Our Story


What's a 'Broodje'?

‘Broodje’ is Dutch for ‘sandwich’ and our name, Broodjes & Bier, translates to ‘Sandwiches and Beer’. Spoiler alert: you will not find Belgian beer here. Our name pays homage to the fast casual business that our CEO + Founder, Frim, thought she was going to run when she started this business back in 2013. After all, what could be better than enjoying a cold beer and sandwich canal-side in Amsterdam?  In the end, we figured that the world did not need another fast casual. We believe that we can make a deeper, more lasting impact by bringing delicious, craveable food to the little noticed, grab-n-go cases at our favorite cafes and grocery stores.



Our Mission

Broodjes & Bier is on a mission to make grab-n-go foods that do not compromise quality, flavor, or taste. We believe that food should always be delicious and craveable. We believe that grab-n-go sandwiches, salads, and snacks should be delivered fresh - never frozen - and made locally with added care for the customer and ingredients. Finally, and most importantly, we believe that service should be simple - simple to understand and simple to manage. After all, we are here to make our clients’ lives easier. That's our goal.

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How We Started

Our story began in 2010 when our CEO + Founder, Sarah Frimpong (Frim), studied abroad in Amsterdam. Known back home for her love of sandwiches, she quickly ferreted out the best in the city. They made an impact. The sandwiches were simple, fresh, and made with premium ingredients.

In 2011, after spells in corporate sales and a winning presidential campaign, she needed to make rent. Frim worked as a Barista at a local cafe in the Capitol Hill neighborhood of Washington, DC. Enticed by the perk of free food, Frim was disheartened by the poor quality of the pre-packaged sandwiches. So, she did something about it.



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Let's modernize your fresh food program.