Doner Shack, the Berlin-inspired street-food franchise concept, has unveiled its new brand repositioning to reflect the company’s transformation and future focus.
The move is aimed to appeal to a younger demographic and position the brand to have more of a mainstream appeal with a focus on the flavour of the food.
As part of the transformation, the business has also created a new look, menu and price point that will resonate with a wider audience whilst improving margins. It will include a new logo and redesign of the stores using a colour primary palette of red, white and black incorporating a polaroid wall to to display memories of the team’s many previous trips to Berlin and affirm authenticity of the brand.
The rebranding 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. Each location will also offer Doner Shack merchandise in-store, from baseball hats to t-shirts and hoodies, to enhance the customer experience and create another touchpoint that is fun and engaging. There are also plans to collaborate with sports, gaming and local artist personalities to create brand specific merchandise, all of which will be readily available to purchase.
Sanjeev Sanghera, Co-Founder and Managing Director of Doner Shack 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.
“Our customers are at the forefront of everything Doner Shack does and this strategy has already yielded great results – we increased our year-on-year sales by 37% in our Manchester store in June and July and 11% in Leeds. We have also decreased our cost of sales following some tough negotiations with suppliers, including a 25% reduction in cost of our supply chain, so our customers don’t have to bear this cost themselves.”
Doner Shack’s Brand Director, Nathan Holloway, has been responsible for directing the new brand positioning, having worked closely with the brand’s board of directors for over eight years.
He said, “We’ve created a new visual identity for the brand to allow for simplicity in colour and shape. The new Doner Shack will be instantly recognisable, and with the branding more simplistic with a pattern that runs throughout, it will appeal to the Gen Z target market. Speed, efficiency and convenience are paramount to this audience, so we have made sure this is at the core of our brand revamp… not forgetting a touch of fun for our customers!”
Doner Shack has also consulted with interior design service, Studio Jim, to redesign the interiors of the restaurants. Founder Jim Butterell commented: “The new design draws inspiration from streetwear stores, sporting realms, pop-up retail spaces and summer festivals, creating a vibrant and dynamic atmosphere that captures the energy and style of a younger generation. We have blended modern aesthetics, bold colours and interactive elements to create a visually stimulating and functional space.
“We’ve also incorporated cutting-edge technology like digital screens and self-ordering menus with the aim to forge a deeper connection with young customers and provide a quick and enjoyable dining experience.”
Sanjeev added: “I’m thrilled to share Doner Shack’s rebrand and revised menu, where we have created a fun, approachable and refreshing environment for kebab and chicken lovers. With the introduction of a wider product set that offers morning, lunch and evening options, including new loaded fries, waffles and incredible tasting sliders that start from only £4, we are able to present our customers with value – both in the form of price point and with the high-quality, made-to-order food that Doner Shack does so well. I believe this positions us well to make our mark as a top-quality QSR brand.
“Exciting prospects lie ahead for Doner Shack as we strive to raise the game and create an atmosphere and space that matches the quality of our products. It’s safe to say we’re on the right track.”
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.