Texas Longhorn Group

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.

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

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices34 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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.
3. Franchise Fees: Franchise model where franchisees invest 2,000,000 SEK in own capital and operate under Texas Longhorn brand with company support.
4. Retail Products: Sale of BBQ sauces and retail products through Vinstafood.se and grocery stores (ICA, Mathem) featuring tostadas and other food products.
5. Merchandise: Sale of Texas Longhorn branded merchandise including hoodies and t-shirts through merch.texaslonghorn.se.
6. Gift Cards: Sale of gift cards available at restaurant locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• FoodoracoreChannel Partner/ Reseller/ DistributorHome delivery partnership enabling customers to order Texas Longhorn food for delivery through Foodora platform across restaurant locations.
• Uber EatscoreChannel Partner/ Reseller/ DistributorHome delivery partnership enabling customers to order Texas Longhorn food for delivery through Uber Eats platform.
• WoltcoreChannel Partner/ Reseller/ DistributorHome delivery partnership for delivering Texas Longhorn meals to customers via Wolt platform in Sweden.
• Bolt FoodminorChannel Partner/ Reseller/ DistributorHome delivery partnership with Bolt for delivering Texas Longhorn food in select locations.
• QoplacoreChannel Partner/ Reseller/ DistributorTake away ordering platform partner enabling online take away orders at texaslonghorn.qopla.com
• ICAminorChannel Partner/ Reseller/ DistributorSwedish grocery chain retail partner selling Texas Longhorn products including tostadas and BBQ sauces.
• MathemminorChannel Partner/ Reseller/ DistributorSwedish online grocery partner for Texas Longhorn retail products including tostadas with recipes available on Instagram.
• EasyTablecoreTechnology or IntegrationTable 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

Direct 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

• Facebookfacebook.com/TexasLonghornSweden
• Instagraminstagram.com/texaslonghorn_official
• Xx.com/longhornsweden
• LinkedInlinkedin.com/company/texas-longhorn-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Texas Longhorn Group