Fast Food Revolution: Tradition Meets the Future
Interview with Dennis de Borst, General Manager of FEBO Beheer B.V.
For over 80 years, FEBO Beheer B.V. has been a staple in the Dutch fast-food industry, combining tradition with innovation. From its beginnings as a small bakery to becoming a household name with a unique franchise model, the company has continuously evolved while staying true to its commitment to quality and fresh ingredients. In conversation with Dennis de Borst, third-generation leader of FEBO, we discuss the brand’s remarkable journey, its focus on in-house production, sustainability initiatives, and the future of digital vending solutions. As FEBO Beheer approaches its 100-year anniversary, Dennis de Borst also shares insights into the company’s strategy for growth, its deep-rooted family values, and how innovation is shaping the next chapter of this fast-food icon.
European Business: Mr. de Borst, FEBO Beheer B.V. has been a household name in the Dutch fast-food industry for generations. Can you take us through the company’s history and its evolution over the years?
Dennis de Borst: The company was founded in 1941 by my grandfather, Johan Izaäk de Borst, as a bakery. In the 1960s, it expanded to Amstelveense Weg before moving to Amsterdam North in 1969. The major shift came in 1975 with the launch of our franchise model. Today, we have 61 franchise locations and nine company-owned stores. My father and uncle took over in 1989, and I became the third-generation leader in 1997. My son, the fourth generation in our family enterprise, is the production manager of our production facility. Our mission remains unchanged: delivering high-quality, fresh, and authentic products while preserving our family heritage.
European Business: How is FEBO Beheer structured today, and what makes your production process unique?
Dennis de Borst: FEBO Beheer operates with 18 employees at its headquarters, 16 in production, and six drivers. Additionally, around 90 people work in our company-owned locations. What sets us apart is our daily fresh production, this is where we really distinguish ourselves from others. We source exclusively Dutch meat from 12 to 13 carefully selected farmers, many of whom we’ve partnered with for over 50 years. Our suppliers deliver up to three times a week, or more if needed, ensuring top quality and strong supplier relationships. We also focus on product innovation, including sustainable and vegetarian options. Our Vitaaltje croquette has been a staple for over 17 years.
European Business: What role does innovation play in your business, and how have you adapted to changing consumer demands?
Dennis de Borst: Innovation is at the core of our business. In 2015, we rebranded, shifting from our traditional yellow to a modern red and white look. A major breakthrough was the development of our own digital vending machines, designed and patented in Zaandam. Managed entirely in-house, they ensure full control over technology and operations, providing customers with a seamless, efficient experience. We’ve also expanded into restaurant operations, broadening our dining options. While adapting to new trends and enhancing efficiency, our focus remains on delivering the authentic taste our customers love.
European Business: What are your key marketing strategies?
Dennis de Borst: In June, we will launch a new strategic plan and appoint a three-person leadership team to drive our growth. Social media plays a key role in engaging loyal customers and attracting new ones. We also invest in sponsorships, particularly in football and motorsports, to strengthen brand visibility. Additionally, we are expanding our merchandise line to enhance customer engagement. Our marketing strategy focuses on staying relevant, building loyalty, and continuously evolving our brand image.
European Business: Sustainability is a growing focus in the industry. How is FEBO addressing environmental concerns?
Dennis de Borst: Sustainability has been a priority for us for many years. Thanks to daily fresh production and our local suppliers, we are more sustainable than other fast food suppliers, even more as we do not use plastic packaging crates – we eliminated plastic packaging in 2015 and switched to FSC-certified cardboard. The next step will be to introduce microplastic-free cartons. Our sustainability initiatives extend to energy efficiency as well. We have installed 694 solar panels at our production facility, reducing energy consumption by 26%. Additionally, 97% of our lighting is now LED-based, further cutting down on energy usage. With 60% of our product range now meeting sustainability standards, we continuously work on developing even more environmentally friendly options. We see sustainability not as an obligation but as a responsibility to our customers and future generations.
European Business: What are your future goals, and how do you see FEBO evolving in the coming years?
Dennis de Borst: Our 100-year anniversary is approaching, and we are excited to celebrate this milestone. The fourth generation is already involved, with my daughter leading our marketing to ensure innovation while preserving our long-standing traditions. Moving forward, we aim to strengthen our presence, expand our restaurant and franchise network, and continue our commitment to quality and sustainability. More than just a business, FEBO is my life’s passion – I have been deeply connected to it for as long as I can remember. My wife has supported me for 35 years on this journey, and for the past 13 years, I have also run the Business Club Sky Box Café Johan, fostering industry connections and strengthening partnerships. As we look to the future, I am excited to build on our legacy while embracing new opportunities for growth and innovation.