BROICHSIEBZEHN34: Restaurant catering established as a brand
George Washington was only three years old, King Friedrich William I was on the Prussian throne and the French Revolution was more than 50 years in the future: that’s when, in 1734 in Kapellen Erft, the “Drei Könige” inn was founded by the BROICH family. The BROICHs have been in the gastronomy business for longer than that, but this is the first restaurant that has been documented.
Following a generational conflict in the 19th century, Carl Broich, the great-grandfather of Georg Broich, decided to leave his parental inn, learnt the butcher’s trade with an uncle in Düsseldorf and opened his own butcher’s shop in 1891.
Inspired by almost 300 years of tradition, Georg Broich made the decision to merge all of its classic catering services under a single brand to make its positioning easier to understand for customers.
Now everything, including the Mobile Coffee service, the Snack Point, the self-service restaurant and the á la carte restaurant, is brought together under the BROICHSIEBZEHN34 brand.
Numerous events this year show that BROICH is becoming more active in trade fair catering. The premiere of BROICHSIEBZEHN34 was at the art fair “Art Düsseldorf”. At the fair, the premium caterer fed almost 40,000 visitors in two VIP areas, three self-service restaurants, as well as in a BROICHSIEBZEHN34 pop-up restaurant. For BROICH it was particularly important to cater for as many tastes as possible: the menu consisted of regional specialities, international delicacies as well as popular classics, such as from the food concepts of BAKERS&BUTCHERS or TRAITEUR CARL.
Parts of the COP23 in the World Conference Center in Bonn with more than 30,000 participants have also been catered for under the BROICHSIEBZEHN34 brand. Next, the BROICHSIEBZEHN34 concept will be employed at the fashion fair Gallery and Gallery Shoes.
The concept will be slightly adapted: the snack points will be run under the BROICHSIEBZEHN34.DELI brand. The DELI area is designed to emphasise the difference between the conception and implementation of a pop-up restaurant and a daytime catering concept, like the one in the German Sports and Olympic Museum. This is designed to differentiate clearly between classic snack points and more upmarket catering concepts.