After its UK debut on Oxford Street, Italian kebab chain Kebhouze sees London as a key market for future expansion, co-founder and chief marketing officer, Giulio Paternò tells MCA.
Paternò sees room for up to 15 stores in the capital but is also considering several cities across the UK, including Liverpool, Manchester, Birmingham, Glasgow, and Edinburgh.
“We need a lot of pedestrian traffic,” he explains, “So of course, London will be the main focus of development. But there are many cities that we are looking at.”
“It’s not necessarily about the city, it’s more about the positioning into that city that matters.”
Currently operating over 20 sites in Italy, Paternò says there is potential to create a similar size estate in the UK.
The international brand landed in the UK with its “biggest ever kebab house” last year, covering three floors on Oxford Street, offering an interactive experience of arcade games, table football and premium-style kebabs.
Kebhouze’s menu features wraps, burgers and bowls, offering four different kebab meats: chicken, veal & turkey, beef and Planted – Kebhouze’s very own pea-protein based vegan alternative.
After a pre-Christmas launch, Paternò says there has been “amazing feedback” since day one.
“We opened during one of the busiest weeks of the year on Oxford Street, so it was immediately packed.
“While in UK there’s a lot of work we have to do now, it’s a good first step,” he says.
The co-founder describes Kebhouze’s appeal as a “pop” brand; “It has a wide customer range.”
Not only focused on high streets in city centres, the brand will look to replicate its success in Italian shopping centres.
“One of the most important things about Kebhouze is that it is one of the first kebab chains that is family oriented- and shopping malls are the type of place where families frequent.
“It’s fascinating because it’s not the kind of food that you may normally see in the hands of a little child.
“Most people think about the kebab as a thing you can eat after a party or after having a few beers.
“But it’s the same demographic, that we have experienced in Italy.”
The only difference, is a higher proportion of Muslim customers in the UK, says Paternò.
For this reason, the business has announced a 100% halal menu ahead of Ramadan, launching five new kebabs including its own takes on everything from British classics to a taste of the Mediterranean.
Kebhouze on Oxford Street is also the first store that serves breakfast, opening at 10am with a sweet offering including Nutella muffins, cookies, brownies and a coffee selection in partnership with Lavazza.
“We’re working on driving that day part,” says Paternò, “but it’s not our core business.”
Another key point of difference is kiosk self-service machines as the primary ordering channel.
Considering the growing kebab market in this country, Paternò sees plenty of room to grow.
“It is one of the most consumed street foods all around the world.
“I think that a brand like ours can guarantee quality and safety and can be a point of reference in the future.
“The UK market is even wider than in Italy, because there’s a different culture in terms of kebabs being more accepted.
“I think there are a lot of opportunities here, so we are concentrating a lot of effort to make the brand bigger in the UK.”
