Brezelkönig and Autogrill Switzerland test cooperation at Geneva Airport

19.04.2018 / 13:00 /

The Valora Group and Autogrill Switzerland have come together as part of a joint project. The cooperation is being tested with the opening of a Brezelkönig sales outlet, a Valora food service format, at Geneva Airport.

The convenience and food service provider Valora wants to grow further with its Brezelkönig concept and is putting its faith in institutional franchise partnerships to achieve this objective. Autogrill, the largest provider of airport catering in Switzerland, is at the same time also increasingly focussing on strong brands at highly frequented locations as part of its growth strategy. With this promising foundation, Valora has now succeeded in winning a further important chain caterer for a joint project in the form of Autogrill Switzerland.

In order to test the concept and cooperation, a first mobile Brezelkönig sales unit managed by Autogrill Switzerland as franchisee was opened at Geneva Airport. It is located in front of the food court in close proximity to the security check area. This location is ideal due to its high level of passenger traffic and also allows Autogrill to harness synergies with the other catering concepts operated by the company in the airport's food court.

Theo Hofstetter, Head of Business Development at Autogrill Switzerland, is convinced that the offering of Brezelkönig represents the perfect addition to the company's range, stating that “pretzels and pretzel products remain unbelievably emotional and popular products”. Andreas Klensch, Head of Brezelkönig International and Head of Outlet Operations for the pretzel bakers Ditsch, is delighted: “Valora is convinced that partnerships with established and experienced chain caterers are the right way to quickly drive forward the international expansion with this format. These partners have a great deal of franchise expertise and allow Valora to access attractive locations where they are already represented themselves”.

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