Julian Seitlinger: From PPÖ studies to entrepreneur in the catering industry
Julian Seitlinger, graduate of Witten/Herdecke University, talks about his successful start-ups, his beginnings in Witten and what good food and experiences mean to him.
When Julian Seitlinger talks about his company Cracky, it sounds like a mixture of improv theatre, variety show, hidden camera and Michelin-starred cuisine. The motto: "Anything can happen! There's always good food and drink - the rest is open." Interested parties can either book this special dining experience for private events or take part in one of the happenings that take place once a quarter in public places. The experience is always unique: the supposed co-participants may also be extras who suddenly perform a flash mob or magic tricks between courses. Whimsical props are also used to set the scene for the menu. Julian and his business partner Adrian did not want to create a classic restaurant experience, but something unprecedented that surprises and entertains. What particularly appeals to Julian: "We simply experience a lot of unfiltered enthusiasm and gratitude."
Unexpected things at the highest level - how an idea became the Cracky company
The two founders met in Italy at the Università di Scienze Gastronomiche in Pollenzo. At the Slow Food University, they learnt "everything except cooking. The university emerged from the Slow Food movement - a counter-current to the growing fast food trend - which wanted to pass on knowledge via an academic institution.
It's about food culture, regenerative agriculture, ecology - but also about catering and management," says Julian. He describes the campus as a microcosm for food nerds from all over the world. "It felt like there was a new experimental dinner every evening: sometimes we combined the cuisines of different countries and prepared Thai dishes in a pizza oven, for example, and other times we built a traditional earth oven and cooked a whole lamb." Julian took this idea with him to Berlin after completing his Master's degree at Slow Food University. In order to gain a foothold in the capital, he and Adrian began organising monthly dinner evenings for friends almost three years ago, offering the unexpected at the highest level. The concept was well received and then everything happened very quickly: "Suddenly our start-up Cracky was born and soon the first brands approached us and asked us to organise exclusive Christmas parties or other major events," says the founder.
Julian sees the recipe for success in the well-coordinated team, good intuition and knowledge of human nature: "We have a good feel for the balance between professionalism and great fun. It's important to us that quality never suffers as a result of our crazy ideas. It is precisely this sensitivity that is needed to create good experiences. We know many of our private and business customers so well that we can judge exactly how far we can go."
Between social issues, plans for the future and trying things out: Julian's studies in Witten
The fact that Julian laid the foundation for his career in event catering with a Bachelor's degree in Philosophy, Politics and Economics from Witten/Herdecke University comes as a surprise to many. For the graduate himself, however, the career path makes a lot of sense. "I wanted to focus on social issues during my studies," he says, and found the space to do so in the interdisciplinary degree programme. While his fellow students developed increasingly concrete career ideas over the course of his studies, Julian was still undecided at first. "So I asked myself the question: What can I do 24/7? I've always loved cooking, so food and nutrition were at the top of my list. At the time, however, I imagined starting at a think tank after graduating or working on nutrition from a political perspective."
Alongside his studies, he was involved in the Hochschulwerk and worked on the sustainable organisation of the cafeteria. His involvement in the student cultural association Unikat e. V. was particularly influential: Here, he and his team - "die jungen Wilden" - were able to try out new formats and organise cooking events, among other things, which were well received. "There was little competition in Witten, but a lot of freedom," Julian recalls. Step by step, they professionalised the association and contributed to the development of Witten's Wiesenviertel district.
What he also took with him from Witten: "critical thinking, strategic expertise and a network whose connections still exist today". For example, Julian has found an organisational consultant for his company in a former fellow student. In March 2026, the graduate will also return to his alma mater to organise the dinner for the Succession Academy, which will take place during the 28th Congress for Family Businesses at UW/H and bring together well-known companies from all over Germany.
Two start-ups, one drive: creating experiences that connect
In order to specialise more specifically in business customers, Julian founded the company Nivo together with Adrian and a third partner in 2025. "Cracky is a rather unconventional start-up and thrives on Adrian and me as founders. Nivo, on the other hand, is an agency that stands for itself," explains Julian.
With services such as business events for employees or customers, gifts and customised formats, the trio supports companies in the areas of community building and customer relationship management. Julian remains true to his enthusiasm for good experiences: "We recognise that purchasing decisions are closely linked to positive brand experiences - and that personal relationships play a central role in this. This is exactly where we come in: We help companies to build trusting connections with their customers. Exclusive events are an important building block that we tailor precisely to a brand's identity."
During the interview for the UW/H blog, he was travelling in Japan in search of new inspiration and to maintain contacts. His personal and professional appointments always go hand in hand. Julian describes his everyday life as follows: "Everything myself and all the time, but never boring. I simply have the best job in the world."