Stefan Schenkelberg relaunches Bavarian delicatessen with memoir rollout

By AI, Created 10:10 AM UTC, May 20, 2026, /AGP/ – Stefan Schenkelberg announced a dual comeback in Waging am See, Bavaria: a premium repositioning of Rainers Bavarian Feinkost & Mehr and the release of his autobiography, The Neverending Story of Two Lovers. The move ties together a business relaunch, a family story spanning 25 years abroad, and a push to fund expansion through book sales.

Why it matters: - The relaunch links a local food business to a personal memoir in an effort to strengthen the delicatessen’s brand and reach. - Schenkelberg is using the book and storefront upgrade to support business expansion after years outside Germany. - The strategy is meant to turn a family backstory into a commercial asset for the Waging am See shop.

What happened: - Stefan Schenkelberg announced the premium repositioning of Rainers Bavarian Feinkost & Mehr in Waging am See, Bavaria, on April 1, 2026. - Schenkelberg also announced the release of his autobiography, The Neverending Story of Two Lovers, written under the pen name Stefan von Hofen. - The German edition is titled Die unendliche Geschichte zweier Liebender. - The book is available on Amazon. - Schenkelberg said the relaunch follows 25 years in the UK and Ireland. - The announcement frames the launch as a coordinated business and publishing move.

The details: - Rainers Bavarian Feinkost & Mehr is being positioned as a premium destination in Waging am See. - The store is described as a “Bavarian Schlaraffenland,” or land of plenty, aimed at both tourists and local customers. - The shop’s product mix includes Schlossmühle Blanc de Noir from the Nahe region and Camba Bavarian craft beers. - The relaunch also highlights currywurst sauce tied to the former Berlin taste concept and a signature Bierhäxle with Bockbier in a glass. - The business is targeting locals and international tourists. - Schenkelberg says the brand draws on 25 years of market experience in the UK and Ireland. - The book is presented as a way to address the family’s history from 1993 to 2018. - The release references a 1993 departure from Germany and mentions a suspected poisoning incident involving a cognac bottle and a later summons to local court. - Schenkelberg said the memoir was produced quickly with AI technology. - The German edition is published with R.G. Fischer Verlag. - Schenkelberg also said the venture includes expert business consultancy for credit rating optimization. - The company’s product range includes meat products, truffles, spirits and international sauces. - The business says it is committed to “artgerechte Haltung,” or animal welfare. - The family’s past includes Rainer’s Bavarian Grill in London and Wembley and a London bar. - The media contact listed for the release is Stefan Schenkelberg at Rainers Bavarian Feinkost & Mehr, 83329 Waging am See, Germany, with the website company shop.

Between the lines: - The memoir appears to serve as both a personal narrative and a financing tool for the relaunch. - Schenkelberg is positioning transparency around the family’s history as part of the brand story. - The release suggests the business is trying to offset limited traditional bank support with book royalties and brand-driven sales. - The appeal to “possibility thinking” and premium heritage is meant to give the relaunch a stronger emotional and commercial hook.

What’s next: - Book sales are expected to support expansion and local job creation. - The store relaunch will likely lean on the memoir’s story line to attract attention and foot traffic. - Schenkelberg’s German publisher and business advisers are part of the effort to stabilize the venture for long-term growth.

The bottom line: - Schenkelberg is betting that a personal memoir can do double duty as marketing, financing and brand repair for a Bavarian delicatessen comeback.