Discover our story
Madmum is the brainchild of Pieter Claes, the head barista and driving force behind the business.
After years in the coffee world and a distinguished reputation as Belgium's Best Coffee Roaster and Belgian Coffee Cupping Champion, Pieter opened Madmum in 2018, a coffee bar in the bustling Tiensestraat. The goal was simple: to bring people together around the best coffee available, in a place where they feel at home. Thanks to Pieter's expertise, Madmum has become the go-to place for the finest coffee and advice on how to use Madmum coffee beans at home.
Discover below the coffee tradition of the Claes family that Pieter proudly continues.
2003-2016
The family roastery
Coffee has always been a part of the Claes family since the coffee roastery was founded in 1935 in Wezemael, near Leuven. Pieter, who lived next to the roastery as a child, knew nothing but the aroma of roasted beans his entire young life and after completing his studies, joined the family business.
2012
Belgian Champion Coffee Cupping & Coffee Roaster of the year
In 2012, Pieter was given the opportunity to try his luck in the finals for the best Belgian coffee roaster. He managed to beat his seven colleagues after several tests: tasting the coffee, evaluating the flavors, understanding legal regulations and guidelines, understanding the origins of green beans, and the craft of coffee roasting.
Earlier that year, Pieter had already competed in the Belgian Cupping Championship, where participants had to taste and define a number of coffees within a certain timeframe. He took home the top prize then as well as becoming the Belgian champion.
2016
Around the world
In 2016, Pieter went his own way. Researching the perfect coffee is a lifelong project, and even today, Pieter continues to learn. The knowledge he acquired came from countless visits to trade fairs, coffee houses, and fellow coffee experts, exploring the diverse possibilities of specialty coffee. Pieter also undertook several study trips to Tanzania, Ethiopia, Brazil, and Peru, which remain the world's most important coffee regions.
The result of these journeys are the beans that Madmum is working with today and which guarantee quality and delicious coffee.
2018
Opening Madmum Coffee Roasters & Bar Tiensestraat
After years of toying with the idea, the big dream finally came true in the summer of 2018: a coffee bar where everyone feels at home. Pieter wanted to convey the feeling he got when he first walked in to his guests: "It was a bit like love at first sight, despite the fact that the building was in serious need of renovation." The name wasn't difficult to choose and would be a playful tribute to his mother, Mady.
2023
Learn all about coffee during our Madmum Labs
In 2023, the Madmum team launched a new adventure: Madmum Labs. A comprehensive series of coffee workshops where guests can discover the tricks of the trade of barista. They can visit The Roastery to explore all aspects of coffee culture in small groups.
2025
Our roastery comes home
In 2025, it's finally happening. Madmum's coffee roaster is coming home to The Roastery. In the restored Stella Artois buildings on the Vaartkom, we'll open the main space for our coffee roasting practice. We'll create space for all aspects of the Madmum universe. We'll roast our various coffees there, open a fully equipped training room for our workshop series, the Madmum Labs, set up a retail outlet with all the tools for your perfect cup at home or in the office, and launch a small but charming neighborhood coffee bar.