You Might Run Into Us Before You’re Hungry

A few years ago, there were only so many places you were likely to come across Salsa Shop. Being hungry had something to do with it. You walked past one of our restaurants, came in for lunch or ordered dinner. These days, there's a pretty good chance you'll come across us somewhere else first.

Over the past months, we've run through Amsterdam and Haarlem with big groups of runners, hosted cooking workshops and parties, joined HYROX, handed out salsas at events, welcomed students during introduction weeks and covered the streets of Amsterdam, Groningen and Eindhoven with Live Saucy. It might look like a slightly random collection of activities, but there's a reason we've been spending so much time outside our restaurants.

There’s a Lot Happening Outside Our Restaurants

As Salsa Shop grows, we're thinking more about where people actually spend their time. Our restaurants are obviously an important part of that, but nobody spends their day waiting for their next opportunity to buy a burrito. People are going to work, studying, exercising, meeting friends, travelling and doing whatever else fills their week.

We want Salsa Shop to have a place in more of those moments too. That doesn't mean every interaction needs to end with someone ordering food. Joining one of our runs, tasting a salsa at an event or seeing Live Saucy on your way to university can be someone's first introduction to the brand.

We're starting to see those different moments connect as well. People come back to the Live Saucy Runs and bring friends they met at previous editions. Students who first visited us during introduction week keep seeing Salsa Shop around their city. Communities we've worked with at one event pop up again at another.

Where Live Saucy Comes In

Live Saucy has given us a big playground for all of this. The idea has never only been about what happens inside a Salsa Shop. It's about getting out, doing things, meeting people, trying something new and adding a little more sauce to everyday life.

That can take the form of running 6K through the city with music on, learning how to roll a burrito during a cooking workshop or tasting your way through our salsas at an event. The activities themselves can be completely different, while still feeling like they come from the same place.

Our restaurants aren't becoming less important; we're simply finding more opportunities for people to experience Salsa Shop around them. So there's a good chance the next time you come across us, you won't be holding a burrito yet.