German Donner Kebab – from one kebab shop in Berlin to 78 stores in seven countries, with many more to come
Many people’s perception of kebab shops is one of a somewhat backstreet location, owner-managed, little branding, and below-expectation customer experience.
The fast-growing kabab-shop chain German Doner Kebab is now demonstrating how you can enter many markets by choosing prime locations, franchised ownership, strong branding, social media presence, and very positive customer experiences.
It describes itself as “a fast-food retailer that has created a healthy and nutritionally balanced approach to traditional kebabs”.
The chain opened its first store in Berlin in 1989 and spent the next decade perfecting its policies and procedures, their unique blend of traditional spices and exclusive products, as well as refining and improving their cooking processes.
They use lean succulent beef and pure chicken fillets. These meats are imported directly from Germany to maintain quality and consistency. They only use fresh, locally produced vegetables that are delivered and prepared daily along with their special “Doner Kebab” bread.
The result is a nutritionally sound gourmet food experience that contains virtually no preservatives or additives and can be consumed day or night. With a strong modern brand and the promotion of healthy, fresh, nutritious ingredients that appeals to a broad market, “Doner Kebab” can only continue to grow and succeed.
Maintaining the authenticity and originality of their kebabs is one of the main objectives of the business, and is the reason they continue to retain our market position at the top of the kebab industry.
The welcoming and clean exterior of a German Doner Kebab Restaurant
The welcoming and clean interior of a German Doner Kebab Restaurant
They now have nine shops in United Arab Emirates, nine in Sweden, four in Canada, two in the USA, one in Saudi Arabia and Ireland.
In the UK they have 52 restaurants and they announced earlier this year that it was hoping to open 47 new restaurants in the UK, creating 1,800 jobs.
One of their appetising kebabs
Strong focus on their Instagram, Twitter and Facebook pages
German Donner Kebab are developing their social media presence in their respective markets using Instagram, Twitter and Facebook.
For example, their UK Instagram page has got 55.000 followers telling great stories and showing appetising food.
A great example of how you can develop an export-ready proposition, even in a sector where one would believe that the idea of branding, social media, and customer experience would seem far-fetched.
I can’t wait for their shop to open 30 minutes from where I live. See the German Donner Kebab UK chain, taste the food and remember back to when I lived in wonderful Berlin and was introduced to a German Donner Kebab for the first time.