The dreaded D word.
What picture does it conjure up for you? A post-club journey back home at 4am? Waking up, bleary-eyed, fully dressed in your not-so-white-chilli-sauce-splattered top, shred of red cabbage still attached to your cheek? Or just cheap and nasty? Cheap meat, frozen chips, yellow polystyrene trays, nasty shop signs?
Unlike most, we're fans of the idea of a Döner, but still can’t shake off the bad associations.
Delicious & delectable... or dirty & diabolical?
We're guessing probably the latter, but it needn’t be like this.
Hear us out: Döner has the makings of a great brand, it’s just suffering from an almightly perception crisis.
A traditional street food originating from Turkey during the Ottoman era. Döner literally means “turn around”. Yes, they rotate remember, on an open vertical grill. Sliced off the spit with one swift motion by your skilful kebab maestro. A toasted pitta, crisp Iceberg lettuce, crunchy red onions, salted cabbage, a generous dollop of garlic or chilli sauce (both please) and a couple of green chilli peppers on the top. What’s not to like?
Mexican street food is now massively popular, think Chilango, Chipotle, Chiquito, Barburrito, Tortilla... and the mama of them all... Wahaca! If us brand people can do such a great job re-branding the basic budget burrito from the barrios... what's stopping us from doing it for Döner from Dalaman?
Ok, we concede, Döners in the UK have for the most part rightfully earned their horrible reputation. But with a few generous slices of strategy and dash of design, they could be doing much better. If burgers and dogs can be brought back from the brink, so can our delicious Döner!
Let’s have a final look at the evidence: They have a rich culinary history, feed the hipster appetite for street food, sizzle and spin like a meaty ballerina in a yellow polystyrene music box... and let’s not forget their instantly recognisable iconic shape.
Your local Döner needs you now... for a long overdue re-brand!