A modern butcher shop is about more than just meat

"Convenience is really the trend these days," says Ilja Kattenberg resolutely. "And I understand that completely. I'm a big fan of it myself." As the owner of Keurslager Kattenberg in Hoofddorp, he's at the heart of a changing industry. "Butchers are increasingly becoming chefs. We offer complete meals, sandwiches, and soups. The shop is no longer just a place to buy meat, but a place to gather ideas, have your worries taken away, and find inspiration."

From Saturday helper to entrepreneur

Ilja started as a Saturday assistant at the butcher shop when he was eighteen. "Now the shop is twice as big." Seven years ago, at 33, he took over. "I never thought I'd become the owner, but when the time came, it felt right." He now manages a team of 25 employees. "Most of them are there on Saturdays, when it's packed."

Innovation and recognisability

The renovated store opened in February 2025, featuring a well-thought-out layout. "We've partially retained the layout of the old store: salads, cold cuts, and meats are in the same place as before. Customers appreciate that familiarity. At the end of the store is a large refrigerator full of meals. Previously, it was located halfway through the store on a mobile unit; we deliberately kept that space free. Everything is now more spacious and organized."

Growth in sandwiches

"Meat is still our core business," says Ilja. "But I think it only accounts for about 40% of our revenue." The rest comes from cold cuts, meals, and sandwiches. The latter category has grown considerably: "We now have a whole sandwich corner where customers can have their baguette freshly prepared, choosing from an extensive list of cold cuts and homemade salads. Customers choose their favorite, and we prepare it à la minute."

More self-service

The presentation has changed considerably in the new store. "We're moving more and more towards pre-packaged products and self-service. Customers gradually got used to that. Now they take their own meat from the shelf, but we also maintain the personal touch: a chat, advice, attention. Because contact remains important."

The new generation chooses convenience

"The younger generation mainly wants to be taken care of," Ilja notes. "They have little time and want something healthy on the table quickly. When they pop in for a quick bite in the evening, they're not looking for a pound of ground meat, but for sandwiches or a ready-made meal." He cleverly capitalizes on this by employing a chef who prepares fresh dishes daily. "In the beginning, our chef sometimes cooked a bit too gourmet. He'd have a chicken with a herb crust or a complex flavor combination with beetroot and feta. But most people just want noodles, mashed potatoes, or a tasty salad."

Seasons are more important than trends

The chef has now found the right balance between convenience, familiarity, and quality. "The seasons are more important than trends," adds Ilja. "In winter, we focus on stews and pea soup, while in summer, our Indonesian dishes and main course salads are popular. We incorporate international cuisines primarily in this way: in keeping with the season and the needs."

Balance in taste and range

And anyone who takes care of things needs flavorings. "We can't do without herbs and spices," says Ilja. "Marinades, mixes, single herbs and spices: we use them all, especially for our catering range. That's what makes the difference between ordinary and extraordinary." Regarding vegetarian food, he says: "I think vegetarian food is talked about more than there's actually a need for it. Personally, I believe in balance. Eating meat consciously, from good sources and prepared with skill—that remains our strength."

No friction, no shine

Besides the changes to the content of the store, there are also organizational changes. “The back of the store remains a challenge. We still move machines around every week,
Boxes and containers. And keeping the staff happy is also an art. Everyone wants to do what they enjoy, but sometimes cleaning is just part of it.” Still, Ilja is positive. “The atmosphere is good. That's the most important thing for me. If you enjoy your work, the rest will follow. And yes, sometimes it gets a bit rough. But without friction, there's no shine.”