Berlin-inspired street food franchise, Döner Shack, has launched a new brand positioning as it seeks to reach a younger demographic.
The company, which has outlets in Leeds and Manchester said that it was shifting the brand to have more of a mainstream appeal and to focus on the flavour of the food. This would be through new logo, menu, price points and store design.
Stores will use a colour primary palette of red, white and black incorporating a polaroid wall, this comes following a consultation with Sheffield-based Studio Jim.
“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,” explained Studio Jim’s founder Jim Butterell.
“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 an unforgettable dining experience.”
A full roll-out will be completed by the end of the year, with each location also offering Döner Shack merchandise including baseball hats and t-shirts. There are further plans to collaborate with sports, gaming and artists to create brand specific merchandise.
“We’ve created a new visual identity for the brand to allow for simplicity in colour and shape,” explained Döner Shack’s Brand Director, Nathan Holloway, who’s been responsible for directing the new brand positioning.
“The new Döner 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!”
The company aims to open 7 new stores this year and up to 4 delivery kitchens.
“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,” added Sanjeev Sanghera, Co-Founder and Managing Director of Döner Shack.
“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.,”
