Hawaiian aims to double its business in the Netherlands after record sales

Hawaiian, market leader in healthy fast food in Belgium and the Netherlands, has closed 2025 with consolidated sales of €67 million, an increase of almost 22%. This year, the fast casual pioneer aims to double the number of Dutch locations.

Accelerating again

Last year’s strong revenue growth is not solely attributable to expansion: after all, the chain only opened two new restaurants. In May, the fiftieth branch of the poké bowl chain opened in The Hague, and in Belgium, a new location opened in Waasland Shopping in Sint-Niklaas, immediately one of the strongest openings in Hawaiian’s history, the company reports in a press release.

The priority in 2025 was to strengthen the foundations and enhance operational maturity. In the Netherlands, the average waiting time per customer was reduced to just 5 minutes – unique in their segment, especially in combination with the “Make Your Own Bowl” system that allows millions of combinations.

Hawaiian wants to accelerate again in 2026. With a planned doubling of the number of Dutch locations – from 11 to 22 – the company is aiming for consolidated sales of at least €82 million, possibly even €85 million. At least one new location will also be added in Belgium. At the same time, the company is investigating how the brand can further expand beyond the traditional restaurant structure, as demand for healthy, fast, and high-quality food continues to grow.