Hans im Glück and Local Brand X: Uniform brand identity for almost 100 restaurants

HANS IM GLÜCK Franchise GmbH, headquartered in Munich, is one of the top-selling 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 has enjoyed strong growth and is now represented at 93 locations in the DACH region. The system gastronomy chain stands out with its creative and distinctive Birkenwald interior and offers guests a wide variety of food and beverages of high quality and freshness that appeal to every type of diet.

However, as new franchise partners were recruited, the challenges of local marketing and ordering basic franchise partner equipment increased - a software solution was needed. Since July 2022, the company has made the Local Brand X Local Marketing Platform available to its franchise partners and thus provides targeted support for local marketing measures.

High degree of independence for 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 the franchise partners and the staff and time and cost efforts can be saved. The franchisees can flexibly adapt the advertising materials to their respective locations and order the materials in the twinkling of an eye via the system. In this way, HANS IM GLÜCK Franchise GmbH gives its franchise partners the opportunity to advertise professionally and uniformly.

Perfectly tailored assortment

The Local Marketing Platform has been well received by the franchise partners at the various locations. In the first six months after its launch 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, monitors, cash register systems, etc.) or measures for staff recruitment and extends to a wide variety of marketing campaigns and advertising materials. The selection ranges from classic print products such as menus and vouchers, to items for business equipment and textiles such as bags and jackets for the delivery service. HANS IM GLÜCK franchisees can also book various local marketing campaigns via the Local Marketing Platform. These include, for example, large-scale posters and cinema spots, print materials for weekly or seasonal discount campaigns, and digital advertising materials such as social media posts.