JeanBon has inaugurated his eighth and largest "gourmet counter"

The Brussels-based chain JeanBon, founded in 2016 by Jean Vandemoortele, continues its expansion with the opening of its eighth store in the heart of the capital. And not just any store. This new location marks a major milestone in the development of the chain, which has become a benchmark for lunch breaks in less than a decade.

Nine years of culinary adventure. Already. "Time flies when you're having fun," Jean Vandemoortele quips lightly on LinkedIn. And what better way to celebrate this anniversary than to continue opening new locations? Here is the latest addition to the "JeanBon family," JeanBon Rogier, located on the famous square of the same name that separates the historic center of Brussels from the northern business district.

This new outlet, the eighth, turns out to be the largest in the network: a 170 m² space entirely dedicated to what has made the brand successful: "delicious sandwiches, fresh salads and specialty coffee served with a smile," the founder is pleased to announce.

The space boasts a modern and inviting design that blends the ambiance of an urban café with touches of nature. The exterior is particularly striking with its lush greenery and emerald awnings. Inside, a hybrid style mixes industrial, black, and metallic elements with a more comforting palette, notably in the ordering area with its dark green subway tiles.

The bohemian-chic lounge area emphasizes comfort, with inviting furnishings including leather sofas and textured poufs, topped by enormous woven wicker light fixtures. A living wall adorned with the brand's vibrant green neon adds to the dreamy atmosphere, encouraging customers to linger for more than just a quick sandwich.

For the founder, this inauguration represents years of passion, teamwork and a mission carried out jointly: "to make quality, freshness and conviviality a part of every lunch break," reaffirms Jean Vandemoortele.

From frustration to creation

Like many (successful) businesses, JeanBon's idea stemmed from a personal frustration. A former sales representative, Jean Vandemoortele spent his days on the road, often confronted with a lack of tasty and healthy options for a quick bite.

“Every lunchtime, finding something to eat without compromising on quality was a real challenge. One day, I had enough and decided to create my own business,” he likes to recall.

In 2016, the doors of his first "gourmet counter" opened on Place de Londres in Ixelles, a small cosmopolitan space connecting the European Quarter, Matonge, and Porte de Namur. JeanBon laid the foundations for a simple yet demanding concept: sandwiches and salads prepared exclusively with top-quality products (aged raw milk Comté cheese, farmhouse Brie, organic olive oil).

In just nine short years, JeanBon has transformed from a small entrepreneurial project into an urban chain now boasting eight beautiful establishments. This organic growth is based on a clear strategy: combining freshness, attentive service, and a commitment to quality.

From "gut feeling" to consulting

But to further structure his company's expansion, Jean Vandemoortele called upon Steven Deman, the former COO of Exki and Autogrill Belgium. Experienced in managing the foodservice sector, Deman now heads his own management consulting firm, Roc Florit. Together, they thoroughly reviewed JeanBon's organization and processes.

"After seven years of intuitive development, I needed an external perspective to assess the potential of the concept and our areas for improvement," says the founder of Comptoirs Gourmands.

The duo then rethought every aspect of the JeanBon model: product offering, pricing, customer experience, team training and structuring of internal processes... A fundamental approach that allowed the company to consolidate its fundamentals before embarking on the next strategic phase.

JeanBon primarily targets "highly skilled" urban workers seeking speed without compromising on quality. "Like me back then, our customers have high expectations, both in terms of service and taste," assures the founder.

With the opening of JeanBon Rogier, the chain seems to be realizing its ambition to become a Brussels institution of fast-casual dining, combining a friendly atmosphere with culinary excellence. In any case, Jean Vandemoortele appears more motivated and equipped than ever to double down on his efforts.