CONCEPT FAMILY

What CONCEPT FAMILY does

CONCEPT FAMILY Franchise AG (formerly Enchilada Gruppe) is a privately-held German multi-concept franchise company headquartered in Gräfelfing near Munich, with origins dating to the first Enchilada restaurant in 1990 and corporate founding in March 1996. The company operates a portfolio of approximately 10 self-developed franchise brands — including Enchilada (Mexican), Wilma Wunder (all-day dining), Aposto (Italian), Dean & David (healthy eating), Burrito Company (California-style QSR), Gimme Gelato (ice cream), Pommes Freunde (fries), Burgerheart, Schlager Café (music-themed), and Eat Tasty (ghost kitchen) — plus around 15 individual restaurant concepts such as Carls Brauhaus and Riegele Wirtshaus. The firm serves two primary customer groups: individual diners accessing dine-in, takeaway, and delivery across approximately 110 restaurant locations in Germany, and independent franchise partners who license the brands. The business model combines (1) franchise royalties and initial fees from licensing, (2) direct-to-consumer restaurant sales at company-owned units, and (3) delivery revenue from the Eat Tasty ghost kitchen concept.

Underlying technology centers on a system gastronomy platform combining Rational AG's automated system kitchen equipment, a proprietary cross-brand ordering and delivery infrastructure for Eat Tasty, and franchise management tooling. The Eat Tasty ghost kitchen model centralizes production for multiple brands (Aposto, Burgerheart, Enchilada, Wilma Wunder), bundles orders across concepts into a single cart, and delivers within a ~2.5 km radius using an in-house e-bike fleet, with additional distribution via aggregators (Lieferando, Uber Eats, Wolt). Sustainability infrastructure includes reusable packaging partnerships with Relevo, Vytal, and Recup. Marketing channels span brand websites, social media (Facebook, Instagram, LinkedIn, TikTok, Pinterest), Meta Pixel-based retargeting, and an active trade show presence at INTERNORGA. Headcount is stated at 3,000+ employees; 2024 Fullservice Gastronomie segment revenue was approximately €185 million (most recent cited figure), with multiple sources showing €180-185 million. The company is founder/family-controlled with a supervisory board chaired by Karsten Rüdiger and Vorstand (management board) members Daniel Gantenberg, Dennis Müller, and Torsten Petersen, plus founder Hermann Weiffenbach on the supervisory board.

Name

CONCEPT FAMILY

Legal name

CONCEPT FAMILY Franchise AG

Website

https://concept-family.de

Company type

Private

Founded year

1996

Operating status

Operating

Short description

CONCEPT FAMILY Franchise AG is a privately-held German multi-concept franchise company operating 10+ proprietary restaurant brands including Enchilada, Wilma Wunder, Aposto, and Burrito Company across ~110 locations. It serves individual diners via company-owned and franchise restaurants and supports franchise partners with centralized purchasing, brand development, and operational infrastructure.

Ownership category

akta.pro rank

Product category

Multi-Concept Restaurant Franchising

akta.pro primary industry

Family-Style Restaurants (THAFACAC)

akta.pro secondary industries

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO), Licensing & Franchise Virtual Brand Platforms (THAFAJAF)

Keywords

• Multi-concept franchise
• Restaurant franchising
• System gastronomy
• Ghost kitchen delivery
• Full-service restaurants

Headquarters

HQ city

Gräfelfing

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Sales (Company-Owned): Revenue from company-owned restaurant locations operating brands such as Wilma Wunder, Enchilada, Aposto, and others. Covers dine-in, takeaway, and delivery transactions at company-operated units.
2. Franchise Royalty and Fees: Franchise partners pay royalties and initial franchise fees for the right to operate CONCEPT FAMILY brands. The company provides brand standards, operational support, centralized purchasing, and marketing in exchange.
3. Delivery and Ghost Kitchen Operations (Eat Tasty): Revenue from Eat Tasty ghost kitchen delivery operations, including direct website orders, aggregator platform commissions, and own E-bike delivery fleet.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

CONCEPT FAMILY operates a multi-concept franchise platform in the German gastronomy market, licensing and operating a portfolio of approximately 10 self-developed restaurant brands (including Enchilada, Wilma Wunder, Aposto, Dean & David, Burgerheart, Pommes Freunde, Gimme Gelato, Schlager Café, Burrito Company, and Heesh) plus 15 individual concepts. The company sells franchise rights with ongoing operational, marketing, and purchasing support, runs company-owned restaurants, and operates the Eat Tasty ghost kitchen delivery layer bundling delivery across brands.

Product overview

CONCEPT FAMILY (formerly Enchilada Gruppe) is a multi-concept franchise company operating in the German system gastronomy market. The company manages a portfolio of approximately 10 franchise brands (including Enchilada, Wilma Wunder, Aposto, Burgerheart, Dean & David, Gimme Gelato, Pommes Freunde, Schlager Café, Burrito Company, Eat Tasty, Heesh, Pepe, and Wirtshaus Freunde) and 15 individual restaurant concepts (such as Carls Brauhaus, Park-Café, Riegele Wirtshaus, and Alter Kranen). The company generates approximately 180+ million euros in annual revenue across 70+ locations in full-service gastronomy, with over 3,000 employees and 35 years of industry experience. The portfolio spans full-service restaurants, quick-service concepts, ghost kitchens, and specialty concepts (ice cream, music-themed dining, and cannabis retail). The company also offers franchise partnership programs and real estate services for prospective operators.

Differentiator

Problem solved

Functional benefit

Brands

• Aposto: Italian restaurant concept
• Burrito Company
• Dean & David
• Enchilada
• Gimme Gelato
• Pommes Freunde
• Schlager Café
• Wilma Wunder
• Eat Tasty
• Heesh
• Pepe
• Wirtshaus Freunde
• Waldbacher Wirtsleut

Products and services

• Enchilada Mexican and Central American full-service restaurant concept offering authentic tacos, fajitas, and related dishes. The flagship brand ranked #1 in ProVeg 2024 for plant-based offerings among German system gastronomy concepts.
• Wilma Wunder All-day dining concept transforming throughout the day from café (morning) to restaurant (lunch/dinner) to bar (evening), featuring modern urban cuisine with regional offerings, homemade specialties, flammkuchen, and comfort food.
• Aposto Italian full-service restaurant concept in the brand collective, focused on Italian cuisine and hospitality.
• Burgerheart Hamburger restaurant concept; ranked #9 in ProVeg 2024 for plant-based offerings. Note: Burgerheart was sold to Ruff's Burger per source materials.
• Dean & David Healthy eating restaurant concept with focus on fresh, health-conscious cuisine and smoothies.
• Gimme Gelato Artisan ice cream manufactory with handcrafted ice cream creations, glass manufactory in Berlin-Charlottenburg, mobile units, Zero-Waste approach, and approximately 50% vegan flavors.
• Pommes Freunde Quick-service French fry specialty concept requiring no kitchen; targets high-traffic locations including train stations, airports, and shopping centers (45–150 m² space requirements).
• Schlager Café Musical gastronomy experience concept combining Schlager music with high-quality dining and entertainment, featuring karaoke, quiz nights, concerts, themed parties, and Schlager/music memorabilia interiors.
• Burrito Company California-style burrito, bowl, and salad quick-service and takeaway concept; operates 7 locations in Germany (Munich, Dresden, Leipzig). Specializes in burritos, bowls, and salads.
• Eat Tasty Ghost kitchen and delivery concept that consolidates delivery operations from central production kitchens for multiple brands (Aposto, Burgerheart, Enchilada, Wilma Wunder), using eco-friendly e-bikes for delivery within ~2.5 km radius via own platform and aggregators (Lieferando, Uber Eats, Wolt).
• Heesh Cannabis store franchise concept developed jointly with SynBiotic SE; targets post-legalization recreational cannabis market in Germany and features digital solutions including app, CRM system, and information terminals.
• Wirtshaus Freunde Traditional German tavern-style restaurant concept within the CONCEPT FAMILY franchise brand portfolio.
• Franchise Partnership Program Multi-concept franchising model allowing partners to operate one or multiple CONCEPT FAMILY brands; the company supports franchisees across all phases of self-employment with over 30 years of experience, providing brand standards, operational support, centralized purchasing, marketing, and site selection.
• Real Estate Services for Restaurant Operations Property search and location services for restaurant operations; covers Full-Service Gastronomy concepts (100–1,000+ m²) and Pommes Freunde (45–150 m²) across various location types in high-traffic urban areas.

Quantifiable outcome

• Enchilada ranked #1 in ProVeg 2024 ranking of plant-based offerings in German system gastronomy
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Burrito CompanycoreStrategic or Co-development Partner · 21 March 2025CONCEPT FAMILY and Burrito Company formed a joint venture (Burrito Company Franchise GmbH) to unify franchise activities of ~30 Enchilada locations and Burrito Company's 7 existing German locations. The partnership creates synergies in purchasing, operations, cross-selling, and site strategy. Burrito Company focuses on quick service and takeaway (California-style burritos, bowls, salads), complementing Enchilada's full-service dinner positioning. Both brands continue to operate independently at market.
• Franz LeibingercoreStrategic or Co-development Partner · 6 March 2024CONCEPT FAMILY partnered with Schlager music industry expert Franz Leibinger (20+ years experience in the genre) to co-develop the 'Schlager Cafe' gastronomy experience concept. Leibinger serves as board member of the concept company. The partnership combines CONCEPT FAMILY's restaurant operations and franchising expertise with Leibinger's music industry content and brand authority to create a music-themed experience restaurant targeting Germany's 13+ million Schlager music fans.
• Lieferando, Uber Eats, WoltminorChannel Partner/ Reseller/ Distributor · 1 September 2023Eat Tasty ghost kitchen distribution through major food delivery aggregators. CONCEPT FAMILY's ghost kitchen units are listed on Lieferando, Uber Eats, and Wolt platforms, enabling order volume from these aggregator networks in addition to the proprietary Eat Tasty direct ordering platform.
• SynBiotic SEcoreStrategic or Co-development Partner · 1 March 2023CONCEPT FAMILY (then Enchilada Gruppe) entered a joint venture with SynBiotic SE, Germany's leading listed cannabis group, to develop the 'Heesh' cannabis retail franchise concept. Two joint venture companies were established — one to manage licensing and one as the operational arm — with the goal of opening the first cannabis store franchise in Germany ahead of recreational cannabis legalization. CONCEPT FAMILY contributes franchise expertise, brand development, interior design, store construction, site selection, and franchising know-how.

Scale indicators8 records

Recent moves11 records

Expansion highlights7 records

Direct peers

• Block House: German steakhouse franchise chain operating company-owned and franchise restaurants across Germany and Europe. Comparable to CONCEPT FAMILY as a German multi-decade restaurant franchise operator with a full-service portfolio, similar scale, and similar franchise-driven go-to-market motion.
• Marché International: Multi-concept foodservice franchise operator historically known for Marché, Mövenpick, and other formats across Europe. Closest structural analogue to CONCEPT FAMILY as a multi-brand franchise platform spanning different cuisines and dayparts under one corporate umbrella.
• Hans im Glück: German burger franchise chain with 80+ locations domestically and selective international expansion. Comparable to CONCEPT FAMILY's Burgerheart and Burrito Company concepts as a branded burger franchise operator at similar scale with similar franchising mechanics and full-service-casual positioning.
• Maredo: German steakhouse and grill franchise chain with company-owned and franchise restaurants across German-speaking markets. Comparable to CONCEPT FAMILY as a long-standing German full-service franchise brand with similar customer base and franchise go-to-market.
• Wienerwald: Historic German/European restaurant franchise chain with traditional Austrian cuisine and a long-running franchise footprint. Comparable to Wirtshaus Freunde and other CONCEPT FAMILY traditional-German concepts, sharing customer overlap and franchise go-to-market.
• Burgerista: German burger franchise chain with growing footprint across DACH. Directly comparable to Burgerheart and Burrito Company as a DACH-region QSR burger franchise operator with similar target customers and franchise mechanics.
• L'Osteria: Italian casual dining franchise chain with several dozen locations across Germany and Austria. Directly comparable to Aposto as an Italian full-service concept, and to CONCEPT FAMILY's broader multi-brand franchise model through similar scale, footprint, and target diner.
• Frittenwerk: German fries-specialty QSR franchise concept positioning at premium quick-service fries. Directly comparable to CONCEPT FAMILY's Pommes Freunde concept, competing for the same real estate footprint (smaller-format units) and customer occasion.

Broad incumbents

• McDonald's Deutschland: Dominant QSR franchisor in Germany with hundreds of franchise-operated locations. Comparable as a broader incumbent that establishes the structural franchise economics (royalty rates, franchisee economics, real estate model) against which CONCEPT FAMILY's QSR concepts like Pommes Freunde and Burrito Company compete.
• Vapiano: Italian casual dining restaurant chain that operated a multi-territory franchise network. Comparable as a broader franchise full-service operator in the casual-Italian category that overlaps with Aposto, despite a distinct financial history relevant to comparable risk factors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/concept.family.official
• LinkedInlinkedin.com/company/concept-family-official
• Instagraminstagram.com/concept_family_official

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries10 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 CONCEPT FAMILY