Bavarian traditions are heading for success worldwide

Bavarian traditions are heading for success worldwide
Cover image:
Young woman with beer steins, copyright ROK Restaurants
Image on page 4: Beer glass in foreground, copyright ROK Restaurants
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The Paulaner Gastronomy Concept
– an investment that pays off
The motivations for investing in a gastronomic business can be quite
diverse. They range from a personal passion and affinity for the subject
of eating and drinking to the simple necessity of infusing life into an
existing property, or rounding off a present hotel business with a gastronomic touch.
Regardless of which motives are in the foreground, each investor is
interested in earning profits with a risk as low as possible and the
greatest possible planning security, and this not only today but in the
future as well.
At Paulaner, we are familiar with this profession. We have centuries-old
gastronomic experiences at our disposal and master the entire range of
modern techniques and resources that are required for the planning and
operation of a sustainable gastronomic business. Our popular Paulaner
beer specialties, whose exquisite quality has always ensured the utmost
enjoyment of beer, remain at the heart of our activities.
The brand concept of the PAULANER BRÄUHAUS (Microbrewery restaurant),
which has proven itself internationally many times, offers investors
around the globe an authentic success guarantor, which makes it possible
to gain profits within a short time period – and for the long-term.
Traditional and yet with a contemporary pulse – PAULANER BRÄUHAUS
restaurants are locations at which time-honored Bavarian traditions are
combined with a modern appreciation of life in a distinctive way. A
genuine brand concept, which very successfully shifts the renown
Munich brewing arts into the center of sophisticated hospitality and
attracts locals just as much as travelers and visitors from Germany
and abroad.
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The PAULANER BRÄUHAUS
– an export article made in Munich
PAULANER BRÄUHAUS restaurants are at home anywhere in the world. Whether in
Munich, Cape Town, or Singapore, they have developed into solid institutions worldwide. They offer a unique mixture of bar, pub, restaurant, lounge, event location, beer
garden, and brewery beneath one roof. The most important eye-catchers are the copper brewing kettles with their shining pipes and fittings. They exemplarily mirror the
entire activities inside the brewery and make it possible for the guests to experience
the live brewing process directly, when the German Paulaner brewmaster does his
work. The ambiance and atmosphere are casual, yet stylish. Locals as well as visitors
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sit together at long tables, say cheers to each other and enjoy their “outing to
Bavaria”. The food selection consists of three pillars: Classics of the Bavarian cuisine
(Paulaner Classics), which are prepared and served authentically, as well as internationally popular dishes and current food trends. Of course all dishes correspond
magnificently with the Paulaner beer specialties. At the PAULANER BRÄUHAUS, centuries-old traditions are given a contemporary interpretation and an unconventional
blend. This aspiration applies to the entire concept – from the furnishing and equipment to the food selection, all the way to the fondly created atmosphere.
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An established concept
– authentic, individual, successful
There are many good ideas – but in the end, not all of them bring about the
desired success. The PAULANER BRÄUHAUS keeps its promises. This is ensured
by the long-standing experiences of the Paulaner Brewery, the great prestige of
the hospitality in Munich and the prominence of the Paulaner brand. The concept of the PAULANER BRÄUHAUS clearly promises high performance and offers
investors across the world the opportunity of occupying a niche in their region
and gaining new target groups for themselves.
The most important
success factors at a
glance:
● The PAULANER BRÄUHAUS is a brand concept that is based on long-standing
traditions and increased values.
● Authenticity and personality are at the forefront and thus surpass any artificially created concept.
● The concept is designed for the long-term and has the potential of skimming
off profit on a lasting basis. The PAULANER BRÄUHAUS Beijing, for example,
has already been operating very successfully for more than 15 years.
● The attractive business period from the pre-lunch hours until midnight is
absolutely unbeatable in an international comparison.
● Individual local features can be considered with flexibility without falsifying
the concept. These adjustments guarantee an ideal usage of the location.
● The guests are awaited by an exceptional gastronomic and cultural experience that is stylish as well as casual.
● The home-brewed beer acts as a reliable magnet for guests.
So does the Paulaner brewmaster, who actively supports the onsite team as
an ambassador for the beer. He represents high quality and an authentic
enjoyment of the beer.
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An overview of the PAULANER BRÄUHAUS
Target group
80% Locals, 20% expatriates
Location
Major cities, entertainment districts, good public transportation connections, parking
options, or valet parking
Buildings
• Free-standing or integrated into a hotel with its own outside entrance. A prominent building, which is also welcome to have a nostalgic touch
• The majority of the restaurant area is on the ground level
• At least 3.80 meters ceiling height (measurement for raw construction without drop
ceilings) – it can gladly be higher
• A ceiling height of 3.80 meters is absolutely mandatory in the area of the brewing kettles!
Size
• At least 350 seats on the inside
• Restaurant or guest areas (bar, restaurant, watering place, auxiliary rooms, stage, etc.)
approx. 560 square meters
• Additionally 130 – 150 square meters for the brewing facility
• Exterior seats for approx. 300 people
• Other operational areas (kitchen, administration, storage, etc.), approx. 500 square meters
• On approx. 40 square meters, the floor must have a load capacity of 1,600 kg per square
meter for the brewery (storage cellar, brew house)!
Beer selection
Two to three standard Paulaner beer types (wheat beer, light lager, dark lager) enhanced by
equally home-brewed seasonal Paulaner beer specialties (Oktoberfest beer, Starkbier, a.o.)
Food selection
Paulaner classics, international dishes, food trends
Anticipated turnover
2 to 3 million € p.a.
Turnover composition
40% beer, 10% other drinks, 50% food
Estimated beer sales
Approx. 120,000 – 180,000 litres p.a.
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The conceptual elements
– with every detail thought out
Good concepts have to be logical and take every detail into consideration. This enables a consistent execution and gives the guest a clear
orientation. From the first site evaluation to the opening day, from the
design of the menu items to the final décor element – each furnishing
detail and process is planned with the utmost precision in our concepts
and recorded in a transparent manner.
All the conceptual elements that are necessary for a successful operation
of the PAULANER BRÄUHAUS are supplied in application-oriented manuals
with easily comprehensible checklists, recipes, sample plans, and standard
procedures:
• Space and Operation
• Food
• Drinks
• Service
• Training
• Sales
• Corporate Design
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CONCEPTUAL ELEMENTS
A „live“ experience of the
Paulaner brewing arts
– the greatest beer enjoyment according to old tradition
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PAULANER BRÄUHAUS Singapore
A refreshing Paulaner beer
Happy hours at the Paulaner beer garden
Home-brewed Paulaner beer specialties
Paulaner brewmaster W. Ködel at the
PAULANER BRÄUHAUS Cape Town
6 Brewery tour with brewmaster A.
Buchner at the PAULANER BRÄUHAUS
Singapore
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Paulaner beer specialties. The Paulaner beer is brewed in front of the guests in
the best tradition of the craft, based on old recipes using hops, malt, water, and
yeast. Of course the brewing plants are equipped with the latest technology. The
beer brewed at the PAULANER BRÄUHAUS is unfiltered – naturally cloudy – and
always fresh.
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HOME-BREWED
PAULANER BEER:
LIGHT LAGER
This bottom-fermented light beer
with its fine, hoppy aroma and natural flavor is the bestselling beer at the
PAULANER BRÄUHAUS worldwide.
MUNICH DARK
The dark beer gets its gold-brown
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color and its full hearty taste from the
traditional bottom-fermented brewing
procedure. It is a pleasure that lets the
good old times come to life again.
WHEAT BEER
Combined with the best brewing
wheat, a naturally cloudy and yeasty
wheat beer is created. A fine yeasty
aroma makes the Paulaner wheat beer
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The Paulaner brewmaster is not only the maker of the delicious beer, he is
also the contact person for any questions that the guests or staff members may
have on the subject of beer. On his tours through the brewery, he gives his
guests an insight into the manufacturing process of the Paulaner beer and thus
offers them an unforgettable excursion behind the scenes of the high brewing
arts. He represents the authenticity and quality of the Paulaner beer and also
takes care of contacts to local partners and institutions as well as to the German
and international community.
a refreshing delight.
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CONCEPTUAL ELEMENTS
The Bavarian way of life
– it can be experienced around the globe
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PAULANER BRÄUHAUS Singapore
Sample decoration of a PAULANER
BRÄUHAUS
3 PAULANER BRÄUHAUS Dalian
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Food. The menu mostly offers the typical Bavarian and Munich specialties
(Paulaner Classics) along with popular international dishes and food trends that
correspond well with the Paulaner beer specialties. Crispy pork knuckles,
bratwursts, sauerkraut, and fragrant apple strudels are the top-sellers in the
PAULANER BRÄUHAUS restaurants worldwide. Much to the surprise of the guests,
some dishes are served on raw wooden boards, in large bowls, or cast iron pans.
A real eye-catcher!
Ambiance. Diverse table shapes and sizes, long benches with loose cushions,
shiny, scrubbed, and massive wooden tables without table cloths, along with
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classical music and easy listening to
stirring party music. On special
occasions there are yodeling and
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brass music, such as e.g. at the
Oktoberfest.
Sales promotion. Germany, Bavaria,
and Munich, the roots of the
PAULANER BRÄUHAUS, supply an
immeasurable source of ideas leading
to concrete activities around sales
promotions and public relations. The
highlight of the year is the “Oktoberfest” at the PAULANER BRÄUHAUS.
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wooden wall paneling create an atmospheric blend and make sure that the
guests feel just as if they are visiting Munich. The PAULANER BRÄUHAUS is decorated with countless implements from the brewing culture: beautiful beer steins,
old engravings in lush frames, deer antlers, and pictures of Munich. Just as it is
in Munich whenever a cozy ambiance is desired. Especially exciting is the combination of traditional decorating elements with contemporary details.
Entertainment. In the late evening hours, a convivial mood pervades the
PAULANER BRÄUHAUS – dancing and celebrating are desired. By moving the
tables, a dance floor can be created in no time. The repertoire ranges from
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Brewing arts and gastronomic
competence
– foundations to build on
The Paulaner Brewery
was founded in 1634 by monks of the Order of Saint Francis of Paula in
Munich, where the headquarters of the company are still located today, and
where the renown beer specialties, such as the Paulaner wheat beer, the
Oktoberfest beer, or the Paulaner Salvator are produced in shiny copper kettles.
Over the centuries, nothing about the four basic ingredients has changed: hops,
malt, water, and yeast lend an incomparable and fresh taste to the Paulaner beer
specialties. No preservatives, artificial colors, or similar additives are used, in
keeping with the German Purity Law.
By now the Paulaner Brewery has developed into the best known and largest
FACTS AND FIGURES:
brewery in Bavaria and is the most important member of the Paulaner Brewery
Overall annual production of the
Paulaner Brewery Group:
270 million litres beer
Group, which also includes Hacker-Pschorr, Weißbierbrauerei Hopf, Thurn &
Amount of importers and wholesalers worldwide:
500
Export worldwide:
to more than 60 countries
Amount of German gastronomic
enterprises where Paulaner beers
are sold:
more than 15,000
Taxis, and Auerbräu. The name Paulaner stands for the best quality and greatest
beer enjoyment nationally and internationally.
In close collaboration with its customers from trade, gastronomy, and the
hotel industry, the Paulaner Brewery has also developed an extensive gastronomic competency in addition to its renown brewing arts. Based on this and
the corresponding market experience, the desire arose to meld the typical and
established beer traditions of Bavaria into a solid and multipliable concept in
order to bring it to life in new locations. That was how the idea of the
PAULANER BRÄUHAUS was born.
The first PAULANER BRÄUHAUS opened in 1989 at the Kapuziner Platz in
Munich. This laid the foundation for a worldwide success story. Today more
than a dozen PAULANER BRÄUHAUS restaurants are in operation around the globe
and – be they freestanding outlets or integrated restaurants of a hotel – they
offer their guests an exceptional gastronomic experience.
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A solid foundation –
the Schörghuber Corporate Group and Heineken
Heineken, as the best known and most widely sold brand of beer worldwide, and the Schörghuber Corporate Group, as a globally
active service provider, constitute an optimal foundation.
The Schörghuber Group backs all of Paulaner Brewery's operations, including Paulaner Bräuhaus Consult. The Group is
active in a wide range of businesses and provides employment for thousands of people. Its activities can be categorized into
four company divisions:
Hotel
The worldwide range of hotels fascinates with the multitude of its destinations and through a clear brand profile. The 32
hotels of the ArabellaSheraton Group in Germany, Austria, Switzerland, on Mallorca, and in South Africa are among the
most attractive offerings.
Airplane leasing
Globally successful as a niche provider: With its 26 modern short and medium distance machines, the airplane leasing company division counts international airlines among its customers and is conquering new growth markets with flexible concepts.
Construction and real estate
Bundled competency beneath one roof: in the company division for construction and real estate, experience and high demands for
quality are responsible for the extensive customer satisfaction. The portfolio presents itself with unique and striking selections.
Drinks
Strong brands and a clear strategy: The drinks division appears on the market with a multitude of beer specialties, non-alcoholic beverages and wine – a strong force in the German beer market with an international orientation.
100 %
Heineken
International B.V.
100 %
49,9 %
50,1 %
100 %
62,73 %
Paulaner Brau
Beteiligungs GmbH
50 %
50 %
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Paulaner Bräuhaus Consult
– a competent partner for all conceptual questions
PAULANER BRÄUHAUS –
RANGE OF SERVICES:
Brewery and was founded in 1996. Its task is to continue developing the
• A brand concept that has proven
PAULANER BRÄUHAUS concept and advance a worldwide expansion together with
itself successfully on the international
Paulaner Bräuhaus Consult (PBC) is a 100% subsidiary of the Paulaner
its cooperation partners.
market for over ten years
Under the management of PBC, more than a dozen PAULANER BRÄUHAUS
• Home-brewed branded beer as a
restaurants have already been realized successfully. The main task is the opti-
distinguishing feature
mum support of the partners in the planning and implementation phase as well
• The utmost dedication by the
as during the operation of the restaurant.
Paulaner brewmaster, who brews
Paulaner beer and ensures guest loy-
Investors and operators not only profit from the profound know-how of the PBC
alty through effective advertising
consultants but also from the practical experiences of other brewery operators,
appeal
• Expert competency in the areas of
who consider each other colleagues regardless of all national borders and regularly communicate even on a personal level.
planning, implementation and support by more than a dozen PAULANER
The most important work foundation and concrete assistance for all operators
BRÄUHAUS worldwide
are the detailed manuals that were developed by PBC under the consideration of
• Extensive business experiences from
all operational requirements. These manuals enable the realization of a
the independent operation of the
PAULANER BRÄUHAUS that is both time and cost efficient and also consider
PAULANER BRÄUHAUS Singapore
national, location- and operator-specific particularities. Concrete equipment
• Seven manuals for these areas:
guidelines, construction drawings and material and color samples, for instance,
Space and operation, food, drinks,
ensure that the furnishings can be manufactured onsite in the most economical
service, training, sales, and corporate
and problem-free manner.
design
• An active project management that
supports the planning, implementati-
The cooperation model
on, and adjustment of the concept at
any desired location
• Constant support service by
Paulaner Bräuhaus Consult
The PAULANER BRÄUHAUS restaurants are very deliberately not offered as a franchise system. Recent years have shown that it is far more important to work
onsite in a cooperative way with partners while also assuming responsibilities.
This concept goes far beyond the mere payment of a franchise fee.
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Through the onsite production of Paulaner beer, there is a tight connection between PBC and the operator. The brewmaster occupies an extremely important
position by taking on responsibility for the production and quality of the main
distinguishing product and revenue source. The investor provides the overall
investment for the construction of a PAULANER BRÄUHAUS, while the operator
supplies the operational services, such as the food production, service, and sales.
This division of responsibilities has proven itself as a sustainable foundation for
good and enduring partnerships, which are not geared towards a rapid expansion
but long-term success.
Paulaner Bräuhaus Consult
Offers
• PAULANER BRÄUHAUS as an internationally successful
restaurant brand
• The brand world of Paulaner
• Paulaner beer home-brewed onsite – as a comprehensive
nohassle package in respect to the brewery
•
•
•
•
•
Personal PR with guest contact by the brewmaster
Project planning service
Project support
Continual support
Manuals
Project planning
service, know-how
Beer, brewmaster,
support
Project fee
License fee
Investor
Operator
• Gastronomic management of the
PAULANER BRÄUHAUS
• The operator is either an independent leaseholder or employee
of the investor
• Finances operating equipment
• Buys Paulaner beer
(license fee)
Provides
• Project fee (for planning and pro
ject costs)
Lease object
Lease / profit
Finances
• Brewery
• Kitchen equipment
• Restaurant furnishings
Receives
• Return of the investment through
a lease or profit-sharing
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Facts and figures
– that speak for themselves
Planning and project costs
€
100.000,–
Brewery
€
450.000,–
Kitchen equipment
€
300.000,–
Restaurant furnishings
€
950.000,–
Investment amount
€
1.800.000,–
Expected turnover
€
2 - 3 mio p.a.
Investment
Payback period
4 - 6 years
For clarification:
All numbers are based on a “sample restaurant“. The costs for the construction
of the building or architects’ fees are not included. The calculation assumes that
the building is being converted and that all the required preparatory work has
been completed.
Average freight and customs fees are included in the investment amount. This
does not include the operating equipment of the PAULANER BRÄUHAUS (dishes,
flatware, cash registers, etc.) at the amount of approx. 200,000 EUR. The
expenses for the starting phase of the business have to be budgeted additionally.
Additional costs and fees such as concessions or specific taxes which may be
incurred in particular countries are not included in the total investment sum.
A detailed investment and profit and loss statement is carried out in the planning phases by Paulaner Bräuhaus Consult. At that point the foundation is set
by the particularities of the country as well as the concrete location.
Paulaner Bräuhaus Consult GmbH
Hochstraße 75 · 81541 München · Telephone +49/89/4 80 05-6 50 · Telefax +49/89/4 80 05-6 06
www.paulaner-consult.com