McDonald's / Multi-franchisee

The next one for Europe's top-franchisee

M. Heinritzi opens his 49th McDonald's unit in Kiefersfelden.
McDonald's / Heinritzi
M. Heinritzi opens his 49th McDonald's unit in Kiefersfelden.

38 years ago, Michael E. Heinritzi started his success story as McDonald's largest licensing partner in Europe today. The first franchise store of the then 30-year-old Kitzbuehler was in Rosenheim - today 17 of Heinritzi's stores are located in Austria. On October 23, the entrepreneur has opened his 49th restaurant in Kiefersfelden.

31 of McDonald's restaurants, directed by multi-franchisee Michael Heinritzi, are located in Upper and Lower Bavaria and the Upper Palatinate. On 23 October, number 32 of the German units opened in Kiefersfelden in Bavaria. The entrepreneur describes the 470 square metre newcomer as a "5-star McDonald's restaurant of the future" due to its numerous technical and visual innovations.

McDonald's / Multi-franchisee: M. Heinritzi opens 49th McDonald's unit



Heinritzi would like to cater for more than 500,000 guests annually with the novel restaurant concept in the industrial park near Kiefersfelden directly on the A93 motorway. 130 seats inside and another 130 on the terrace are available there, 50 new jobs have been created.

Strong sales performance

A McDonald's restaurant of the multi-franchisee generates an average annual turnover of around €3.5 m. Well-trained employees play a decisive role in this. Not only does Heinritzi want to prove once again the competence of its companies as a training and apprenticeship centre for system gastronomy in the 49th store, but also the possibility of training and further education is offered. For the McCafé area, for example, training to become a coffee expert, a so-called barista.

Optical and technical highlights

The ambience? "Cool, with many new features", Heinritzi sums it up. Visually, the "Natural Integrity" design concept sets the tone, with warm and natural surfaces that create a feel-good atmosphere and where the targeted use of materials and text messages is intended to focus on the freshness and authenticity of the food.
Michael E. Heinritzi's franchisee story


The first McDonald's restaurant in Germany opened in Munich in 1971. Michael E. Heinritzi, father of four children, has been a licensee of McDonald's since 1982. With currently 49 McDonald's restaurants in Germany and Austria, he is considered the largest McDonald's franchise holder in Europe. More than 2,000 people are employed in his restaurants, including almost 100 trainees. Heinritzi is married to Alexandra Swarovski and lives in Kitzbühel.

Digitization in capital letters

Eight digital order terminals as well as digital menu boards also in the McCafé and Mc Drive, plus free WLan and audio, cashless payment (cash payment at the cash desk is also possible) as well as mobile ordering via app - everything is technically implemented in the Kiefersfelden location.

Preparation with order

In line with the "Restaurant of the Future" concept, an optimised kitchen and ordering system was implemented in addition to a modern design, additional play facilities for children and digital offers. This means that guests can have many burgers prepared individually with their favourite ingredients à la minute.

Preparation only begins after the order has been placed and "nevertheless it goes as quickly as always", is the promise. And this applies to all consumption options: For consumption "on the move", that is, when you pick it up from McDrive or the counter, or for in-store consumption with table service.

Focus on sustainability

The Kiefersfelden site is operated exclusively with green electricity and energy-efficiently. Great importance is also attached to recycling: 71 percent of packaging consists of paper, cardboard or cartons.

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