Döner Shack unveils rebrand plans to attract younger audience
The rebrand will include a new logo and redesign of the stores using a colour primary palette of red, white and black incorporating a polaroid wall
Döner Shack will be launching a rebrand across five UK stores, beginning in Glasgow, early this month in a bid to appeal to a younger demographic and “position the brand to have more focus on the flavour of the food”.
As part of the transformation, the street food chain has created a new look, menu and price point that “will resonate with a wider audience” whilst improving margins.
It will also include a new logo and redesign of the stores using a colour primary palette of red, white and black incorporating a polaroid wall.
After Glasgow, other cities including Leeds, Manchester, London and Leicester will follow shortly behind, with all sites to be completed by the end of the year. Each location will also offer Döner Shack merchandise in-store, including baseball hats and t-shirts.
According to the company, it also plans to collaborate with sports, gaming and artists to create brand specific merchandise, all of which will be readily available to purchase.
Sanjeev Sanghera, co-founder and managing director of Döner Shack, said: “Our customers are at the forefront of everything Döner 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.”
Nathan Holloway, brand director of Döner Shack, added: “We’ve created a new visual identity for the brand to allow for simplicity in colour and shape. 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.”
Döner 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.