Meinders Catering: 35 Years

For this anniversary celebration, we set out to find a venue that reflected the company’s character and history. Our desire for a waterfront location that offered both indoor and outdoor options ultimately led us to Strand Zuid in Amsterdam.

The evening was all about giving thanks and celebrating. Guests were taken on a journey through the history of Meinders Catering, while music, entertainment, and hospitality created a relaxed and festive atmosphere.

Meinders Catering’s distinctive identity literally ran like a common thread throughout the event. The anniversary color, ruby red, formed the basis for the visual design, and the company’s signature style was also evident in the culinary concept. Although the catering was intentionally outsourced, several signature dishes from Meinders Catering were given a prominent place on the menu.

A special highlight of the evening was the opening. Instead of a traditional speech, we opted for an interview format, in which the new management team was able to share their story with everyone in attendance in a personal and relaxed way.

The biggest challenge was bringing together different wishes and expectations into a single, clear whole.

With four members of the executive board at the table, it was only natural that different ideas emerged about how to organize the anniversary celebration. At the same time, it was important to strike the right balance between celebrating the past and looking toward the future.

The event also required a careful translation of Meinders Catering’s quality and identity to an external venue and caterer. Everything had to feel like Meinders, even when it wasn’t carried out by Meinders itself.

In addition, there was a desire to give the executive team a prominent role without simply putting them on a stage. By transforming the opening segment into an interview, we created a much more natural and personal way for them to tell their story.

Our role was to translate 35 years of entrepreneurship into a holistic experience in which content, atmosphere, and identity came together as a unified whole.

From selecting the venue and putting together the musical program to choosing the right entertainment, styling, and hospitality: every aspect was developed based on Meinders Catering’s brand story. Throughout the process, we consistently ensured the brand’s recognizability, so that guests could feel what the organization stands for throughout the entire evening.

In addition, we took care of everything for the management team. This allowed them to focus on their guests and enjoy the moment, rather than worrying about the behind-the-scenes logistics.

The preparations for the anniversary took nearly a year. During that time, we worked closely with the four members of the executive board to plan the event step by step.

The collaboration was characterized by a shared ambition to create something truly special—after all, you only celebrate an anniversary like this once. By constantly coordinating and making decisions together, we developed a concept that everyone could relate to and that, at the same time, conveyed a clear direction.

It was precisely that combination of different perspectives that made the process so strong and resulted in an event that embodied the Meinders Catering spirit in every way.

The anniversary celebration unfolded exactly as intended: a festive evening during which all the guests who had contributed over the past 35 years were thanked. The venue, the program, the guests, and the atmosphere all came together to celebrate the past and embrace the future.

The new management team was able to relax, visibly enjoy the moment, and share their story with everyone in attendance in a personal way. Employees, customers, suppliers, friends, and family came together to celebrate not only Meinders Catering’s 35th anniversary, but also their confidence in the next generation.

An anniversary celebration that felt like both a fitting tribute to the past and a powerful start to a new chapter.