What HITZBERGER does

HITZBERGER is a Swiss healthy fast food chain founded in April 2009 by former Michelin-starred chef Eduard Hitzberger and three co-founders (Andy Schwarzenbach, Philippe Hagen, Alain Huber). The company operates company-owned stores in central Zürich, including the original Sihlcity location opened in 2009 and a flagship at HB Halle Löwenstrasse with self-checkout. Its core product line is freshly prepared, daily in-store production of Poké Bowls, Ramen, Wraps, Sandwiches, Salads, Breakfast items, Smoothies, and beverages, all built on proprietary recipes from a chef holding 2 Michelin stars and 18 Gault-Millau points. Pricing is pay-as-you-go in Swiss Francs (CHF 1.80 to CHF 23.90 per item), positioning the brand as accessible star-chef quality at fast food prices.

Since May 2017 the company has been wholly owned by Migros Genossenschaft Zürich (GMZ, CHE-105.970.604), Switzerland's largest retail cooperative, and is operated as a subsidiary from Zürich. Beyond in-store sales, HITZBERGER monetizes through three additional streams: home delivery via the Just Eat marketplace, corporate and event catering with a 4-day lead time, and a branded merchandise line including the founder's cookbook 'Genuss statt Verzicht', reusable cups, and Clima Bottles. The company differentiates on the founder's culinary credentials, organic and fair-trade sourcing (Bio Suisse, Max Haavelar), 100% biodegradable packaging (naturesse), plant-based protein partnership with planted., and sustainability scoring via Eaternity, with food waste mitigation through Too Good To Go since February 2019.

The customer base is dominated by urban health-conscious consumers in Zürich, supplemented by corporate catering buyers and home delivery customers. Distribution is single-country (Switzerland, single-city Zürich), with no disclosed geographic expansion plans. The company has 22 employees and no public revenue disclosure. Marketing runs through Instagram, Facebook, Pinterest, the company website, and the Migros gift card ecosystem. Operations are stable with no recent leadership changes, restructurings, or capital events in the public record.

Name

HITZBERGER

Legal name

HITZBERGER

Website

https://hitzberger.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

HITZBERGER is a Zürich-based healthy fast food chain founded in 2009 by Michelin-starred chef Eduard Hitzberger and owned by Migros Genossenschaft Zürich since 2017. It serves health-conscious urban consumers through company-owned stores, Just Eat delivery, corporate catering, and branded merchandise using star-chef recipes.

Ownership category

akta.pro rank

Product category

Healthy Fast Food Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

akta.pro secondary industry

Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Healthy fast food
• Fresh casual dining
• Corporate catering services
• Restaurant food delivery
• Branded merchandise retail

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Food Sales: Direct sales of prepared food items including Poké Bowls, Ramen, Wraps, Sandwiches, Salads, Breakfast items, Smoothies, and beverages through company-owned physical restaurant locations in Zürich.
2. Food Delivery: Delivery orders fulfilled through Just Eat platform partner. Customers order online for home delivery of freshly prepared HITZBERGER meals.
3. Catering Services: Corporate catering for business lunches, meetings, birthday parties. Offers breakfast, wrap, sandwich, and dessert platters. Requires 4-day advance ordering. Contact via email or phone.
4. Merchandise Sales: Sale of branded merchandise including cookbook 'Genuss statt Verzicht' (CHF 29.90), KeepCup reusable cups (CHF 14.50), espresso cups (CHF 9.50), coffee mugs (CHF 11.50), cotton bags (CHF 5), and Clima Bottle thermoses (CHF 19).
5. Gift Cards: Gift cards sold at all HITZBERGER locations, managed through Migros gift card system.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

HITZBERGER operates a chain of healthy fast food restaurants in Zürich, serving Poké Bowls, Ramen, Wraps, Sandwiches, Salads, Breakfast items, Smoothies, and beverages prepared fresh daily on-site from natural, organic ingredients. The company also offers corporate catering services for business lunches and events, home delivery through the Just Eat platform, gift cards via the Migros system, and branded merchandise including cookbooks and reusable cups. Founded by Michelin-starred chef Eduard Hitzberger, the brand delivers star-chef quality at fast food prices with a strong sustainability focus.

Product overview

HITZBERGER is a Swiss fast food restaurant chain founded by former Michelin-starred chef Eduard Hitzberger (18 Gault-Millau points, 2 Michelin stars). The company operates as a single unified brand offering fresh, healthy fast food prepared daily on-site using natural ingredients. The product portfolio centers on ready-to-eat items across categories: Poké Bowls, Ramen, Wraps, Sandwiches, Salads, Breakfast & Desserts, and Beverages. Services include Catering (with 4-day advance notice) and Delivery via Just Eat. Additional offerings include Gift Cards (Migros system), Self-Checkout at flagship locations, and branded Merchandise (cookbooks, reusable cups, bags, bottles). The company emphasizes sustainability through Eaternity-scored menus, 100% biodegradable packaging, and partnership with Too Good To Go for food waste reduction.

Differentiator

Problem solved

Functional benefit

Products and services

• Poké Bowls Fresh poké bowls including Sushi Poké, Sunrise Poké (vegan), Lachs Poké, Chicken Poké, planted.chicken Poké, Sweet Potato Poké, and Red Curry Poké, prepared daily with fresh ingredients for dine-in and takeaway customers.
• Ramen Japanese-style ramen noodles served in miso or red curry broth, available with planted (vegan plant-based), chicken, or crayfish protein, accompanied by vegetables such as carrots, spring onions, spinach, and edamame.
• Wraps Fresh hand-held wraps including Greek-Style Chicken Wrap, Edi's Vegi Wrap, Chicken Padano Wrap, and Falafel-Hummus Wrap, designed for convenient on-the-go consumption.
• Sandwiches Fresh sandwiches including Mostbröckli Zöpfli, Eier Zöpfli, Greek-Style Chicken Sandwich, Chicken Padano Sandwich, and Edi's Vegi Sandwich served on organic bread.
• Salads Fresh salads including Caesars Salad with chicken, Edi's Vegi Salad, Fitness Protein Salad, Falafel Salad, Flusskrebs Salad, Quinoa Taboulé, Hummus-Bowl, and roasted cauliflower options.
• Breakfast & Desserts Morning and sweet offerings including Chia Pudding (Mango, Strawberry, Chocolate), Yogurt Bowls, Porridge, pastries (Butterbrezel, Buttergipfel, Korngipfel, Laugengipfel, Schoggigipfel), and baked goods including Bio Brownie and Superfood Brötli.
• Smoothies & Juices Fresh smoothies and cold-pressed juices including Protein Shake, Green Cream Matcha Smoothie, Mango & Co. Smoothie, Açaí Energy Smoothie, Hulk Smoothie, shots (REI Shot, Chakra Shot, Ingwer Shot), plus fresh orange and carrot juices.
• Cold Drinks & Hot Beverages Beverages including Coconut Water, Mineral Water, Apple Spritzer, House Iced Tea, various teas, and a full coffee menu with Fairtrade coffee (Espresso, Cappuccino, Latte Macchiato, Flat White, specialty lattes).
• Catering Service Corporate and private catering for business lunches, meetings, birthday parties, and events, offering breakfast, wrap, sandwich, and dessert platters. Four-day advance notice required; orders processed online or via email/phone.
• Delivery Service Home delivery of fresh HITZBERGER meals (Poké Bowls, Ramen, Salads, Smoothies) through Just Eat partner platform, fulfilling customer orders for home consumption.
• Gift Cards Gift cards available at all HITZBERGER locations, processed through the Migros gift card system with balance inquiries available via migros.ch/geschenkkarte.
• Self-Checkout Service Self-checkout service available at the HB Halle Löwenstrasse Zürich Hauptbahnhof location; customers scan items themselves and pay with accepted payment cards, subject to random spot checks by staff.
• Branded Merchandise Branded merchandise including Eduard Hitzberger's cookbook 'Genuss statt Verzicht' (CHF 29.90), KeepCup reusable cups (CHF 14.50), espresso cups (CHF 9.50), coffee mugs (CHF 11.50), cotton bags (CHF 5), and Clima Bottle insulated thermoses (CHF 19), sold online and in physical stores.

Quantifiable outcome

• Over 70,000 bags of food rescued from waste through Too Good To Go partnership
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• Too Good To GocoreStrategic or Co-development Partner · 1 February 2019Partnership since February 2019 to combat food waste. Through this partnership, HITZBERGER has rescued over 70,000 bags of food and saved 187 tonnes of CO2. Too Good To Go app connects consumers with restaurants to purchase surplus food at reduced prices.
• plated.coreStrategic or Co-development PartnerSwiss plant-based meat company providing vegan 'chicken' made from pea protein. Planted.chicken used in multiple HITZBERGER menu items including Poké bowls and ramen. Partnership positions HITZBERGER as a leader in vegan fast food options.
• EaternitycoreTechnology or IntegrationPartnership to calculate and communicate sustainability metrics using the Eaternity Score system. HITZBERGER uses this independent expert to score products on Climate, Water, Animal Welfare, and Rainforest criteria. Enables transparent sustainability labeling with 3-star rating system.
• Bio SuissecoreStrategic or Co-development PartnerSwiss organic farming organization. HITZBERGER sources organic ingredients certified by Bio Suisse whenever possible, supporting Swiss organic agriculture.
• Max HaavelarminorStrategic or Co-development PartnerFairtrade certification organization. HITZBERGER sources fairtrade products including coffee beans from fair trade sources.
• naturessecoreStrategic or Co-development PartnerSustainable packaging partner providing 100% biodegradable packaging solutions including cups, plates, cutlery, and straws made from plant-based materials.
• Just EatcoreChannel Partner/ Reseller/ DistributorOnline food delivery platform partner (just-eat.ch). Enables customer delivery orders through Just Eat marketplace, extending HITZBERGER's reach to customers who prefer home delivery.
• STUcardminorGTM or Marketing PartnerLoyalty program partnership allowing STUcard members to earn rewards or discounts at HITZBERGER locations.
• Migros Bank (Free25)minorGTM or Marketing PartnerPartnership with Migros Bank offering special promotions or benefits for Free25 account holders at HITZBERGER.
• PozzibleminorGTM or Marketing PartnerSwiss crowdfunding/platform partner for special promotions or campaigns.
• Pink Ribbon SchweizminorGTM or Marketing PartnerBreast cancer awareness charitable partnership. HITZBERGER supports Pink Ribbon Switzerland campaigns.
• frifagminorStrategic or Co-development PartnerSwiss food industry partner supplying various ingredients for HITZBERGER products.
• poinzminorGTM or Marketing PartnerLoyalty program partnership enabling customers to earn points on purchases at HITZBERGER.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sweetgreen: US-based publicly-traded healthy fast-casual chain specializing in salads, bowls, and warm plates. Closest large-scale analog to HITZBERGER's healthy-premium positioning, though at substantially greater scale and primarily US-operating.
• Subway: Global QSR sandwich and wrap chain. Comparable on the grab-and-go sandwich/wrap product category and urban Swiss presence, though operating at the value tier versus HITZBERGER's premium positioning.
• Pret a Manger: Global established fast-casual chain focused on fresh, natural-ingredient sandwiches, salads, wraps, and bowls. Broader portfolio and international scale make it a wider-incumbent comparison for HITZBERGER's healthy-fast-food positioning, though it does not specialize in chef-curated menus.
• Le Pain Quotidien: Established international bakery-café chain offering organic, healthy breakfast, salads, and sandwiches in a café setting. Comparable on health/organic positioning and urban European footprint, though with a sit-down café model rather than pure grab-and-go.

Direct peers

• Tibits: Swiss vegetarian/plant-based buffet and takeaway concept with multiple Zürich locations. Directly comparable on health-forward positioning, Zürich operating geography, and fresh-prepared daily model targeting urban consumers.
• Yooji's: Swiss Japanese-inspired fast-casual concept (sister-brand under Migros group), offering poké bowls, ramen, and sushi-style items. Direct competitor in the same category, overlapping menu, pricing tier, and Swiss urban footprint.
• Dean & David: Swiss/German-based healthy fast-casual chain specializing in bowls, salads, wraps, and sandwiches prepared fresh with quality ingredients. Directly comparable on product format, target customer (urban health-conscious consumers), and price positioning to HITZBERGER.
• Green Spot: Swiss organic fast-food chain serving bowls, salads, wraps, and smoothies with sustainable packaging. Comparable on organic/sustainability positioning, menu structure, and Swiss urban customer segment.

Others

• Planted (plant-based protein supplier): Swiss plant-based meat company whose 'planted.chicken' is a HITZBERGER menu ingredient. Connected as a supplier and ecosystem partner in the alternative-protein trend that shapes HITZBERGER's vegan offerings, rather than as a competitor.

Regional players

• Jausen Station: Austrian healthy fast-food concept with bowls, salads, and wraps. Comparable on health-focused grab-and-go format but operating primarily in the Austrian market rather than competing head-to-head in Switzerland.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hitzberger

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 HITZBERGER