Find out how Skewerz brand new look and menu is revitalising their business
Skewerz is part of the Aktiv Brands portfolio, in this Q&A with Stuart Beechen their MD we find out how the brand revitalisation strategy is going.
QSR Media: What's new at Skewerz?
Stuart: Over the last 6-12 months we’ve been working on creating a menu that caters for a wide range of tastes and preferences but is still authentically Mediterranean. The traditional Kebab is still a large part of the Skewerz menu but we’ve introduced exciting new items such as Skewerz, Grillerz and Gyroz which are all inspired by flavours from Greece, Turkey and the wider Mediterranean regions. Cuisine from this part of the world is famously fresh and vibrant and we’ve really translated this into the menu, store designs and branding.
QSR Media: Tell us a bit more about the revitalised branding?
Stuart: As anyone who’s been to the Mediterranean will tell you, it’s alive with colour and energy. We wanted a trip to Skewerz to create that same vibrant atmosphere with bright store designs that combine the zest of the Mediterranean with modern accents.
QSR Media: How are your customers reacting to the new look/feel?
Stuart: It’s still early days, but we really couldn’t have asked for a better response. Our menu has diversified and so has our customer base. Both the menu and the store design are much more appealing to the female market and as a result we’re noticing a larger percentage of women trying products like the Grillerz and Skewerz.
QSR Media: You mentioned your wide vegetarian menu range as being a differentiator, how do you promote this?
Stuart: Kebab shops in the past have been a no-go zone for vegetarians, and we’ve identified this as a major differentiating factor between Skewerz and our main competitors. Instead of hiding vegetarian options on the menu hoping no one orders them, we’ve developed some really fantastic vegetarian options like Italian Halloumi Grillerz, Vege Skewerz and of course the range of tantalising Saladz. Our promotional activities throughout the coming year will focus on increasing the awareness of these product categories and capitalizing on opportunities within the local community.
QSR Media: What are your goals for Skewerz in the next 12 months?
Stuart: In 2010 we purchased The Kebab Co franchise in Western Australia so the focus now will be converting these existing sites to the Skewerz brand. In addition, we will be identifying new opportunities across Western Australia and the East Coast to increase brand recognition. It’s definitely going to be an exciting 12 months ahead.
