Doner Shack will roll out its brand repositioning across its five UK stores with the aim to appeal to a younger demographic and cement its mainstream appeal.
The Berlin-inspired street-food franchise concept says a brand repoisitoning will reflect the company’s “transformation and future focus.”
It will take place across the five stores operating across the UK, beginning with Glasgow in early September. Leeds, Manchester, London and Leicester will follow shortly behind with all sites completed by the end of the year.
Alongside a new look and restructured menu pricing, each location will also offer Doner Shack merchandise in-store, from baseball hats to t-shirts and hoodies.
It will also include a new logo and redesign of the stores using a colour primary palette of red, white and black.
Last month, Doner Shack reported sales of 37% at Doner Shack Manchester Arndale and 11% at Döner Shack Trinity Leeds after both sites underwent the brand repositioning.
Labour for the same period was also sub 26% (as low as 23%) at each of the sites.
Co-founder Sanjeev Sanghera said, “When we conceptualised our brand, we had one simple mission in mind – to become the number one kebab brand in the world.
”After five years of experimenting, researching and, most importantly, innovating, I think we have nailed it!
”Our fundamental principle has been, and always will be, to serve-up incredible tasting food; so with this brand repositioning, we aim to enhance and solidify our position within the QSR sector.
Doner Shack has plans to open a further seven new sites over the next year and up to four delivery kitchens in each of its existing locations to further expand its customer reach.
