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Loetje Amstel


Plant-based diets are gaining popularity and even the number one steak-institution in the Netherlands has to follow suit. Famous restaurant Loetje is adding Biefstuk Bali 0.0 (Steak Bali 0%) to the menu as a plant-based alternative to its famous Biefstuk Bali. Loetje asked Glasnost to help with the launch by developing a strategic PR-approach and ensure a solid execution. We had two objectives: firstly, to make sure the campaign had a positive impact and secondly, to maximise reach. Glasnost created a PR-strategy with a suitable mix of national and regional, culinary and specialist media.

Media training was also part of the package, as we wanted Loetje staff to be prepared for any tricky questions that might be put forward by the press. We created the main message for Loetje, together with a Q&A. The campaign resulted in positive sentiments in the media and a PR-value of 394.000, meaning our PR-goals were met.


Everybody knows Loetje, but not everybody knows that Loetje is always innovating behind the scenes. In 2022, the steak stalwart will introduce Biefstuk Bali 0.0, the first ever plant-based steak on the menu. This is news that deserves to make a big entrance and therefore, Loetje joined forces with Glasnost. Our task was to help Loetje to effectively broadcast this breakthrough and to be a guiding force in both PR-strategy and campaign execution.

Loetje is launching this new item because it wants to accommodate their guests’ wishes and changing dietary preferences. Loetje is all about pleasing their guests; something they’ve been doing for 45 years. The novel Biefstuk Bali 0.0 will first be introduced at five Loetje restaurants; in Nijmegen, Amsterdam, Ouderkerk aan de Amstel, Rotterdam and Eindhoven. Loetje aims to offer the dish at all its locations by late 2022.

The new plant-based rebel is produced by Redefine Meat; a new supplier that creates meat with the same taste, bite and mouthfeel as the real deal. The introduction of this ground-breaking dish by steak-authority Loetje is sure to shake up the industry. Loetje is the first restaurant chain to offer this dish on a large scale.


It didn’t take long for the whole country to talk about the new dish at the King of Steak. Interviews with influential media outlets, i.e. national daily De Telegraaf; specialist media outlet Misset Horec; food site Culy and Amsterdam-based TV channel AT5, quickly set the tone. This raised the interest of media outlets, and the press release and subsequent interviews spread the word even further. Media outlets such as national / regional newspaper Algemeen Dagblad, specialist magazine Entrée, Lindanieuws.nl, AT5, national radio show Ekdom in de Morgen and Sublime FMalso thought the Biefstuk Bali 0.0-story was more than newsworthy. The campaign achieved the desired positive sentiment, a cumulative reach of 57.920.935 and a media value of €104.301.

Culy.nl: ‘Culy had the chance to have a first taste of Biefstuk Bali 0.0 and, in spite of our original scepticism (full disclosure), we are positively surprised. We knew it when we saw the meat alternative sizzle away in a good amount of butter in Loetje’s pan. It looked strikingly similar to the real thing.’

LINDA: ‘This is no misteak: Restaurant Loetje is going green with a vegetarian steak. More and more restaurants are putting plant-based meat on the menu and now even Loetje, King of Steak, is introducing a vegetarian steak.’

Het Parool: ‘After years of hunting for the right recipe, restaurant Loetje has finally added vegetarian steak

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