January 10, 2019 – Albert Heijn is further strengthening its foothold in foodservice. Starting tomorrow, the brand will offer home delivery of hot meals in a large part of Amsterdam. The dishes will be prepared fresh, based on recipes from its leading omnichannel cooking platform “Allerhande.” Delivery services Deliveroo and Thuisbezorgd.nl, both widely used in the Netherlands for ordering food, will ensure customers receive their meals within 30 minutes.
“We are seeing an increasing demand among our customers for good home-cooked meals as they would prepare them, without actually having to do it,” said Marit van Egmond, EVP of Commerce at Albert Heijn. “This is exactly what we are offering with our new service called ‘Allerhande Kookt’: the dishes that you would normally cook yourself, we can now make for you and you will get them nice and warm on the dinner table within half an hour."
As part of the new service, Albert Heijn’s chef-led kitchen team in Amsterdam West will cook fresh, signature meals that customers select from the brand’s extensive online recipe database, ranging from rendang with sliced beans and basmati rice to mushroom risotto and stew with celeriac and chorizo.
All the dishes include at least 200 grams of vegetables, and customers can complement the main courses with salads, drinks and desserts. They can combine all sorts of selections in a single order, from lasagna to curry and typically Dutch potato mash dishes.
The delivery of hot meals is the latest example of Albert Heijn’s efforts to offer customers more foodservice options. Previously the brand introduced the Bakery Café and the Deli Kitchen in its stores, and in December its convenience brand, AH to go, announced a collaboration with Thuisbezorgd.nl to deliver an assortment of products from two stores in Amsterdam.
The new Albert Heijn service is called “Allerhande Kookt,” which translates in English as “all kinds of cooking.” It’s named after the cooking platform “Allerhande,” available in the U.S. as Savory. Allerhande started out as a paper in 1954 and became a magazine in 1983. Since then it has evolved into an extensive omnichannel content platform for culinary inspiration, with a magazine, 16,000 recipes online, and apps. The magazine today has a circulation of more than 2 million, making it one of the most widely read in the Netherlands.