The rebranding 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 display memories of the team’s many previous trips to Berlin and will take place across the company’s UK sites, beginning with Glasgow early this month.
Leeds, Manchester, London and Leicester will follow shortly with stores to feature technology including digital screens and self-ordering menus. All sites are expected to be completed by the end of the year.
“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,” says Doner Shack’s brand director Nathan Holloway.
“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.”
New, more competitive menu
The Berlin-inspired street-food franchise concept has also launched a new menu and more competitive price point that it believes ‘will resonate with a wider audience whilst improving margins’. New menu items include loaded fries, waffles and incredible tasting sliders that start from only £4.
Each location will also offer Doner Shack merchandise such as baseball hats, t-shirts and hoodies with plans to collaborate with sports, gaming and local artists to create brand specific merchandise.
“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,” says Doner Shack co-founder and managing director Sanjeev Sanghera.
The company says that its year-on-year sales increased by 37% in its Manchester site in June and July and were up 11% at its Leeds venue. It also reports having decreased its cost of sales following negotiations with suppliers, including a 25% reduction in cost of its supply chain.
Earlier this year the group made its London debut with what it described as its first innovation restaurant. Launching on Baker Street the restaurant features a state-of-the-art kitchen with robotic kebab cutters and a custom-designed travellator that will transport the food to customers.
There are also several self-ordering kiosks and a milkshake station, where customers can choose from six different flavoured signature milkshakes.
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.
