Mcd Supermarkten

What Mcd Supermarkten does

MCD Supermarkten is a small Dutch neighborhood supermarket chain, operating as one banner within Boon Food Group B.V. (KvK 23048500, headquartered at Saffier 300-302, 3316LN Dordrecht). The chain runs five physical stores across geographically dispersed Dutch towns — Aarle-Rixtel, Ochten, Werkendam, Zeist, and Aagtekerke — selling groceries, fresh produce, and daily essentials to local Dutch households. Its technology stack is described as standard retail supermarket technology with a customer-facing bestelapp (mobile ordering application) for placing orders and managing shopping lists, alongside a profile-based online account system that captures order history, contact details, and the customer's nearest Boon supermarket.

The chain extends its offer with two distinct product lines beyond grocery staples. MCD Gebak, operated at gebak.mcd-supermarkt.nl, is a dedicated online ordering platform for artisanal pastries and cakes — taarten, vlaaien, schnitten, sloffen, and klein gebak — supplied by strategic partner Bakkerij Dam and fulfilled through in-store pickup. Separately, the Mini Cadeau Doos program targets new parents who submit a birth announcement card and collect a gift box at an MCD store one week later. Marketing is delivered through Facebook, Instagram, an email newsletter, weekly promotional folders, and recipe content.

Revenue is generated primarily through transactional grocery sales and unit-priced bakery items (EUR 6.99–EUR 9.99 per schnitte), supplemented by recurring savings stamp campaigns with consumer goods partners (Masterpro Foodies, Fira, Tiseco, Regal, Dutch Kitchen). MCD operates with no public listing, no disclosed funding, and no external venture or private equity ownership; the founding Familie Boon is associated with the brand. The chain shares back-office, procurement, and group-level infrastructure with sibling banners Boon's Markt, Gewoon Coop, and De Buurtsuper.

Name

Mcd Supermarkten

Legal name

Boon Food Group B.V.

Website

https://mcd-supermarkt.nl

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MCD Supermarkten is a small Dutch neighborhood supermarket chain of five stores operated under Boon Food Group B.V., serving local Dutch households with groceries, an online artisanal bakery platform (MCD Gebak via Bakkerij Dam), and a baby gift box program.

Ownership category

akta.pro rank

Headquarters

HQ city

Dordrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Supermarket Retail Sales: Revenue from selling groceries and consumer goods through physical supermarket locations. Sales driven by weekly promotional folders, savings stamp programs, and customer loyalty.
2. Bakery Online Ordering: Online bakery ordering system where customers pre-order artisanal pastries and cakes for in-store pickup. Revenue collected at time of order placement.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

MCD Supermarkten operates a small chain of Dutch neighbourhood supermarkets selling groceries, fresh produce, and daily essentials through 5 physical store locations. The chain complements in-store grocery sales with an online bakery ordering platform (gebak.mcd-supermarkt.nl) that lets customers pre-order artisanal pastries and cakes from partner bakery Bakkerij Dam for pickup at their local MCD store. Weekly promotional folders and recurring savings stamp programmes (e.g., Masterpro Foodies, Fira, Dutch Kitchen) drive foot traffic and repeat purchases.

Product overview

MCD Supermarkten operates as a Dutch supermarket chain under Boon Food Group B.V. (headquartered at Saffier 300-302, 3316LN Dordrecht, KvK 23048500), offering both physical retail stores and online services. The core offering is the MCD Supermarkten grocery business, complemented by a dedicated online pastry ordering platform called MCD Gebak, which enables customers to order artisanal cakes and baked goods from bakery Bakkerij Dam for pickup at local stores. Additional services include a bestelapp (ordering app) for grocery shopping and the Mini Cadeau Doos baby gift box program.

Differentiator

Problem solved

Functional benefit

Brands

• MCD Gebak: Online platform for ordering artisanal pastries and cakes, including taarten, vlaaien, schnitten, and other baked goods from Bakkerij Dam.
• MCD Alledag

Products and services

• MCD Supermarkten grocery stores Physical supermarket retail offering groceries, fresh produce, daily essentials, and weekly promotional items across 5 Dutch store locations in Aarle-Rixtel, Ochten, Werkendam, Zeist, and Aagtekerke. Customers can create profiles and place orders via the Boon Food Group bestelapp for home delivery.
• MCD Gebak (online bakery ordering) Online ordering platform for artisanal pastries and cakes from partner bakery Bakkerij Dam, offered in categories including taarten (cakes), vlaaien (Dutch pies), schnitten (slices), sloffen, and klein gebak (small pastries), with specialty items such as fototaarten (photo cakes) and seasonal offerings. Customers select products online and pick them up at their chosen MCD store on specified dates.
• Mini Cadeau Doos baby gift box Baby gift box programme for new parents who submit a newborn's birth announcement card at an MCD supermarket. The box contains practical and fun items for newborns and can be collected one week after submitting the birth card.
• Bestelapp online grocery ordering app Online ordering application operated by Boon Food Group that lets customers create a profile, place grocery orders, manage shopping lists, and have products delivered to their address from their nearest Boon supermarket.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Bakkerij DamcoreStrategic or Co-development PartnerBakkerij Dam is the artisanal bakery supplying fresh pastries and baked goods to MCD Supermarkten. The bakery products are offered both in physical stores and through MCD's dedicated online bakery ordering platform.
• Boon Food GroupcoreOthersBoon Food Group B.V. is the parent company operating MCD Supermarkten along with other retail brands including Boon's Markt, Gewoon Coop, and De Buurtsuper. MCD operates as a brand under this group.

Scale indicators2 records

Expansion highlights4 records

Direct peers

• Spar Nederland: Dutch neighborhood supermarket franchise network operated by independent retailers. Comparable to MCD in neighborhood store format and local-market positioning, though Spar's franchise model and international brand backing differ from MCD's group-owned structure.
• Plus Supermarkten: Dutch supermarket chain with a network of mid-sized neighborhood stores. Most directly comparable to MCD in store format and neighborhood positioning, though Plus operates at significantly larger scale and has its own private-label and online services.
• Albert Heijn: The largest supermarket chain in the Netherlands, operating hundreds of stores plus a leading online grocery platform. Directly comparable to MCD as a Dutch supermarket retailer, but with vastly greater scale, broader assortment, and stronger private-label positioning.
• Lidl Nederland: German discount supermarket chain with a rapidly expanding Dutch store base. Competes with MCD for value-oriented Dutch shoppers, but operates on a fundamentally different discount-led cost and pricing model with much greater scale.
• Dekamarkt: Dutch regional supermarket chain focused on personal service and neighborhood presence. Comparable to MCD in store format and customer approach, though Dekamarkt has a larger footprint and stronger regional brand recognition in its markets.
• Dirk van den Broek: Family-owned Dutch supermarket chain with stores concentrated in western Netherlands. Similar to MCD as an independent, family-led Dutch supermarket operator competing against national chains on local presence and value.
• Aldi Nederland: Major Dutch discount grocery competitor with a national footprint. Comparable to MCD as a grocery retailer serving Dutch consumers, but with substantially larger scale, hard-discount pricing, and a focused private-label assortment.
• Jumbo: Second-largest Dutch supermarket chain with national coverage and a growing online grocery offering. Comparable to MCD as a Dutch supermarket competitor, but with significantly larger footprint, stronger brand recognition, and more aggressive promotional mechanics.

Regional players

• Vomar: Dutch regional supermarket chain focused on the Noord-Holland market. Comparable to MCD in store-based grocery retail, though Vomar operates at larger scale in its specific region and is less directly competitive outside of it.
• Hoogvliet: Dutch regional supermarket chain serving primarily the Randstad region. Comparable to MCD as a neighborhood grocery operator, but operates in a different geographic concentration and at a larger regional scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/mcdsupermarkten
• Instagraminstagram.com/mcdsupermarkten
• LinkedInlinkedin.com/company/mcd-supermarkten

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Mcd Supermarkten