Inns Deserted in Brandenburg: A Decline in Village Social Hubs
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In the picturesque landscape of Brandenburg, Germany, family-run businesses like Dirk Engel's inn "Bei Locker" and the Pfefferkorn fish farm are facing a host of challenges, including staff shortages, finding successors, evolving customer behavior, and leveraging tourism potential.
The labor market in regional areas like Brandenburg is shrinking, making it difficult for family businesses to recruit and retain qualified staff. This staff shortage affects operational capacity and service quality, making it harder to meet growing or seasonal demand.
Succession is another critical challenge. Many family firms face difficulties as younger generations often have different career aspirations and may not want to take over the family business. Generational change introduces emotional, financial, and organizational complexities, especially when there are multiple potential heirs with differing levels of interest and competence.
Customer expectations are also evolving. Family businesses must adapt to increased demands for digital engagement, personalized experiences, and sustainability. The hospitality and agribusiness sectors are particularly affected by these shifts as customers seek authentic, local, and high-quality experiences.
Brandenburg's growing tourism offers new opportunities for ventures like inns and fish farms, offering farm-to-table experiences, sustainable tourism, and regional specialties. However, capitalizing on tourism requires investment in marketing, digital presence, and potentially updating facilities to meet modern expectations.
Efforts to address these issues include establishing formal governance structures, embracing digitalization and AI for strategic advantage, and leveraging collective knowledge sharing to innovate and adapt operational models.
Despite the challenges, both the Pfefferkorn family and Dirk Engel remain optimistic. They find hope in tourism, with the developed cycling paths in the region attracting more customers to both "Bei Locker" and the Pfefferkorn fish farm. The village inns, such as "Bei Locker", serve as places for interaction and exchange, as evident during the popular price skat tournament.
The Pfefferkorn fish farm offers outdoor seating by the pond, while the interior of "Bei Locker" resembles a large, cozy living room. Both businesses, "Bei Locker" and the Pfefferkorn fish farm, are open daily, with the latter also having a shop selling freshly smoked fish, sides, and drinks.
The operation of both businesses would not be profitable without favorable lease arrangements from the city. The Pfefferkorn family runs everything from fishing, smoking, selling, to accounting, while "Bei Locker" offers dining options with freshly prepared dinners, including fried eggs.
The village inns, including "Bei Locker" and the Pfefferkorn fish farm, are recognized by the Economic Ministry for their significant contribution to preserving local traditions and dialects. However, the Pfefferkorn fish farm is experiencing price increases, with every fourth delivery note showing a price hike.
The German Hotel and Restaurant Association (Dehoga) has acknowledged the challenges faced by the Pfefferkorn family and Dirk Engel. Unfortunately, the "Bärenschenke" inn in Nietwerder closed down in 2019 due to financial reasons. The village inn in Nietwerder, Neuruppin, named after its owner, Dirk Engel, who has been running it for over 30 years, continues to thrive.
In conclusion, family businesses like "Bei Locker" and the Pfefferkorn fish farm must navigate staffing difficulties and succession planning complexities while aligning with evolving customer preferences and exploring tourism-driven growth opportunities amid competitive regional dynamics.
[1] Family Businesses: Succession Planning and Generational Change, European Family Businesses Association (EFBAA), 2020. [2] The Digital Transformation of Family Businesses, McKinsey & Company, 2019. [3] Innovation in Family Businesses, Family Business Network (FBN), 2021.
- Adapting to evolving customer demands, family businesses like Dirk Engel's inn "Bei Locker" and the Pfefferkorn fish farm in Germany have started offering farm-to-table experiences, sustainable tourism, and regional specialties as a part of their lifestyle offerings in the food-and-drink sector.
- Industry policy-and-legislation and politics play a crucial role in supporting these family businesses. The German Hotel and Restaurant Association (Dehoga) has acknowledged the challenges faced by the Pfefferkorn family and Dirk Engel, emphasizing the need for favorable lease policies to promote the survival of rural village inns.
- In the home-and-garden segment, the Pfefferkorn fish farm and "Bei Locker" provide unique, authentic, and local experiences, attracting general news interest, and serving as symbols of Brandenburg's rich heritage and culture.
