Chief Operating Officer

Reports to: CEO

Location: Antwerp (HQ – approx. 3 days/week), with regular presence across Belgium and the Netherlands

Direct Reports: Country Director BE, Country Director NL, Excellence & Quality Director, Strategic Growth Project Manager, Operations Intelligence Expert

Indirect Reports: Regional Managers, Quality, Supply Chain, Customer Care, and Operations Support teams (Product, People, Marketing, Digital & Operations Intelligence)

1. Role Context & Mission

Hawaiian is a fast-growing restaurant chain that combines healthy fast casual dining with operational excellence and a strong culture rooted in “caring meritocracy.”

With rapid expansion in Belgium and the Netherlands—and further international growth on the horizon—the company is entering a new phase of scale.

As part of the Executive Leadership Team, the COO translates the company vision and strategic objectives, defined by the Executive Committee and Board of Directors, into a profitable, scalable and high-quality operational reality.

This role requires a balance of strategic vision and hands-on execution: the COO ensures that growth never compromises quality, culture, or profitability.

2. Strategic Responsibilities

• Develop and execute the operational strategy that supports the company vision and enables sustainable growth.
• Ensure strategic alignment between all operational departments and overall company goals.
• Lead the Operations Committee (Country Directors BE & NL, Excellence & Quality Director, Strategic Growth Project Manager, Operations Intelligence Expert), ensuring cohesion, decision-making, and focus.
• Build a scalable expansion model for new markets and locations, in collaboration with the CEO, Finance, and the Board of Directors.
• Manage the operational P&L, focusing on revenue growth, margin optimization and cost efficiency.
• Safeguard quality, brand consistency and guest experience through close collaboration with Excellence & Quality.
• Integrate data and technology (via Operations Intelligence) to improve decision-making, forecasting and performance management.

3. Tactical & Leadership Responsibilities

• Lead and develop the members of the Operations Committee, building a strong, high-performing leadership team.
• Create synergy between Belgium and the Netherlands, driving knowledge-sharing, scale benefits and operational consistency.
• Ensure effective collaboration between Operations, People, Finance, Marketing and Product.
• Drive continuous improvement through clear KPI structures, performance reviews and data-driven decision-making.
• Support Country Directors in optimizing restaurants, coaching regional teams and developing talent.
• Strengthen supporting processes such as Supply Chain and Customer Care to empower restaurant teams.
• Lead strategic projects in digitalization, sustainability, efficiency and organizational scalability.

4. KPIs & Success Metrics

• Operational profitability per country, region and restaurant.
• Expansion of profitable stores according to the growth plan.
• Consistent quality and guest experience scores.
• Employee engagement, retention and leadership strength within operations.
• Optimization of cost structures, staffing levels and supply chain efficiency.
• Customer satisfaction and speed of issue resolution.
• Strategic alignment and result-driven collaboration within the Executive Committee.

5. Profile Requirements

• Master’s degree or equivalent experience in business, operations management or hospitality management.
• Minimum 10 years of experience in multi-site operations, ideally in fast casual, hospitality or retail with a strong brand focus.
• Strong affinity for business intelligence, data analytics and digital tools. You understand how to leverage technology and data to increase operational efficiency, scalability and brand consistency.
• Proven experience leading and developing ambitious leadership teams, including full P&L responsibility.
• Strategic and analytical skillset, with a track record in scaling operations (incl. franchise), process optimization and performance management—ideally within a food, hospitality or retail environment.
• Experience with international expansion models.
• A coaching, decisive and execution-driven leadership style.
• Excellent command of Dutch, English and French; German is a plus.

6. Personality & Culture Fit

Hawaiian is not just growing fast—we are growing with purpose. We are not building a chain; we are building a community.

The right COO understands that sustainable growth requires balance between people, processes and culture.

Our values are not slogans—they guide everything we do:

• Be Real – Authentic leadership: honest, transparent and genuine.
• Act as One – One brand, one tribe, united across countries and teams.
• Take Ownership – Do what is right, not what is easy.
• Never Settle – Improve continuously, learn fast, perform better.
• Make a Difference – Use leadership to create impact on people, guests and the world.
• We are on a mission to bring healthy fast food to as many people as possible!

7. Compensation & Benefits

• A competitive, full executive compensation package with annual bonus linked to company results.
• Participation in a long-term incentive plan (LTI).