Anne&Max Den Haag Hoytema

Anne&Max Den Haag Hoytema is located at Van Hoytemastraat 53 in Benoordenhout. The establishment opened in November 2021 and is run by franchisees Marian and Bob Vuijk. For them, this was their second location within the chain. In December 2016, they had already opened an Anne&Max at Kerkplein in The Hague. According to publications at the time, they had limited experience in the hospitality industry when starting that first location.

The Anne&Max formula has existed since 2005. Founder Wobbe van Zoelen started that year with a first location in Haarlem. The Hoytema location is in a building that was previously used as a post office. The chain describes its establishments as a living room in the city. In practice, it is a daytime venue for breakfast, coffee, tea, lunch, and high tea. The space is also used for reading, working, and informal meetings.

The location does not publish its own coffee menu. Therefore, the general Anne&Max menu serves as the available basis for information on the offering. It lists espresso, filter coffee, and cold brew as preparation methods. The range of espresso-based drinks includes, among others, espresso macchiato, cortado, cappuccino, caffè latte, flat white, and latte macchiato.

For the regular espresso, the menu lists a washed Bourbon from Peru. The filter coffee is described as a naturally processed heirloom coffee from Ethiopia. Cold and decaffeinated preparations are also included. The decaffeinated option is a washed Caturra from Colombia, which, according to the menu text, is naturally decaffeinated. The cold drinks list includes cold brew and iced latte. The menu also mentions a seasonal cold brew with salted caramel.

Keen Coffee roasts the coffee for Anne&Max. For the Peruvian espresso, the chain works with Cultivar, a local exporter that maintains contact with producers. The mentioned growers include the Ccoillar family and relatives in the Nueva Florida community. This chain thus runs from the producers and Cultivar to Keen Coffee and then to Anne&Max.

Anne&Max states that 95 percent of the general menu consists of organic products. Additionally, 75 percent of the offerings are reportedly vegetarian. These percentages apply as a policy for the entire chain and were not determined separately for the Hoytema location. The Vegetarian Society lists the location under the LEKKER VEGA Silver designation. This label also refers to the shared menu, of which, according to the association, at least 30 percent is fully plant-based.

The company describes the delivery from Peru as direct trade. Raised drying beds have been installed at the production site to allow better air circulation around the coffee during the drying process. Anne&Max further reports that payments to farmers in 2024 were approximately 57 percent above the market price. The company uses the FOB price of June 2024 as a benchmark. This percentage is a statement by the company and not an independently verified figure.

Since 2019, Anne&Max has been a member of the Future Proof Coffee Collective of MVO Nederland. This collaboration investigates the environmental, social, and financial costs within the coffee supply chain. Furthermore, the chain offers a discount when customers use their own reusable cup for hot takeaway drinks. The menu also mentions a five-cent discount for choosing oat milk.

The location owners described Benoordenhout as a neighborhood with a village-like, community-oriented character. Around the time of the opening, residents and local shopkeepers reportedly reached out and showed their support. The location accepts reservations for groups of more than six people and offers high tea as a group option.

There is no public information regarding its own workshops, tastings, or exhibitions at this location. However, Anne&Max Hoytema was mentioned in July 2022 as a sponsor of the OTC OPEN tennis tournament. The opening and the background of Marian and Bob Vuijk received attention in two Dutch lifestyle publications that same year.

There are no publicly documented industry awards exclusively awarded to the Hoytema location. Other mentions apply to the broader organization. In 2024, Anne&Max ranked 35th on the Inspirerende 40 list and was, according to a trade publication, the only hospitality company in that edition. Founder Wobbe van Zoelen was included in the Food100 the same year. These mentions speak to the chain and its founder but do not constitute a separate assessment of the The Hague location.