case study

HMSHOST: SME in self-service restaurants

Primary Industry

Large Scale Food Supplier


Large Scale Food Supplier

Website Link


HMSHost is one of the largest food service companies in the Netherlands and they are still growing. You have undoubtedly seen some of their venues at Schiphol airport or one of the major train-stations in the Netherlands or in more than 100 Airports worldwide. HMSHost main priority is to take care of people on the move, hence they continuously improve the health and sustainability of their product line.

HMSHost at a glance


Operating airports around the world


Guests served each year


Portfolio brands


Associates worldwide


Travellers often go for a quick dish, that is not necessarily the more healthy choice. HMSHost is putting the client first and had a wish to serve healthier dishes at their Bistrot Centraal restaurant in Utrecht Central Station. They added a garnish to their hot dishes but they were often thrown away as people did not eat them. They reached out to GREENDISH to alter the consumption of their guests and to make sure that waste is reduced while vegetable consumption was increased. Together they hypothesised that serving a larger sized side-salad with additional flavour and ingredients would be more attractive for their guests than a simple garnish, as it would be clearly a full part of the dish instead of ‘just something to dress up the plate’.

The Conclusion

HMS Host’s new full side-salads are more appreciated and enjoyed thoroughly by their valued guests.


With GREENDISH’s sustainable menu-engineering service, we greenified the dishes at Bistrot Utrecht Centraal. Form a pilot study we selected menu-engineering as the activity with highest potential. At Bistrot Utrecht Centraal, we worked hands-on in the kitchen to serve 12-20% less meat/fish, and double the amount of vegetables, to measure waste and to research guest satisfaction.


With the new and improved menu’s, vegetable consumption doubled while meat consumption slightly lowered whilst guest satisfaction remained the same. Presentation and flavour of the vegetables were valued higher with the new menu as well as the amount of vegetables served. Also, we found out that about 1 out of 3 clients choose for the ‘less meat, more vegetables’ option themselves if they were given the choice.

The results were so promising that HMSHost immediately started high level discussions about incorporating the more sustainable menus at Bistrot Utrecht Centraal as well as other restaurants in the franchise in the Netherlands and beyond. HMSHost has a huge potential to reduce the environmental impact (inter)nationally. The potential environmental burdon that HMSHost can reduce with this work is 500.000 kg of CO2 production and 425.000.000 liter less water used on an annual basis in the Netherlands alone, this is comparable to 127 trips around the world and 8.400 persons showering daily for a year. They take the environmental impact very seriously and have agreed to work with us in the future to ensure optimal implementation of the new menus. Scaling up the work does not only impact the environment and health of the guests but also leads to potential savings that can be invested in delicious, high quality and sustainable new products and ingredients.