Box Sociaal opens a new Australian-style Bruncheria in the Jordaan and in Rotterdam
Box Sociaal eigenaren Alex Than Aye en Yudhi Srinivasan - credits Georges @TodaysBrew
Box Sociaal eigenaren Alex Than Aye en Yudhi Srinivasan - credits Georges @TodaysBrew
Box Sociaal in Amsterdam
Opening – In the year that Box Sociaal in the Plantage neighbourhood in Amsterdam-East celebrates its fifth anniversary, the Box Sociaal family is expanding with a Box Sociaal Jordaan at Bloemgracht 47 in Amsterdam in the old premises of restaurant L’invité. In addition, Rotterdam can start looking forward to a Box Sociaal at the 2e Middellandstraat 5b, this restaurant is under renovation and will open by the end of this summer.
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Box Social | From Down Under to Amsterdam East with an all-day brunch culture
For founders and owners Alex Than Aye and Yudhi Srinivasan, the opening of Box Sociaal in the heart of the Jordaan district marks the end of a quest that started a year and a half ago. But for the creation of the first Box Sociaal on Plantage Middenlaan in Amsterdam East, we have to go further back and to the other side of the world. To Sydney, Australia to be precise, where two travelling friends and housemates conceived the plan to start a business together. Both were in love with the European lifestyle, so the choice fell on Amsterdam. A city in a country that, in their eyes, already had everything except… an all-day brunch culture. With the intention of bringing the best of Australia’s rich brunch culture to the Netherlands, the pair landed at Schiphol Airport in June 2017. Nine months later, the first Box Social was a reality.
Yudhi Srinivasan: “In Australia, community is hugely important and for us it is no different. By Australian standards, Amsterdam is small; residents are entitled to their own space. That’s why we focused on our neighbours from the beginning. If they don’t want to join you for dinner, we’re doing something wrong. Brunches and dinners are our tried and tested recipe for good times. With these, we want to bring people together. Hence our name.”
Made from scratch
Besides the social aspect, Box Social is characterised by its complete dedication to the product. In the beginning, Alex and Yudhi struggled to find producers who could deliver their standard. Since then, three quarters of the menu, from the burger buns to the ketchup, burger patties, sausages, mayonnaise and chai syrup, have been made in-house. The bespoke cocktails included.
Box Social Jordaan | Canning of home-made sauces and cocktails
With the expansion on Bloemgracht, where the Box Social team has access to a larger, and even better-equipped kitchen, the perfectionist duo expects to be able to make an additional quality improvement. The new kitchen will also offer additional options beyond the menu: including canning of the house-made sauces and cocktails, so guests can take home their Box Social favourites.
The menu changes at least twice a year and the focus, so to speak, is on homemade, sustainable and local, with a fat nod to Dutch classics here and there. The dishes are predominantly vegetarian, or have a vegetarian option. Proven Box Social Classics like the Shak Attack, the Parmy, the Sociaal Standard and Kim’s Taco, whose chicken is coated in Gohijung glaze, also shine on Box Social Jordaan’s menu. As does a sophisticated selection of natural wines and speciality beers. Amsterdam-based design studio ninetynine is responsible for the interior, which at night has the intimate atmosphere of an approachable gastropub where good food, good fun and good friends are the focus.
Alex Than Aye: “As a chef, I have a huge passion for products and when it comes to quality, we don’t compromise. Nor on the quality of service. People enter somewhere for the food, but come back because they feel welcome. We are lucky to have a very close team that understands this like no other and translates our Box Sociaal philosophy on all fronts into a neighbourhood hangout where the neighbourhood really likes to come and feel at home.”
Box Social Rotterdam
At the super-central location in the lively Jordaan area and with beautiful hotels within walking distance, a new Amsterdam adventure starts for Box Sociaal this spring on the Bloemgracht. If everything goes according to plan – the renovation will be quite extensive – Rotterdam will be able to get acquainted with the very first Box Sociaal in the port city by the end of the summer, which literally boasts a great asset, namely a large sun terrace. The location in Rotterdam is at the 2e Middellandstraat 5B.
Website: Box Sociaal
