The Broeklin mega-mall expands its restaurant offerings
The Broeklin Brussels project, successor to Uplace in Machelen, is entering its construction phase and gradually expanding its restaurant offerings. Following Jimmyz Burgerz, the developer is pleased to announce the arrival of Délitraiteur, a Belgian leader in ready-to-eat meals, and Pureto, a rapidly growing concept focused on mashed potatoes.
Construction has begun. After years dedicated to permits and planning, Broeklin Brussels has announced that it has moved into the execution phase of its mixed-use project located north of Brussels, in Machelen. The developer has also set a target date: "The opening is scheduled for autumn 2029," they emphasized in a post . For the food service operators who will be setting up shop there, this timeline provides a window of opportunity for preparation.
Délitraiteur strengthens its meal offer
The arrival of Délitraiteur is undoubtedly the most significant development for the foodservice component of the project. The brand, part of the Colruyt Group since October 2024, specializes in prepared meals, salads, sandwiches, soups, and fresh products, available for takeaway or dine-in.
The network currently has 40 stores in Belgium and one in Luxembourg, mostly operated by independent entrepreneurs, offering over 200 freshly prepared dishes throughout the day. Its model is based on an on-site kitchen and is open seven days a week, from 7 a.m. to 10 p.m.
In its announcement, Broeklin highlights the brand's positioning : "For years, Délitraiteur has been the benchmark for quality catering in Belgium, recognized for its fresh ingredients, carefully prepared dishes, and a range that makes every meal special."
For the developer, this brand provides a daily and local food service offering, likely to generate recurring traffic beyond just visits related to shopping or leisure.
Pureto brings a young and distinctive concept.
Broeklin also announced the arrival of Pureto, a concept founded by brothers Gilles and Gaétan Vandegehuchte around a simple product: mashed potatoes. The promoter's account presents it as "one of the most promising concepts in Belgium," born from a tribute to their grandmother's cooking.
The brand's journey illustrates a scale-up trajectory: starting from a food truck, Pureto has expanded to several restaurants in Flanders, including Ghent, Bruges and Leuven, while maintaining an event and catering business.
“They’re now taking their next big step: Broeklin Brussels,” the developer boasts. The project is therefore banking on a player capable of attracting a young, family-oriented clientele drawn to Instagrammable food concepts, while offering something with a stronger identity than a simple fast-food chain.
“The Broeklin project is a place where real family moments will be central ,” stated Gilles Vandegehuchte in a short video where he shares a plate of mashed potatoes with his brother. Seated to his left, spoon raised, Gaétan Vandegehuchte added that he finds “the way they approach things at Broeklin from many different angles compared to current shopping malls is fantastic.”
Jimmyz had kicked things off.
Jimmyz Burgerz had already been announced as one of the first brands in the project. The chain, which originates from Antwerp and has locations in Knokke and Ghent, is presented by Broeklin as a brand with "bold flavors", "uncompromising" quality and a loyal customer base.
On Broeklin's Instagram account, the creators of the smashed burger concept Jimmyz, butcher Jules Koninckx, who made a name for himself through the Antwerp restaurant Maven, and baker Louis Dellafaille declared in a very relaxed style that in three years, the opening of Jimmyz in Broeklin would be "an away game that we will win".
With Délitraiteur, Pureto and Jimmyz, the first wave of food operators combines three complementary models: premium ready-to-eat, casual catering with a strong concept and the inevitable burger.
The announcements are presented as a series of "retailer drops": alongside ready-to-wear brands, Délitraiteur is the seventh, Pureto the sixth, and Jimmyz the fourth. This communication method, inspired by product launches, reflects a desire to maintain continuous visibility during the development phase and to lend credibility to the implementation.
The portfolio of brands present is still far from final, with each post ending with the same phrase: "More announcements will follow."
