Dutch and Belgian Dunkin’ branch finds shelter in hotel chain

Van der Valk International has taken a majority share in the Belgian-Dutch branch of Dunkin’ (Donuts). The former is best-known for its hotels, but also wants to diversify its hospitality offers as well as future-proof its customer base.

Diversifiëren

Van der Valk International, one of several branches that forms part of the hotel-owning family’s empire, says it wants to tap into the “often younger doughnut fans”, who are “the hotel guest of the future”. Its ambitions are rather grand, almost doubling Dunkin’s store network in the two countries to 136 in five years’ time. While affirming the focus on premium doughnuts and vegan versions, Van der Valk hopes to find synergies in logistics, IT and sourcing to save costs.

The fast-food chain and the hotel chain started working together in 2021, when Dunkin’ said it was to open a number of restaurants in Van der Valk hotels. This is also related to the doughnut chain’s move to remove the round treat from its trading name, emphasising the increasing importance it places on coffee. And that is, as CEO Roberto Fava points out, “a product that links seamlessly to Van der Valk’s guests”.