisbezorgd.nl marketplace. Identified in the privacy policy as one of three delivery partners (UberEats, Deliveroo, Thuisbezorgd.nl) that share order data with Salsa Shop.
• DeliveroocoreChannel Partner/ Reseller/ DistributorNamed in the Salsa Shop privacy statement as a third-party delivery platform through which customers can place delivery orders; Deliveroo shares customer name, phone, address, email and dietary preferences with Salsa Shop to fulfil the order.
• Google (Google Analytics, Google Tag Manager, Google Maps, Google Ads)coreTechnology or IntegrationGoogle Analytics and Google Tag Manager are used for website statistics and remarketing; Google Maps powers the postcode checker and store locator; Google Ads is used for retargeting and conversion measurement. A data processing agreement is in place with Google.
• Facebook / MetacoreTechnology or IntegrationFacebook cookies, pixels and social plugins are integrated into salsashop.com for ad tracking, conversion measurement and social login; Facebook is also referenced for share buttons and remarketing.
• SpielworkcoreImplementation/ SI/ Consulting PartnerRecruitment partner that hosts the Salsa Shop careers portal — open positions for Team Member, General Manager and Shift Leader across multiple locations are listed and applied for via spielwork.com. Also referenced in the privacy policy as the processor for job applicant data, with a 4-week retention window for unsuccessful applicants.
• Vitamojo (Salsa Shop Loyalty app)coreTechnology or IntegrationMobile-loyalty platform provider powering the Salsa Shop Loyalty app published under the package id 'com.vitamojo.mobile.salsashop' on Google Play and id1594810365 on the Apple App Store. Underpins the €1 Quesadilla / 50% off Bowl / 50% off Burrito reward mechanic and barcode/QR redemption flow.
• VondelgymminorGTM or Marketing PartnerCo-hosted the inaugural Salsa Shop run club with Jermain from Vondelgym: a 5 km run from the Ferdinand Bolstraat (De Pijp) store through Vondelpark, finishing back at the store to eat together. A second 7K run was subsequently hosted from the Haarlemmerstraat store through Westerpark.
• NikeminorGTM or Marketing PartnerProvided Nike merchandise ('Nike merch') for participants of the Salsa Shop run club events.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Bar Burrito: Canadian fast-casual Mexican chain with a customizable burrito/bowl/taco menu and a loyalty program. Comparable on menu structure and loyalty mechanics even though it operates in a different geography.

Broad incumbents

• Qdoba Mexican Eats: US fast-casual Mexican chain offering customizable burritos, bowls, tacos, and quesadillas with a loyalty program and catering. Comparable on menu structure, customization flow, and catering channel; useful as a public benchmark for category economics even though it does not serve the Dutch market.
• Chipotle Mexican Grill: The category-defining fast-casual Mexican chain in the US with a comparable build-your-own burrito/bowl menu and digital ordering stack. It does not operate in the Netherlands, but it sets the template Salsa Shop's concept is benchmarked against and influences customer expectations on price, speed, and customization.
• Moe's Southwest Grill: US fast-casual chain with a customizable burrito, bowl, taco, and quesadilla menu plus a loyalty program (Moe's Rewards). Useful as a category comparable for loyalty-driven repeat visit dynamics.
• Taco Bell: Global mass-market Mexican QSR brand under Yum! Brands with extensive delivery and digital ordering integration. Relevant as the dominant low-price Mexican chain competing for share of stomach in European cities where Salsa Shop operates.

Direct peers

• Dos Toros Taqueria: US East Coast fast-casual chain focused on authentic, California-style Mexican burritos and tacos with strong brand storytelling. Comparable on authenticity positioning and counter-service format.
• Freebirds World Burrito: US fast-casual chain with a build-your-own burrito, bowl, and taco concept. Comparable in customization depth and the way the menu scales across fillings, salsas, and toppings — a useful operational reference for Salsa Shop's per-ingredient nutrition calculator and loyalty integration.
• Tortilla Mexican Grill: UK-headquartered fast-casual Mexican chain built around customizable burritos, bowls, and tacos with a counter-service model and direct ordering app. The closest functional analog to Salsa Shop's concept in Europe and the most relevant benchmark for unit economics and multi-city expansion in a Northern European market.
• Wahaca: UK fast-casual Mexican brand operating across London and other UK cities with a customizable menu and strong brand-led storytelling. Conceptually aligned with Salsa Shop's authentic-Mexican positioning in a Northern European urban setting.

Others

• Wagamama: UK-headquartered pan-Asian fast-casual chain with multi-city European footprint, digital ordering, and loyalty. Not Mexican but is a useful comparable for the European fast-casual multi-city scaling playbook that Salsa Shop is pursuing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/salsa-shop
• Instagraminstagram.com/salsashop_official
• TikToktiktok.com/@salsashop_official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 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 Salsa Shop