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Fast-casual chain sticks it to Covid with plans for dozen new sites this year

German Doner Kebab 1

German Doner Kebab today dismissed any suggestion of the coronavirus pandemic halting its UK growth plans by stating that it will open 12 new restaurants by the end of the year.

The fast-casual brand currently has 47 restaurants throughout the country and is on a mission to put down roots in more cities across the UK.

Key new locations in its expansion strategy include Liverpool, Nottingham, Bradford, Plymouth and additional sites in London and Edinburgh, creating 480 new jobs in the process.

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The brand has opened 35 new restaurants in the UK during the past three years and boasts a development pipeline of 350 franchise units over the next seven years. It currently employs 1,500 staff.

Its model is based on revolutionising the kebab market by offering a fresh and high-quality taste proposition.

CEO Imran Sayeed (pictured below) said the chain is focused on disrupting the fast-casual space and evolving to meet the needs of its customers.

“We have found ourselves in very challenging times however there continues to be a huge demand for the German Doner Kebab experience throughout the UK and our international growth regions,” he said.

“We are excited to build further momentum in our plans for growth and to be creating hundreds of new jobs throughout the country as we maintain our mission of building the fast-casual brand of the future.”

German Doner Kebab has primarily positioned itself as a dine-in consumer operator, providing an experience that is designed to appeal to a new generation of customers attracted to its modern environment, healthy great-tasting food, and quick serving times.

However, it has remodelled the business during lockdown to expand its click and collect takeaway service, introducing a ‘Boss Box’ concept that proved popular with customers.

“We have been incredibly agile and responsive to a fast-changing landscape during the pandemic,” continued Mr Sayeed.

“Our recent performance is testament to our wider strategy of product innovation, the ingenuity and speed of our operational team and the support we have had from our partners.

“We are truly transforming the fast-casual dining scene through our game-changing kebabs and we are now perfectly positioned to expand our footprint and reach more consumers across the UK and our international growth regions.”

GDK opened its first restaurant in Berlin in 1989 and spent the next decade developing its products and recipes, creating its own unique blend of spices, innovating its signature sauces and perfecting its distinctive ‘Doner Kebab’ waffle bread.

Based in Glasgow, the brand is growing at great pace with 70 restaurants in the UK, Europe and Middle East, and now rapidly expanding in the USA, Canada, Saudi Arabia and Ireland.

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Tags : Fast CasualGerman Doner KebabRestaurants
Andrew Seymour

The author Andrew Seymour

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