Zehnder's of Frankenmuth

What Zehnder's of Frankenmuth does

Zehnder's of Frankenmuth is a privately held, family-owned hospitality company operating a multi-property destination resort in Frankenmuth, Michigan. The company serves families, tour groups, event planners, and individual travelers through an integrated portfolio: a 1,500-seat flagship restaurant serving world-renowned family-style chicken dinners (over 1 million guests annually), Zehnder's Splash Village (a 152-room indoor waterpark hotel with 50,000 sq ft of aquatic facilities including two waterparks with retractable roofs), Zehnder's Marketplace (retail bakery, specialty foods, and trademarked Zehnder's-branded products), The Fortress Golf Course (18-hole championship course, par 72, 6,800+ yards), The Mill at Zehnder Park (boutique hotel), and event venues accommodating 20–350 guests. The business traces to the Exchange Hotel built in 1856 and has operated under the Zehnder family since 1929, currently in its third and fourth generation of family ownership.

The revenue model is built on five complementary streams: restaurant dining, hotel and waterpark accommodations, retail bakery and marketplace (including an online store at zehndersstore.com), golf operations, and events/catering (weddings, corporate meetings, motorcoach tours). Pricing spans unit-based day passes and meal packages (e.g., $280 Pizza & Pass family bundle, $26.95 Friday Night BBQ) to multi-night subscribed lodging packages (Dragonfly Rooms, Family Suites, Loft Suites). GTM is direct-to-consumer via owned properties, a call center, online booking, OpenTable for restaurant reservations, and a Zehnder's Rewards loyalty program with mobile app. Motorcoach tour sales and event-driven marketing (concerts, BBQ nights, golf tournaments, seasonal festivals) extend reach into group and tourist segments.

The company is entirely self-financed, with no external private equity, venture capital, or institutional investment indicated. Leadership is split between third-generation family executives (Albert F. Zehnder as Chairman/CEO, Linda Susan Zehnder as VP HR, Martha Zehnder Shelton as CFO, John Zehnder as retired Certified Executive Chef) and the first non-family President, William A. Parlberg, appointed in 2001. Technology is conventional hospitality IT — retractable-roof waterpark engineering, online booking, and a rewards mobile app — with no disclosed AI/ML, proprietary software platform, or API products. Recognition includes Bakery Magazine's "Nation's Top Retail Bakery" (1986) and Golf Digest placements for The Fortress (1998 top 450 public courses; ranked among top 25 Michigan courses).

Name

Zehnder's of Frankenmuth

Legal name

Zehnder's of Frankenmuth

Website

https://zehnders.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Zehnder's of Frankenmuth is a private, family-owned multi-property hospitality destination in Frankenmuth, Michigan, operating a 1,500-seat restaurant, 152-room indoor waterpark hotel, retail marketplace, golf course, and event venues serving families, tour groups, and event planners.

Ownership category

akta.pro rank

Product category

Hospitality & Resort Services

NAICS

Full-Service Restaurants (722511), Food Services and Drinking Places (722), Golf Courses and Country Clubs (713910)

SIC

Retail-Eating Places (5812), Hotels & Motels (7011)

akta.pro primary industry

Resort & Hotel Water Parks (On-Property Guest-Access Parks) (THAAABAC)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Indoor Water Parks (Resort-Integrated, Year-Round Facilities) (THAAABAB), All-Day Dining Restaurants (THAFACAJ)

Keywords

• Family style restaurant dining
• Indoor waterpark hotel
• Championship golf course
• Bakery specialty foods
• Resort destination hospitality

Headquarters

HQ city

Frankenmuth

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others

Revenue model

1. Restaurant Dining: World-renowned family-style chicken dinners served at Zehnder's Restaurant with 1,500 seating capacity. Multiple dining rooms including Heritage, Main, Original, Town Hall, Garden Room, and Keeping Room. Z Chef's Cafe additional dining option.
2. Hotel & Waterpark: 152-room indoor waterpark hotel with 50,000 sq ft of aquatic facilities. Accommodations include Dragonfly Rooms, Family Suites, Loft Suites, and specialty suites. Multiple waterpark attractions including thrill slides, lazy river, arcade.
3. Retail Bakery & Marketplace: Bakery producing breads, pastries, donuts, cakes, and specialty items. Marketplace sells Zehnder's trademarked line of seasonings, preserves, cheeses, pasta, wines, gifts, and specialty foods. Online store for shipping products.
4. Golf Course: 18-hole championship golf course spanning over 6,800 yards. Pro shop, pavilion dining, Friday Night BBQ events, golf lessons, tournament hosting, and season passes.
5. Events & Catering: Meetings, banquets, weddings, and catering services for groups of 20-350. Custom menus, wedding cakes, motorcoach tours, and group packages across all properties.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Zehnder's of Frankenmuth is a multi-property hospitality destination operating a 1,500-seat family-style chicken restaurant, a 152-room indoor waterpark hotel with 50,000 sq ft of aquatic facilities, a retail marketplace selling trademarked specialty foods and bakery goods, and an 18-hole championship golf course, all located in Frankenmuth, Michigan. Additional offerings include a boutique hotel, multiple dining venues, wedding and event services, motorcoach tour packages, and a points-based loyalty program with mobile app.

Product overview

Zehnder's of Frankenmuth is a multi-property hospitality company operating as a single unified destination experience in Frankenmuth, Michigan. The portfolio consists of four core business areas: dining, lodging, retail, and golf. The flagship Zehnder's Restaurant serves world-renowned family-style chicken dinners to over 1 million guests annually. Zehnder's Splash Village provides indoor waterpark hotel accommodations with 50,000 square feet of aquatic attractions. Zehnder's Marketplace offers retail bakery products, specialty foods, and gifts. The Fortress Golf Course delivers championship golf on an 18-hole, par 72 course. Supporting offerings include The Mill at Zehnder Park boutique hotel, multiple dining venues (Z Chef's Cafe, Elf Hollow Cafe, Landmark Lounge, Fortress Pavilion), wedding and event services, motorcoach tours, and the Zehnder's Rewards loyalty program. The company has operated continuously since 1856, with current leadership under Chairman/CEO Albert F. Zehnder.

Differentiator

Problem solved

Functional benefit

Products and services

• Zehnder's Restaurant Zehnder's flagship family-style chicken dinner restaurant with seating capacity of 1,500, recognized as America's Largest Family Restaurant. Features multiple dining rooms including Heritage, Main, Original, Town Hall, Garden Room, and Keeping Room. Serves over 1 million guests annually with world-renowned family-style chicken dinners established since 1929.
• Zehnder's Splash Village 152-room indoor waterpark hotel with 50,000 square feet of aquatic facilities featuring two distinct waterparks with retractable roofs, waterpark attractions, arcade, and hotel accommodations. Room types include Dragonfly Rooms, Family Suites, Loft Suites, Majestic/Dragonfly/Parlor Suites accommodating 4-8 guests each with corresponding waterpark passes.
• Zehnder's Marketplace Retail marketplace featuring specialty foods, exclusive Zehnder's trademarked line of seasonings, preserves, cheeses, pasta, and wines, freshly baked breads, pastries, sweet treats, gift items, and unique accessories. Includes Bakery and Food Store plus Gift Shop, with online shipping via zehndersstore.com.
• The Fortress Golf Course Championship 18-hole, par 72 golf course spanning over 6,800 yards designed by Dick Nugent. Features fescue-covered mounds, lush sectioned greens averaging 7,500 square feet, 75 bunkers, and Bent-grass tees, greens, and fairways. Ranked among Michigan's top 25 golf courses. Includes pro shop, pavilion dining, Friday Night BBQ events, golf lessons, and tournament hosting.
• The Mill at Zehnder Park Boutique hotel property featuring luxury suites overlooking the Cass River and historic water wheel. Offers sophisticated lounge atmosphere with craft cocktails, small plates, and desserts at Landmark Lounge. Located at 750 S Main St, Frankenmuth, MI 48734.
• Wedding and Event Services
• Motorcoach Tours
• Zehnder's Rewards Free membership rewards program offering points-based earning system (2,000 points = $10 reward), free birthday dinner during birthday month, Bronner's ornament coupon, and exclusive member discounts and promotions. Mobile app available on iOS and Android for account management.

Quantifiable outcome

• Over 30 million guests served since founding
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

One partnership is on record.

• Frankenmuth InsurancecoreStrategic or Co-development Partner · 1 January 2026Presenting sponsor of the 2026 Suzann Pettersen Amateur Qualifier golf tournament at The Fortress Golf Course. Frankenmuth Insurance partners with Zehnder's to support this premier amateur golf event that awards winners entry into the LPGA Tour's Dow Championship.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Great Wolf Lodge: Largest dedicated indoor waterpark resort chain in North America with 20+ locations. Directly comparable to Zehnder's Splash Village as a family-focused indoor waterpark resort with on-site F&B, lodging, and arcade amenities.
• Kalahari Resorts: Indoor waterpark resort operator with multiple U.S. locations (Wisconsin Dells, Sandusky, Pocono Mountains, Round Rock). Closest scaled competitor to Zehnder's Splash Village in the family indoor-waterpark-resort category.
• Bavarian Inn of Frankenmuth: Direct across-the-street competitor in Frankenmuth, also offering family-style chicken dinners and on-site lodging. Shares the same Frankenmuth tourist catchment and similar Bavarian-themed resort positioning.
• Wilderness Resort (Wisconsin Dells): Large indoor and outdoor waterpark resort in Wisconsin Dells with multiple lodging towers and F&B venues. Comparable to Zehnder's as a Midwest waterpark resort destination targeting families.
• Camelback Resort: Pennsylvania resort with Aquatopia Indoor Waterpark, hotel, and multiple dining venues. Direct comparable in the indoor-waterpark-resort category with integrated lodging and F&B.

Regional players

• Boyne Mountain Resort: Michigan four-season resort with skiing, golf, waterpark (Avalanche Bay), and multiple dining outlets. Comparable as a Michigan destination resort bundling lodging, waterpark, golf, and F&B.
• Crystal Mountain Resort: Northern Michigan family resort with skiing, two golf courses, waterpark, and multiple lodging options. Comparable to Zehnder's as a multi-property Michigan destination resort.
• Grand Hotel (Mackinac Island): Iconic Michigan destination resort with on-property F&B, retail, and recreational amenities. Comparable as a heritage Michigan destination resort (since 1887) with multi-generational ownership and F&B-led positioning.
• Mohonk Mountain House: Family-owned full-service American Plan resort in New York's Hudson Valley operating since 1869. Comparable as a multi-generational family-owned destination resort with bundled lodging, F&B, and recreational amenities.

Broad incumbents

• Cedar Point: Major regional amusement park resort (Ohio) with on-site hotel (Hotel Breakers) and cast of dining venues. Comparable as a destination combining theme-park-style entertainment with lodging and F&B, though broader portfolio than Zehnder's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zehnders
• YouTubeyoutube.com/zehndersoffmuth
• Facebookfacebook.com/zehnders
• Instagraminstagram.com/zehnders
• Pinterestpinterest.com/zehnders

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zehnder's of Frankenmuth