The story of a global success
In 1988, the company was renamed Brezelkönig. Then, in 2000, it was bought by the German company Brezelbäckerei Ditsch. In 2012, Ditsch was in turn taken over by the Valora group, itself acquired last year by the Mexican multinational Fomento Económico Mexicano (Femsa), which notably bottles Coca-Cola. The price remained undisclosed but rumor has it that Femsa would have spent more than 1 billion dollars to acquire this Swiss pearl. Brezelkönig operates largely on a franchise model, which allows it to grow quickly while maintaining some flexibility. In Switzerland, it has around 60 points of sale, including around ten in French-speaking Switzerland. “Brezelkönig is currently focusing its efforts on Switzerland, notably with a new open counter concept in stores With in service stations. This is a pilot project. If successful, it will be expanded to other stores in busy locations,” says Valora spokesperson Christina Wahlstrand.
Swiss
