Our Approach

Fraîche Hospitality is a chef operated company, Focused on innovative concepts that are horeca drivien. Working with groups that want to push the sustainability, style and creativity of our industry. TRYING ONLY TO PRODUCE DOPE SHIT. The last ten years plus we have thrived in changing the landscape of Amsterdam's eating culture and restaurant scene.

  • Specializing in strategic planning and operational logistics. 

  • Providing on site management training and internal support services.

  • Facilitate start-ups, branding, implementation of operating system, marketing

  • Offering concepted menu tasting and development seasons, private catering and group classes.

  • At the end of the day, were two cooks who love this business and everything about it. 


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He was a bold man that first ate an oyster.
— Jonathan Swift

current projects  

past projects 

Techniques are not the most difficult to teach. The attitudes chefs take are much more important.
— Alain Ducasse
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about us

NOAH TUCKER- Partner / COO / Chef

NOAH TUCKER- Partner / COO / Chef

A native New Yorker, now a resident of Amsterdam, Noah knew he wanted to be a chef from the age of six. Growing up in New York, food was the most important moment ever. A veteran of the US Navy, Noah has traveled the culinary globe tasting his way through it.  Worked in Michelin kitchens in New York, Japan and California before moving to Amsterdam to open his own restaurants and hospitality concepts.

TONY JOSEPH - Partner / CFO / Chef

TONY JOSEPH - Partner / CFO / Chef

Tony was born and raised in London, England and acquired his lifelong love of cooking from his Mum. At 3 years old he already knew he wanted to be a chef. His traditional education included a two-year apprenticeship specializing in classical French cooking and later added Asian influences along with other cuisines.

He too has worked in a number of Michelin-starred restaurants including The Canteen, The Oak Room, Interlude de Chavot, Mirabelle and Restaurant 1837 and 1880 under famous chefs such as Albert Roux, Marco Pierre White and Andrew Turner. His culinary ambitions led him to work in the USA and Belgium before moving to Amsterdam in 2004.



The purpose of a business is to create a customer who creates customers.
— Shiv Singh
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 Base issues and concerns of logistics for your future hospitality space. Location, funding, management, kitchen vs dining room expectations.  Supplier relationships legalities and permits .  


It’s the most important aspect of any business and that’s why it’s also the most difficult to maintain. You have to have the right personnel on your team otherwise your business will struggle. We specialize in employee engagement, screening, new hire Impact and integration. 

concepting & enhancEment

 Produce organized business plans, building and enhancing ideas,  interacting directly with our brand designers and horeca agents for the desired look and location. the key purpose of any hospitality venue  is to develop a timeless concepts that stand the test of trends and themes. We establish how your concept will drive revenue and out perform the rest.

launching & opening

We deal with the best sustainable PR company in holland, in combination we can manage your marketing strategy to better establish public recognition and exposure. A Focused multi- layered release through online (aka digital) social media, print, broadcast and outdoor advertising strategies to drive sales and profits.

menu development

We believe in the fine tuning of a menu, a focused and clear menu is a necessity and a key factor to success. We design and develop food and beverage programs that reflect and strengthen the brands direction.

REVENUE redirection

Starting with developing a sales and growth culture we can look at the company infrastructure that drives and supports growth. Effectively launching new point of sales strategies and setting company goals, while looking at key demographics to better understand the total market potential, creating marketing programs to support monthly sales and annual goals.

Finance reconstruction

We approach every project as if it was our own, we model and analyze sales and labor costs along with the complete P & L break down to assess your financial performance. We develop systems and controls to maximize performance and redirect your revenue stream back to a profitable state

Restaurant & kitchen design

Planning ergonomic kitchen designs that are energy efficient. Appropriate design plans for the commercial & small restaurant kitchen that will meet all the standards of health and safety criteria, providing all equipment options proper ventilation and air flow to assure easy maintenance


Luck favors the backbone — not the wish bone.
— N. Tucker
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