Döner Shack set to expand on a global scale | Global Franchise
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Döner Shack set to expand on a global scale

Case Study

Döner Shack set to expand on a global scale

Get in on the ground-floor of this soon-to-be international kebab phenomenon

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As the world becomes more and more interconnected, there has never been a better time to consider expanding a franchise internationally. For U.K.-based franchise concepts demonstrating well-established models and strong domestic growth, global franchise expansion creates unique opportunities to develop the brand.

With a growing world market hungry for U.K. brands, going global makes complete sense. Döner Shack, the Berlin street-food concept, is one brand that is already proving to be a formula for success and is now ready to revolutionize the kebab industry both in the U.K. and overseas.

Founders Sanjeev Sanghera and Laura Bruce have ambitious plans for Döner Shack. Their vision is to become the number one kebab franchise brand worldwide by serving up a new generation of street food that offers something for every taste and type of diet. Ranked in Small Business’ Foodie 40 2022, the top fast-growth food brands in the U.K., the duo are already making impressive headway and set to scale up dramatically in the next year.

Accelerate overseas expansion

Since the first Döner Shack restaurant opened in England in 2019, the brand has been increasing its U.K. footprint with three further franchise sites, and a soon-to-be-launched store in London this autumn. This rapid growth is set to continue over the next five years. The business will soon be firmly established as an international brand with 150 restaurants in the U.K. and a presence felt in every corner of the world, from Northern America to Australasia, Europe and the Middle East.

With the global fast-casual restaurant market expected to reach $209.1bn by 2027, there is huge opportunity for Döner Shack to gain a significant share of the industry. The pandemic inspired a desire for fast-casual brands to expand globally, and it is commonly recognized that success in the U.K. acts as a foot in the door in Europe and the U.S.A.

“We are really excited to be putting an international foot forward now, and it is our responsibility to be conscientious and make sure that we make it a good place for the brand internationally. The U.S.A. has one of the strongest markets in the world to offer foreign businesses, which is why we are currently in collaboration with a number of reputable American franchise consultants in Texas and the East and West Coasts of America. Together, we are discussing how we can develop and identify the core states, with a goal of opening a minimum of 45-50 franchised outlets per state within the next phase of growth. We will then look to roll the brand into Canada once we have identified the right franchise partners, some of whom we are conversing with at the moment,” explains Sanjeev.

“The Middle East, Australia and Europe are also in our sights for 2023. We are looking to see if it is feasible to expand into these countries and regions. International franchising is something that we have had as a goal for a long time, and with our well-formulated growth strategy, we can work to replicate a unilateral Döner Shack experience for consumers and employees, as well as drive successful expansion in these new transnational territories.”

Scalable business model

Döner Shack is a brand with robust operational systems, authentic recipes, innovative and targeted marketing strategies, a strong financial model and a long-term growth strategy. Evolving into a multiunit franchise business on a global level, franchisees will have the ability to build their own highly successful and profitable businesses which are simple, scalable and efficient, whether that be single or multiple restaurants.

The franchisor is equally pioneering in its innovation and technology and is one of the most unique, fashionable and profitable fast-casual concepts in the food industry. It aims to deliver a flawless, convenient, and enjoyable experience to every customer and, with the use of technology such as robotics and advanced operating procedures, provide a means to accelerate processes, maximize efficiency and improve the customer journey.

“Our network of multi-unit franchise partners is growing rapidly in the U.K., and we are gaining a valuable reputation as one of the leading franchise brands in the fast-casual restaurant sector. We intend to replicate the same experience globally by bringing a new generation of street food to every location where we open a new site. Next year will be a game-changer for us – not only will we be firmly on the global franchising map, but we will have heightened our brand awareness and will be ready to embark on the next stage of development.”

Building the right team

In Döner Shack’s quest for global dominance, the franchisor has formed a strong head office team with the right mix of professional skills, all of whom are passionate and committed to driving the brand forward. Its most recent appointment is global franchise director, Nil Naik, who has joined the management team to help deliver the Döner Shack experience. He not only brings a wealth of experience and expertise with over 20 years in the franchising industry but a strong track record in securing agreements on a domestic and international scale to enable the brand to accelerate its plans to go overseas. A further two new team members have also joined the franchise in marketing, operations and finance, and together they will continue to strengthen the foundations on which the brand has been built.

Investing in your future

Döner Shack is determined to change people’s perceptions of the kebab and for its lean high-quality kebabs to become an everyday option for eating out. From London to New York, Sydney and beyond, the franchise aspires to be in so many more communities over the next five years where it can develop and grow the brand’s legacy globally. Döner Shack is already shaping the future of the fast-casual industry!

At a glance

Established: 2017
Number of franchised outlets: 4 (100-plus signed development agreements)
Location of units: U.K.
Investment range: $450,000 – $1.3 million
Minimum required capital: $250,000
Contact: franchise@donershack.com

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