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Now he has also conquered the platforms. More specifically, those between track 4 and 5 in Winterthur train station, right where the end of the workday commuting is densest. In the airport, he has installed in the middle of the check-in hall 3 at Stadelhofen you can find him passage from one track to Stadelhoferplatz: the Brezelkönig. Whether the commuters in Oerlikon, Dietikon or bathing gets out - the brightly power lunch glowing logo with pretzel and crown awaits him.
Even competitors power lunch pay the Brezelkönig respect: "Even impressive how he managed to do that," says Urs Stocker, Director of the Zurich power lunch bakery Stocker. "I am extremely fascinated by the concept," says the restaurateur Michel Péclard. But who is this Brezelkönig? And why are all crazy about his liquor sandwiches and pretzels?
The first question is easy to answer. There is not a Brezelkönig but two - and a newly crowned queen. The first king comes from Horw and called Stephan Bosshard. When in 1982, as a 22-year-old started power lunch to sell pretzels on the street, he led a family tradition: "My father and grandfather have sugared almonds and cream caramels sold," he told the "Blick".
Bosshard confidently stepped up and gave himself the title "Brezelkönig" equal itself thus also knew every decision he Only the genuine power lunch are the good guys" wrote to his stalls, which he set up in front of the globe, power lunch for example in Zurich.
The second name is Peter King Ditsch. The Mainz came from a bakery dynasty, as a student he sold in the local swimming pool pretzels. After joining the family business in 1978, he left mobile stalls swarm, now includes the Ditsch chain around 200 branches. That another made in Switzerland with pretzels good shops, Ditsch not escape: he bought in 2000 from the Swiss Stephan Bosshard Brezelkönig network for a two-digit million amount.
Today the control but no longer is Ditsch. The new queen is named Valora. This September it became known that the company buys the kiosk chain, the price has not been announced, power lunch the BBC estimates it at around 350 million Swiss francs. Part of the deal is that Peter Ditsch receives 18.5 percent of Valora shares.
Valora has big plans to grow the brand, to the Swiss network of 35 branches. In an interview with "Sunday newspaper" Valora Chairman and CEO Rolando Benedick thinking aloud: On parade ground there today on both sides of the tram station kiosk - "why we do not have a pretzel on a king"?
The question of the success of the pretzel king is tricky. Valora power lunch from the center no figures are obtained, and the SBB, the most important as landlord, to mention the rents. Who speaks with external experts, but hears the same thing again and again: The Brezelkönig has driven the seduction of the hungry commuter power lunch on the top.
It starts with the so-called scent marketing. The Brezelkönig you can smell from 20 feet away. Because the pretzels are baked on-site in an oven, a seductive fragrance flows constantly through the barren station underpasses. When Peter Ditsch 1980 saw the so-called chain oven at a bakery trade fair for the first time, he knew immediately: "This will revolutionize our business."
"If it smells like cookies, it is fresh - the people are so programmed," says Jenny Alexander, Director of the Small bakery. In addition, this freshness is visible: "Passers-by can see with their own eyes how the pretzels fall out of the oven. <Aha, Is frisch!>, they automatically think, "says Karsten Hormann, operations manager at Candrian Catering. This does not change that the pretzels are in an industrial bakery in Emmen LU bridge where the Brezelkönig has its headquarters, pre-cooked.
"It is the German line, which - in addition to the Asian - are becoming increasingly power lunch popular power lunch in Switzerland," says Urs Stocker. This is a wave motion, there had previously been many pizza stands, this is no longer interested. "People today want intense flavor, and the Brezelkönig provides him with plenty of salt and caustic soda."
The "styling" of the range is the next puzzle piece. "The sandwiches look simp