Enjoyment, Innovation, and the Renaissance of a Cult Brand
Interview with Philipp Zinggl, SG Brand Managing Director of VAP restaurants GmbH and Andrea Pichler, Brand & Marketing Lead of SG Brands
In recent years, the quick-service restaurant industry has undergone an impressive transformation. From standardized concepts to individual experiences emphasizing quality and customer satisfaction, the industry is now more versatile than ever. VAPIANO, as one of the most well-known brands in the quick-service restaurant sector, has not only accompanied this change but has significantly shaped it. In Austria, the brand under the roof of VAP restaurants GmbH demonstrates how a successful combination of innovation, tradition, and hospitality can look.
VAP restaurants GmbH has managed to revive the VAPIANO brand after the insolvency of its German parent company and put it back on the road to success in Austria. With a strong focus on quality, customer experience, and innovative concepts, Andrea Pichler and Philipp Zinggl demonstrate how challenges can be turned into opportunities.
A Brand in Transition
VAP restaurants GmbH, known for its popular brand VAPIANO, has gone through turbulent years. After the insolvency of the German parent company in 2020, Josef Donhauser along with Philipp Zinggl took over the Austrian division of the brand. "We rescued VAPIANO from insolvency and are proud of how well we have developed since then," explains Philipp Zinggl, SG Brand Managing Director. Today, Austria is the second strongest market for the brand after Germany, with 13 restaurants and around 500 employees. However, the acquisition was anything but simple. The bankruptcy left not only economic challenges but also a tarnished brand image. "Many long-standing employees, known as Vapianisti, stayed and were crucial for our fresh start," reports Philipp Zinggl. Besides the team's loyalty, a well-thought-out site selection process and a return to the brand philosophy helped to reposition VAPIANO in Austria. "We focused on what makes VAPIANO stand out: quality, freshness, and hospitality."
Customer Satisfaction in Focus
One core goal was improving the guest journey. Previously, long waiting times and the lack of synchronization of dishes were problems. Andrea Pichler, since July 2024 Brand & Marketing Lead, describes the strategic changes: "We have increased service speed and, with new technologies like pre-ordering, ensured that guests can enjoy their meals simultaneously." However, VAPIANO remains true to its roots: All dishes are freshly prepared, customized individually, and cooked in an open kitchen in front of the guests. The diversity of the dishes is another strength. "From classic recipes like Pasta Bolognese and Carbonara to modern, vegan alternatives – our menu offers something for everyone," explains Andrea Pichler. Seasonal specials like Filetto di Manzo, a tender beef fillet dish, highlight the culinary variety. The possibility of customization is a particular point of pride: "Whether more cheese or extra chili, we cater to our guests' wishes," says Andrea Pichler.
Strengthening Strengths: Freshness, Experience, and Digital Innovation
A central element of the future strategy is the emphasis on brand strengths. "Our pasta is made fresh daily in the restaurants. Often, guests can watch in the show kitchen as Vapianisti passionately prepare the dishes," emphasizes Andrea Pichler. This combination of freshness and transparency underlines the high quality standards of the brand. Digitalization also plays a vital role. VAPIANO has introduced a new app that integrates advanced ordering and a rewards system with loyalty points. "We want to offer our guests additional value and at the same time improve user-friendliness," explains Andrea Pichler. Initial examples from international markets like France and Great Britain have already shown how successful these concepts can be. The experience is also a focus. With initiatives like 'VAPPY HOUR,' VAPIANO brings the Italian lifestyle directly to its guests. Aperitivo workshops, where participants learn interesting facts about Limoncello, Aperol, and other Italian classics, are now a complete success. Cooking Classes, which have established themselves as ideal team events or private training opportunities, are also in high demand. "We focus on experiences that emphasize the enjoyment factor of our brand," says Andrea Pichler.
Smaller Formats, Greater Opportunities
A key component of expansion is the development of smaller restaurant formats. In February 2024, VAPIANO opened its first compact restaurant in Vienna with an area of just 350 m². Philipp Zinggl sees this as a great opportunity: "With these smaller formats, we can implement the VAPIANO concept even in smaller cities. Especially there, where large restaurant chains are rarely represented, there is enormous potential." Philipp Zinggl emphasizes that smaller restaurants are not only economically more efficient but also open up new target groups. "People in smaller cities particularly appreciate it when well-known brands are available locally. Our task is to offer the VAPIANO experience in an appropriate setting," he explains. With a clear focus on innovation, customer satisfaction, and authenticity, VAP restaurants GmbH proves that a brand can reinvent itself successfully. "We firmly believe in our product and that with our team we can still tap into a lot of potential," summarizes Philipp Zinggl. Today, more than ever, VAPIANO stands for enjoyment, joie de vivre, and the Dolce Vita – and thus remains a pioneer in the system catering industry.