Why We Started: The Story Behind a 'Great Idea'

How three young entrepreneurs thought they could change the world with coffee, toasted sandwiches and a good dose of idealism

It was 2018 when Peter and Anne-Maaike were faced with a practical problem. They had a beautiful building in the center of Maastricht available where a residential community for young adults would be located. But downstairs there was a catering space that still had to be filled. "What are we going to do with this?" was the question on the table.

At the same time, something much bigger was going on. Through multiple contacts, they were confronted with stories that would not let them go. Stories of people who were stuck in a bureaucratic web for months, sometimes years. Of doctors who did the laundry, of engineers who filled their days with waiting and masons who could not start work because a piece of paper was missing.

The Reality We Encountered

The figures we read then were clear. Two and a half years after arrival, only 11% of the status holders had paid work. In the meantime, the hospitality industry was crying out for staff. It seemed as if there were two parallel worlds that never touched each other.

Frits had also come into contact with status holders in a completely different way and joined us when we started to further develop this idea. Together we had experience with entrepreneurship – we had already set up community houses, worked with web hosting and webshops. We helped set up a shelter for homeless youth and set up several other projects. But catering? Traject guidance? We didn't know much about that (yet).

The 'Eureka' Moment

The idea actually came naturally: what if we set up that empty catering space as a real restaurant, where status holders can learn by doing? Not as an internship, but as a real learning workplace. Where they learn Dutch by talking to guests. Where they acquire skills that are immediately applicable. Where they build a network of colleagues, customers and friends.

We could see it all in front of us: motivated people who could finally use their talents, a restaurant that ran on passion and authenticity, guests who came not just for the coffee but also for the stories. A place where integration was not something that had to, but something that happened.

The Power of Young Idealism

In retrospect, it was perhaps our naivety that gave us the courage to start. We were young, we had energy, and we truly believed that good intentions and hard work would be enough.

That match between our young, driven team and young status holders turned out to be a great strength afterwards. We spoke the same language – not only literally, but also in our approach to life. No paternalistic attitude, but equality. No pity, but recognition of potential.

The Beginning of Something Big (We Thought)

We were convinced that we had come up with something revolutionary. A model that would be so successful that other cities would adopt it. Proof that entrepreneurship and impact could go hand in hand. A story with only winners.

Spoiler alert: the reality turned out to be a bit more complex.

But at that moment, in 2018, with our drawings on the table and our heads full of plans, it felt like we were going to change the world. And maybe that belief was exactly what we needed to even begin.

Because as we would later discover, you don't start social enterprises because it's easy. You do it because you believe it's necessary. And sometimes a healthy dose of naive optimism is just the start-up capital you need.

In the next blog we will dive into the practical side: how do you actually turn such an idea into a working social enterprise? From empty space to running restaurant – including all the bumps along the way.