Entrepreneurship Against the Tide: Beachclub Aloha in Wijk aan Zee

On a drizzly Tuesday, we meet John at his beach club, just a stone's throw away from the much-discussed TATA-steel complex. “Many people wouldn’t expect a beach club in a place like this. Yet, the water quality here is better than ever before, and the constant sea breeze makes the air quality exceptionally high.” This positive outlook might just epitomize how John approaches life and runs his business. Although the municipality of Velsen once granted him a permit because “they didn’t really believe in it,” Aloha has grown against all odds into a beloved and acclaimed beach spot that attracts both many regulars (especially surfers) and day visitors throughout the year. “I used to come here to surf when there was absolutely NOTHING, and one day I just decided to start a business myself. At least I’d have something to eat and drink after surfing.”

The Process is Sacred

With an IT background, John has always had a keen interest in smart cash register solutions and, through years of experience with POS systems, knows exactly where they typically fall short. “Even after 25 years of the digital revolution, we’re still not where we need to be. A digital system often gets in the way of THE PROCESS and sometimes creates more problems than it solves. My staff, but especially my guests, should never, ever suffer from the limitations a POS system presents.” John shares an example of a guest who orders a coffee in the shade, and after paying, moves to a sunny spot before receiving their order. “The fact that my cash register system can’t handle my guest moving after placing an order is something I find quite remarkable, and I can’t get the relevance of this explained to my supplier.”

John becomes visibly more animated as this topic comes up.

Everything at Aloha is about process optimization to ensure optimal hospitality and service. This is why John partnered with Butlaroo a few years ago. Particularly on unexpectedly busy days when the sun comes out and the beach fills up quickly, rounding up enough staff is often impossible. To still maximize these days, Aloha uses QR-based 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.”

Social Responsibility

A system where you earn points for another, less fortunate family? That happens at Aloha. John says, “I don’t think we can turn a blind eye to the misfortune of others. We are well-off and I want to share my happiness with families who are less fortunate. Our regular guests earn points with every visit to Aloha and can use these to give families, whom we connect with through the Velsen Food Bank, a fantastic day at Aloha.”

The beach club also takes responsibility in other areas. “Long before it became trendy, we have been using as many organic and local products as possible and are conservative with meat and fish dishes. For us, this is a given, not something we do primarily for marketing. You won’t hear us talk about it much, we just do it.”

Butlaroo is proud of its partnership with Aloha Beach.