For years, you knew us as De Beste Lekkernij. Today, we are Ruma — the same kitchen, the same recipes, the same slow hands, with a name built to travel as far as you've taken us.
Where we started
De Beste Lekkernij began as a neighbourhood bakery in the Netherlands, built on one simple idea: make the good things properly, every single day. Handmade Trilece. Slow-fermented breads. Börek folded by hand. Coffee poured with care. Our name was Dutch, and so were most of our customers — and for a long while, that was exactly right.
Then the world showed up
Something happened that we never planned for. A few videos. A few hundred million views. Suddenly the queue outside wasn't just from Amsterdam — it was from London, Istanbul, Berlin, Paris, New York. People were flying in, tagging friends, and trying their best to pronounce a name that, lovely as it is, doesn't quite roll off the tongue in every language.
We realised our name was a love letter to one country, while our community had quietly become global.
Why "Ruma"
We wanted a name that anyone, anywhere, could say, remember, and search for — short, warm, and easy to carry across borders. Ruma is exactly that. It keeps the spirit of who we've always been while opening the door to everyone who's found us, no matter where they're from or what language they order in.
This isn't us walking away from our roots. It's us making room at the table for the worldwide family that grew around them.
What it means for you
Practically? Very little changes — and that's the point. Same location, same team, same Trilece you'd cross the city for. What the new name does give us is room to grow: to raise our quality and consistency, to refine the experience from the first bite to the last, and — in time — to branch out and bring Ruma to new cities through thoughtful expansion and franchising, without ever cutting the corners that made people fall in love in the first place.
A more memorable name. A better experience. The same promise we started with.
Thank you for growing with us — from De Beste Lekkernij, to Ruma.
With slow hands and full hearts, the Ruma team.