What Old Wild West does

Old Wild West S.A.S. is a French restaurant operator running a chain of themed American Western burger-and-steak houses positioned primarily in shopping centers and adjacent to multiplex cinemas across France. As of the latest inputs the company operates 16 restaurants in France (under a wider brand network of 260+ locations globally) offering burgers, grilled meats, Texas-style specialties, ribs, and American desserts in a Sergio Leone-inspired theatrical setting, with dine-in, takeaway, and delivery available.

The commercial offering is delivered through four interconnected surfaces: company-owned and franchise restaurants in physical locations, an online ordering platform (order.oldwildwest.fr), native iOS/Android mobile applications, and a points-based loyalty program (10 points per euro, €5 welcome discount, birthday dessert rewards). Operational technology is conventional: standard restaurant management and POS, web/app ordering, and third-party reservation integrations with TheFork and ZenChef. The brand's intellectual property and data infrastructure are owned by Italian parent Cigierre — Compagnia Generale Ristorazione S.p.A., with Old Wild West France functioning as a directly controlled subsidiary under the holding Gusto S.à.r.l.

The business operates a franchise-led go-to-market model with entry fees of €35,000 + VAT, training of €15,000 + VAT, ongoing royalties of 4% of net revenue, and a 2% marketing contribution. End-customer demand is generated through pay-as-you-go unit pricing (e.g., €4.90 children's menu, individual à la carte orders), cinema-tied promotions (15% off with same-day cinema ticket), and the loyalty program. Primary customer segments are families with children, young adults/students, and cinema-goers, with franchise partners as a secondary B2B segment. Promotional and distribution activity emphasizes digital channels (mobile app, TikTok, Instagram, Facebook, LinkedIn) and shopping-center footfall.

Name

Old Wild West

Legal name

OLD WILD WEST S.A.S.

Website

https://oldwildwest.fr

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

Old Wild West S.A.S. operates a chain of 16 Western-themed American burger and steak house restaurants in French shopping centers, offering dine-in, takeaway, delivery, a mobile app, and a points-based loyalty program under Italian parent Cigierre.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European) (THAFABAM)

Keywords

• Casual dining restaurants
• Themed restaurant chain
• Burger steakhouse
• Family restaurant franchise
• Shopping center dining

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Sales: Revenue from customers dining in at Old Wild West restaurant locations across France, offering burgers, grilled meats, Texan specialties, ribs, and American desserts.
2. Online Ordering (Takeaway and Delivery): Revenue from online orders placed via the website or mobile application for takeaway or home delivery services.
3. Franchise Fees: Entry fee of 35,000 EUR + VAT for franchisees, plus training fee of 15,000 EUR + VAT, and ongoing royalties of 4% of net CA and marketing budget of 2% of net CA.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Old Wild West operates a chain of American West-themed casual dining restaurants in France, serving burgers, steaks, ribs, Tex-Mex platters, and value menus (formules) to families and groups. Locations are concentrated in shopping centers, with dine-in service complemented by click-and-collect, delivery, and a loyalty program accessible through a mobile application.

Product overview

Old Wild West is a burger and steak house restaurant chain operated by Old Wild West SAS, part of the Italian Cigierre group. The company operates a unified offering centered on its restaurant locations across France, supplemented by an online ordering system, a native mobile application (available for iOS and Android), and a loyalty program. Customers can dine-in at themed restaurant locations, order take-away or delivery via the web platform or mobile app, and participate in a points-based loyalty program that offers discounts and free products. The product portfolio consists of four interconnected offerings: the core restaurant service, the online ordering system, the mobile application, and the loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• In-restaurant dining service American West-themed casual dining service offering burgers, steaks, ribs, Tex-Mex platters, and value menus (formules) for families and groups in shopping-center restaurants across France.
• Online ordering and delivery Digital ordering service allowing customers to place click-and-collect or delivery orders from Old Wild West restaurants through its website and mobile app.
• Old Wild West mobile application Brand mobile application providing menu browsing, mobile ordering, and access to the loyalty rewards program for Old Wild West customers in France.
• Old Wild West loyalty / rewards program Loyalty rewards program that lets frequent Old Wild West diners earn benefits and promotions through the brand's mobile app.
• Restaurant franchise program Franchise offering allowing entrepreneurs and operators in France to open and run Old Wild West restaurants under the brand, supported by the parent Cigierre group.

Quantifiable outcome

• 10 points earned per 1 EUR spent in loyalty program
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• TheForkminorChannel Partner/ Reseller/ DistributorTheFork integration at Lyon Carré de Soie location for table reservation functionality. Customers can book tables through the TheFork platform.
• ZenChefminorChannel Partner/ Reseller/ DistributorZenChef reservation system used across most Old Wild West France locations for table booking management. Restaurant-specific booking widgets integrated on restaurant pages.
• Cigierre - Compagnia Generale Ristorazione S.p.A.coreTechnology or IntegrationParent company and licensor of the Old Wild West brand in France. Owns the intellectual property, provides training through Cigierre Academy, operational support, and franchise network management. Data servers and technology infrastructure owned by parent company.
• Gusto S.à.r.l.coreOthersUltimate parent company exercising direction and coordination over Cigierre - Compagnia Generale Ristorazione S.p.A.
• DAKOTA SASminorOthersCo-owner (with Old Wild West SAS) as joint data controllers for processing personal data collected on the website www.oldwildwest.fr. Both companies are located at 102-104 rue Gabriel Péri, 94250 Gentilly.

Scale indicators6 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Bistro Régent: French casual steakhouse franchise chain. Comparable franchise-driven expansion model, grilled-meat menu focus, and similar price-point positioning. Competes in the same casual-dining and franchise-partner segments as Old Wild West.
• Big Mamma Group: Fast-growing French restaurant group with themed-immersive restaurants (Italian trattoria-style concepts). Comparable experience-led differentiation strategy and similar target demographic of younger diners and families seeking Instagram-worthy dining, though Italian rather than American theme.
• Five Guys: American-born premium burger chain operating in France. Overlaps directly with Old Wild West on American-style burgers and casual-dining positioning, though more focused on burger specialization and urban locations. Strong brand recognition among the same young-adult and family demographic Old Wild West targets.
• Flunch: French family casual-dining chain focused on shopping-center locations with affordable menus. Strongly comparable real-estate strategy (anchored in shopping centers), family orientation, and mid-market pricing. Competes for the same family dining occasions in suburban French locations.
• Hippopotamus: French steakhouse chain specializing in grilled meats at accessible prices. Comparable target customer (families, casual diners), similar shopping-center and suburban footprint, and overlapping menu categories (grilled meats, ribs, burgers). Competes directly for the same French casual-dining occasions.
• Buffalo Grill: France's leading American Western-themed steakhouse chain. Operates ~250+ restaurants across France with a similar casual American dining concept, burgers, ribs, and grilled meats. The closest direct competitor to Old Wild West in terms of theme, menu, and family-oriented positioning in French shopping centers.
• Courtepaille: French casual grill restaurant chain with roadside and shopping-center locations. Comparable price-point, similar grilled-meat menu focus, and equivalent family-friendly positioning. Both brands compete for the French mid-market casual-dining occasion.

Broad incumbents

• Pizza Hut France: International casual-dining chain with shopping-center locations across France. Overlaps with Old Wild West on casual-dining family positioning and franchise-enabled footprint, though specializes in pizza rather than American grill cuisine.
• Burger King France: Major international QSR chain with broad French presence. Overlaps with Old Wild West on burger menu category and family demographic, but operates a fast-food rather than casual-dining service model. Functions as a price-point competitor for casual burger occasions.
• McDonald's France: Dominant French QSR brand with extensive shopping-center and suburban locations. Competes for the same family fast-food occasions and benefits from similar real-estate access, though positioned as fast food rather than themed casual dining. Sets the broader competitive backdrop.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OWWofficial
• LinkedInlinkedin.com/company/oldwildwest
• Instagraminstagram.com/oldwildwest_france
• TikToktiktok.com/@oldwildwest_france
• Xx.com/oldwildwest

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Old Wild West