Kebab franchise Ali Baba is undertaking a brand revitalisation. The quick service restaurant will focus on its healthy ingredients to change customers’ perceptions about the menu and broaden its target market.

Late last year the company introduced a new menu to tap into the trend for healthier ingredients; now it is taking things one step further.

Dominic Cain, national operations manager for Ali Baba, said “The QSR market is evolving in step with the changing tastes, needs and dietary requirements of Australians. As a business we recognise that we are in a unique position, given our brand heritage and product offering, to really capitalise on this change and the continuing interest in convenient, healthy and fresh made to order products.

Two consultancies have been appointed: Channelzero will re-develop the brand and deliver a strategic brand communications plan while Horizon Communications Group will provide a PR and consumer-focused strategy.

“Both Horizon and Channelzero have proven expertise in the food franchise, QSR and FMCG sectors, which we believe will provide us with a well-researched, integrated and measurable communications strategy to further grow the Ali Baba brand and business, Cain added.

• Read how healthy eating is providing franchise opportunities around the country.