OUR VISION
We become the no.1 soup chain globally that matches the pace of urban lifestyle, leading in sustainability, simplicity and design.
OUR MISSION
We simplify the life of our customers – with a delicious, healthy and ready-to-eat meal.
OUR SWEET SPOT
We rethink basic urban needs and provide simple, yet clever and sophisticated solutions with a focus on beautiful and puristic design. Every single detail matters.
The Concept
The foundations of Urban/Soup were laid in the heart of Munich, Germany. Between 2015 and 2017, our first concept store provided a platform to introduce our products and to further develop them with the help of real customer insights. In 2018, the founders Tim and Daniel realized that it was time to take the next big step: partnering with an investor and a creative agency will allow further growth on a professional level.
Our Core Values
Sustainability – We place sustainability at the core of all we do - from store design and waste management to the food we serve. Society must think and eat sustainably, and Urban/Soup takes steps to positively impact the food system. This value we want to communicate to our customers, entering the store.
Simplicity – We simplify the customer’s every day life. When they come into our store, they should not feel intimidated. Instead we offer them a lucid list of soups to choose from. Everything should go very smoothly, from our technology used in the store up to the choice of meals.
Edgy – We aspire to be different than existing Food companies. By choosing different ways of achieving our goals, we create new ways of learning and break with food and business traditions.
Confident – To communicate our concept to our customers, we are confident and believe in our product. Telling the story and concept of Urban/Soup, explaining the reason we exist and stay on the market. With our Soups, we can be confident, of offering customers a perfect healthy meal.
Straight-forward – We thrive under pressure. Every day is a new day to achieve great things. Due to the participative way we do business, everyone is encouraged to take part in new ideas and make suggestions to improve Urban/Soups concept.
Transparency - We believe in a transparent supply chain, and we go to great lengths to work with farmers who are doing the right thing. Our open kitchen allows customers to watch us prep the Soups. Customers know exactly what ingredients are used and how much calories each Soup contains.
Community - We believe in collaborating with others as part of a diverse community, helping us become open minded and globally aware to create positive change.
