Neue deutsche Gastronomie-Ketten in der Schweiz

Expansion of German Restaurant Chains in Switzerland

The article discusses the expansion of several German restaurant chains into the Swiss market. These chains are leveraging the franchising model to reduce costs and benefit from existing brand recognition. Key examples include:

• Gustoso Group: Operating 'Cucina' and 'Burgermeister' restaurants, planning to launch '60 seconds to Napoli' (Neapolitan pizza) and exploring further expansion.
• Cinnamood: A pastry chain with initial success in Basel, planning further expansion in other Swiss cities.
• Hans im Glück: A burger chain with existing success, recently opening a new location in Kloten.

The franchising model allows for rapid expansion by leveraging local partners, who manage individual restaurants while benefiting from the marketing and operational support of the parent company. This approach is particularly attractive due to lower labor costs in Germany. However, it also has its downsides:

• Limited autonomy: Franchisees often have limited control over menus, prices, and operating procedures.
• Risk burden: Franchisees bear most of the financial risks.

The article highlights that not all expansions are successful. 'Dean & David' (bowls) and 'Vapiano' (Italian) have experienced closures in certain locations, demonstrating that even established brands can face difficulties in the Swiss market. Despite these challenges, new chains remain optimistic about the Swiss market's potential.