Pink isn't for everyone — whether it's the trendy Millennial shade or any other variation — and if chicken or lobster don't appeal to your palate either, MaMa Kelly might not top your list of Amsterdam dining destinations.
On the other hand, you could always adopt the mindset of co-founder and creative lead Rein Rambaldo, shrug it off with a confident "Why not?", and give the place a chance anyway.
Spanning 1,000 square metres (10,763 sq ft) with seating for 230 guests, MaMa Kelly Amsterdam is an entirely pink establishment serving nothing but chicken and lobster, situated at the Olympisch Stadion on the city's periphery. Oversized, excessively kitsch, with a barely-there menu and a remote location — hardly the ingredients of a guaranteed hit. Yet the ownership team embraced the gamble without hesitation.
Rambaldo established De Horecafabriek, a restaurant design studio based in The Hague.
Following years spent crafting and conceptualising restaurant brands, Rambaldo and his spouse Willemien teamed up with seasoned local operators Singha Witteman and Bas Bloemink to launch the inaugural MaMa Kelly in The Hague back in 2010.
That original venue measures a slightly more compact 800 square metres (8,610 sq.ft) and accommodates 200 diners, mirroring the Amsterdam branch's stripped-down menu and unconventional placement. The Hague edition sits in an industrial zone on the city's outskirts, housed within a former cigarette manufacturing plant. Expect gritty industrial atmosphere, visible piping overhead, and a cool blue palette throughout.
Rambaldo attributes the original MaMa Kelly's achievements to its robust foundational concept combined with the owners' sharp operational and promotional approach. That disciplined framework leans heavily on social platforms — Instagram chief among them — while every facet of the business runs on sophisticated tech, from real-time tracking of patron flow and employee scheduling to inventory and financial management.
Chicken earned its place as a cornerstone ingredient thanks to its broad appeal across demographics. Lobster followed as the perfect complement, riding a wave of growing demand within Dutch dining circles, ultimately anchoring the entire menu around this duo.
Confident in their refined systems and proven methods, the ownership group set its sights on Amsterdam. The blush-hued MaMa Kelly stands as the tangible outcome of that strategic move.
Pink, as it turns out, holds a special place in Willemien's heart — and given that women typically drive the majority of restaurant choices, the crew embraced the colour wholeheartedly. After all, why hesitate? Their research had already uncovered several pink-themed eateries that sparked creative inspiration.
The moment those initial photos of the rosy interior surfaced, comparisons to The Gallery at Sketch by India Mahdavi in London and Pietro Nolita in New York sprang immediately to mind.
Adding another layer of intrigue, Rambaldo reveals a hidden bar tucked inside the Amsterdam location. Reserved exclusively for private groups, it represents the sole corner of the venue that breaks from the pink motif.
Pink won't be claiming a spot on our preferred colour roster in the foreseeable future, but the MaMa Kelly Amsterdam crew deserves recognition for their courageous, well-grounded vision. The dining world is already saturated with muddled concepts. — Tuija Seipell.
