Customers enjoy bringing home a bit of Bavaria with HB merchandise after dining at Hofbräuhaus. By Rochelle Miller
Many Happy Returns
Branded merchandise gives a boost to Hofbräuhaus franchisees
Known for quality beers brewed according to the 500 year old Purity Law, authentic German cuisine and friendly dining atmosphere, Hofbräuhaus of America has dramatically raised its profile through sales of branded merchandise – or “merch,” as millennials would say.
Customers enjoy bringing home a bit of Bavaria with HB merchandise after dining at Hofbräuhaus, which has Brew Pubs seating 500 or more and 200-500 seat restaurants as well as express locations, all of them independently owned and operated. Franchisees of the rapidly growing company benefit from this merchandising in three ways:
Branded merchandise fosters a sense of community. Hofbräuhaus of America promotes a strong sense of community with a festive atmosphere and lively entertainment, so merchandise represents a way to further engage patrons with the brand and encourages them to return often. Handcrafted steins, for example, are unique souvenirs that are functional and serve as reminders of the dining experience.
It’s an additional revenue stream. The retail gift shop inside the restaurants offers branded merchandise that’s customized to their location. Many happy visitors will certainly take a souvenir with them which pushes the Hofbräuhaus sales volume.
Advertising and marketing opportunities increase. No marketing tool is more economical than having happy customers spread the word, so Hofbräuhaus of America merchandise such as shirts and caps will start conversations and attract new business.
Whether visiting the online store at www.hofbrauhausshop.us or browsing the gift shops within restaurants, customers can choose from a wide variety of items at a range of price points. One popular item is The Hofbräuhaus Cookbook, which helps customers recreate classic German favorites like Spätzle and Wiener Schnitzel in their own kitchens.
Although most of the restaurant’s favorite dishes can be found only on its menus, the cookbook and other merch help to build and maintain a loyal customer base – and that’s the gift that keeps on giving for franchisees.
For more information about franchising opportunities with Hofbräuhaus of America, visit www.hofbrauhaus.us/franchise or call 702-389-3996.
– Rochelle Miller