Domino’s, Bagels & Beans, McDonald’s: large catering chains are opening more and more branches in the Netherlands. This can ensure that smaller local entrepreneurs are troubled. And when restaurants are becoming more and more of the same, customers have less to choose from.
The number of hospitality chains branches has risen slightly in recent years. Where in 2023 there were still approximately 26,000 branches of franchise chains, that number increased to more than 28,000 in 2025. That is an increase of around 9 percent, reports the national franchise guide based on figures from September. In recent years, catering chains have mainly opened more delivery and fetching locations, according to research by ABN AMRO.
Domino’s currently has more than 400 branches in the Netherlands. In 2010 there were 89. Bagels & Beans had 3 locations in 2000, in 2012 there were already 50. In the meantime there are 89. Or Starbucks: the first location opened in 2007 and there are currently more than 100 locations.
Retail experts Michel Kegel and Paul Moers confirm that rise. There are more and more large restaurants with famous names in the center of towns and villages, they say to Nu.nl.
The fact that large catering establishments like mushrooms are shooting out of the ground has a downside. “Domino’s has a growing reach and has started to deliver more. But in between the small independent entrepreneur, and he is increasingly troubled,” Kregel explains.
Large chains take over parts of the Dutch market, he says. The growing number of franchise companies can be a sign that small companies are less likely.
“Experience shows that if there is a Starbucks near other coffee tents, that will soon fall over,” says Kregel. The same applies to Bagels & Beans: according to him, the lunch shop has a negative influence on the turnover of lunchhoreca in particular in the area.
Restaurant offering becomes more monotonous
In the long run, this causes a one -sided image in the shopping streets, both experts fear. “I think ‘unity sausage’ is still a big word,” says Kegel. “But if the local entrepreneur disappears more and more, the rest will look more alike.”
According to Moers, the customer will soon have less choice. “At local restaurants you can often get very special dishes, unique things that you hardly see at larger chains,” he says. If small catering establishments don’t make it, then that offer will fall away.
Chains have a big lead, Moers sees. “Large catering establishments often have recorded processes,” he explains. “For example, how to prepare a Big Mac: through scripts, even the biggest fool can still do that. In a more local, small restaurant there must be a cook who knows how the dishes are made.”
Chains combine smart multiple branches
According to Kregel, franchise chains also know how to respond smartly to combining different branches. Not only food, but also a shopping area; Or vice versa.
For example, IKEA does that because it also has a restaurant area in addition to the residential products. The same applies to Hema, and to Laplace through the collaboration with V&D. Since the bankruptcy of that department store, Laplace has also started running less well.
According to Kegel, the success is also in innovation, for example at Domino’s. “Domino’s has divided the market into pizza points,” explains the retail expert. “In the nineties, with a few branches it also had a few pizza points of the market. With a relatively small delivery range of an X number of kilometers per pizza point.”
In the following years, Domino’s reclaimed the delivery areas in the Netherlands and smaller and smaller. The result: many more branches. “In the past there were perhaps 100, now 403,” says Kegel.
Change of food makes eating
If a small pizzeria wants to remain standing among all those Domino locations, then permanent renewal is the answer. That means going with the food needs of the Dutchman. A low price, but also a special eating experience, says Kregel.
For smaller entrepreneurs “everything has to be right,” says Moers. A good environment to eat, staff who can make high quality food, a special range of dishes. “If you don’t have all that, then you will go down.”
Small restaurants must distinguish themselves with a dish that you do not prepare at home so quickly and a good decoration. “Many local entrepreneurs lack that kind of elements. As a result, there is room for chains to jump in,” says Kegel. Moers: “Restaurants must stand out because of their special dishes. At the McDonald’s you get a Big Mac and a salad.”
Domino’s, Bagels & Beans, McDonald’s: Large Catering Chains are opening More and More Establishments in The Netherlands. This can put narrower local entrepreneurs in Trouble. And if restaurants Become More and More the Same, Customers Have Less to Choose from.
The Number of Establishments of Catering Chains Has Increased Slightly in Recent Years. Where there were wee approachyately 26,000 Establishments of Franchise Chains in 2023, that number in -more than 28,000 in 2025. That is an increase of approxroximately 9 percent, reports the National Franchisegids based on Figures from September. Catering Chains Have Mainly Opened More Delivery and Pick-Up Locations in Recent Years, Accordance to Research by ABN AMRO.
For Example, Domino’s Currently Has More Than 400 Establishments in The Netherlands. In 2010 there Were Still 89. Bagels & Beans had 3 establishments in 2000 in 2000, in 2012 There Were Already 50. There are now 89. Or Starbucks: The First Establishment opened in 2007 and there are more than 100 Locations.
Retail experts Michel Kegel and Paul Moers Confirm This Increase. There are more and more large restaurants with well-known names in the center of cities and villages, They Tell Nu.nl.
The Fact That Large Catering Establishments Are Springing Up Like Mushrooms Has A Downside. “Domino’s Has a Growing Reach and Has Started Delivering More. But in Between is the Small Independent Entrepreneur, and He is Increasingly in Trouble,” Explains Kregel.
Large Chain’s Are Taking over Parts of the Dutch Market, He says. The Growing Number of Franchise Companies May Be A Sign That Small Companies Have Less Chance.
“Experience has show that if a a starbucks come number other coffee shops, the narrower ones soon Collapse,” Says Kregel. The Same Applies to Bagels & Beans: Accordance to Him, the lunch Restaurant Has A Negative Influence on the Turnover of Lunch Catering in The Area in particular.
Restaurant Offerings Are Becoming More Monotonous
In The Long Run, Both Experts Fear That This Will Create A One-Sided Picture in The Shopping Streets. “I think ‘uniform sauceage’ is still a big word,” Says Kregel. “But if the local entrepreneur Disappears More and More, then the rest Will Look More Like Each Other.”
Accordance to Moers, the customer Will Soon Less Choice. “At local restaurants you can or get very special dishes, unique things that you hardly see at larger chains,” he says. If small catering establishments do not make it, that sacrifice will disappear.
Chains Simply Have A Significant Advantage, Moers Sees. “Large Catering Companies Often Have Fixed Processes,” He explains. “For example, how you make a big mac: just the biggest fool can do that with scripts. In a more local, small restaurant there must be who knows how the dishes are made.”
Chains Cleverly Combine Multiple Branches
Accordance to Kregel, franchise chains also know how to cleverly Respond to Combining Different Branches. Not only food, but also a shopping area; or vice versa.
Ikea does this, for example, by having a restaurant section in addition to its home products. The Same Applies to Hema, and to Laplace Through the Collaboration with V&D. Since the bankruptcy of that department store, Laplace has also leg running less well.
Accordance to Kregel, The Success also Lies in Innovation, for Example at Domino’s. “Domino’s Has Divided the Market Into Pizza Points,” Explains the Retail Expert. “In the 1990s, with a few Establishments, it also had a few pizza points of the market. With a relatively small delivery range or an x number or kilometers per pizza point.”
In The Years That Followed, Domino’s Divided The Delivery Areas in the Netherlands Again and Again and Smaller and Smaller. Result: many more establishments. “In the past there were perhaps 100, now 403,” Says Kregel.
Variety is the Spice of Life
If a small pizzeria wags to survive all those domino’s locations, The Answer is to continuous innovation. That Means Keeping Up With the Dutch Eating Needs. A low price, but also a special dining experience, says fragment.
For Smaller Entrepreneurs “Everything has to be right,” Says Moers. A good environment to eat in, Staff who can make high-quality food, a special range of dishes. “If you don’t have all that, you will perish.”
Small Restaurants Must Distinguish Themselves with a Dish That You Cannot Easily Prepare at Home and A Good Presentation. “Many local entrepreneurs Lack Those Kinds of Elements. This creates room for chains to respond,” Says Kregel. Moers: “Restaurants must stand out with their special dishes. At mcdonald’s you get a big mac and a salad.”