- 21 August 2025
- Bonheur Horeca Groep
- 1 min leestijd
Bonheur Horeca Groep and Smeer’m, both based in Tilburg, are intensifying their partnership. Starting January 1, 2026, Bonheur will take a stake in Smeer’m. This step builds on the successful partnership previously established by the two hospitality companies at LocHal First Floor.
Stronger together
The goal of the partnership between Smeer’m and Bonheur is to better utilize each other’s qualities and broaden the range of services offered to guests and clients. Both companies will continue to operate independently, maintaining their own identity and brand values.
“This step allows us to serve our clients even better,” says Tim Wijdemans, Director of Bonheur. “Smeer’m is a specialist in breakfast and lunch catering, but dinners, buffets, and barbecues are also in excellent hands with them. By joining forces, we can offer our guests and relations a broader package of hospitality services.”
Martine van Leeuwen, Director of Smeer’m, primarily sees opportunities for growth and knowledge sharing. “There is a great deal of mutual trust to enter new markets together and exchange knowledge. In a changing market, partnership is the key word.”
The companies believe that partnership also leads to more efficient business operations, more innovation, and the exchange of ideas and expertise. “Together you always achieve more than alone,” Martine summarizes succinctly.
Foor’m
As their first joint project, Bonheur and Smeer’m are exploring the possibility of a new hospitality location at a prominent spot in the city: the ground floor area beneath the council chamber of the City Hall, at the new Stadsforum. The location will be named Foor’m and, in the entrepreneurs’ plans, will become a lively meeting place. From the spring of 2026, visitors will be welcome from Monday to Saturday for breakfast, lunch, and drinks.
About Smeer’m
Smeer’m has been active in Tilburg and the surrounding area since 2015 and specializes in breakfast and lunch catering, corporate catering, and custom concepts for events. With a fresh, contemporary approach, Smeer’m responds to the need for delicious, local, and sustainable food.
About Bonheur Horeca Groep
Bonheur Horeca Groep has been an established name in the Tilburg hospitality world since 1986. The company operates twelve hospitality and event locations, including Auberge du Bonheur, Hilvaria Studios, and the Koning Willem II Stadium. Bonheur is known for high-quality hospitality, customization, and strong regional involvement.