Former Taco Bell executive chooses eazie franchise in Utrecht

After more than twenty years in hospitality and foodservice, Barto Hulleman is choosing to run his own business. The former head of Taco Bell Netherlands is becoming an eazie franchisee in Utrecht’s Leidsche Rijn district. His restaurant on Brusselplein is due to open in mid-November 2026. The move brings an entrepreneur with experience at several international restaurant and café brands into the Dutch franchise community.

From national leadership to running his own restaurant

Hulleman previously worked for Burger King and Starbucks and has been responsible for Taco Bell Netherlands in recent years. He is now moving into independent business ownership with a different franchise brand. Dutch franchise publication De Nationale Franchise Gids reported his decision to join eazie on 27 October.

The news is therefore about more than an additional restaurant. It also marks a change in business role: from overseeing a brand in the Netherlands to personally running a local franchise outlet. Hulleman has chosen to take his next step within an established franchise system rather than launch a hospitality brand of his own.

His career spans more than twenty years in hospitality and foodservice. That background is relevant to eazie: expansion manager Eelco van de Glind says Hulleman’s experience is a good fit for the brand’s ambitions. This is the franchisor’s assessment, not a prediction of the new restaurant’s performance.

For the franchise community, the combination of experience and a new role is particularly interesting. A leadership position at a major chain and ownership of a single business involve different responsibilities. In Utrecht, Hulleman’s focus will be on his own restaurant and the people who eat there.

Choosing a build-your-own meal concept

Eazie describes itself as The Asian Good Food Bar and focuses on fresh, accessible meals. Customers can largely customise their dishes. This concept will also underpin Hulleman’s restaurant in Leidsche Rijn.

He is therefore starting his business with a brand offering a recognisable range of meals, with customer choice at its heart. His move from Taco Bell Netherlands also means choosing a different food concept. The continuity lies in working within an established brand organisation; the difference is that he will now be at the helm as an independent franchisee.

The report disclosed no details about the financial terms of his move or the structure of his agreement with eazie. The announcement focuses on his experience, the location and the food offering. It is primarily news about the direction of his business career, rather than the commercial arrangements behind the restaurant.

Building local connections in Leidsche Rijn

The new restaurant will be on Brusselplein in Utrecht’s Leidsche Rijn district. Hulleman aims to serve residents, shoppers, commuters and visitors. He is therefore targeting several groups who use the district centre, rather than a single type of customer.

Alongside the food concept, building ties with the neighbourhood features prominently in his plans. This local emphasis distinguishes his new role from his previous national responsibilities. The restaurant will carry the eazie name and concept, but Hulleman also wants to connect with the surrounding community.

The opening is scheduled for mid-November 2026. This remains a planned launch; the report does not give an exact opening date. According to the announcement, the opening will bring eazie’s Dutch network to 33 outlets.

Experience as a foundation for franchise ownership

Hulleman’s move illustrates a route into franchising following a long career with established hospitality brands. In this case, experience at Burger King, Starbucks and Taco Bell comes together in a new business under the eazie brand. For the franchise network, it means expansion with a franchisee who already has extensive knowledge of hospitality and foodservice.

The practical lesson for prospective franchisees is to assess not only whether a brand suits your experience, but also whether the day-to-day role and local customer base fit your business plans. That combination is central to Hulleman’s announced move to Utrecht Leidsche Rijn.