What Schraglage does

Schr\u00e4glage GmbH is a Stuttgart-based, privately held multi-concept hospitality company founded in 2006 by Heiko Grelle and Heiko Fuhrer. It began as a single hip-hop club in Stuttgart City and has expanded into a diversified gastro portfolio anchored by the original SCHR\u00c4GLAGE Club, casino concession venues (Restaurant Joyce, The New Grace lounge, Joyce Bistro at Spielbank Stuttgart), and the VfB Clubrestaurant at Mercedesstra\u00dfe 109 serving VfB Stuttgart's professional squad, youth, and fans. Additional operated or partnered concepts include the VHY! vegan restaurant, Suessholz bar and wine lounge (with Freund & Kupferstecher), BROW. brewery restaurant in Leonberg, the Fridas Pier event ship on the Neckar (capacity up to 1,400), the F&K Studio event space, the Asphaltsurfer foodtruck, the OnTour catering service, GC Sch\u00f6nbuch golf gastronomy, and the K-Crush Korean convenience concept. A branded signature products line (SL Bier, SL GIN, SL Wein Riesling/Blaufr\u00e4nkisch, Gold Williams Christ schnapps) is produced through partnerships with Weingut Karl Haidle, Lammbrauerei Hilsenbeck, GINSTR, and Schnaps Partners.

The company generates revenue primarily through transaction-based venue operations: club cover charges and beverages, food and beverage sales at restaurants and lounges, stadium and casino concessions, foodtruck and on-tour event catering fees, and direct sales of signature products. Pricing is largely quote-based and not publicly disclosed; there is no standardized public pricing model, and signature products are ordered through a contact form. Distribution is overwhelmingly direct, through owned and operated venues plus on-tour catering rather than third-party channels or e-commerce at scale.

Technology infrastructure is limited to commodity web and marketing tooling (WordPress on WP Engine, Google Analytics, Facebook Pixel, Mailchimp, Vimeo), with no proprietary platform, API, or data/AI capabilities. Customer acquisition relies on word-of-mouth, the company's established reputation in Stuttgart's hip-hop and gastro scene, venue presence at high-traffic anchors like VfB stadium and Spielbank Stuttgart, and digital channels including Instagram and a Mailchimp newsletter. The customer base spans nightlife consumers, corporate and private event clients, sports fans, and casino and premium hospitality guests.

Name

Schraglage

Legal name

Schräglage GmbH

Website

https://schraeglage.tv

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Schr\u00e4glage GmbH is a Stuttgart-based multi-concept hospitality company operating a hip-hop club, restaurant and casino concessions, stadium catering at VfB Stuttgart, event venues, a foodtruck, and branded signature products, serving nightlife consumers, event clients, and sports fans across the Stuttgart region.

Ownership category

akta.pro rank

Product category

Hospitality & Event Catering Services

NAICS

Caterers (722320), Mobile Food Services (72233), Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Brasseries, Bistros & Trattorias (THAFACAI)

akta.pro secondary industry

Kombucha & Fermented Beverage Taprooms (THAFAKAG)

Keywords

• Event catering services
• Restaurant operations
• Nightlife entertainment
• Signature beverages
• Venue management

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Club Operations: The company operates the Schräglage Hip-Hop Club in Stuttgart Hirschstraße, generating revenue from cover charges, beverages, and events.
2. Restaurant & Catering Operations: Multiple restaurant concepts including VfB Clubrestaurant, Joyce (casino restaurant), Grace (casino lounge), VHY! (vegan), Suessholz (wine bar), and F&K Studio event space. Revenue from food, beverages, and event bookings.
3. Event Catering (On Tour): Mobile catering services through the Asphaltsurfer foodtruck and event catering for corporate events, weddings, and private parties.
4. Signature Products: Own branded products including wine (Riesling, Blaufränkisch), beer (SL Bier with Lammbrauerei Hilsenbeck), gin (GINSTR partnership), and schnapps (Gold Williams Christ). Products released since June 2018, sold via events and direct orders.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Schräglage GmbH is a multi-faceted gastronomy company headquartered in Stuttgart that operates a portfolio of owned/operated hospitality venues including a hip-hop club (SL Club), restaurants and lounges at Spielbank Stuttgart casino (Joyce, The New Grace), the VfB Clubrestaurant at the VfB Stuttgart stadium, a vegan restaurant (VHY!), a bar/wine lounge (Suessholz), and a brewery restaurant (BROW.). It also runs mobile catering through the Asphaltsurfer foodtruck and Schräglage OnTour event catering, plus branded signature beverages (SL Bier, SL GIN, SL Wein, Gold Williams Christ Schnaps) produced in partnership with regional producers.

Product overview

Schräglage GmbH is a diversified hospitality company that evolved from a Hip-Hop club (2006) into a multi-faceted gastronomy enterprise. The portfolio includes core venue operations: the legendary SCHRÄGLAGE Club (Hip-Hop), THE NEW GRACE and JOYCE (casino venues at Spielbank Stuttgart), VfB Clubrestaurant (stadium catering), and VHY! (vegan restaurant). Signature products comprise SL Bier, SL GIN, SL Wein, and Gold Williams Christ Schnaps — alcoholic beverages created through partnerships with regional producers (Lammbrauerei Hilsenbeck, GINSTR, Weingut Karl Haidle). Event services include OnTour catering and Asphaltsurfer foodtruck, plus owned/partnered event venues (Fridas Pier event ship, F&K Studio, BROW. brewery restaurant, Suessholz bar & wine bar). The company also holds stakes in Fridas Pier, VHY!, Suessholz, BROW., and K-Crush.

Differentiator

Problem solved

Functional benefit

Brands

• Grace (The New Grace): Casino lounge/bar mix in Spielbank Stuttgart
• Joyce
• VfB Clubrestaurant
• Fridas Pier
• vhy!
• Suessholz
• BROW.
• K-Crush
• Asphaltsurfer
• SL Club
• OnTour

Products and services

• SCHRÄGLAGE Club (Hip-Hop Club) Legendary Hip-Hop club at Hirschstraße in Stuttgart, originally founded in 2006. Hosts national and international hip-hop acts, live concerts, club nights and private parties; for nightlife audiences in the Stuttgart region.
• Asphaltsurfer Foodtruck

Quantifiable outcome

• Serving 500+ VIP guests at stadium events
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• Lammbrauerei Hilsenbeck (Gruibingen)coreStrategic or Co-development Partner · 1 January 2018Regional brewery partnership for SL Bier. Family-owned since 1728, managed by Hilsenbeck family with brewmaster Hans-Dieter Hilsenbeck. Committed to brewing regional specialties for the region.
• Weingut Karl HaidlecoreStrategic or Co-development Partner · 1 January 2016Wine partnership with Karl Haidle winery (founded 1949, 3rd generation family-owned, converted to organic farming). Moritz Haidle 'Ritzi' - former graffiti artist and hip-hop fan - creates Schräglage Riesling and Blaufränkisch wines. Partnership started 2016, signature products released since June 2018.
• GINSTRcoreStrategic or Co-development PartnerGin partnership for Schräglage branded gin (SL Gin). GINSTR provides gin production expertise for the signature product line.
• Schnaps Partners (Gold Williams Christ)minorStrategic or Co-development PartnerFour friends - Danny, Markus, Jessi, and Markus - create schnapps and liqueurs as 'Gold Williams Christ' brand. Traditional distilling with regional fruits, packaged in lovingly designed bottles.
• Fridas PiercoreStrategic or Co-development PartnerEvent ship venue on Neckar river - former coal loading dock 'Wilhelm Knipscheer'. 60-year-old freight tanker now cultural venue. Schräglage operates gastronomy for events, parties, and open-air venue. Capacity up to 1,400 persons, 4,000 sqm event space.
• VHY!coreStrategic or Co-development PartnerPlant-based vegan restaurant concept. Schräglage investment/partnership in next-level Stuttgart city restaurant focusing on healthy, inspiring nutrition with modern gastronomic sound.
• Suessholz (Freund & Kupferstecher)coreStrategic or Co-development PartnerBar and wine lounge partnership with Freund & Kupferstecher. Located in Stuttgart's bar Bermuda Triangle. Two-floor venue with sophisticated drinks menu and small snacks. Schräglage provides gastro expertise.
• BROW.minorStrategic or Co-development PartnerModern brewery concept partnership. Self-brewed beer, varied menu with regional products. Modern yet approachable Swabian cuisine with vegan and healthy options.
• K-CrushminorGTM or Marketing PartnerKorean convenience store concept bringing modern Korean lifestyle to Germany. Noodle stations, snacks, K-Beauty products - urban meeting point for Korea enthusiasts.
• VfB StuttgartflagshipStrategic or Co-development PartnerVfB Clubrestaurant operation since late 2019. Triple Food concept combining traditional Swabian cuisine, performance food, and Schräglage soulfood. Serves professional team, youth, and fans at Mercedes-Benz Arena stadium.
• Spielbank StuttgartflagshipStrategic or Co-development PartnerCasino gastronomy since late 2015. Operates Joyce restaurant, The New Grace lounge, and Joyce Bistro. Major venue partnership providing high-volume hospitality operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Block House: Germany's leading steakhouse chain operating ~40 full-service restaurants nationwide. Comparable to Schräglage's full-service restaurant operations and German market focus, with a more standardized single-concept approach versus Schräglage's multi-concept model.
• Vapiano: German-originated casual dining restaurant chain known for fresh pasta, pizza, and full-service Italian dining. Comparable to Schräglage's full-service restaurant operations, though with a single standardized concept rather than multi-vertical model.
• Hans im Glück: German full-service burger restaurant chain with distinctive interior design and ~90 locations across Germany, Austria, and Luxembourg. Comparable to Schräglage's casual full-service restaurant operations and its origin in the burger category (Schräglage Burger as original product).
• DO & CO: Austrian-listed premium hospitality group specializing in airline catering, event catering, and restaurant operations. Comparable to Schräglage in the event catering and premium venue operation segments, though at significantly larger scale and international footprint.
• Kofler & Kompanie: German premium catering and event hospitality company, founded in Berlin. Operates restaurants, event catering, and large-scale event venue services. Closely comparable to Schräglage in catering, multi-concept gastro, and venue operations within the German market.
• Gourmet Group: German catering and event hospitality group operating sports venues, business catering, and event locations. Comparable to Schräglage's stadium catering (VfB, Stuttgarter Kickers) and event venue operations, with similar focus on contract-based venue gastronomy.

Broad incumbents

• Compass Group: UK-listed global food services and support services company operating across sports, leisure, business, and education sectors. Comparable to Schräglage's contract catering and venue operations, but at vastly larger scale and broader industry exposure.
• Aramark: Global food services and facilities provider operating in sports & entertainment venues, business dining, and education. Comparable to Schräglage's stadium catering (VfB) and event operations, but as a broad incumbent with much wider portfolio across multiple sectors.
• Sodexo: Global food services and facilities management company with strong German presence in business dining, sports venues, and event catering. Comparable to Schräglage's venue and contract catering operations, but as a broad incumbent operating across many verticals.

Regional players

• Schuster's Gastronomie: Bavarian-based multi-vertical gastro operator running restaurants, event catering, and venue operations in southern Germany. Comparable to Schräglage in multi-concept gastro and event catering focus, though operating primarily in Bavaria rather than Baden-Württemberg.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/k.crush.eu/?hl=de

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 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 Schraglage