Changing the way we eat - Döner Haus and German

Changing the way we eat

Ignore the rise of avocado on toast and the evolution of plant-based meals, fast-casual food has undoubtedly been the most influential food trend of the past decade, says Sanjeev Sanghera (pictured), co-founder and managing director of Döner Haus and German street food brand, Döner Shack.

ALL CHANGE

With the global fast-casual restaurant market being valued at $125.6 billion in 2019 and expected to reach $209.1 billion by 2027 (Allied Market Research data), there is no sign of it slowing down any time soon. Fast-casual franchise restaurants have not only changed the way people eat and how ingredients are sourced, but they provide a combination of higher quality, fresher food, served quickly without the option of full-service dining.

A few years ago, when you went to a restaurant you ate what the chef put in front of you and exactly how the chef told you to eat it. You were not allowed substitutions, special requests or even a saltshaker. You were there to do one thing: appreciate the brilliance of the chef. The rise of fast-casual dining changed all that. It’s a unique concept that provides a relaxed experience for the customer.

PUTTING THE POWER BACK IN THE HANDS OF THE CUSTOMER

By designing menus to solve consumer needs, fast-casual restaurants put eating out back into the hands of the consumer.

In today’s society, people are more conscious of what they are eating and want food that is nutritious, less processed, and more sustainable. Fast-casual restaurants have adapted their menus to meet this demand and as a result have become a more appealing choice for many. They have stepped up to supply the demand, offering healthier options and menu items prepared with fresher ingredients than fast food, creating unique flavours, fusions, and cultural inspiration to fit the taste of any consumer.

ALLOWING ACCESS TO SUSTAINABLE FOOD OPTIONS

Alongside putting the power back in the hands of the consumer, fastcasual restaurants also fulfil people’s aspirations to be more socially responsible. One example being brands becoming more committed to sourcing local food and drinks.

Now more than ever, consumers want to know where their food is coming from and the ethical impact it has on the environment and labour forces around the world. They are looking to create environmentally conscious and ethical decisions when it comes to their food choices, which means alternative diets such as veganism and vegetarianism are expected as part of restaurant menus.

Unlike fast-food brands, fast-casual restaurants also promise an attractive space to eat, not some industrially lit environment with hard plastic chairs and loud metal surfaces, which all but encourage you to eat up and get out. This happy medium between a fastfood restaurant and a highend restaurant is embraced by customers who enjoy eating in a relaxed, modern environment.

SOLVING THE PROBLEMS OF TIME-POOR PEOPLE

With ‘busy culture’ sneaking back into lives and the birth of the smartphone allowing us a constant stream of entertainment and information, suddenly, people have no time. People want something quick,

convenient and aff ordable, which is where fast-casual brands step in.

In our Döner Shack restaurants, we aim to serve a customer within fi ve minutes. This ensures we deliver a high-quality, speedy service that will benefi t our customers. Sure, getting dressed up, making reservations, and then going out to sit in a restaurant for two to three hours still has its place, but for timepoor people fast casuals have stepped in to off er a convenient alternative.

MASTERING TECHNOLOGY AND INNOVATION

Technology and innovation have played a huge role in the rise of fast-casual restaurants. Restaurants developed apps which enabled people to earn rewards and order food ahead of time to avoid long queues. Ideal for people wanting to click and collect something for their lunch break. The apps also off er delivery services which mean customers no longer must go to the food, it comes to them.

At this point in its history, fast casuals can no longer be identifi ed as a trend. Casual dining and fast food chains had no choice but to take notice of the rise of fast-casual restaurants. They were forced to respond by cleaning up their ingredients, introducing more healthy options, adopting new technologies and sometimes even moving into the fast-casual category themselves. However, despite the setbacks in recent years due to the pandemic, the fastcasual market continues to expand and infl uence other types of restaurants. It is safe to say, fast-casual restaurants are now a permanent fi xture in the hospitality industry.

BACKGROUND

Döner Shack’s rst outlet opened in Leeds in 2019. A further two have launched in Manchester and Leicester since, with Glasgow and London due to start trading in the autumn. Following the success of these sites, the brand also has plans to open 150 restaurants in the UK over the next ve years, as well as establish a presence in the USA, Canada, Europe and the Middle East in a similar timeframe.

Co-founder and managing director, Sanjeev Sanghera is a Glasgow-based businessman with over 25 years’ experience having started from humble beginnings, working his way up through the hospitality trade from kitchen porter to executive chef, before moving on to restaurant operations and new concept development. He says that his ambitious vision is to revolutionise the kebab industry and for Döner Shack to become the number one kebab franchise brand worldwide.

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