Passionate about the taste of freshly-baked bread and great coffee: that is the new ‘Broodzaak’

Saturday 1 August 2015

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Passionate about the taste of freshly-baked bread and great coffee: that is the new ‘Broodzaak’

An interview with Annette de Gier, format manager fresh food at NS stations

Research showed that the need of the travelling customer has changed. To answer on this changing needs and therefor be ready for the future the Dutch Railways Company NS started a redevelopment of their concept ‘De Broodzaak’. What started as an evolution quickly became revolution. A whole new concept: contemporary, refreshing and differentiating.


But what is it that makes Broodzaak different? Fresh, healthy and affordable: that are the needs of the travelling customer. And of course no compensation in taste! For Broodzaak taste is always the first priority. Together these elements form the ultimate experience. Products are prepared in sight of the customer. Customers smell the fresh coffee beans, the freshly-baked bread, hears the cutting of the bread and the crushing of the beans. This makes really fresh and tasty believable. During the entire day the ovens will be baking.

Broodzaak proves also that really tasty, healthy and fresh doesn’t have to be expensive. Price is not hidden in the store. There is a product available for every wallet. Every day a good ham-sandwich, but for that special moment of luxury Italian bread with Carpaccio, mayonnaise and rucola. Price is recognisable by it is yellow colour that signals activation, but also looks fresh and modern.


The concept is made by a large amount of passion. Staff is trained extensively and take care of the best preparation of products. Passionate staff in the stores, but also the development team is run by passion. With enormous perseverance the team, JosDeVries and Broodzaak, took an the challenge. From strategy to lay-out, from logo to complete branding.


Broodzaak is not afraid to make choices, the result is a differentiating concept at the Dutch railway stations.  



Chris Rikkers

Photo: Tycho Muller


Watch the video:

Opening vernieuwde Broodzaak op station Utrecht Centraal 

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3605 MA Maarssen, P.O. Box 1194
NL-3600 BD Maarssen
The Netherlands
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