Alibaba on their paddock to kebab strategy
We find out more about the new branding of Alibaba and how their customers are reacting in this Q&A with Dominic Cain, their National Operations Manager.
QSR Media: A few weeks in, how are customers reacting to the new store design?
Dominic: The reaction has been incredibly positive with customers particularly enjoying the clean, fresh look and feel of the store. We probably get most comments about the bread oven though, I think seeing the product being freshly made rather than simply being reheated has really helped to differentiate Ali Baba from other QSRs.
QSR Media: In what timeframe will you be refitting the other Ali Baba stores?
Dominic: This is being re-assessed in early 2013 with the view to roll it out through the whole group (there is no set date/timeframe at this stage)
QSR Media: How will you be communicating these changes to your customers?
Dominic: To effectively communicate the vibrant rebranding and messaging with our customers we will reveal our story 'from paddock to kebab' (through the new branding – present in the shop fit-out) and provide information on our fresh, premium produce via our menu boards, POS materials and website.
QSR Media: The Ultimate Kebab, what's planned for this messaging?
Dominic: The ultimate kebab encompasses our core mission statement "to create and deliver the best kebab experience in the world."
We plan for this message to be synonymous with the Ali Baba brand. It will be reinforced within the experience we create at every customer touch point and through our healthy, fresh, full flavoured kebabs.
QSR Media: The Bread Oven - tell us a bit more about this, i.e. why it is unique, how it is going to change customer perceptions, early customer response etc.
Dominic: The bread oven is exclusively designed by, and for Ali Baba. It allows every customers bread to be baked to order to ensure freshness.
