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Melbourne, Australia

Ali Baba franchise launches brand overhaul and expansion

Australian Franchise News – 12-11-12


Ali Baba has revealed its brand revitalisation today, in time for the grand opening of its newest store at Westpoint Blacktown. This important milestone marks a new era for Australia’s leading kebab company as it prepares for future growth.

The iconic quick service restaurant (QSR) has created an ultra-modern design, while retaining its rich brand heritage which spans over 33 years.

With freshly made kebabs remaining the core of the business, Ali Baba will introduce a new logo and slogan – the ultimate kebab – a contemporary interior design, stylish staff uniforms as well as advanced POS technology. Ali Baba is also in the process of redeveloping their company website, due to be launched early December.

General Manager of Operations and Marketing at Ali Baba, Dominic Cain, says about the rebrand, “It is essential for any brand to continue evolving; our biggest challenge is to retain our leading position and increase market share, while at the same time remaining true to the core brand and values developed over our 33 years in business. The new direction achieves this vision.

Each new store will also feature a transparent bread oven allowing customers to watch their kebab bread being baked to order in less than 90 seconds. The state-of-the-art equipment has been designed exclusively by Ali Baba to deliver the freshest product possible.

Ali Baba Blacktown is also the first store to feature many new menu options like the spicy Beef Mexicana kebab and the tangy Gypsy Lamb kebab with Tahini yoghurt, as well as a selection of new sauces and salads containing fresh and natural ingredients.

In partnership with brand communications consultancy, Channel Zero, Ali Baba’s new move reflects the changing needs and tastes of consumers.

“The changes led by extensive consumer research – including focus groups – revealed customers want greater access to information about the fresh produce, our custom ‘paddock to kebab’ process and cooking methods. The focus on fresh food is prominent throughout the new branding, including store interior and menu boards, to reflect the product range”, Mr Cain continues.

With fresh quality produce in focus, Ali Baba has created the ultimate fresh food guarantee in its new ‘freshness seal’, which will be placed on the packaging of all products for customers. With its premium 100% Australian meat freshly shaved and grilled to perfection, the state-of-the-art cooking equipment ensures quality control to consistently deliver the ultimate kebabs.

Westpoint Blacktown is Ali Baba’s 44th store and is the first to showcase the brands new vision which will be rolled out nationwide over the next couple of years.