A frequent guest; now opening its own doors
The Story of Elena Malagrida, Anne&Max Franchisee in Tilburg
Anyone walking down Frederikstraat in Tilburg notices it right away. Outside, the hustle and bustle of the shopping center; inside, the tranquility of a place that’s been around for a while. Good coffee, soft lighting, people who aren’t in a hurry to leave. And behind the bar: Elena Malagrida (28), with a cappuccino in her hand and the feeling that she belongs here.
She had known for quite some time that this was the place for her. As a regular, she had been coming here for years. She says she was always a little jealous of how beautiful and cozy it was.
“I used to come here often, and I was always a little envious of how beautiful and cozy it was here. When the opportunity arose to take over this place, I thought, ‘This is the moment.’”
From Guest to Entrepreneur
Elena was born and raised in Tilburg. She loves her city, the people, and the little moments that make a day worthwhile. Three years ago, she and her partner went into business together, with no experience in the restaurant industry but with a “can-do” attitude. They completely renovated the place, updated everything, and saw the number of guests double.
That was the moment she knew: the hospitality industry was her world. But only if it was a concept that truly suited her. She was looking for something that aligned with who she is—with her sense of hospitality and her values.
“Everything feels right to me now: the mission, the people, the vibe. It doesn’t feel like a formula, but like a family.”
Building on What Already Exists
While many entrepreneurs dream of starting a brand-new business, Elena deliberately chose to take over an existing one. She’s impatient by nature, she laughs. She liked that there was already something in place here. Now she can build on what’s there, improve what needs improving, and make room for her own ideas.
The team remained largely the same—people who were already there, who know the business and the guests. Elena wants to build on that, not start from scratch. Her focus is on the experience: making sure every detail is just right, so guests can feel it the moment they walk in.
“I love welcoming people and recognizing them by their order. That’s what hospitality is all about.”
A place in the city
In addition to her day-to-day business, Elena wants to use her living room to serve the community. Seniors gathering for coffee and a chat. Business lunches. Local collaborations. Anne&Max is the perfect place to bring people together, she says, and that’s exactly what she wants to do.
Frederikstraat has found its home. And Elena has found what she was looking for.