In Focus
FAST CASUAL | Staff Reporter, Australia
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Learn more about Ali Baba's mission to change public perception of Middle Eastern food

Alan Holmes, Operations Manager at Ali Baba, discussed with QSR Media the short-term and long-term goals of their brand.

QSR Media: Can you tell us any plans that your brand is particularly excited about?

Ali Baba: We are particularly excited about the debut opening of our new store, which will be located in the T4 terminal of Melbourne airport. Ali Baba is opening in Melbourne Airport’s new Terminal 4, alongside 30 other retailers.

The new T4 terminal boasts an array of national and international stores, with Ali Baba serving the fine and popular dishes of the Middle East to the airport’s diverse assortment of passengers.

The new store provides big opportunities for Ali Baba, who already have over 40 stores nationwide, to introduce the brand to those from outside of Australia, offering everyone a healthy and tasty alternative to fast food with authentic flavours and dishes from the Middle East.

With an average of around 30 million passengers flying via Melbourne Airport annually, Ali Baba are set to showcase their mouth-watering Arabic cuisine, providing the ultimate in quality with favourite dishes such as kebabs, kebowls, wraps and shish plates.

In addition, we have just announced the $10,000 cash jackpot winner of our latest Scratch & Win promotion. Over 2,000 customers entered the major prize draw, 40% of whom had already won an instant prize, ranging from food and beverage products to $500 travel vouchers and iPad Airs

QSR Media: What do you hope to accomplish before the end of 2015?

Ali Baba: Before the year ends we have been, and will continue, on working to perfect our customer service and ultimately increase sales. We are always on the look out to expand, with Ali Baba stores currently spanning across four states, and are extremely excited and fortunate to have been selected as one of the new stores to open in the T4 terminal within Melbourne Airport.

QSR Media: What would you like to tell the market about where your brand is strategically headed?

Ali Baba: As a Middle Eastern fast food brand, we would like to change the public perception of this type of food, particularly the kebab. Ali Baba offer a healthy alternative to what many consider as junk food, and serve products made fresh each day with top quality ingredients. The spices and recipes uses have been selected to mirror the authentic Middle Eastern taste and we are keen to promote this. 

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