Bu siness skills: b et ter me etings 1 — 21 business englisch bu sin es s e n g L is

Business Spotlight
1/2021
COMMUNICATION
With their intercultural curiosity, the couple grew to love Brit-
ish humour, the relaxed, laid-back people, the language and the 
service-with-a-smile attitude. “Even our staff from Germany say 
they really appreciate this friendliness,” says Bele. “When they 
go back to Germany, they are shocked about how 
they are treated in a shop. Living in the UK, you 
get used to this idea of having a nice chat and be-
ing patient. It is a reverse culture shock when you 
go back to Germany and you get told off because 
you’re slow in the supermarket, or because you 
haven’t followed some sort of rule.”
The couple haven’t, however, got used to 
the quality of some of London’s houses. Their 
first house was a Victorian two-up two-down 
and they were stunned by the “cold sweeping 
through the floorboards,” says Reinhard. “It’s 
simply unimaginable in Germany.” He has com-
prehensively renovated the three houses they’ve 
had, adding concrete floors and underfloor heat-
ing. “I’m just surprised sometimes at what Eng-
lish society is prepared to put up with,” he says. “How can you 
not complain? It’s astonishing.”
Legal and cultural challenges
Once they had their business plan drawn up, the Steins decided 
to tackle the legal and cultural challenges of the British licens-
ing laws. In Bavaria, going to a beer garden and sitting outside 
with a 
Weißbier
or two with friends for a few hours is normal. Not 
in Britain — at least not back then. At the time, the local magis-
trate’s court dealt with licensing laws, and Bele had the difficult 
task of explaining the concept of a typical Bavarian beer garden. 
“I had to prepare almost a plea in a court case, with a barrister 
putting forward all of our arguments,” she explains. “Then we 
had local organizations and neighbours there. Everybody had a 
say. I felt almost like a criminal.” 
Reinhard agrees, adding: “We had to explain what Bavarian 
beer culture is. You know, having a beer outside after work. In the 
end, we got a restaurant licence, which is a kind of ‘soft licence’ 
that means you can only have alcohol with the consumption of 
food.” The rent on the hut was “quite low” says Bele, and their 
initial investment was around £120,000 (€135,000). In 2004, 
Stein’s: The Bavarian Experience opened in Richmond. Growth 
was steady and the business gained in strength. British and inter-
national customers loved the food and beer, served in a Bavar-
ian-style beer garden, though Bele repeatedly had to explain to 
people that, no, they couldn’t just stop by for a beer, as in Bavaria. 
Those curious licensing laws, she told them, meant they had to 
order food if they wanted alcohol.