Innovation

Super Bros revolutionizes the dining experience with their innovative take on healthy eating and commitment to sustainable agriculture. As part of their unwavering business strategy, Super Bros emphasizes sourcing local produce from farmers and their own gardens, a practice integral to their commitment to sustainable agriculture and environmental stewardship. This approach reflects their belief that, "By doing so, we create an opportunity to help the earth flourish again." Each morning, their chefs immerse themselves in organic, responsible harvesting, guided by the seasons of nature, resonating as the core of their practice and supporting nature's cycle. This dedication manifests in creating honest meals without added sugars or additives, embodying their vision to counteract the allure of unhealthy food choices ingrained since childhood. "We could no longer look at how mankind has been seduced by unhealthy food since childhood. That's why we felt the need to create something healthy, sustainable, and accessible." The company aims to cater to all, regardless of socioeconomic status, ensuring that everyone can benefit from nutritious and wholesome food choices. This innovation sprouted from an observation of the unhealthy options prevalent in many food environments, which motivated the young founders. The concept redefines the culinary experience by addressing a significant gap in the market, the lack of nutritious meals for all. Super Bros' model integrates health into everyday life by ensuring everyone, regardless of their income or lifestyle, has access to wholesome food options.

Inspiration

The idea for Super Bros was sparked during a trip to Berlin, where Kariem was struck by the convenience of takeaway shops—but also by their lack of healthy options. This inspired him to call his friend Ricardo, a fellow cooking enthusiast, to explore the possibility of creating a simple yet nourishing alternative. That conversation ultimately led to the innovative idea of offering wholesome, ready-to-go soups.

Kariem's inspiration draws heavily from his background in high-end hospitality, where he witnessed how waste and exclusivity often overshadowed health and accessibility. Together with Ricardo, they envisioned a new paradigm—one where healthy food is not a luxury, but a basic right.

“We simplify living a healthy lifestyle, and we reflect that in everything we communicate, do, eat, exercise, sleep, and meditate. For us, it's a lifestyle,” says Kariem.

That philosophy became the foundation for a business model centered around community wellness. Super Bros was born from a shared vision to redefine healthy eating—making it accessible, sustainable, and inclusive—while reducing food waste and minimizing environmental impact. Driven by a passion for real change, their journey is rooted in a deep commitment to creating a healthier future for all.

Overall impact

The impact of Super Bros extends far beyond mere business metrics; it redefines social norms around food and health. The company has not only scaled their operations successfully but has also made notable contributions to community health by offering nutritious meals at affordable prices. Additionally, their sustainable practices, from local sourcing to minimizing waste, are pivotal in fostering urban sustainability and setting responsible consumption standards. Environmentally, their commitment to using local ingredients and minimizing waste supports urban sustainability and responsible consumption practices. Kariem's joy in the endeavor is evident: "It gives us a lot of energy when we see people smile through food, through service." Their approach not only ensures that people can trust they're eating something truly healthy and made with a thought of creating a positive impact, but also sets a benchmark for other restaurants to follow.

Business benefit

Through innovation and a focus on inclusivity, Super Bros has charted a path of impressive growth, reflecting a business model where success is intertwined with community advancement. For the time being, they currently operate one store in Utrecht, a food truck which can flexibly operate at events (for example an Estee Lauder Brand Event about Sustainable Products), and are currently working on their second store in Eindhoven.  Their approach to integrating profitability with health is a blueprint for achieving sustainable business growth centered on social impact. Driven by open-minded ambition, Super Bros envisions an expansive future with plans for 25 locations across the Netherlands within five years, expanding throughout Europe by 2030, and ultimately aiming for global reach within 15 to 20 years, with the ultimate business goal of rivaling fast-food giants like McDonald's.

Social and environmental benefit

Super Bros' mission of accessible health creates profound societal benefits by educating and empowering individuals to make healthier choices. This, coupled with their dedication to environmental responsibility, sets a new benchmark in the dining industry. By promoting responsible consumption and production, Super Bros contributes to the creation of more sustainable cities and communities, ensuring a healthier planet for future generations. In their relentless pursuit of innovation, Super Bros has developed near-perfect predictive systems that utilize past weather data and customer trends to ensure accurate production, resulting in a remarkably efficient operations model where any leftovers are responsibly distributed through community sharing, employee distribution, or initiatives like "Too Good To Go," achieving an impressive 99% zero waste standard.

Interview

Kariem El Kenawi, Co-Founder