Wok franchise internationally: opportunities outside the Netherlands
More and more candidates ask us whether a wok franchise can work outside the Netherlands. The answer is yes — but the path looks different depending on where you want to go. Here's an honest look at the opportunities and obstacles in the markets people ask about most.
Why going international makes sense
The wok to go concept isn't a Dutch thing. Fast, fresh Asian food performs strongly in virtually every Western market — the combination of a healthy image, low price per meal and speed fits the modern consumer in Brussels just as well as in Rotterdam.
For entrepreneurs who already run a successful location and want to expand, going international is a natural next step. For people outside the Netherlands who've encountered the concept through travel or family, it's a route to start directly in their home market.
The markets, one by one
Belgium
Brussels, Antwerp, Ghent — dense city centres with high foot traffic. Similar food culture and price sensitivity.
Bilingualism requires adapted marketing materials and packaging.
United Kingdom
London has extremely strong demand for street food and wok concepts. High consumer appetite for quick, quality Asian food.
High rents, post-Brexit staffing challenges and import complexity for sauces.
France
Paris and major cities show strong demand for fast, quality Asian food. Large North African diaspora familiar with wok culture.
Strict labour law, high social charges and strong unions. A reliable local partner helps considerably.
Germany
Largest market in Europe. Cities like Cologne, Hamburg and Berlin show strong demand for fast, quality meals.
Higher regulatory burden, minimum wage rises and stronger unions. Requires a good local partner.
Belgium as a logical first step
For Dutch speakers, Belgium is by far the lowest barrier. The culture is similar, regulations closely mirror those in the Netherlands, and in Flanders you're working in the same language. Brussels and Antwerp have city centres with daily foot traffic comparable to Utrecht or The Hague.
A master franchise structure isn't necessarily required here. A Dutch entrepreneur can open a Belgian location through a Belgian limited company (BV/SRL) and manage it from the Netherlands — provided they appoint a local manager on the ground.
Practical steps for an international opening
- 1Choose a market based on language, regulations and market potential — Belgium is the lowest barrier for Dutch speakers
- 2Research local food law: HACCP requirements, allergen registration and packaging rules per country
- 3Find a local partner or master franchisee who understands the local language and regulatory environment
- 4Adapt packaging and marketing materials to the local language
- 5Arrange sauce import or local production — our secret sauces can be produced outside the Netherlands
- 6Set up a local legal entity (equivalent of a limited company) and check VAT registration requirements
What does an international opening cost on top of the standard fee?
The franchise fee (€40,000) is the same in every country. Additional costs to budget for:
Total additional international costs: approximately €3,500–€13,500 on top of the standard start-up investment.
Our position as franchisor
We're currently working through the first international applications for Belgium and Germany. We take this carefully — we only open an international file when we're confident the candidate understands the local market and has identified a strong location.
Interested in a location outside the Netherlands? Get in touch directly — we're happy to explore what's possible in your market.
The bottom line
International expansion with a wok franchise is realistic, with Belgium as the clearest first market for Dutch speakers. The hurdles are manageable with good preparation. The concept works — the question is simply whether the location, the regulations and the entrepreneur are ready.
Interested in an international location?
Tell us which country you're looking at — we'll give you honest advice on feasibility and next steps.