Entrepreneurship against the tide on the beach of Wijk aan Zee
Wijk aan Zee · Beach club
On a grey Tuesday afternoon we meet John in his beach club, a stone's throw from the much-discussed TATA steel works. "A lot of people wouldn't expect a beach club here. And yet the water quality is better than ever, and the constant sea breeze gives us excellent air quality." That outlook is probably how John approaches life and his business in general. The municipality of Velsen once granted him a permit because "they didn't really believe in it", and against all expectations Aloha has grown into a celebrated beach venue with a strong year-round following of regulars (mostly surfers) and day visitors.
“For me, it's a no-brainer to use Butlaroo if the alternative is having to partially or fully close your terrace.”
"I used to come here to surf when there was absolutely nothing, and one day I just decided to start a business. That way I'd at least have something to eat and drink after surfing."
The process is sacred
With an IT background, John has always been interested in smart till solutions and, after years of working with POS systems, knows exactly where they fall short. "Even after 25 years of digital revolution, we're still not where we should be. A digital system gets in the way of THE PROCESS, and sometimes creates more problems than it solves. My team, but especially my guests, must never have to suffer the limits a POS system imposes." John gives the example of a guest who orders a coffee in the shade and then moves to a sunny spot before the drink arrives. "The fact that my POS can't handle a guest moving after ordering, I find that remarkable, and my supplier can't explain why it matters either."
Everything at Aloha turns on optimising the process, so the team can deliver real hospitality and service. That's why John has worked with Butlaroo for several years. Especially on unexpectedly busy days, when the sun breaks through and the beach fills up fast, it's often impossible to roster enough people. To make the most of those days anyway, Aloha runs QR ordering and payment on the beach terrace.
"For me it's a no-brainer to use this system, especially if the alternative is having to close partially or offer lesser service."
Sharing what we have
A system where you earn points for someone else, a family with less? It happens at Aloha. John: "I don't think we can turn a blind eye to the misfortune of others. We're doing well, and I want to share that with families who have it harder. Our regulars earn points on every visit, and they can spend those points to give a family, connected to us through Foodbank Velsen, a fantastic day at Aloha."
The beach club takes responsibility in other places too. "Long before it was trendy we were sourcing as much as we could organic and local, and we've always been careful with meat and fish. For us that's a given, not a marketing thing. You won't hear us talk about it much, we just do it."