Valora (Switzerland) to Expand its BackWerk Store Portfolio in the Netherlands
11 Jun 2021 - Valora is significantly expanding its BackWerk store portfolio in the Netherlands
Valora's food service format BackWerk is entering into a franchise partnership in the Netherlands with HMSHost International. By the end of 2022, 12 HMSHost International locations at the largest Dutch train stations are to be converted into BackWerk stores. This increases the number of stores in the Netherlands to around 45.
The first location to be converted into a BackWerk store operated by HMSHost International as franchisee will open in July 2021 at Utrecht Central Station, the largest train station in the Netherlands. Later this year, new BackWerk stores will follow at Rotterdam Central Station and Station Amsterdam Bijlmer ArenA.
The conversion of 9 additional stores at Dutch train stations is planned in 2022. The partnership with HMSHost International, the global market leader in the food and hospitality industry for people on the move, will see the expansion of BackWerk's footprint in the Netherlands to around 45 stores.
"We are honoured to welcome HMSHost International as a new and relevant franchise partner. The partnership will allow us to expand our successful concept to the very best high-traffic locations throughout the Netherlands", says Thomas Eisele, CEO Food Service at the Valora Group. "Furthermore, this significant store portfolio expansion in the Netherlands confirms our conviction that the foodvenience business will remain attractive in future."
"We are proud to announce our new partnership with Valora through their BackWerk concept", says Walter Seib, CEO of HMSHost International. "With our complementary strengths and shared affinity for people on the move, we are convinced that this collaboration will benefit our guests along the Dutch Railways and is a great addition to our concept portfolio."
Self-service concept with freshly prepared products
BackWerk is to bring its unique blend of convenient self-service with freshly prepared to-go products at competitive prices to Dutch train stations. Travellers can expect a wide range of home-made juices and smoothies, the brand's signature hot sandwiches as well as pretzels and pastries to accompany a cup of Fairtrade coffee.
The first BackWerk store in the Netherlands opened in 2009 and there are now over 30 locations throughout the country. The successful Dutch BackWerk concept with a wider product range, more freshness and a modern design likewise serves as a model to also take BackWerk stores in Germany to the next level. BackWerk is part of the Food Service division of the Valora Group.