Hans im Glück and Local Brand X: Uniform brand identity for almost 100 restaurants
Die HANS IM GLÜCK Franchise GmbH Headquartered in Munich, it is one of the highest-grossing burger restaurants in Germany. The successful concept began in 2010 with the opening of the first burger grill in Munich-Nymphenburg. Since then, the franchise company has achieved strong growth and is now represented at 93 locations in the DACH region. The system catering chain stands out for its creative and distinctive Birkenwald decor and offers guests a wide variety of high-quality and fresh food and drinks that appeal to every diet type.
However, with the acquisition of new franchise partners, the challenges in local marketing and ordering basic franchise partner equipment also increased — a software solution was needed. Since July 2022, the company has been making the Local Brand X local marketing platform available to its franchise partners and thus providing targeted support with local marketing measures.
High Degree of Independence of Franchise Partners
By using the local marketing platform, the franchise company can centrally manage all advertising materials and measures while ensuring compliance with the corporate design at all locations. The Central Marketing of HANS IM GLÜCK Is relieved by the increasing independence of franchise partners and staff, and time and costs can be saved. Franchisees can flexibly adapt the advertising material to their respective location and order the materials via the system in no time at all. Therefore, there is HANS IM GLÜCK Franchise GmbH Gives their franchise partners the opportunity to advertise professionally and consistently.
Perfectly tailored range
The local marketing platform is well received by franchise partners at the various locations. In the first half year after the introduction alone, almost 700 orders were processed via the system. With almost 300 items in the system, HANS IM GLÜCK headquarters offers its franchisees everything they need for successful local marketing. This starts with IT equipment (e.g. work computers, screens, cash register systems, etc.) or measures for personnel recruitment and goes all the way to a wide variety of marketing campaigns and advertising materials. The selection ranges from classic printed products such as menus and vouchers, to office stationery items and textiles such as bags and jackets for delivery services. HANS IM GLÜCK Franchisees can also book various local marketing campaigns via the local marketing platform. These include, for example, large-format posters and cinema commercials, printed materials for weekly or seasonal discount campaigns, but also digital advertising media, such as social media posts.