• Abstract and Figures
• Public Full-text

BEHIND THE BRAND: PARTNER CONTENT Bringing AT A GLANCE PAULANER Established: Bavarian beer 1996 Number of franchised outlets: 50 Location of units: Germany, China, Russia, Singapore, and cuisine to Azerbaijan, Taiwan, Macau, Indonesia Investment range: €2,500 to €3,000 per sqm. Minimum required capital: approx. €100,000 the world Contact: Mrs. Nadine Morper, [email protected] paulaner-brauhaus-worldwide.com Paulaner is taking its guests on a personalized trip to Munich ideally suited for high-traffic locations such as airports, shopping malls, or train stations. reat company, a freshly tapped which has developed a franchise beer, pretzels fresh from the system for beer-oriented gastronomy DEEP CULTURAL IDENTITY G oven, on a sunny day under the and understands how to bring Starting in 1989 on Munich’s chestnut trees in the Paulaner Gemütlichkeit, genuine Munich Kapuzinerplatz, it is now an beer garden. brewing art and authentic Bavarian international success story. That This is exactly how the Munich lifestyle cuisine to life anywhere in the world. year, the first restaurant with its own defines itself, and this is exactly what PFC is a 100 per cent company in-house brewery opened just two you can experience when you walk into a subsidiary of the world-famous kilometers from the Nockherberg, Paulaner franchise restaurant, anywhere Paulaner and offers its gastronomy where Paulaner beer was brewed for you are in the world! Whether in Berlin, concept in three sizes. some 400 years. Singapore, Moscow, or Beijing, every visit to The Paulaner Bräuhaus has its own This unusual idea aroused the a Paulaner concept restaurant feels like a in-house brewery and is the flagship interest of the German Lufthansa short trip to Munich. among the restaurants; the Paulaner together with the hotel chain Wirtshaus is the mid-size concept Kempinski, who wanted a Bavarian GENUINE MUNICH BREWING and serves fresh Paulaner beer from restaurant with house-brewed The company behind this is Paulaner Munich; and the Paulaner Bierhaus, Paulaner beer in their new hotel Franchise & Consulting GmbH (PFC), as the smallest property size, is complex in Beijing. At that time, Paulaner had no export business with China, which is why they initially rejected the request. But after convincing all parties, the first international Paulaner Bräuhaus was opened in 1992. Since that day, more than six million liters of expertly- brewed beer have been served in Beijing alone to date. Whereas at that time the company was still operating under a loose licensing system with the main focus on beer sales, today it has a fully- fledged franchise concept with a 360 degree approach. It can be implemented even without experience in Bavarian cuisine and culture. In addition to traditional beer expertise, the Paulaner franchise concept offers a unique solution for implementing authentic Bavarian cuisine anywhere in the world. Behind the well-known logo of the Paulaner monk lies centuries of beer 76 GLOBAL FRANCHISE | ISSUE 6.1 Behind the Brand - Xxxxxxxxxxx Paulaner Behind the Brand tradition, genuine craftsmanship, and pure passion. The Paulaner brewmasters all over the world brew according to the Bavarian Purity Law, and make the art of brewing tangible for every guest. LOCAL FEEL, GLOBAL APPEAL Another success factor in the implementation is the 80/20 formula: 80 per cent of the concept is predetermined and necessary to create authenticity, 20 per cent are local adaptations. “This ensures that each location brings in its own distinctive character and that our Bavarian concept fits seamlessly into its surroundings,” says Lars Eckart, managing director of PFC. “This gives us the best of both worlds. Each of the sites is individually have concerns about inviting a new vetted and handpicked. We look at all franchise partner to your home and “The Paulaner franchise macro and micro factors and carefully introducing them to your spouse, you consider whether this location fits shouldn’t commit to 10 years or more. concept offers a unique Paulaner and the operator. The Mutual trust, understanding, and partner’s domestic knowledge plays communication are elementary for solution for implementing a weighty role, because no one knows success,” he says. the local market better than they do.” “Obviously, the COVID-19 crisis authentic Bavarian cuisine Cooperation with the franchisee is hugely impacted our business. Most the key to success. The partners are of our restaurants are in China. anywhere in the world” not only F&B experts who know their While COVID-19 was not yet an issue business like the back of their hand, in Europe, we had to temporarily but also excellent hosts. close almost all restaurants in China Paulaner considers their partners from one day to the next at the end not only as franchisees, but as co- of January 2020. It was important entrepreneurs who play a decisive role for us to act quickly, to always be in the company’s success. available for our partners, and to “Our guests do not just walk into find individual solutions that meet our restaurants; we welcome them on local restrictions and still provide their personal trip to Munich,” explains sustainable revenue streams,” reflects Nadine Morper, who is assisting in the Jürgen Schenk, who joins Lars Eckart expansion. “It’s about having a good in the management board. time together. Our Paulaner concept The result was very big steps in restaurants are a place for socializing digitization, setting up a digital B2B and companionship. Selecting our platform for on-demand retrieval of franchise partners as hosts and files, videos, and marketing material, trustworthy partners is therefore regular webinars and online training, especially close to our hearts.” and further development and upgrade Lars Eckart is certain that it would of the existing takeaway system. not work at all without this level of At the end of the day, it is the cooperation: “Our success can’t be combination of operator, location, attributed solely to our great team, a and concept that is essential strong brand, and a smart concept. It’s to creating a memorable guest the collaboration with our partners experience. Franchisor and franchisee that brings our restaurants to life grow together, push each other to locally and gives their guests an achieve excellence, and jointly create authentic Bavarian experience.” memories that guests like to talk about and share the experience MUTUAL TRUST with others. BREEDS EXCELLENCE Whether at the Oktoberfest or at In addition to professional expertise the Paulaner franchise restaurants, and a passion for gastronomy, one should fully immerse themselves a common basis for long-term in the brand. This is how the team cooperation is essential. Lars defines its 360 degree approach – and Eckart likes to refer to the selection they are convinced that this way, process as a couch date. “If you everybody benefits. GLOBALFRANCHISEMAGAZINE.COM 77.

Load more

  2

Copy Link