Interview series "5 questions for..."
Fabio Haebel grew up in the border triangle between Alsace, Basel and Freiburg and discovered his passion for gastronomy at an early age - he began training as a chef at the age of 15. Today, he is not only a multi-award-winning restaurateur, but also the founder of Studio Haebel, an agency that unlocks the economic potential of hospitality for companies in all sectors. With a holistic approach and a deep understanding of hospitality, his team develops concepts that create identification - wherever people come together.
Fabio Haebel, founder Studio Haebel(Credit: Wim Jansen)
Brandcraft: Your Studio Haebel stands for creativity and authenticity. How important are these two aspects for standing out in today's restaurant scene?
Fabio Haebel: The hospitality industry not only demands consistent quality in the kitchen and service, but also constant innovation. Guests expect new impulses - whether dishes off the menu, special dinner events or feudal winegrower evenings. Maintaining creativity and regularly leaving the comfort zone is fun, but also exhausting.
At the same time, it's not just what's on the plate that counts, but also how it's served. The best food loses value if the service is not convincing. Conversely, a small mistake in the kitchen can be compensated for by attentive and charming service.
But creativity in gastronomy is not an end in itself - it must be well thought out, authentic and practicable. And it only really works if the whole experience is right: from the first greeting to the last glass.
However, gastronomic success does not begin in the kitchen, but in the office. The best restaurateurs sit at their desks - not because they serve their guests there, but because this is where the foundations for sustainable creativity and authenticity are laid. The romantic idea of cycling through the Isemarkt in the morning on a cargo bike, carrying wooden crates full of leeks and tomatoes into the kitchen is charming - but far from reality. A restaurant can only be creative if it is economically healthy. If the company is doing well, the employees and suppliers are doing well. And if they are doing well, the guests feel good - then creativity can unfold in its full range.
Brandcraft: How do you see the restaurant industry evolving in the coming years? What trends and challenges are currently shaping the industry, and how can restaurant owners prepare for them?
Fabio Haebel: Like many other sectors, the food service industry is facing an uncertain future - and on a partly shaky foundation. One thing is certain: people will always eat. But the key question is not "if", but "how" the industry will develop.
The trend shows a clear direction: quality is gaining in importance, while quantity is receding into the background. Guests are looking for conscious experiences, expect high-quality products, craftsmanship and a well thought-out concept that goes beyond pure consumption. This is also reflected in our figures: while we are seeing a slight decline in guest numbers in two of our restaurants, the average receipt is rising significantly. The guests who come are specifically opting for quality - and are prepared to spend more for an exceptional experience.
A decisive factor for long-term success is the recurrence rate - i.e. how often guests come back. It ensures a stable background noise in the business. Equally important is the churn rate, which measures the loss of guests and must be kept as low as possible. Both can be directly influenced by excellent hospitality - the essence of hospitality.
And that brings us back to the experience: in addition to consistently high quality, we must constantly provide new impetus, be it through special dishes, dinner events or winemaker evenings. Creativity and hospitality are required not only to inspire guests, but also to retain them in the long term. If you want to be successful in the future, you have to offer more than just good food - you need a clear attitude, an unmistakable identity and real added value.
"Hospitality is important in all areas of our lives. By focusing on the pleasant experience, it enables identification. Wherever people come together."
Brandcraft: Sustainability is a key issue in the restaurant industry. How do you incorporate this concept into your projects, and what role do regional products play for you?
Fabio Haebel: Sustainability is omnipresent - at least in theory. In practice, it often ends up somewhere between an imprint and a disclaimer and is seen more as a compulsory exercise than a lived principle. But true sustainability goes far beyond ecology - it must also function economically and socially.
To put it bluntly, there is little point in buying a 10-euro cucumber if nobody is prepared to order the 20-euro cucumber salad in the end. The consequence? Not only economic pressure, but in the worst case scenario the loss of jobs or even the closure of a restaurant. Sustainability means balance.
For me, regionality comes first. Short transportation routes save costs and protect the environment, while at the same time we support local producers and contribute to value creation in the region. And let's be honest - most of the time it just tastes better.
Bistro, bakery, favorite store: kiosque
Brandcraft: Technology is also playing an increasingly important role in the restaurant industry. How do you use digital tools or technological innovations in your business, and where do you see potential for the future?
Fabio Haebel: Technology has revolutionized the hospitality industry - it is indispensable, but also a significant cost factor. A smart POS system, digital bookings, employee time recording, merchandise management and accounting tools for precise liquidity planning have long been standard. But in the end, it's not just about systems, it's about looking at the figures on a daily basis.
Every euro counts - perhaps not in the literal sense, but in a high-turnover business such as gastronomy, even decimal places in the percentage range can have an enormous impact. That's why we have developed our own dashboard: a customized solution that shows us where we stand in real time. From staff costs and cost of goods sold to guest numbers and sales trends - all relevant KPIs at a glance so that we can make faster and more informed decisions.
But we at Studio Haebel are going one step further: we are currently working on a specially developed AI system that is breaking new ground in the area of forecasting. The aim is to manage the two largest cost blocks in the industry - personnel and cost of goods - more intelligently and thus sustainably improve efficiency and profitability.
Brandcraft: To what extent should the restaurant industry go beyond the purely culinary? Can restaurants and bars serve as cultural gathering places, and how do you manage to incorporate this vision into your projects?
Fabio Haebel: Gastronomy is much more than just food and drink - it is a place of encounter, exchange and culture. A restaurant or bar can be a social anchor point that connects people from different backgrounds. Especially at a time when digital interaction often replaces face-to-face interaction, the physical space in which people can enjoy a meal together is all the more valuable.
To implement this cultural aspiration in our projects, I attach great importance to atmosphere, narrative and community building. This starts with the customer journey and the design of the space - it has to be inviting, not just functional. Open kitchens, long tables or deliberately designed areas can specifically encourage interaction. The way we communicate our concept also plays a role: we tell stories, be it through the origin of the ingredients, the craftsmanship behind them or through cultural events and collaborations with artists, winemakers or musicians.
A good example is our XO seafood bar in St. Pauli, which not only stands for outstanding products, but also for an unpretentious, lively atmosphere in which guests and locals meet. Or the kiosque, a modern pasta bar that could just as easily be found in New York. Here we deliberately take a different approach: while reservations in many concepts ensure economic planning, we focus on spontaneity. A bistro like the kiosque thrives on the freedom to simply drop in - without long advance planning, without fixed times.
The feedback speaks for itself: "Finally a store you can just walk into again." A short wait? Everyone is happy to put up with it if the feeling of flexibility and informality is retained.
Ultimately, gastronomy is a social experience. Anyone who sees it only as a service is missing out on the potential it can have for a city, a neighborhood or a scene.
Local Products and a Fine Dining Experience: Restaurant Haebel (Credit: Andreas Behr)