Not a race to the bottom, but a journey to the customer.

Parked on the sidewalk in front of PLUS Frans Andriessen is one eye-catching electric delivery van with a high “cute factor.” The Spijkstaal IONA—that’s the model name—has been the mascot of the Sprang-Capelle store since last year. For business owner Frans Andriessen, it’s not just a vehicle; it reinforces the personal touch that sets his store apart from other chains. PLUS Frans Andriessen is literally driving the difference into the neighborhood with its green Spijkstaal and a business model built on freshness, local sourcing, and personal contact. “We don’t compete on price, but on connection.”

Customers as Guests
Walking into PLUS Frans Andriessen should feel familiar, as if you’re coming home. He emphasizes this to his team: customers aren’t numbers, but guests: “Our store should feel like a warm coat.” That personal touch extends out onto the street as well. The same employees who know customers from the store deliver their groceries to their homes. Sometimes they even put them in the fridge for older customers. “It’s part of the service. We want customers to feel seen everywhere.”

E-commerce: From a Side Issue to a Core Business
Frans speaks from experience. Ten years ago, he was part of the e-commerce team at PLUS Retail, which was responsible for the nationwide rollout of online ordering. “There, we figured out how to make this work in practice. Always asking: how does this benefit the customer?”
That experience means Frans takes the digital customers of his own store just as seriously as his in-store customers. “The customer should be able to choose: will they come to the store, or should we deliver it? If you handle that well, you’ll have a loyal customer for both channels.”

That’s why he doesn’t believe in delivery from anonymous hubs, but rather in picking up orders from the store. “Our staff know the customers. They pick the best apples and the crispest bread. The customer places their trust in you. So it has to be right.” Orders placed before 11:00 a.m. are delivered to the customer’s home that same afternoon, organized into clear time slots. With coolers and short delivery times between the store and the customer, products stay fresh and there’s no need for expensive refrigerated trucks.

Delivery isn’t quite profitable yet. But Frans makes a comparison that says a lot about his vision for the future: “Back in the day, you didn’t make any money off an orange juicer in the supermarket. It took up space, cost electricity and staff, and didn’t generate any profit. But now it’s just part of the experience.” He’s convinced the same will be true for delivery. “Delivery will naturally become an integral part of the supermarket model. But you have to do it right: personally, fresh, and with trust.”

A Spijkstaal ordered on sight
For deliveries, Frans uses a Spijkstaal IONA, an eye-catching electric delivery van that’s hard to miss. The PLUS entrepreneur bought the new vehicle on a whim after his brother-in-law pointed out the advantages of the Dutch brand. “I ordered it in half a minute,” he says with a laugh. “When I saw the van, I knew: this is the one.”

The choice may have been impulsive, but it turned out to be a smart strategic move. An IONA costs significantly less than a large van and, according to Frans, is better suited for narrow streets and young drivers. The car is quiet, sustainable, eye-catching, and practical. The IONA has a range of 200 kilometers and space for 32 crates. “With a small car, you can drive much more flexibly than with a large van. And it’s a better fit for young delivery drivers. After all, you’re driving through residential neighborhoods.” Moreover, it aligns with his vision of sustainability. “You owe it to yourself to be more sustainable wherever you can.”

Freshness as a Cornerstone
In addition to delivery, investments in local and fresh products ensure a solid foundation for the future. Strawberries are a prime example. They don’t come from a distribution center, but from the polder behind Sprang-Capelle. “They’re picked in the morning and on the store shelves by afternoon,” says Frans. “If the quality isn’t good, we skip a day. That’s only possible if you call the grower directly.”

Another example is the cooking station in the heart of the store. What began as cooking demonstrations by a former butcher grew into a full-fledged kitchen where meals are prepared daily. “I noticed that people appreciated the demos because it gave them a break from cooking. That’s when I thought: let’s make this a regular offering,” Frans explains. Now the team produces fresh meals, wraps, and even pastries every day. Everything is prepared with love, tailored to taste and portion size. “We cater to local tastes. Stew in Limburg is sour; here, we make it sweet with apple syrup and gingerbread. You can’t get that from a central kitchen.” The portion sizes and ingredients are also tailored accordingly. Many meals include two portions of meat, so that older couples can share a single meal together. Frans: “We see that people add a bowl of soup and a dessert—just enough for a complete meal.”

Fruit and Vegetables with Care
The same attention to detail is evident in the produce section. Employees are trained to select items carefully: no bruised apples, no limp leeks. On Mondays, the section is especially busy thanks to the recurring daily special on Fair Trade bananas for 99 cents per kilo. “People really hop on their bikes for that. And to be honest, I think our bananas are the tastiest.” Demand is shifting slightly: more pre-cut vegetables, convenience items, and pre-cooked baby potatoes. But the traditional segment remains strong, as evidenced by the potato section, where there are still plenty of products in stock. “We’re still in a market where people want to cook for themselves. And you can see that.”

No price war, just honest food
Frans takes a critical look at an industry that continues to focus on price rather than quality. “In the Netherlands, we’ve lost our sense of product value. Some products are only sold on sale.”
While large chains rely on scale, he chooses proximity. Whether it’s deliveries via the Spijkstaal, strawberries from the polder, or stamppot from the makerij, at PLUS Frans Andriessen, it’s all about connection. “A supermarket is more than just a place where you buy food,” he concludes. “You have to walk in and feel: this is where I belong—in Sprang-Capelle, and nowhere else.” (ML)

The Return of the SRV Truck with a Modern Twist

Home delivery may seem like a new concept, but it certainly isn’t. In 1955, the Dutch company Spijkstaal developed the iconic SRV van. The company has a solid foundation in business logistics and a strong history in urban logistics. Now that entrepreneurs face significant challenges in the area of electrification, they have developed the IONA, a compact, affordable electric city van (starting at 17,995 euros).

The IONA was developed with an eye toward the zero-emission zones that will be introduced in more and more city centers in the coming years. “With a payload capacity of 600 kilograms, a range of up to 200 kilometers, and a top speed of 80 km/h, the vehicle is ideal for supermarkets, fresh food stores, and restaurants that make deliveries in the region. What’s more, operating costs are low: a full battery charge costs only about 8 euros, and with solar panels at home or on a business’s roof, an owner can often drive for free,” says Stefan Peinemann of Spijkstaal. “The purchase price is well below that of the well-known delivery vans from major brands, and the IONA can be fully customized.” For PLUS Frans Andriessen, the vehicle has been specially configured to transport supermarket crates and is fully branded in the PLUS Frans Andriessen corporate style. “This aligns with our philosophy of staying close to the customer. Because just like the old SRV van, it literally comes right into the street,” says Frans.