maconda supports the Gustoso Group in entering the Dutch restaurant chain ‘t Zusje
maconda News July 2024
Cologne-based experts for market analysis and Commercial Due Diligence, maconda, have thoroughly examined the Dutch restaurant market for the successfully growing German restaurant platform Gustoso in preparation for the acquisition of the ‘t Zusje restaurant chain. With 36 locations, ‘t Zusje is the fourth-largest restaurant chain in the Netherlands and is particularly active there as a successful franchise system.
With more than 170 restaurants, the Munich-based Gustoso Group is one of the fastest-growing chain restaurants in the DACH region. Through the acquisition of ‘t Zusje – which means “little sister” in German – the system revenue not only increases to a good 200 million Euros; Gustoso simultaneously becomes the fourth-largest restaurant operator in the attractive Dutch market overnight. ‘t Zusje stands for an innovative, modern experiential dining concept where guests enjoy freshly prepared small dishes in several rounds of ordering in a cozy, upscale atmosphere, spending the entire evening together and having a good time.
To better assess the Dutch market and identify any specific characteristics, Gustoso engaged the Cologne-based consulting boutique maconda. The experts specializing in market analysis and Commercial Due Diligence have extensive experience with store chains of all kinds, franchise systems, in the restaurant and catering market, and with food in general. A significant aspect was also maconda’s extensive experience in the Netherlands with local consultants.
For the market analysis, various local sources were evaluated, all in Dutch, of course, and compared with data from the German market, among other things. The local information was supplemented and validated through discussions with Dutch experts and visits to various ‘t Zusje and other chain restaurants. This made it possible to create a clear picture of market structure, trends & drivers, customer behavior, competitors, and expansion potential.
About ‘t Zusje
‘t Zusje was founded in 1998 by Peter Smits in Uden, North Brabant, in the southeast of the Netherlands. He developed a successful franchise concept that he was able to roll out across the country over the years. Currently, ‘t Zusje has 36 locations, mostly in attractive areas. Special emphasis is placed on ensuring that the restaurants are housed in beautiful buildings. The concept of communal eating and spending time in a cozy and luxurious ambiance is very popular with Dutch people and is known there as “Burgundian enjoyment.” Especially on weekends, many of the restaurants are fully booked. In 2023, over 1.5 million people visited the restaurant chain. For 2024, more than 1.7 million are expected. The system revenue is just under 70 million Euros.
About Gustoso
The Gustoso Group is one of the fastest-growing restaurant groups – now with more than 170 restaurants in Germany, Austria, Switzerland, and, through the majority stake in ‘t Zusje, now also in the Netherlands. As a result, Gustoso records system revenue of around 200 million Euros. The group, founded in Germany, thus expands its portfolio to a total of eight growing restaurant brands. In addition to ‘t Zusje, these include Cotidiano, Ciao Bella, Otto’s Burger, 60 seconds to napoli, Ruff’s Burger, Burgermeister, and Cucina in Switzerland. Gustoso’s mission is to support founders of promising gastronomic concepts on their path to market leadership.
maconda – extensive expertise in chain restaurants and food
The maconda team possesses very comprehensive expertise in chain restaurants, the food industry, and retail, having successfully completed numerous projects in these areas. It is undoubtedly among the most experienced consultants in both the German and Dutch-speaking regions. This includes many Commercial Due Diligence projects, engagements for strategic realignment and business model optimization, as well as projects to improve operational performance.
Intensive Industry Experience: Chain restaurants | Franchise systems | Store chains of all kinds | Bakery and butcher chains | Frozen food | Convenience food | Baked goods | Confectionery | Meat | Beverages | Organic | Vegan | Sports nutrition | dietary supplements | Ethnofood | pet food | Food retail | Wholesale | Consumer goods of all kinds and much more