I am Döner

About I am Döner

Founded in Harrogate in 2016 by chef Paul Baron, inspired by a trip to Berlin, I am Döner aims to revolutionise the kebab industry by offering more than just “a guilty pleasure for the intoxicated”. Backed by sector consultants and venture partners Think Hospitality, I am Döner currently has seven UK sites, having made its London debut in November 2023 with an opening in Camden. In September 2021, it signed a multi-site franchise deal, facilitated by Socius Group, to take the brand to the UAE. In partnership with Dash Hospitality Group, the company behind the franchise of Coffee Planet and Goi Rolls in the UAE, I am Döner’s first international opening was in Dubai’s Silicon Oasis. In July 2022, I am Döner signed its first UK multi-site franchise deal, with Costa and Kaspa’s operator Optimum Group, to take the brand to Merseyside and the Isle of Man. Dave Connor, chief executive of Optimum Group, said: “Having researched the premium kebab sector extensively for a number of years, we are pleased to have selected to partner with I am Döner. The brand is strong, systemised and led by an experienced management team. We are proud to be the first UK franchise partner.” Its first franchise store opened in December 2022, in Liverpool. In May 2023, it signed its first forecourt franchise deal, which saw Four Crosses Filling Station, a multi-site fuel station operator in the south east of England, operate the first I am Döner on a roadside forecourt in Windsor, Berkshire. I am Döner chairman James Hacon said: “This deal perfectly aligns to our strategic vision of proving the flexibility of our brand not only on high street and in neighbourhood locations, but into roadside locations, travel hubs, universities and other concession environments. Our franchise-first expansion plans are rapidly building pace with unprecedented interest in both the UK and overseas, but we like to keep our powder dry when it comes to our growth ambitions.” In February 2024, I am Döner, which has stated ambitions to reach 50 sites globally by the end of 2025, signed a multi-site franchise deal to take the brand into Canada. It secured its first Canadian site three months later, as well as entering talks to expand its presence in the Middle East and opening a new store in Liverpool in partnership with Optimum Group. The brand made its Canadian debut in October 2024 with an opening in Toronto. Hacon said: “After a summer spent in Toronto collaborating with our new franchisees to localise our brand and offerings, it quickly became clear that this market is thriving and a perfect fit for I am Döner. As North America’s fastest-growing city, we see Toronto as a golden opportunity for our brand, and we’ve successfully secured some fantastic locations, with many more targets elsewhere in Canada.”

Why franchise with I am Döner

• ✓I am Döner is a flexible concept that can occupy as little as 150 square feet in its kiosk format and up to 1,500 square feet in its fast-casual setup, generating strong takeaway and delivery sales in any format. Customers can click and collect and order in-store from self-ordering kiosks. Capex per site is roughly half the size of other branded kebab restaurants. This, combined with very low operating costs, has historically delivered an industry-leading return on investment in the existing estate. The business is extremely scalable and can be replicated in a large number of high street and non-traditional locations in the UK and internationally. I Am Döner has identified hundreds of trading zones in the UK alone and has the team, expertise and infrastructure in place to support franchisees in any area of the business. It is committed to maintaining and developing its competitive advantage via menu, brand and operational development. Average start-up costs are £149,450, with overall average investment up to £246,250, including working capital, and a franchise fee of £17,500 excluding VAT. Management service fees of 6% and marketing fees of 2%, both of net turnover excluding VAT, both apply. Single and multi-unit deals are available.

Investment breakdown