Mitchells & Butlers Germany GmbH (MABG) opened a new ALEX branch in Augsburg on 30 June. The restaurant is located in an office and commercial building at Annastraße 3, a highly frequented pedestrian zone near several UNESCO World Heritage sites. The opening was preceded by extensive construction work lasting several months, which included an investment of approximately EUR 1.7 million in the interior fit-out.
A long-term lease agreement with Values Real Estate was already concluded in October 2025 for the 43rd German and sixth Bavarian ALEX unit. The construction project required the merging of two previously separate commercial spaces into a single catering unit. As part of this, the facade line was set back and the window front was moved inwards, creating an arcaded passage. This now forms a covered outdoor area with approximately 100 seats, incorporating part of the former interior space.
The dining area spans approximately 470 square metres and offers around 200 seats. Floor-to-ceiling windows contribute to an open atmosphere and enable seamless transitions between outdoor and indoor dining. The window front facing the Steingasse passage was completely renewed to increase visibility.
The design concept follows the so-called "Urban Living" approach, which has been implemented in 16 establishments since 2022 and is intended to be applied to all German ALEX outlets in the medium term. Characteristic features include natural-looking plants hanging from the ceiling and a colour scheme of warm cream, green, turquoise, copper, and mustard tones. Accents are set by the furniture as well as artworks and photo wallpapers with jungle and botanical motifs. The concept aims to create a homely atmosphere. This is manifested in the variety of styles, which combines industrial design with wooden floors and mosaic tiles. Velvet-look armchairs are paired with delicate chairs and bistro stools at "Communal Tables" to create different zones for lingering.
The gastronomic concept is designed for all-day operation without a closing day and presents itself as a comprehensive offering of restaurant, café, bistro, and bar. It targets a broad audience. Special children's menus, play areas, and changing facilities are also available for families with children. The culinary offering includes a rich breakfast buffet, which is extended to a brunch buffet on Sundays and public holidays. This secures ALEX's market leadership in the German morning business outside the hotel industry. For lunch and dinner, there is a selection of starters, bowls, tarte flambées, schnitzels, burgers, as well as regional and crossover specialities. In the afternoon, coffee and cake complement the offer, while cocktails are the focus in the evening. Seasonal promotional menus and changing weekly recommendations expand the range.
The new ALEX Augsburg is managed by Giuseppe Lomagistro. An experienced restaurateur who has worked for ALEX since 2014, Lomagistro was most recently operations manager in Dortmund for four years. His task is to establish and lead the branch with a team of 50. According to Bernd Riegger, Managing Director of MABG, the positive guest feedback confirms the investment decision. The demand for the breakfast buffet, in particular, underlines the ambition to provide an attraction point in city centres already in the morning hours.
