German Doner Kebab rebranding to attract dinner customers

The boss of German Doner Kebab, Simon Wallis, wants to change how people view kebabs. He aims to make them a suitable choice for dates and family meals, rather than just late-night snacks after drinking. Currently, only four percent of the chain's sales come after 11 p.m. Wallis is pushing this new image with marketing campaigns. Last year, they featured slim models with large kebabs, promoting the idea that kebabs can be "worthy of daylight." He wants to make the restaurants a place where people feel comfortable taking their mothers or going on first dates. The chain is expanding quickly. GDK now has plans to reach 300 locations in the UK and aims for £400 million in sales, up from £161 million. They are also working on a £5 menu for budget-conscious customers and using robots to make food preparation more efficient. Despite wanting to improve their image, GDK still sells some deep-fried foods. Their typical kebabs are high in calories, but Wallis insists they use grilled meat and fresh ingredients. Overall, Wallis is leading a significant shift in how kebab dining is perceived.