Welcome to the Paulaner Experience!

A strong brand and smart concepts with bavarian charme

The Paulaner Bräuhaus developed by Paulaner in 1989 became a worldwide success! Paulaner transferred the system to normal gastronomy and created further concepts such as the Paulaner Wirtshaus and the Paulaner Bierhaus. Our restaurants offer a unique combination of Bavarian traditional and modern lifestyle. In a relaxed and casual atmosphere, they appeal to a broad target group of guests who gather here for their trip to Munich.

Everything you need to know

Our franchise broschure contains detailed information on the brand Paulaner, our franchise concept as well as the pre-requisites for a successfull and longterm partnership.

Our System

Become a franchise partner and join the worldwide success story! Let’s create together a piece of Bavaria – everywhere around the globe. What kind of support do you get as an franchisee?

Strong gastronomy brand

Paulaner is a strong gastronomy brand and is served in numerous establishments around the globe. Therefore our concepts’ key success factor is Paulaner’s worldwide brand awareness - it is very well-known. So every Paulaner commercial, poster and advertisement worldwide is marketing your Paulaner restaurant as well.

Munich beer and food to share and enjoy

“Sharing is caring!” Authentic dishes and in-house recipes make the Paulaner “Bräuhaus”, “Wirtshaus” and “Bierhaus” a truly Bavarian, sensual overall experience. The kitchen at Paulaner combines our love of Bavarian tradition with current food trends. The culinary focus is on large plates and boards for sharing and typical beer garden dishes such as Obatzda, sausage salad or Fleischpflanzerl as well as Paulaner classics such as Schweinshax'n, Spätzle, dumplings and traditional desserts.

Design between tradition and modernity

“Interior design according to the purity law!” Industrial design with tiles, steel, glass, copper and terrazzo floors on one side, and traditional natural stone floors, felt, leather and oak on the other. Paulaner gastronomy stands for a passionate liaison of modern lifestyle and Bavarian identity. For us, traditional values and innovative thinking are not opposites, but rather an expression of individuality, serenity, a sense of responsibility and optimism. Whether brewing process, kitchen or interior design - we rely on Bavarian origin, high-quality materials and authentic craftsmanship.

Award-winning communication

A Paulaner is a brand concept. It thrives on the fact that it is unmistakable, unique and completely authentic. This is why we place such great importance on consistent implementation. In our “Corporate Identiy” we have compiled everything required in order to reflect these inner values on the outside. Award-winning brand communication at its finest! Red Dot Award 2017, German Design Award 2018, Deutsche Designer Club Bronze

Project development support

Ultimately only two things are important: your guests’ satisfaction and your success! Everything we do is oriented towards these objectives. For this reason, we always ensure top quality and we pay attention to every small detail – and in particular we make sure that everything fits together perfectly. This applies to our tried- and-tested concept just as it does to our project work. Anyone opting for a Paulaner franchise restaurant receives a complete package comprising of consultation and service, as well as tools and practical support materials. We have thought of everything so that you can open your Paulaner quickly, smoothly and without hassle – and run it successfully.

Support, training and quality assurance

Our service in this area is to provide support in the planning, organization and in particular, the training of your personnel. Whatever your question is we will support you. Our main goal is to ensure your long-term success. This is why we are constantly working on developing and optimizing our concept – based not only on our own experience but also on that of our franchisees and even more important our guests. All Paulaner outlets are also integrated into our mystery guesting program which focuses on operational issues and gives each franchisee the support to get even better.

Experience values that pay off – for you!

With a great passion for the Bavarian beer and beer culture and a wealth of experience from many years of gastronomy consulting, we have developed authentic and successful gastronomy concepts in various forms for you:

Product Bräuhaus Wirtshaus Bierhaus
Location PRIME-location
1x per city (metropolitan areas >1)
1x per district
high frequency and travel plaza, inner city, mall, airport, etc.
Microbrewery Yes No No
Size > 1.200 m² inside
> 200 m² outside
> 300 m² inside
> 100 m² outside
< 300 m² inside
< 100 m² outside
Capacity > 350 seats > 150 seats < 150 seats
Sales-Mix 55% Food
45% Beverages
60% Food
40% Beverages
40% Food
60% Beverages
Capital requirement ca. 3.800€/m² ca. 3.250€/m² ca. 3.500€/m²

Franchise Fee: Up to 7,5% of total revenue

Our Requirements

In order to join the family we also have some requirements that an ideal franchisee should fulfill:

  • Experience in the food service industry as owner and or operator
  • Proven success story of operating a restaurant business
  • Financial capability to open 2-5 restaurants
  • Local market knowledge (restaurant & real estate)
  • Infrastructure to develop our restaurant brand within your market
  • Fill out & submit the franchise application form


Thank you for your interest in our brand and the Paulaner gastronomy concepts. Kindly complete the below form in order to receive further information about opportunities with Paulaner Franchise & Consulting. The information provided will be treated strictly confidential. Thank you.

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The Taste Of Munich
Welcome to Paulaner Bräuhaus.

The Paulaner Bräuhaus website is only accessible for people 16 years of age or older. To find out why we don’t advertise to underage youth, go to the German Brewers Association website:

Please confirm that you’re at least 16 years old.

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