The 7K that turned strangers into regulars

More than creators, actual community

A lot of brands talk about “community”, but still treat people like content creators first. We don’t really see it that way.

The reason we started these runs is because we already saw how many people came into Salsa Shop after workouts, runs, gym sessions, or long days moving through the city. Sport and food were already connected in people’s routines — we just wanted to step into that world more naturally.

Not by forcing campaigns into it, but by actually creating moments around it.

That’s also what “Live Saucy” means to us. Moving, doing things, being social, getting the most out of your day and then properly fuelling afterwards. The run itself is only half of it. Sitting down together after, eating, laughing, recovering a little — that’s part of it too.

And honestly, seeing a group of runners take over Westerpark in Live Saucy merch with music blasting from our bakfiets again? That still feels pretty surreal.

Building something people want to come back to

What makes these runs special isn’t the distance or the pace. It’s the fact that people actually want to come back.

Not because they have to post about it. Not because it’s a brand event. But because it feels fun, welcoming, and real.

For us, that matters more than reach ever will.

Because the strongest brands don’t just sell food. They become part of people’s lifestyle, habits, and memories. And if we can create something people genuinely look forward to — whether that’s a post-run burrito, a 7K through the city, or simply seeing familiar faces again — then we’re building something bigger than a restaurant.