The multinational kebab chain plans to open several sites in the UK, along with another 2 in the UAE
Premium kebab concept I am Döner plans to open another six-eight sites this year, including two in the UAE, founder Paul Baron told MCA.
With a UK estate of three sites in Leeds and Harrogate, the business is looking to expand near existing sites in the Leeds area.
The chain is also experimenting with different store formats by looking to incorporate bars within upcoming sites. Music in the form of karaoke machines is another potential addition.
The emphasis on fresh ingredients and new formats is part of a “döner revolution” to expand the offering to other day parts, with the brand appealing across demographics.
“Some of our stores are 60% female-led. There’s no particular age range. There are people coming in every week in their 70s, and even kids,” Baron said. “We’re open to everybody.”
“Our döner revolution is trying to show doner kebab is not just for late night. It can be for a Saturday afternoon.”
The brand is also looking to expand its vegan and gluten-free options, and move into retail. A new vegan kebab under development will “hopefully have a retail prospect in some supermarkets,” Baron said.
On the internationla side, the brand opened its first location in Dubai in April. I am Döner signed a multi-site franchise deal with Dash Hospitality Group in September 2021 to expand to the UAE. The deal was facilitated by Socius Group.
While the strategy for expansion in the UAE will be a rapid growth model based primarily on delivery kitchens.
“Delivery went from 30% to up to 60% of our business during the pandemic,” Baron said. “The UAE is not an easy place to drive around, so people are happy to have things delivered to their house.”
According to Baron, I am Döner adapted its menu to the new market by introducing new offerings such as a camel meat kebab and changing recipes to reflect the availability of local ingredients.
