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FRANCHISE CONCEPT PAULANER Food & Beverage Concept | Version 11.2020 PAULANER Food & Beverage Concept | Version 11.2020 Paulaner Franchise & Consulting FRANCHISE CONCEPT PAULANER Food & Beverage Concept | Version 11.2020 WELCOME TO THE PAULANER EXPERIENCE Authentic Bavarian hospitality from Munich to the world. A strong brand and smart concepts with Bavarian charm. PAULANER Food & Beverage Concept | Version 11.2020 TABLE OF CONTENTS INTRODUCTION OUR BRAND – THE HISTORY AND PHILOSOPHY OF PAULANER OUR BRAND – THE PAULANER EXPERIENCE PRODUCT RANGE – PAULANER FRANCHISE RESTAURANTS IN 3 SIZES PAULANER "EXBEERIENCE" – BEER CONCEPT THE TASTE OF MUNICH – AUTHENTIC BAVARIAN CUISINE ARCHITECTURE & BRAND COMMUNICATION EXPERIENCE & EXPERTISE SITE REQUIREMENTS & INVESTMENT COSTS OUR SERVICES, YOUR BENEFITS CONTACT PAULANER Food & Beverage Concept | Version 11.2020 Original beer, food and Gemütlichkeit from Munich. "GEMÜTLICHKEIT" [gəˈmyːtlɪçkaɪt] A warm and cozy athmosphere that makes people feel comfortable. PAULANER Food & Beverage Concept | Version 11.2020 Successful recipe for beer lovers. PAULANER Food & Beverage Concept | Version 11.2020 A strong brand and smart concept with Bavarian charm With great passion for beer, the art of brewing and for Munich’s traditional restaurant culture, we have cultivated and expanded this renowned concept for over three decades. Unmistakable beers, Bavarian delicacies and an authentic atmosphere where guests feel right at home … These are the main ingredients of our original Paulaner franchise restaurants. We are particularly proud of our origins as part of the Paulaner brewery group, Munich. As devoted advocates of the "Reinheitsgebot" – the Bavarian purity law – Paulaner draws on hundreds of years of experience in brewing. PAULANER Food & Beverage Concept | Version 11.2020 The heart of Bavaria and home of Paulaner: The city of Munich The name Paulaner has been synonymous for highest quality and Munich beer culture since 1634. Even though Paulaner has grown from a long-established, family-owned company to a globally thinking, modern and successful enterprise it remains strongly routed in its origins. The complete dedication to beer, highly skilled brewmasters and the famous Bavarian way of life are just few of the contributing factors to Paulaners local and international success. Not everybody will be able to experience this at the Oktoberfest in Munich or the annual Salvator strong beer festival, but we would love to take you on a short trip to Munich in one of our many restaurants worldwide. PAULANER Food & Beverage Concept | Version 11.2020 OUR HISTORY 2020 Opening of the Paulaner Wirtshaus in Berlin as a new franchise flagship Where we come from: 2018 The foundation for the international success Expansion to Azerbaijan and opening of story of the Paulaner franchise concept started the first Paulaner Bräuhaus in Baku in 1989 with the development of the "Bräuhaus", followed shortly after by the "Wirtshaus" and 2010 "Bierhaus". All of our concept restaurants offer a Opening of the first Paulaner unique blend of tradition and modern lifestyle. Bräuhaus in Indonesia (Jakarta) The relaxed and casual atmosphere appeals 2002 to a broad range of guests all eager to enjoy a short "time-out" in Munich. Opening of the first Paulaner Bräuhaus in Russia (St. Petersburg) 1996 1996 Opening of the first Paulaner Bräuhaus in Singapore Founding of Paulaner Franchise & Consulting GmbH (former Paulaner Bräuhaus Consult GmbH) as a partner for the international expansion of the 1992 Paulaner restaurant concept Opening of the first Paulaner Bräuhaus in Asia (Beijing) 1989 Opening of the first Paulaner Bräuhaus 1634 at Kapuzinerplatz in Munich Paulaner brewery founded in Munich PAULANER Food & Beverage Concept | Version 11.2020 BEER AND BROTZEIT WITH FRIENDS, FAMILY AND BUSINESS PARTNERS Blue and white, the colors of a good investment: From Munich to the world Whether in Munich, Moscow or Singapore - Paulaner franchise restaurants are at home anywhere in the world. They offer a unique mixture of bar, pub, restaurant, event location and beer garden beneath one roof. The ambiance and atmosphere is casual, yet stylish. Locals as well as visitors sit together at long tables, say cheers to each other and enjoy their "outing to Bavaria". The three pillars or our food selection - authentic Bavarian cuisine, internationally popular dishes and current food trends are all designed to harmonize magnificently with our Paulaner beer specialties. Further seasonal highlights such as the Oktoberfest Beer or Maibock are rare treats for beer lovers and ensure that each Paulaner is a truly amazing gastronomic experience. Established 25 years ago, Paulaner Franchise & Consulting GmbH can now boast about 50 locations worldwide. Join us in spreading the Bavarian way of life and the region‘s traditional festivals around the world. PAULANER Food & Beverage Concept | Version 11.2020 Shop & Give-Away Beer Events Meet & Celebrate Our concept – A love affair of modern life The DNA of and Bavarian identity: our concept: Beer Garden Paulaner restaurants are the internationally Beer Shop Original renowned hospitality brand of Paulaner which Relax & Enjoy stands for "Beer, Food and Gemütlichkeit from beer, food and Munich to the world". The perfect place for Gemütlichkeit a short trip to Munich. A Paulaner restaurant represents a Munich "Wirtshaus" (tavern) at its from Munich. best - a place where you can make friends and enjoy excellent Bavarian food and beer with all your senses. Beer Restaurant Beer Culture Experience & Wonder Eat & Drink PAULANER Food & Beverage Concept | Version 11.2020 Our products – The alchemy of beer Bräuhaus – Brewing in the Bavarian tradition on site With beer brewed on-site in a Paulaner Bräuhaus, visitors can experience this global brand from the heart of Munich and its promise of quality and authenticity first hand. They can even peek over the brewmaster’s shoulder to see our tradition in action. Celebrate Munich’s brewing tradition while enjoying Bavarian gastronomy and hospitality. Wirtshaus & Bierhaus – Experience Bavarian gastronomy The Paulaner Wirtshaus & Bierhaus offers a distinctive mixture of tradition and modern lifestyle. Guests can enjoy original Paulaner beer in a pleasant relaxed and welcoming atmosphere. The internationally renowned premium brand Paulaner is presented in the traditional setting of a Munich gastronomy. The entire range of beer varieties is delivered in barrels and bottles, straight from Munich. PAULANER Food & Beverage Concept | Version 11.2020 Our products – PRODUCT BRÄUHÄUSER WIRTSHÄUSER BIERHÄUSER Three sizes – One clear direction PRIME-location, 1× per city high frequency and travel plaza, LOCATION PRIME-location, > 1 per city (metropolitan areas > 1) inner city, mall, airport, etc. Are you interested in realizing one of our Bavarian franchise restaurants? Find the ideal match for MICROBREWERY your plans. > 1.200 m2 indoor > 300 m2 indoor < 300 m2 indoor SIZE > 200 m2 outdoor > 100 m2 outdoor < 100 m2 outdoor CAPACITY > 350 seats > 150 seats < 150 seats 55 % Food 60 % Food 40 % Food SALES-MIX 45 % Beverages 40 % Beverages 60 % Beverages CAPITAL ca. 3.000 €/m2 ca. 2.800 €/m2 ca. 2.500 €/m2 REQUIREMENT Franchise Fee: Up to 7,5% of total revenue depending on country Concept modules for all franchisees • Premium brand concept • Bavarian tradition & a cultural experience • Events, Oktoberfest & promotions • Authenticity & personality • Fresh specialty beers brewed on-site (Paulaner brewmaster) • Authentic food menu • Unique ambiance & atmosphere • Enticing range of culinary specialties and / or original Paulaner beer from Munich • Comfortable setting & entertainment PAULANER Food & Beverage Concept | Version 11.2020 The Paulaner Bräuhaus – The centerpiece of each Paulaner A clear commitment Bräuhaus is its micro brewery where the Paulaner brewmaster brews his specialty Handcrafted beer, Bavarian beers. The restaurant has a consistent traditions and authentic food Bavarian theme, accommodates at least 350 guests and offers a full range The microbrewery restaurants called of authentic Bavarian fare. Traditional Paulaner Bräuhaus are at home all and yet with a finger on the pulse of over the world. Whether in Baku, time - it provides a unique combination Shanghai or Jakarta, they have developed of century-old Bavarian customs and into solid institutions worldwide. It is modern lifestyle. It gives guests a sense the gastronomic flagship concept of the of Bavarian hospitality and the art of Paulaner family. It is the translation of Munich brewing. the Paulaner brand for the hospitality industry, and allows guests to experience the brand in all its facets. Concept modules for Paulaner Bräuhaus • Premium brand concept • Authentic food menu • Paulaner brewmaster • Bavarian "Gemütlichkeit" & entertainment • Fresh specialty beers brewed on-site • Events, Oktoberfest & promotions • Original Paulaner beer from Munich • Unique ambiance & atmosphere (in addition) • Authenticity & personality • Bavarian tradition & a cultural experience • Enticing range of culinary specialties PAULANER Food & Beverage Concept | Version 11.2020 The Paulaner Wirtshaus – Even today, the "Wirtshaus" holds an Bavarian brewing tradition important cultural and social position as a meeting place in Bavarian society. from the heart of Munich A Paulaner Wirtshaus is a unique Beery joy, sharing Bavaria blend of such century-old Bavarian and the taste of Munich tradition and modern lifestyle. It offers our guests a beery joy and the taste of Munich in a casual environment and Inns and taverns –
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