Texas Longhorn Group
Texas Longhorn Group is a Sweden-based, family-owned restaurant chain operating 35+ Texas-style BBQ and grill locations nationwide. Founded in 1994, it serves steaks, ribs, burgers, and Tex-Mex to Swedish consumers through company-owned and franchise restaurants, delivery aggregators, and retail.
- Company typePrivate
- Founded1994
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Texas Longhorn Group does
Texas Longhorn Group is a Sweden-based restaurant chain operating 35+ locations under the legal entity Texas Smokehouse Franchise Group i Stockholm AB. Founded in 1994 by Philip Huntzinger, a San Antonio, Texas native who moved to Sweden in 1987, the chain serves an American-style Texas BBQ and grill menu — steaks, ribs, burgers, Tex-Mex dishes, salads, vegetarian options, a children's menu, and a bar program featuring cocktails, American wines, and craft beers including a proprietary Texas beer. Core cooking is centered on charcoal grills, with all sauces and dressings prepared from scratch in a central kitchen according to proprietary family recipes.
The company's go-to-market is a mix of company-owned and franchise locations, with franchisees required to invest 2,000,000 SEK in own capital. Revenue is generated through dine-in service, take-away (direct and via the Qopla platform), home delivery (Foodora, Uber Eats, Wolt, Bolt), retail products (BBQ sauces, tostadas) sold through ICA, Mathem, and Vinstafood.se, branded merchandise (merch.texaslonghorn.se), gift cards, and corporate catering. Distribution is supported by standardized technology integrations: EasyTable for reservations, Qopla for take-away, and major delivery aggregators. Customers are primarily Swedish families, business diners, and groups, served at price points ranging from approximately 119 SEK for a casual lunch burger up to 619 SEK for premium dinner cuts.
The company is privately held, family-owned, 100% Swedish-owned, and headquartered at Valhallavägen 128 in Stockholm. It has publicly committed to the European Chicken Commitment, with full compliance targeted by 2026. There is no disclosed parent company, no external funding rounds, and no M&A activity in the available data.
Texas Longhorn Group firmographics
Firmographics- Name
- Texas Longhorn Group
- Legal name
- Texas Smokehouse Franchise Group i Stockholm AB
- Website
- https://texaslonghorn.se
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Texas Longhorn Group is a Sweden-based, family-owned restaurant chain operating 35+ Texas-style BBQ and grill locations nationwide. Founded in 1994, it serves steaks, ribs, burgers, and Tex-Mex to Swedish consumers through company-owned and franchise restaurants, delivery aggregators, and retail.
- Ownership category
- akta.pro rank
Where Texas Longhorn Group is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices34 records
Markets served
Texas Longhorn Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Restaurant Dine-In Sales: Revenue from dine-in customers at 35+ restaurant locations across Sweden, serving Texas-inspired BBQ and grill menu items including steaks, ribs, burgers, and Tex-Mex dishes.
- Take Away and Delivery: Revenue from take away orders placed directly or via Qopla platform, and home delivery through third-party partners Foodora, Uber Eats, Wolt, and Bolt.
- Franchise Fees: Franchise model where franchisees invest 2,000,000 SEK in own capital and operate under Texas Longhorn brand with company support.
- Retail Products: Sale of BBQ sauces and retail products through Vinstafood.se and grocery stores (ICA, Mathem) featuring tostadas and other food products.
- Merchandise: Sale of Texas Longhorn branded merchandise including hoodies and t-shirts through merch.texaslonghorn.se.
- Gift Cards: Sale of gift cards available at restaurant locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lunch Menu - À la carte selection with multiple options |
| Unit Pricing | Pay-as-you-go | Dinner Menu - Full à la carte with premium cuts |
| Unit Pricing | Pay-as-you-go | Children's Menu - Grill favorites for kids up to 12 years |
| Unit Pricing | Pay-as-you-go | Beverage and Dessert Menu |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Texas Longhorn Group product offering
Product offeringCore offering
Texas Longhorn Group operates a chain of 35+ American-style steakhouse and BBQ restaurants across Sweden serving Texas-inspired grilled meats (steaks, ribs, burgers), Tex-Mex dishes, fajitas, and American classics prepared on charcoal grills. Offerings span dine-in service, take-away, home delivery through third-party aggregators, corporate catering, and retail of branded products (BBQ sauces, tostadas) and merchandise, with a franchise model used to expand the footprint nationally.
Product overview
Texas Longhorn Group operates a chain of 35+ American-style steakhouse and BBQ restaurants across Sweden, founded in 1994. The company offers a unified dining experience centered on grilled meats, Tex-Mex cuisine, and authentic Texas hospitality. Their product portfolio includes restaurant dining services (lunch and dinner menus), take-away and home delivery options through third-party platforms (Foodora, Wolt, Uber Eats, Bolt), corporate catering, children's menus, and a full bar program featuring cocktails and craft beers. The chain also retails branded merchandise. The restaurants are operated through a mix of company-owned and franchise locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Texas Longhorn Restaurant (Steakhouse & BBQ Dining) American-style steakhouse and BBQ restaurant service across 35+ locations in Sweden, offering charcoal-grilled steaks, ribs, burgers, Tex-Mex dishes, and American classics for dine-in customers.
- Home Delivery Service Home delivery of Texas Longhorn menu items via third-party aggregators Foodora, Uber Eats, Wolt, and Bolt across multiple Swedish locations.
- Take-Away Service Take-away service enabling customers to order food for pickup directly from restaurants or via the Qopla online ordering platform (texaslonghorn.qopla.com).
- Catering Service Catering service for corporate events, business lunches, weddings, parties, and other occasions, with primary offering at the Älvsjö location.
- Texas Longhorn Merchandise Branded merchandise including hoodies and t-shirts sold through the Texas Longhorn merch online store at merch.texaslonghorn.se.
- Retail Food Products (BBQ sauces & tostadas) Branded Texas Longhorn food products such as BBQ sauces and tostadas sold through Vinstafood.se and grocery partners ICA and Mathem.
- Gift Cards Texas Longhorn gift cards available for purchase at restaurant locations.
- Texas Longhorn Franchise Opportunity Franchise program for entrepreneurs to operate Texas Longhorn-branded restaurants in Sweden, with 2,000,000 SEK own-capital requirement and company support; currently recruiting for new locations such as Umeå and Luleå.
Quantifiable outcome
- 35+ restaurants operating across Sweden
- +2 more outcomes
Companies that use Texas Longhorn Group
Customer profileSegments5 records
Ideal customer profiles4 records
Texas Longhorn Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Texas Longhorn Group partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- FoodoracoreHome delivery partnership enabling customers to order Texas Longhorn food for delivery through Foodora platform across restaurant locations.
- Uber EatscoreHome delivery partnership enabling customers to order Texas Longhorn food for delivery through Uber Eats platform.
- WoltcoreHome delivery partnership for delivering Texas Longhorn meals to customers via Wolt platform in Sweden.
- Bolt FoodminorHome delivery partnership with Bolt for delivering Texas Longhorn food in select locations.
- QoplacoreTake away ordering platform partner enabling online take away orders at texaslonghorn.qopla.com
- ICAminorSwedish grocery chain retail partner selling Texas Longhorn products including tostadas and BBQ sauces.
- MathemminorSwedish online grocery partner for Texas Longhorn retail products including tostadas with recipes available on Instagram.
- EasyTablecoreTable booking system partner (book.easytable.com and book.easytablebooking.com) enabling online reservations across all Texas Longhorn restaurant locations.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Texas Longhorn Group competitors and assessment
Company assessmentDirect peers
- John Scott's: American-influenced pub and restaurant concept in Sweden serving burgers, steaks and cocktails in a casual, full-service setting. Comparable menu, price point and guest demographic to Texas Longhorn's grill offering.
- O'Learys: American-themed sports bar and casual dining chain with multiple Sweden locations, competing for similar family/group dining occasions and offering a comparable American casual menu and dine-in plus sports-bar experience.
- Jensens Böfhus: Swedish steakhouse chain serving grilled steaks and American-inspired dishes across multiple Swedish cities. Closest direct competitor given overlapping steakhouse positioning, full-service model and Swedish-only footprint.
- TGI Fridays Sweden: American-themed full-service casual dining chain with locations in Sweden, offering burgers, ribs and cocktails in a branded setting. Overlaps directly with Texas Longhorn on menu category and guest demographic.
- Brödernas: Swedish chicken/BBQ-focused casual dining chain operating restaurant locations across Sweden with a similar positioning around grilled American-style comfort food. Directly competes for the same lunch and dinner occasions as Texas Longhorn.
- Hard Rock Cafe Stockholm: Iconic American-themed restaurant in central Stockholm offering American comfort food, burgers and steaks in a full-service, memorabilia-driven setting. Competes for tourist, group and casual dining occasions in Stockholm.
Regional players
- Pinchos: Swedish small-plates casual dining chain operating through franchise locations nationwide. Comparable as a Sweden-centric multi-unit franchise operator in the casual dining category, though differentiated by its tapas-style menu.
- Eataly: Italian-themed casual dining and retail concept with locations across Europe. Relevant as an adjacent themed-casual-dining-plus-retail-product peer that pairs dine-in with branded grocery/retail SKUs, mirroring Texas Longhorn's ICA/Mathem distribution.
Emerging players
- Bastard Burgers: Swedish smash-burger casual chain expanding across Scandinavia with a similar dine-in-plus-delivery model. Not a direct BBQ peer, but competes for casual American-food occasions and share of stomach in the same cities.
Broad incumbents
- Max Hamburgerrestauranger: Sweden's largest home-grown fast-food chain with nationwide coverage and a broader, more mass-market burger-led menu. Competes for the casual lunch and family dining occasions Texas Longhorn targets, though at lower price points.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Texas Longhorn Group social profiles
Digital presenceTexas Longhorn Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Texas Longhorn Group leadership team
Management profileNumber of profiles
Profiles1 record
Texas Longhorn Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Texas Longhorn Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Texas Longhorn Group
What does Texas Longhorn Group do?
Texas Longhorn Group operates a chain of 35+ American-style steakhouse and BBQ restaurants across Sweden serving Texas-inspired grilled meats (steaks, ribs, burgers), Tex-Mex dishes, fajitas, and American classics prepared on charcoal grills. Offerings span dine-in service, take-away, home delivery through third-party aggregators, corporate catering, and retail of branded products (BBQ sauces, tostadas) and merchandise, with a franchise model used to expand the footprint nationally.
Is Texas Longhorn Group a public or private company?
Texas Longhorn Group is a private company. It is classified as family owned and is currently operating.
When was Texas Longhorn Group founded?
Texas Longhorn Group was founded in 1994. It employs 11 to 50 people.
Where is Texas Longhorn Group based?
Texas Longhorn Group is headquartered in Stockholm, Sweden, in the Europe region.
How does Texas Longhorn Group make money?
Six revenue lines are on record. Restaurant Dine-In Sales are the primary driver. The others are take Away and Delivery, franchise Fees, retail Products, merchandise and gift Cards.
Who are Texas Longhorn Group's main competitors?
Direct peers on record are John Scott's, O'Learys, Jensens Böfhus, TGI Fridays Sweden, Brödernas and Hard Rock Cafe Stockholm. Regional players are Pinchos and Eataly. Bastard Burgers is listed as an emerging player. Max Hamburgerrestauranger is listed as a broad incumbent.
Does Texas Longhorn Group have an API?
No public API is recorded for Texas Longhorn Group.