MSHost International, global market leader in the food and hospitality industry for people on the move, has welcomed the fast-growing foodservice format BackWerk to their portfolio. It will replace the Broodzaak stores at Dutch Railways stations. In the hall of Rotterdam Central Station BackWerk is now open for train passengers.
Backwerk is already known in town, because of a location on Korte Lijnbaan. The brand is especially known because of the shops in several RET-stations. It operates at Dijkzigt, Beurs, Wilhelminaplein and Zuidplein. There already is a BackWerk in Central Station, at the RET-part of the building underground.
BackWerk is to bring Dutch Railways travellers its unique blend of self-service, freshly prepared products at competitive prices. Each BackWerk store will feature clear open shopfronts and kitchen. A modern yet cosy setting with an emphasis on emulating the bakery-café feel. Rail travellers can expect a wide range of locally prepared on-the-go products. From freshly made juices and smoothies. To hot sandwiches as well as pretzels and pastries to accompany a cup of Fairtrade coffee.
BackWerk is today the largest foodservice bakery in Germany with a modern and varied snack and catering offers. BackWerk is based on a partnership franchise model with more than 220 franchisees and around 350 stores in Germany, Austria, Switzerland and the Netherlands. The first BackWerk store in The Netherlands opened in 2009. Currently, there are over 30 locations throughout the country.
Expanding BackWerk
With 350 stores across The Netherlands, Germany, Austria and Switzerland, BackWerk is a well-established foodservice brand. The Swiss convenience provider Valora Group is the owner. Positioning the BackWerk concept as a proven replacement for the Broodzaak brand. The partnership with HMSHost International will see the expansion of BackWerk’s footprint to around 45 stores nationally.
“We’re delighted to announce this new addition to our concept portfolio and to work together with a proven and successful brand in BackWerk. A by-product of the changed food service and transport landscapes is a challenging environment for the testing and development of a new brand. With BackWerk’s blend of well-priced fresh products in a bakery-café setting, and proven relevance in
the high traffic sector, we are confident that this next chapter of our partnership with the Dutch Railways will take the food and beverage offering to new levels as we continue to inspire rail travellers,” says Sytze van der Aa, Regional Managing Director Europe, HMSHost International.
Dick de Vilder, Managing Director at BackWerk Netherlands says: ”The partnership allows us to expand our successful concept to the very best high traffic locations throughout the country. We will be there where people are on the move.”
