Johan van Marle - Owner, Uitgekookt
Fresh and ready. With this new and unique meal concept, Uitgekookt manages to grow remarkably fast year after year. The company is currently in a scaling phase and is simultaneously working hard on launching new concepts.
Johan van Marle - Owner
Everything at Uitgekookt is focused on scaling up. From expanding the loading dock and renovating the office to the automation upgrade in the kitchens and a brand-new studio kitchen complete with filming equipment. Meal service Uitgekookt, owned by Johan van Marle, has come a long way from the small kitchen in the vegetable store. After starting in the modern building in IJsselmuiden in 2018, it made a huge leap and is now racing full speed ahead in 2024.
The national recognition of Uitgekookt keeps growing. How far does your ambition reach?
"We see a lot of potential in delicious and healthy meals, both in the market and within our company. Our goal is to quadruple in the coming years, and we are working hard towards that. We are expanding our capacity while also implementing professionalization and quality improvements, making work more efficient and simpler. Everything we do is aimed at serving 400,000 customers with tasty ready-to-eat meals. We are also exploring opportunities beyond borders."
It all started with seniors as the target group. Is that still the largest group?
"Indeed, we started with people over 70, but now the largest customer group is 50 to 60-year-olds. Our focus is now on individuals from 40 years old, and we aim to better reach the younger audience of 25 to 40-year-olds. That's why we are now working with influencers. Our goal is to offer a healthy and convenient meal to everyone, from young professionals to seniors, that must be delicious above all."
You mention healthy, convenience, and taste. What about sustainability?
"Sustainability is high on our agenda. We have taken significant steps to reduce food waste. In our own process, we have less than one percent food waste, and to prevent customers from throwing away food at home, we offer various portion sizes. Additionally, we follow seasonal produce, source locally, and continue to improve our packaging to make it more recyclable."
Is there also innovation happening outside the kitchen?
"Absolutely. Customers can choose between individual meals or a subscription. Through a personal taste profile, they receive their favorite dishes delivered to their doorstep weekly, tailored to their preferences. This especially helps younger customers bring structure to their week, reducing the need for take-away options."
And customer concepts, what can we expect soon?
"We recently launched 'Roots,' a series of authentic dishes developed in collaboration with people from foreign backgrounds. The challenge in product development is to preserve the original Nigerian and Kurdish flavors while removing harmful additives. This way, we can fulfill our promise to consumers: a meal that is not only delicious but also healthy.
Something entirely new is a box with meals for the entire day. The meals and snacks are tailored to specific goals such as weight loss, recovery after hospitalization, or top sports performance. We tested this concept in collaboration with TNO, and the results are promising."
Impressive how you manage to combine new business with the scaling phase and the associated automation upgrade. How do you do it all?
“If you want to grow, you should always have a few trial balloons in addition to your daily operations. Not everything succeeds, but if one or two are successful every year, you can build on that. And it's also a bit of risk diversification.”
How do you ensure that Uitgekookt can efficiently keep up with the rapidly increasing demand for fresh, personalized meals?
"Uitgekookt is growing tremendously, and to keep up with that growth, we have decided to automate the entire production process." We have developed an innovative system that automatically packages our freshly prepared meals in labeled boxes and cool bags. This allows us to work very quickly and process a wide variety of meals. The system is designed in such a way that we can process up to one meal per second, which is a huge step forward. Thanks to this automation, we can efficiently serve the rising demand for personalized, fresh meals throughout the Netherlands."
Where does the company find inspiration?
“We draw inspiration from market trends, but we also get many ideas from brainstorming with colleagues. And of course, the thousands of reviews we receive every week are indispensable. They give us immediate insight into what our customers really want, which is incredibly valuable.
It's in our DNA to want to improve every day. I am not easily satisfied myself - there is always room for improvement. This mindset ensures that as a company, we continue to grow and our processes and products keep getting better.”
Sounds ambitious. How do you lead?
“I strongly believe in ambition and directness. Here, you can say what you think without playing political games. You won't see me in a three-piece suit. I prefer to be among the people and regularly work on the shop floor. This way, I truly understand how things work and get to know the team well. It also helps me make better decisions because I know what challenges people face.”
Does this accessibility contribute to Uitgekookt's attractiveness as an employer, or are there other factors?
“Absolutely. Because we are a flat organization with short lines of communication, you can get things done here. That may sound obvious, but it's not the case everywhere. Here, we listen and actually act on it. Perhaps it's the family feeling we have carried over from our history with the greengrocer. We are steadfast in our course, make choices for the long term, and encourage collaboration.”
What are you most proud of within Uitgekookt?
“That we are successful together! In a market where many companies are losing money, we have built a healthy company that runs on its own strength. We believe in our vision and are pushing forward with full force to establish a future-proof organization.”
Ready to take the next step? Then get in touch with us.
[Published: October 2024]
