Meneer Smakers

Brothers Horeca Groep (BHG) is a dynamic family business with over 22 years of experience, operating a range of high-quality hospitality venues in the Utrecht region. Conceptional was commissioned to further develop Meneer Smakers, BHG’s established gourmet burger brand in Utrecht. The assignment covered all key dimensions: branding, graphic design, interior concept, menu offer, operational design, service model, and overall business format.

The goal was to strengthen Meneer Smakers’ position in Utrecht and surrounding areas, while preparing the concept for national roll-out. The renewed concept reinforces the brand’s distinctive character and relevance among younger audiences.

Together with BHG, Conceptional carried out a full concept and GAP analysis, defined the new direction in a Concept Plan, and translated it into all relevant facets. To ensure consistency across future openings, all brand and design standards were captured in a comprehensive Concept & Design Manual.