Restaurant Artilleriet

The cocktail bar Stjärtelleriet - the family's rebellious little brother

A key factor contributing to Artilleriet's success is its unique cocktail bar, Stjärtelleriet, which won the "Best Cocktail Menu in Sweden" award at the 2023 Bartenders' Choice Awards. Mattias' son, Hugo Örn, and his "brother from another mother," Fredrik Degen, are responsible for crafting drinks at the bar. With unconventional cocktails and playful design, they have quickly made a name for themselves in the industry.

Hugo previously worked as a waiter at Artilleriet and briefly in the music industry, where he didn't feel at home. When the previous bar manager left, Mattias asked Hugo to take over, which was perfect timing. He jumped into a course to learn more about bartending, but admits that it has required a lot of self-learning and experimentation to get where they are today, with the world's best chefs as their main inspiration.

- I have also worked as a chef, so I use that knowledge and base my drinks on flavors. Taste is taste, and I don't think you need to separate how you make drinks from how you create a dish. A drink can be a soup, but in the package, it becomes a drink," says Hugo.

Therefore, the ingredients in the drinks include several elements of food, such as fish, seafood, and mushrooms. But it's not just the way the drinks are designed that makes the bar stand out; it's also the unconventional design language and unique tones that were set from the start.

- We tried to remove the pretentiousness that exists in the bar culture and make everyone feel welcome and not patronize guests. When I got the role, I went around to the best bars in town to do research, and it felt like wherever you went, you were talked down to and patronized because you didn't understand what framboise was in French. I didn't think that was fun. It should be fun to drink cocktails," says Hugo.

The bar's logo is a graffiti version of the artillery's logo created to make Stjärtelleriet a revolt against the upscale and "Östermalm-ish."

- It's fun with big contrasts within the same building and to add something more casual and rowdy. It's like a punk performance in an opera house," continues Hugo.

Challenges that breed innovative solutions

Mattias describes how it usually takes a thousand days to make a restaurant work, and the family has faced both ups and downs. The restaurant is hidden in a courtyard, which meant it quickly needed to become a destination. Working intensively with Instagram and playing on the mystery of the hidden location, along with dog-friendliness, was initially a strong tactic for attracting guests.

- We made it a thing that we are secretive back here, and that we are a dog-friendly restaurant. We were among the first to introduce it, and we also created unique dog menus and events," says Carina.

Like everyone else, the pandemic was a major challenge for Artilleriet, sweeping over society and testing the restaurant industry. They delved deeper into what the keys are to maintain a relevant concept and survive difficult times. Both Mattias, Carina, and Hugo emphasize the importance of daring to question, think anew, and be responsive to the people around them and the industry as a whole.

- You can't stay in what you've always done. You have to constantly be inventive and question the approaches. People really want to do what they have always done," says Hugo.

The pandemic was tough but also fun at the same time and forced us to be creative. We tried many things. We introduced brunch, which became a hit on weekends, jazz nights because people desperately wanted to go out and hear live music, and also delivered food bags to guests so they could cook at the same time via video. Many of the ideas we got during that time we have kept because they were so appreciated," Mattias continues.

Managing the finances poses a significant challenge for Mattias in running the restaurant. With approximately 25 employees, including additional staff, maintaining a consistent cash flow and timely revenue collection is imperative.

- It's tough; it feels like a constant worry. There's always a knot in your stomach. The unpredictability, the constant ups and downs, that's the real challenge. But the most rewarding moments are when the place is buzzing with activity. A Friday evening with the bar packed and the whole place bustling—it's truly fantastic," shares Mattias.

About a year ago, Artilleriet made the switch to Paytrim as their payment solution—a move that, according to Mattias, has proven beneficial both financially and operationally.

Shared passion: Fulfilling the family's restaurant dream

Operating a restaurant as a family is a uniquely enriching experience. When sitting down with Mattias, Carina, and Hugo, one can immediately sense the tight-knit bond they share. It's not just about their collective dedication to the restaurant; it's also about fostering an environment of familial warmth, creativity, and mutual respect. For them, the restaurant isn't just a business—it's a collaborative journey where they've cultivated a resilient bond to navigate the challenges together.

Today, each family member fulfills distinct roles that seamlessly complement one another. Carina serves as the linchpin, overseeing sales operations, while Mattias assumes responsibility for managing the dining room, serving as both caretaker and financial steward. Meanwhile, Hugo and Fredrik lead the cocktail bar and beverage offerings. They're supported by Andreas Tillborg, a co-owner, head chef, and creative culinary force. Despite their diverse responsibilities, they all share a unified vision—to establish themselves as Östermalm's premier dining destination.

- We're making remarkable progress. We attract nearly as many patrons as any venue here. While we may not match the crowds of Stureplan, we've become a popular choice for lunches and dinners. It feels like we've truly come a long way," concludes Mattias, a sense of pride evident in his eyes.