GDK partners with True to roll out UK and international expansion
True will leverage its deep expertise in the consumer sector and understanding of brands to support GDK in its ambitions to scale further in the UK, given significant headroom, and accelerate growth across new markets globally
German Doner Kebab (GDK) has been backed by investment and innovation firm True to continue its expansion in the UK and accelerate growth across new markets globally.
Since launching in the UK in 2015 GDK has quickly grown to over 145 UK locations and over 170 globally under Hero Brand Ltd’s (Hero Brands) ownership and the leadership of CEO Simon Wallis.
Hero Brands, the majority investor in GDK since 2016, will continue as an investor and key partner as the business looks to further deliver strong growth.
GDK has set out to redefine the kebab experience whilst building a “Gen-Z focused brand” rooted in music, sport and popular culture. The chain has developed a menu of fresh to order products featuring lean meats, toasted waffle bread and handmade signature sauces, such as the Boss Box and the OG Kebab.
True will leverage its deep expertise in the consumer sector and understanding of brands to support GDK in its ambitions to scale further in the UK, given significant headroom, and accelerate growth across new markets globally.
Simon Wallis, CEO of GDK, said: “We are delighted to be partnering with True. Their extensive understanding of brands and consumers will be hugely valuable as we continue on our exciting growth journey. At GDK we are inspired by our purpose to elevate the kebab eating experience and it’s great to be working alongside a partner that shares the vision of dominating the kebab category across the world and in every neighbourhood we operate in.”
Richard Sharpe, managing director at True and new board member at GDK, added: “GDK is an exciting brand with a highly attractive business model in the resilient QSR sector. We have known the team at Hero Brands and GDK for a number of years and are excited to partner with Athif, Simon and the team, to continue supporting the exceptional growth in collaboration with our franchisees and delivering great experiences for our customers.”
Paul Cocker, CEO and co-founder at True, said: “I’m excited to welcome another exceptional business to our growing portfolio of high-growth brands — our first investment in the hospitality sector. While the macro environment remains volatile and trading conditions are challenging for many consumer businesses, our focus remains firmly on the long term.
“We believe this climate offers a unique opportunity to back outstanding management teams who are building enduring, category-defining brands. I’m excited to partner with the GDK team as they embark on the next phase of their journey.”