Heat, The Soccer World Championship, and tourism blessed the German dining-out industry with a good turnover in 2014/2015. The sector economy was only clouded by the loss in sales of two large franchises. However, decisive questions remain unsettled for the further development.
By Dieter Mailander
It was only a small inconspicuous beef patty. Outside of the franchising companies, no professional cook took it seriously. With pieces of lettuce, tomatoes, and a little bit of sauce in a soft bun, it was soon sold by the tons, not everywhere, but in many countries, and in Europeans countries too.
In the Netherlands, McDonald’s started the European conquest, Germany followed shortly before Christmas in 1971, when Johann Hovan opened the first restaurant of the chain in Munich. At first, one only found hamburgers in quick service gastronomy, some time later, they were in fast casual restaurants too: today they are offered almost everywhere in the dining-out industry. And there is still an unbelievable amount of potential sales volume in them.
An example of a current hamburger success story is the German owner-operated chain “Hans im Glück”, named after a well-known fairy-tale figure. In 2013, five years after its founding, they were ranked 132 among German franchising companies (top 100 + 56 “ante portas”) with their 13 establishments (self-management and franchise). Their winning formula is called “trading up” + “fast” + “casual” + “full service”. In 2014, there were already 30 es...