La Place launches new food concept in HEMA
Tomorrow marks the beginning of a new collaboration between two of the best-known Dutch brands: La Place and HEMA. At first, I thought it was a striking combination, but it actually makes perfect sense. Both brands belong to the Van Eerd family: they own Jumbo as well as HEMA. La Place is part of Jumbo, and I’m also seeing more and more HEMA products on their shelves. So this collaboration was really only a matter of time.
Two La Place locations are opening inside HEMA stores: one in Hilversum (opening tomorrow, March 23) and one in Alkmaar (opening April 6). However, La Place’s concept is something we haven’t seen from them before.
Ordering with a QR code and a larger selection
At this location, you have the option of ordering and paying via a QR code, after which they’ll bring your order to your table. The selection has also been expanded considerably: you can now order breakfast boards (ideal if you can’t choose), as well as vegetarian pitas and even mocktails. Sounds like a major upgrade from the buffets I know La Place for.
These new La Place locations are also making strides in terms of sustainability: they use coffee grounds to grow vegetables, grow herbs on a compost stream, and use yesterday’s croissants for today’s bread pudding. Nice work, La Place.
Don’t worry: the classics are still on the menu. The look has undergone quite a makeover, as we can see above. Hilversum and Alkmaar unfortunately aren’t exactly around the corner for me, but I hope they decide to roll this out in HEMA stores across the country: I really believe in this new concept.
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