Largest burger chain in the German-speaking region - HANS IM GLÜCK, with 94 locations, over 10 million happy guests, and total revenue of nearly €200 millions, is by far the most successful premium burger concept in the DACH region.
Established brand - With innovative burger interpretations and natural interior design, HANS IM GLÜCK has also created an unparalleled brand recognition in the DACH region.
Expansion into new markets - The success in the DACH region is just the beginning. With your investment, our successful model aims to establish itself in neighboring countries such as the Netherlands.
"Since the founding of HANS IM GLÜCK in Munich, our premium burger concept has written a remarkable success story in the culinary landscape. Now, with your support, we want to open more restaurants, and you have the opportunity to benefit from our success. This way, we can do what we love most in other markets as well: making people happy (with food). And soon, maybe you too, near you!"
Johannes Bühler, CEO, HANS IM GLÜCK Franchise GmbH
Founded in Munich in 2012, HANS IM GLÜCK set out with the mission to completely reinterpret the product "burger". With a unique combination of natural interior design featuring iconic birch trees and the fairy tale of a boy named Hans who lost all material possessions but gained happiness, the concept succeeded on all levels.
What started back then with the first restaurant has now grown to 94 burger grills across Germany, Austria, and Switzerland.
Our innovative product range has the right answer for every hunger (and thirst). Whether vegetarian, vegan, beef, or chicken, with burgers, salads, bowls, various sides like fries and onion rings, cocktails, and non-alcoholic refreshments, our offerings cater to everyone who wants to spend a happy time with their loved ones.
With over 10 million happy guests in 2023 alone, we were able to increase our number of guests by well over a million compared to 2022. This is also reflected in our total revenue, which rose from €149 million in 2022 to almost €200 million in 2023.
Our growth trajectory is set to continue just as steeply, with the next steps including market entry into the Netherlands and Luxembourg, as well as expanding our market leadership in Germany.
| Company name: | Hans im Glück Franchise GmbH |
|---|---|
| Managing Director: | Johannes Bühler, Jens Hallbauer |
| Business ID number: | HRB 200046 |
| Funding year: | 2012 |
| Address: | Weihenstephaner Straße 6 81673 Munich Germany |
| Industry: | System catering |
|---|---|
| Number of employees: | 799 (Head office + own operations), system-wide >3000 |
| Locations: | A total of 94 burger grills in the DACH region - 83 restaurants in Germany, 2 in Austria and 9 in Switzerland. Our head office is located in Munich |
| Website: | www.hansimglueck-burgergrill.de |
| Social Media: |
At HANS IM GLÜCK, we don't serve ordinary burgers, but unique ones: in taste, quality, and freshness. Whether with juicy beef, chicken, or vegan and vegetarian options, whether crispy salad or enticing cocktails. But HANS IM GLÜCK offers more than just a pure taste experience. We also place great emphasis on our sophisticated lighting and space concept, which creates one thing above all: a feel-good atmosphere. In the cozy birch forest, our guests are surrounded by natural interior design and can escape from the stressful everyday life.
This is also appreciated by over forty franchise partners, who were mostly guests themselves before fulfilling their dream of owning their own burger grill with our concept. They relied on our established brand and now receive comprehensive support from a competent service center that knows the answers to all relevant questions and needs. We place great value on the experience of our partners, who know their guests best as hosts. Through them, it is ensured that our concept is always guest-oriented, allowing us to immediately recognize any changes in consumer behavior.
The business model of Hans im Glück Franchise GmbH is based on multiple revenue streams and strategic business practices that appeal to a broad target audience and promote expansion.
Main Revenue Sources
Real Estate Management
The company predominantly holds the lease agreements or lease entry rights at its locations and subleases them to the operators or franchise partners. This practice allows for centralized management of properties and their costs, benefiting both the franchisor and the operators.
Target Audience and Market Positioning
The concept of HANS IM GLÜCK is primarily aimed at a female clientele, which is unique in the German burger landscape that has traditionally been male-dominated. The offering includes high-quality and diverse products, catering to a broad target audience with a wide selection and recognized expertise in considering dietary preferences.
Challenges and Expansion Strategy
Cost-intensive store construction poses a challenge for rapid expansion. To counter this and accelerate expansion, the company plans to utilize capital from a crowd investing project. This aims to further accelerate our expansion and enable additional locations.
Overall, the business model of HANS IM GLÜCK combines own operations, franchise income, strategic real estate management, and clear target audience engagement to ensure sustainable growth and broad market presence.
HANS IM GLÜCK is the largest burger chain in the full-service segment of the system gastronomy industry. This means that our guests receive their food and drinks served directly to their table by our well-trained staff. This service - alongside the inviting atmosphere - is a primary reason for our slightly higher product prices compared to (mostly American) competitors in the quick-service segment. However, it also increases the comfort for our guests and encourages them to stay longer. Therefore, HANS IM GLÜCK sells more than just products; we sell an experience!
Market Environment for Burger Restaurants in Germany
The market for burger restaurants in Germany has significantly changed in recent years. The boom period between 2014 and 2018 brought many new providers to the market, but the competition has since decreased. The market is now more consolidated, and established brands like HANS IM GLÜCK have prevailed.
Market Segmentation
Burger restaurants in Germany can generally be divided into two segments: Quick-Service and Full-Service. While quick-service chains like McDonald's and Burger King focus on fast, affordable meals, the full-service segment, which includes HANS IM GLÜCK, offers a more comprehensive dining experience with table service and higher quality food.
Quality and Ambience
Full-service gastronomy places special emphasis on quality and an engaging atmosphere. This appeals to a target audience that is willing to pay more for a better dining experience. This positioning is increasingly in demand in our target markets as consumers place greater value on product quality and an all-around excellent guest experience.
Sustainability and Conscious Eating
Another important aspect of the foodservice market is the increasing importance of sustainability, transparency in value chains, and conscious eating. Consumers are paying more attention to the origin and quality of their food. Providers that consistently cater to this demand, like HANS IM GLÜCK, benefit significantly from this trend.
Strong Market Position of HANS IM GLÜCK
The market position of HANS IM GLÜCK is strengthened by our central management and expertise. From planning and construction supervision to operation and management - the entire know-how around our burger grills lies with us. This central management enables us to maintain high quality standards and ensure efficient operational processes.
Overall, the Central European market for full-service burger restaurants offers an excellent environment with stable demand for high-quality dining experiences.
With sustainable interior design, such as wallpaper made from alpine grasses and flower petals or a Cradle-to-Cradle certified organic floor, HANS IM GLÜCK sets new standards. Reusable containers help reduce waste in the to-go sector.
The company contributes to climate protection with the climate-neutral burger WEGWEISER, whose CO₂ footprint is offset at no extra cost. The compensation is achieved through a climate protection project in Nigeria, which provides energy-efficient cooking stoves. These stoves save energy and reduce health risks associated with open fires.
CEO
Johannes Bühler has been the CEO of HANS IM GLÜCK since 2016, bringing a unique blend of economic and culinary expertise to his leadership role. He studied Economics in Munich and Edinburgh from 2006 to 2010, and further honed his analytical skills as an analyst at Orlando Capital from 2009 to 2011. Additionally, he gained profound culinary knowledge as a chef at the two Michelin-starred "Becker’s Restaurant" in Trier from 2012 to 2013. Since joining HANS IM GLÜCK in 2014, Bühler has utilized this combination of skills to successfully lead and develop the company.
COO
Jens Hallbauer brings professional experience and passion that make him exceptionally qualified for the position of COO. After graduating in International Business Administration and Management from the renowned Otto Beisheim School of Management, Hallbauer gained valuable international experience at Verts Kebap in Texas, USA, where he honed his skills in operational management and business development. Additionally, during his time working alongside Johannes Bühler at Becker's Restaurant in Trier as Chef Tournant, he elevated his understanding of the highest quality standards to a new level. Since 2016, as COO at HANS IM GLÜCK, he has successfully applied his strategic and operational skills to drive the company forward.
CFO
Manuel Müller has been serving as CFO since 2024, bringing a wide range of experience and expertise in financial and business management. Prior to this, he was the CFO at chicco di caffè from 2018 to 2023, where he led the financial strategy and planning of the hospitality company. Over the previous 20 years, he gained extensive experience in senior commercial positions and the IT industry. With his comprehensive experience in financial management and strategic thinking, Manuel Müller plays a crucial role in the financial steering and growth of the company. Thanks to his nearly 20 years of experience in IT companies, he is capable of successfully digitizing financial processes as a modern CFO.
The sole shareholder of the project developer is HiG Beteiligung GbR, which holds 100% of the voting rights.
Hans im Glück Franchise GmbH is the parent company of the group and the bond issuer, with franchise and lease agreements managed through this company. The subsidiaries operate the company's own establishments or have special tasks such as handling payment flows through Bezahlsystem GmbH.
(€2,000,000 – €3,000,000
funds raised in the financing round)
(€1,000,000 - €2,000,000
funds raised in the financing round)
(€250,000 - €1,000,000
funds raised in the financing round)
For investments of €500
(2 bonds):
€10 voucher*
When you purchase two bonds of €250 each, you will receive a €10 voucher card** for a visit to a HANS IM GLÜCK restaurant in Germany and Austria.
For investments of €750.
(3 bonds):
€15 voucher*
When you purchase three bonds of €250 each, you will receive a €15 voucher card** for a visit to a HANS IM GLÜCK restaurant in Germany and Austria.
For investments of €1,000 or more
(4 bonds or more):
Voucher of €40 or more*
When you purchase at least four bonds of €250 each, you will receive 4% of the investment amount as a voucher card** for a visit to a HANS IM GLÜCK restaurant in Germany and Austria.
Note:
*The awarding of bonuses to investors will only occur if the investment project is successful and after the financed amount is disbursed to the company, approximately 4 weeks after the closing of the financing. The company will contact you directly regarding this.
**The voucher will be valid for 36 months in all restaurants in Germany and Austria from the time the investment project is successful, starting at the end of the year.
In this update section you will find new, project-relevant information that we receive.
Invesdor does not conduct a separate review of information received after the start of the financing phase.
Do you have any questions for the company? Send them directly to service@invesdor.com.
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