In today’s fast-changing food tech industry, startups that mix efficiency with creativity are gaining investor attention.
One such company is SOUS, which is changing how chefs build and grow their online businesses.
Based out of Amsterdam, SOUS is a commerce platform that empowers chefs, restaurants, and food entrepreneurs to launch, manage, and scale online businesses without needing a tech team.
From meal kits for delivery and pickup to products, experiences, and digital storefronts, SOUS provides the tools to launch, manage, and grow it all in one place.
In this edition of our “What’s in a Name?” series, we look at how SOUS found its identity by embracing sous-chef, the often-overlooked hero behind today’s food entrepreneurs.
Mixing culinary roots with digital innovation
According to Thomas Scholte, co-founder of SOUS, the name wasn’t born out of a branding brainstorm or a marketing playbook—it came from the kitchen.
“The name came naturally,” says Scholte.
Inspired by the sous-chef — the person who keeps everything running smoothly behind the scenes. Though not always visible, this person is vital to the operation.
“That’s the role we wanted to play for our merchants. We’re not trying to take the spotlight—we’re here to support, simplify, and strengthen the culinary entrepreneur or brand doing the real creative work,” he explains.
Mission: Empower, don’t replace
The name captures the company’s mission and vision, believes Scholte.
Just as a sous-chef enables a kitchen to function effectively, SOUS strives to be the driving force behind successful food businesses.
” Our mission is to power online commerce for F&B entrepreneurs and let these creators focus on what they do best—crafting amazing products and experiences—while we handle the digital and operational complexity in the background. It’s about empowerment, not replacement,” explains Scholte.
From Acroya to SOUS: Finding the right fit
Initially, the company was named Acroya, however, it didn’t end well.
“First, we were named Acroya, but even my parents were not able to remember it after ordering three times, so we had to make a move,” says Scholte.
As a result, they decided to make a change. When the idea of “SOUS” emerged, it quickly resonated with them.
“We played around with a few names—some more literal, some a bit abstract—but nothing had the clarity and simplicity of SOUS. It just felt right. Within a week, we had locked it in,” he says.
Branding with clarity and intent
When it came to domain name availability, there was a consideration, but they weren’t overly focused on securing a .com at all costs, informs Scholte.
“We knew we could build a strong brand with the right positioning and storytelling, even if the domain wasn’t perfect. We secured a clean domain early on that matched our brand—and that was enough.
Scholte believes clarity and memorability are more important than chasing the most premium domain.
“The name “SOUS” is simple, which can be a blessing and a curse. It’s clean, but also fairly common in different languages.”
However, the team conducted extensive early research and collaborated with intellectual property experts to ensure they could protect the name in their key markets.
“So far, we’ve managed to secure the protection we need,” he adds.
Name that scales with the vision
As SOUS grows, the name continues to serve as a powerful anchor.
“We intentionally chose a name that’s broad enough to grow with us. Even as we expand into new markets or add new features, the role we play—being that essential support system for creators—stays the same,” he adds.
Identity with intent stands out
Scholtey believes that a great name can help people remember the business and quickly understand its purpose, but ultimately, it is the product, execution, and storytelling that hold the most weight.
“That said, a name like SOUS gives us a strong starting point. It resonates with the right people and opens the door to deeper conversations. For us, that’s been a huge advantage,” he concludes.
