The history of the Hofbräuhaus brand is compelling and rich, going back 400 years to 1589 in Germany. And the famous German-Bavarian beer hall and restaurant brand just commemorated another milestone, this time in the U.S. By Lizzy Yeserski
The history of the Hofbräuhaus brand is compelling and rich, going back 400 years to 1589 in Germany. And the famous German-Bavarian beer hall and restaurant brand just commemorated another milestone, this time in the U.S.
In May, Hofbräuhaus celebrated 20 years in business at its Newport, Kentucky, location.
“The big 34-ounce beer steins, served with beer brewed according to the purity laws from 1516, have been enjoyed by millions of American guests for 20 years,” announced Stefan Gastager, president of Hofbräuhaus America’s franchise division.
Co-owners Nick Ellison, Eric Haas and Jay Lange of the Hofbräuhaus Newport franchise, couldn’t be more excited. His fascination with Hofbräuhaus began as a college student after visiting the original Munich site. So when the opportunity arose to launch a Hofbräuhaus franchise in 2003, Ellison jumped at it.
“It’s been a profitable franchise in three locations. We have the one here in Newport that’s 20 years old, one in Pittsburgh, a few years younger than that, and one in Columbus [Ohio] that’s almost 9 years old. So it’s become a good business for us.”
Ellison marked the occasion with two big bashes in May but plans to continue the party with special events all year. He’s also celebrating the Bavarian way by releasing a new beer each month.
In association with the Cincinnati Children’s Hospital, Ellison will have a therapy dog kick off July’s beer – while also inviting people to bring their dogs to his biergarten for the first time.
Next year, Hofbräuhaus Las Vegas also will celebrate 20 years in business.
“If you’re familiar with the hospitality industry, for restaurants to be around 20 years or longer is quite an accomplishment,” said Katharina Gastager, director of operations for franchise and merchandising for Hofbräuhaus America.
Part of what makes Hofbräuhaus thrive as a concept is the energy and atmosphere of each location, complete with live Bavarian music and dancing. In fact, various tourism sites list Hofbräuhaus Las Vegas as an attraction.
Still, maintaining the brand’s DNA cements its success. “Our goal is to be consistent. That’s what makes it successful – the original authentic Bavarian food and the bier,” said Stefan.
Hofbräuhaus franchises in America serve the same food as in Germany, using the same recipes. The award-winning menu features perennial favorites such as schnitzel and bratwurst, along with more standard fare like Bavarian burgers, cold-cut sandwiches and, of course, giant pretzels.
The world-famous Hofbräu beer is crafted according to the original 16th century formulas created by Wilhelm V, Duke of Bavaria. Franchise owners can import it directly from the Munich brewery or micro-brew their own in multiple variations, from classic to seasonal.
Ellison said HB Newport brews its beer onsite. “You can smell the beer brewing! It is an excellent beer,” he said, adding, “We’re not newcomers making something up.”
But for Ellison, 84 years young, honoring the Hofbräuhaus world-class brand goes beyond pretzels and beer. “We’re very proud of our association with a company as old as Hofbräuhaus,” he said. “Using their name and their logo means a lot to an awful lot of people.”
Lizzy Yeserski