Client
Hotel Restaurant Spa Rosengarten/ Simon Taxacher
Industry
Luxury Hospitality. Haute Cuisine. Gastronomy
Services
Consulting. Brand Development. Communications. PR.
Full Service Agency.
Location
Austria. Tirol. Kirchberg bei Kitzbühel
From restaurant to an international 5-star gourmet destination
Opening of Hotel Rosengarten.
Strategic repositioning of an existing restaurant business.
Definition of the positioning and development of the Simon Taxacher brand as an independent culinary brand.
Brand development of Hotel Restaurant Spa Rosengarten. Integration of architecture, design, spa and gastronomy into an internationally relevant overall experience.
Consistent development of culinary event marketing to establish the Simon Taxacher brand.
Development and introduction of the Rosengarten Spa as an additional economically sustainable pillar – including a day spa concept.
Development of a target-group-oriented, market-specific sales strategy in the gourmet and premium segment.
Consistent development of a curated event format to establish the brand:
- Gourmet Golf Trophy
- 4-Hands Dinners
- Kitchen Party
- Friends Festival
and more.
Awarded 4 Toques by Gault&Millau Austria, positioning the restaurant among the national culinary elite after the withdrawal of the Michelin Guide.
Admission to Les Grandes Tables du Monde, one of the world’s most prestigious associations of fine dining restaurants.
Strategic relaunch of the brand and development of a new corporate design to further support international expansion.
Classification of Hotel Restaurant Spa Rosengarten as a 5-star hotel.
First toque awarded to the Rosengarten Bistro Restaurant.
Awarded 5 Toques for Restaurant Simon Taxacher under the new international evaluation scale of Gault&Millau Austria.
Success begins with
Clarity. Concept. Strategy.
The development of Rosengarten / Simon Taxacher demonstrates how a restaurant can evolve into an internationally relevant luxury destination. Through consistent strategic leadership, brand, product and communication were developed into an integrated system – with clear positioning, strong differentiation and sustainable international relevance.
The strategic foundation was clear: an uncompromising focus on culinary excellence as the central core of the brand.
The restaurant was not conceived as an isolated entity, but as the starting point for a destination with international ambition.
This resulted in a clear structure:
- Simon Taxacher as the culinary brand anchor
- Rosengarten as the hospitality platform
- Curated experiences as a key differentiating factor
The combination of haute cuisine, architecture, spa and service creates a coherent overall experience with a clearly defined position in the international premium segment.
The brand was built systemically – not as a design project, but as a strategic leadership tool.
At its centre stands the personality of Simon Taxacher, translated into a precise and refined brand world. Corporate design, tone of voice and visual language follow a clear principle:
- Reduction to the essentials
- Maximum quality in every detail
The 2017 relaunch further strengthened this direction and made the brand even more internationally accessible.
The product was conceived as an experience architecture.
Cuisine forms the centre, complemented by:
- Spa & Day Spa
- Event formats
- Hotel & stay experience
Event marketing plays a particularly important role.
Formats such as the Grand Chef Dinner or the Gourmet Golf Trophy are not additional offers but integral components of the brand strategy.
They generate:
- Visibility
- Community
- Emotional connection
This creates a system that sustainably increases length of stay, repeat visits and brand loyalty.
International recognition was built strategically.
PR functioned as a central instrument for positioning within the global gourmet and luxury segment. Through targeted placements in relevant media, rankings and networks, a strong and credible reputation was established.
Memberships such as Les Grandes Tables du Monde and top rankings serve as quality validation – not as the goal, but as the natural result of a clearly guided strategy.
Simon Taxacher, Restaurant Simon Taxacher, Hotel Restaurant Spa Rosengarten
- Positioning within the international gourmet segment
- Building the Simon Taxacher brand
- Transformation into a hospitality destination
- Integration of Spa & Day Spa
- Development of event formats
- Expansion of the experience architecture
- International press relations
- Media partnerships
- Brand and content strategy
- Building global reputation
- Target-group-specific sales strategies
- Expansion of international markets
- Positioning in the premium segment
- Naming, branding and corporate design
- Architectural brand design
- Website and online marketing
- Art direction for all print materials
- Customer magazine and sales materials
- Social media and campaign management
- PR campaigns and international media relations
- Media partnerships
- Sales and pre-sales campaigns
Hotel Restaurant Spa Rosengarten in Kirchberg near Kitzbühel has evolved into one of the leading gourmet destinations in the Alpine region. As a 5-star hotel, the property combines architecture, design and service with a clearly defined culinary identity.
Simon Taxacher represents one of the most precise and uncompromising cuisines in Austria.
Awarded with:
- 5 Toques by Gault&Millau
- 2 Michelin stars (prior to the guide’s discontinuation)
- Numerous international rankings
His cuisine stands for the highest level of craftsmanship and clarity.
The signature style is reduced, product-focused and precise – a cuisine that does not rely on staging, but convinces through substance.
The Rosengarten is more than a hotel with a restaurant.
It is an integrated system consisting of:
- Fine dining
- Bistro cuisine
- Spa & Day Spa
- Curated event formats
This structure creates an exceptional density of experiences and allows for a differentiated approach to diverse target groups.
Formats such as the Gourmet Golf Trophy, Grand Chef Dinner or kitchen parties are central elements of the brand strategy.
They combine culinary excellence with social interaction and create a community around the brand. This generates not only visibility but also long-term loyalty.
Kirchberg near Kitzbühel offers the ideal combination of Alpine nature, an international audience and a high quality of life.
The proximity to Kitzbühel enhances the destination’s international relevance, while the location itself ensures tranquillity and exclusivity.
The Rosengarten/ Simon Taxacher brand stands for:
- Uncompromising culinary excellence
- Clear strategic brand leadership
- International appeal
- Integrated experience architecture
A destination that is not merely part of the market – but actively helps define it.
Photos: Hotel Rosengarten, Michael Huber Photography, Herbert Lehmann, capture the moments, marketing deluxe
We develop tailor-made strategies, concepts, brand architectures and market structures for luxury hospitality, holistic health and medical spas & resorts. From positioning and international identity to design and communication – all the way to a holistic marketing system with method and international media visibility.
Strategy begins with clarity. And with the right team.
