Marché International is one of the leading gastronomy companies specializing in high-quality dining concepts at highly-frequented locations. Marché International is a 100 % subsidiary of Mövenpick Holding, a multinational hospitality group based in Switzerland. The core business of Mövenpick is:
- Gastronomy = Marché International
- Hotels & Resorts
- Wine Retail
- Food Licence Product
Its brand names “Marché® Freshness Restaurant”, “Marché® Natural Bakery”, “Cindy’s Diner” and “Mövenpick Restaurants” are know the world over and the company presents a well-rounded and top-class offering at airports, highway rest stops, centrally-located train stations and city center locations.
Marché® - Yesterday and Today
The first Marché® restaurant was opened in 1983 in Stuttgart, Germany, and this also meant the birth of a completely new kind of dining experience, one that would inspire an entire gastronomy industry across all of central Europe - the restaurant as a market square. After a strong start and a period of rapid expansion, the situation deteriorated quickly. The lack of strategy for continued development and the necessity to make dramatic compromises in the conceptual design always have their consequences. In 2003, the Mövenpick Holding Board of Directors decided in favor of a major restructuring campaign and charged Oliver Altherr, the newly appointed CEO of the company, to direct the independent business unit, Marché International. The first steps that needed to be undertaken involved decentralization and streamlining. A vast majority of these early energies were spent on the development of new products and on the training of the staff – areas that were soon recognized as the key points for the new structure. This new concept for success included on the one hand the offering of only few ingredients, but on the other hand, these articles should be of the highest possible quality, seasonal in nature and, wherever possible, regional in their source. Simple recipes should be eloquently prepared and include a clear reference to the company’s Swiss ancestry. Another step toward a successful re-launch of the company was the rekindling of the concept of “RDT”: Research Development Training. This involved the decentralized development of new products. Carefully selected locations acted as “test kitchens” for two or three centrally-defined themes. As soon as the new recipe is ready for its debut, employees from other restaurants would arrive in order to pick up on the know-how of the product developers.
Since October 1, 2009 the division Marché International includes besides the Mövenpick Restaurants at airports and highways the classic Mövenpick Restaurants in the city centers.
Successes and Awards
Thanks to the strict and consistent implementation of this freshness and quality strategy, Marché International, with its Freshness Concept Marché®, has won numerous awards from within the gastronomy industry, customer recognition prizes and tests. Among these were not only their selection as one of the two best rest stops in Europe (ADAC) and the best rest stop anywhere in the world (BBC Group), the best gastronomy concept in Germany, the best rest stops in Austria and the best rest stops in Switzerland. In 2008, Marché International received the highly-coveted German Gastronomy Prize for the most successful re-launch and the repositioning of the Marché® brand name. The jury’s comments, when they explained their reasons for selecting Marché International, included: “CEO Oliver Altherr has successfully and positively ‘infected’ more than 3,500 employees with the same passion he feels for the product and has inspired them to conjure their top levels of performance.”