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Munich delicatessen: Käfer and Dallmayr

The Käfer logo in use since 2001 (register number: 30110081)

Feinkost Käfer: From colonial grocery shop to caterer at the FIFA World Cup

The Käfer brand for fine foods – according to its own standards – stands for “a passion for quality”. The foundation for this was a colonial grocery store that Paul and Elsa Käfer opened in Munich in 1930. Three years later, the company moved to its present headquarters on Prinzregentenstraße.

After the Second World War, the couple also took over the cafes and restaurants in several Munich theatres and museums. In the 1960s, the two sons of the founders further developed the Käfer brand. Gerd Käfer offered catering as an innovative service. His brother Helmut Käfer was one of the first in Germany to import previously unknown delicacies from the Paris market halls.

Registered trade mark 2000753

In 1979, the Käfer trade mark was applied for and registered at the DPMA. Since the 1980s, Käfer has granted licences to use the trade mark, initially for products and later also for catering companies and restaurants.

The logo, designed by the Peter Schmidt Group, Hamburg, shows the trade mark name in the corporate colour red and was applied for at the DPMA in 2001. In the 00s, this more modern, fresher logo replaced the former, more playful lettering with the sketched front of the building of the parent company.

Käfer focuses above all on catering at major sporting events such as the FIFA World Cup or the Formula 1 race track in Bahrain. But Käfer also caters for the German Bundestag. The brand image is to be promoted by media coverage in connection with such events and celebrities. Today, the umbrella company Käfer GmbH & Co. Verwaltungs- und Beteiligungs KG consists of 15 companies with a total of 1,500 employees, around 1,250 events and 18 restaurants and bistros (as of 2018).

According to a 2005 Infratest study, brand recognition is almost 56.8% in Germany.

Dallmayr: From royal purveyor to the Bavarian court to one of Europe’s largest operators of coffee vending machines

Alois Dallmayr, or Dallmayr for short, is one of the largest delicatessens in Europe and one of the best-known German coffee brands. The company, which was founded over 300 years ago by the Munich businessman Christian Reitter and was given its present name by its owner of the same name in 1870, is still based in the Bavarian capital today, currently employing around 3,800 staff.

Figurative mark showing the Dallmayr building (number 302018017254, date of filing: 13 July 2018, trade mark registered)

As early as 1900, Dallmayr was one of the best delicatessens in Europe. The shop was given the title of a royal purveyor to the Bavarian court and included among its customers the German imperial court and 14 other European princely and royal courts. In 1931, coffee was added as a second pillar and in 1933, Dallmayr Kaffee became a trade mark. In 2009, Dallmayr entered the food service industry: Dallmayr coffee and tea was sold in more and more cafes and restaurants.

Trade mark 796908, registered since 1963

As early as 1900, Dallmayr was one of the best delicatessens in Europe. The shop was given the title of a royal purveyor to the Bavarian court and included among its customers the German imperial court and 14 other European princely and royal courts. In 1931, coffee was added as a second pillar and in 1933, Dallmayr Kaffee became a trade mark. In 2009, Dallmayr entered the food service industry: Dallmayr coffee and tea was sold in more and more cafes and restaurants.

Dallmayr coffee is now one of the leading branded consumer goods in Germany. In addition to the premium trade mark prodomo, the best known are capsa and Crema d’Oro. Over 53,000 metric tons of coffee are being roasted annually in the company’s own roasting plants in Germany and sold via the food retailers and directly to hotels, bars and restaurants. They are also sold in the vending sector. With over 90,000 vending machines for coffee, cold drinks and snacks, Dallmayr Vending & Office is one of the leading vending machine operators in Europe and is also active in 18 countries worldwide. Over the last 50 years, the coffee business and vending machine service have developed into the company’s largest business segments.

Today, the company is divided into the business areas: Dallmayr Kaffee (coffee) as well as Vending & Office, Delicatessen, Event catering, Restaurant, Café-Bistro as well as dispatch and gift service. The headquarters in Munich attract around 2.8 million locals and visitors from all over the world every year. It is even immortalised in the trade mark register as figurative mark DE 302018017254.

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Pictures: DPMAregister

Last updated: 20 October 2020