Kebab franchise Ali Baba is today celebrating its brand revitalisation with the opening of its 44th store, located in Westpoint Blacktown. The store is showcasing the brand’s new logo, staff uniforms and a contemporary design.

The Blacktown franchise is the first to boast the brand’s fresh look, with all new stores taking on the changes, as well as a focus on moving existing stores across to the new platform at the end of the first quarter, 2013.

After 33 years in business, the changes include a new slogan – ‘the ultimate kebab’ – a design overhaul, which includes a rejuvenated logo and store graphics, as well as new uniforms and advanced POS technology. Ali Baba’s website is also being redeveloped, with a launch slated for early December.

Dominic Cain, general manager of operations and marketing, said after more than three decades in the QSR market, it was time for Ali Baba to reassess the message it was conveying, while still holding on to its core purpose of delivering top quality kebabs.

“It is essential for any brand to continue evolving; our biggest challenge is to retain our leading position and increase market share, while at the same time remaining true to the core brand and values developed over our 33 years in business. The new direction achieves this vision,” he said.

“The changes, led by consumer research – including focus groups – revealed customers want greater access to information about the fresh produce, our custom ‘paddock to kebab’ process and cooking methods. The focus on fresh food is prominent throughout the new branding, including store interior and menu boards, to reflect the product range.”

Cain told Franchising that the brand is still working to disprove the theory that kebabs are an unhealthy indulgence, and a number of measures have been put into place to help convey the message that kebabs can actually be a healthy option.

The Blacktown franchise is the first to host a transparent bread oven, allowing customers to watch their kebab being baked to order in less than 90 seconds, with all bread baked fresh to order. It also has a temperature control kebab machine to help ensure the safety of the product.

“We needed to put into place 2012 best practice,” Cain said. “It’s about communicating that this is a healthy product.

“We wanted to get back to basics and reaffirm what Ali Baba is all about … We want to offer the complete meal experience rather than just focusing on the product that we sell.”

To see pictures from today’s store opening, head to our Facebook page by clicking here.