Interview with Eva Urlings (Bavet); by Pauline Greeve (Multi-Value)
With a distinct identity and a strong focus on experience, Bavet has become a fixture in the Belgian hospitality landscape. For five years now, Multi-Value has been the strategic partner responsible for safeguarding and enhancing that unique customer experience.
We spoke to Eva Urlings, who has been at the helm for ten years, about the power of ‘epic moments’, Rock ’n Roll and the figures behind the feeling.
Could you briefly introduce yourself and Bavet?
“I’m Eva, I’ve been passionate about hospitality my whole life and have been at the helm of Bavet for almost ten years now.
For us, it’s all about ‘epic spaghetti moments’: from our iconic Bolognese to funky combinations where guests choose their own sauce and toppings. ‘Spaghetti à la belge’, as we call it. We bring people together around a good plate of spaghetti, with a generous dose of Rock ’n Roll and conviviality. That’s exactly what our motto, Made for Friends, sums up.
That experience doesn’t stop at the door of our restaurants; today, Bavet has 15 locations and, through Bavet Rollet, we also bring our sauces to people’s homes via more than 600 outlets.”
What makes Bavet unique within the Belgian hospitality sector?
“Our strength lies in the balance between local flexibility and rock-solid consistency. Every restaurant embodies the atmosphere of the city or neighbourhood: a location in Sint-Martens-Latem feels different from one in Ghent or at the MAS in Antwerp. That local sensibility is reflected in the experience and in small touches on the menu.
At the same time, we never lose sight of our identity. The same thread runs through everything — or rather: the same red sauce. Guests know exactly what they’re coming back for: the same quality, the same fun and that typical Bavet vibe.”
Why did Bavet choose Multi-Value?
“For us, customer experience research is primarily a way to support our teams in delivering the experience we want to create.
Multi-Value offers a concrete framework: a clear structure that helps ensure the same Bavet experience across the board. At the same time, we can continuously monitor our locations — not purely on figures, but on the actual experience.
After a period with a different partner, we realised we were missing something. They were cheaper and worked with quick scans, but the depth of insight into the experience was lacking. Multi-Value goes much deeper and therefore fits perfectly with what really matters to us: the feeling the guest takes home with them.”
What impact has the programme had so far?
“The impact is clear and measurable.
Our NPS (Net Promoter Score) has risen from 23 in 2018 to 35 in 2025. In addition, upsell indicators — such as offering small bites, extra toppings, extra drinks and coffee/desserts — have improved by an average of 5%.
This shows that staff are effectively applying the insights in practice. The programme therefore not only enhances the customer experience but also our commercial performance.”
What are the ambitions for 2026?
“We want to continue growing, with new locations and a stronger presence in retail.
But together with Multi-Value, the focus is primarily on creating genuine WOW experiences. We want to focus less on scores and even more on the experience — on that priceless feeling customers get when they walk through our doors.”
What advice do you have for other hospitality chains?
“Combine daily KPI monitoring with customer feedback from all possible channels: reviews, social media and surveys. Each channel provides a different piece of the puzzle.
In addition, the connection between systems is crucial. The better everything comes together, the quicker you can spot trends and make adjustments. That’s how you move from a reactive to a proactive approach — and that really makes the difference in this sector.”
Bavet in a nutshell
Bavet brings people together over spaghetti, with a healthy dose of fun, Rock ’n Roll and conviviality. They call it “Made for Friends”: enjoying yourself, being together and a touch of rebellious, fun. With 15 restaurants and over 600 outlets, the brand continues to grow strongly, without losing its focus on the experience.