De Bakkerswinkel – success through disctinctive positioning

Had lunch at De Bakkerswinkel today, Roelof Hartstraat 68 in Amsterdam Zuid. My girlfriend heard of this place yesterday and said I would love this.

Riding our bikes through the Roelof Hartstraat, I have to be honest I was doubtful. I know this area pretty well and biked through this street a million times. Just as we left the better part of the street behind us, there it was. An unusual place for a lunch place with character.

I hate the word hip but de Bakkerswinkel has become just that. It’s so unlike any other place, so much fun and friendly that it’s packed all the time with early-adopters from Amsterdam. But something tells me this place is not going where most other ‘hip’ endeavors end up

Apparently – the store had quite some success already. Looking at their site, it seems to be part of 8-shop chain, all holding the same name. The site needs work by the way. Trust me, it does not do justice to the look & feel you will find in the shop/place. It’s the living room re-invented for commercial purposes from the moment you step through the door. The two parts, take-away shop and lunch place with tables and chairs very cosy positioned next to each other, go together seamlessly. The menu is living room material as well, as you expect: (Dutch) bread, ham, cheese and everything else you would find in the typical household during lunch time. This is topped with some great English treats like scones, cakes and other sweetness. Simple, delicious but most of all a great feeling.

The entrepreneur could have chosen a path often traveled. He/She could have chosen the typical Amsterdam bar/cafe/restaurant type of setup and might even have survived. But instead of trying to outperform on the food, on the drinks or on the price, why not introduce a whole new concept? A whole new base to serve your customers from!

Well done folks!