On March 28, Salsa Shop takes a bold step with the opening of its largest and most ambitious location yet: the flagship store in Reguliersbreestraat, Amsterdam. As a proudly Dutch brand, we are entering one of the busiest food streets in the city, surrounded by major international fast-food chains.
Situated in a prime location in the city center, this flagship store is more than just another restaurant, it’s a statement. With a completely revamped interior and an innovative operational system, Salsa Shop is setting a new standard for fast-casual dining in the Netherlands.
Louis Wesseling, co-owner of Salsa Shop, explains:
Our largest location yet & innovation in speed
The new Salsa Shop Reguliersbreestraat spans 240 square meters and offers seating for 90 guests, our largest restaurant to date. But size isn’t the only thing that sets it apart. This is the first Salsa Shop location to implement a new operational system, designed to make service even faster and smoother.
For the first time, we’re introducing two separate ‘make lines’, one dedicated to counter orders and another exclusively for kiosk orders. This setup optimizes customer flow and minimizes wait times. Additionally, the flagship store features a grab & go section, offering pre-packaged burritos and salads for those who want to enjoy fresh Mexican flavors on the move.
A fresh new look
The Reguliersbreestraat opening also marks the launch of Salsa Shop’s rebranding in Amsterdam. Our signature bright colors make way for warmer tones, with deep reds and natural wood elements that better reflect the quality of our dishes. The design takes inspiration from modern taquerias and authentic Mexican street food.
We first tested this new branding in Eindhoven, and now, after refining our approach, we’re bringing it to one of Amsterdam’s most high-traffic locations.
Wesseling adds:
“All the insights from our Eindhoven store come together in this location. The look & feel now fully align with the high quality we want to communicate.”
This revamped brand identity won’t stop at this flagship store—it will be rolled out across all future locations and our digital channels. From in-store design to photography and online communication, Salsa Shop is evolving while staying true to its mission.
A springboard for international growth
The Reguliersbreestraat flagship store is more than just a new location, it’s a strategic move for Salsa Shop’s future. Our ambition? To become the leading Mexican fast-casual brand in continental Europe.
Wesseling concludes:
“This location is a critical test—if our concept thrives here, we know it’s strong enough to expand internationally.”
