Doner Shack launches new brand positioning


Doner Shack, the Berlin-inspired street-food franchise concept, has unveiled its new brand repositioning as it aims to attract 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 refocus, the business has also created a new look, menu and price point including a new logo and redesign.

The rebranding will take place across the five stores operating across the UK, beginning with Glasgow in early September.  Each location, which also includes Leeds, Manchester, London and Leicester, will also offer Doner Shack merchandise in-store, from baseball hats to t-shirts and hoodies, and there are plans to collaborate with sports, gaming and local artist personalities to create brand specific merchandise.

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. “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 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.


Category: News, Restaurant
Tags: Doner Shack, Nathan Holloway, Sanjeev Sanghera