KASAPDONER | The first doner brand in its home country

For details and more information about the project, please visit: http://www.alibati.com/kasapdoner
-
At some point, I started my own business, and KasapDoner was my first client. As my only employee, I wore many hats for this project: creative director, copywriter, art director, strategist, account director. While I was at it, I even produced and directed their commercials.
-
ABOUT THE NAME: KasapDoner is made of 2 individual words. Kasap and Doner. In Turkish, the word "kasap" means "butcher". The founders have been butchers since 1946 so I wanted to highlight their expertise and heritage. This is also communicated through the cleaver in the logo.
—
CONTEXT: Every country has its specialty. Germany has the beer, Italy has the pizza, America has the hamburger. And Turkey has the doner (AKA shawarma, also shaurma). But even in its own country, there has never been a doner brand. Like the rest of the world, the Turkish fast food market has been dominated by burger brands. How do you break into the cut-throat market dominated by global brands like McDonald’s and Burger King?

SOLUTION: A “burger” is not just food; it represents the American culture. Turkish people are proud of their country, and we wanted to remind them that they had a better option. Their own traditional fast food

RESULTS: KasapDoner became the #1 fast food brand and the fastest growing franchise in the country. It reached over 50 restaurants in just 3 years.