Sometimes you have to think bigger than the menu. When ínan Sahin took charge of all food concepts at the Efteling, he wasn’t just responsible for revenue — but for impact. And he didn’t ease into it. His first bold move? Veganizing the park’s best-selling hamburger. A commercial risk? Maybe. A strategic signal? Absolutely. And he’s not stopping there. From rethinking dairy in coffee to launching future-focused campaigns that resonate with the next generation of visitors, the Efteling is proving that food service at scale can shift norms — without killing the magic.

In this session, discover what it takes to move millions of guests toward plant-forward choices in a setting built on tradition and indulgence. How do you align finance, storytelling and sustainability? And what can the rest of food service learn from a place where imagination drives real-world change?