Australian Franchise News – 11-04-12
Ali Baba, Australia’s leading kebab franchise, has appointed Channelzero to deliver its brand revitalisation strategy and Horizon Communication Group to deliver its communications strategy supporting an aggressive national expansion plan.
Appointing the communications consultancies, both with paired expertise in the food franchise and FMCG sectors, is a significant move for the quick-service-restaurant (QSR) business as it looks to build on its 43 outlets.
Working closely with the Ali Baba management team, Horizon will devise and deliver an integrated PR strategy comprising a consumer and CSR focus, with Channelzero re-developing the brand and delivering a strategic brand communications plan.
Dominic Cain, national operations manager for Ali Baba, comments: “The QSR market is evolving in step with the changing tastes, needs and dietary requirements of Australians.
“As a business we recognise that we are in a unique position, given our brand heritage and product offering, to really capitalise on this change and the continuing interest in convenient, healthy and fresh made to order products.
“Both Horizon and Channelzero have proven expertise in the food franchise, QSR and FMCG sectors, which we believe will provide us with a well-researched, integrated and measurable communications strategy to further grow the Ali Baba brand and business.”
Horizon Communications Group and Channelzero will begin work with Ali Baba from April.