India’s quick service restaurant (QSR) industry is buzzing with global activity, and the latest entrant to bet big on its growth is Doner Shack, a global QSR brand specializing in Berlin-inspired street food. Founded with the vision to disrupt the fast-food landscape, the brand is now setting its sights on India as a key market in its global expansion strategy.

In an exclusive conversation with Retailer, Sanjeev Singhera, Global CEO and Co-Founder of Doner Shack, shared insights into why India is central to their ambitions, the brand’s unique proposition in the Mediterranean cuisine space, and how they plan to build a new niche in the QSR landscape.

India: A Natural Next Step

For Doner Shack, India was both a business decision and a personal journey. “We wanted to go into emerging markets, and India stood out. There’s huge growth in people’s ambitions and what they want to experience, and I think our brand brings a little bit of what they’re looking for to the market,” he said.

The brand chose Mumbai for its debut outlet. “Mumbai is an epicentre of so many good things—Bollywood, hospitality, and a thriving vibe across the city. It represents the best of India from the outside in, and I think our brand fits really well in that environment,” added Singhera.

Unlocking the Mediterranean’s Untapped Potential

Globally, the QSR industry has been dominated by burgers, pizza, and fried chicken. Doner Shack believes Mediterranean street food is ready for its moment in the spotlight. The opportunity is huge. Mediterranean cuisine is an underutilized category. There’s a global shift happening—people are moving from burgers, pizza, and fried chicken to looking for something new. Shawarma is the world’s number one most popular hot sandwich, and doner ranks third. Yet, they are still underrepresented in many markets, including the USA and emerging regions like India. That’s the opportunity the brand wants to capture.

A Berlin-Inspired Menu with Global Appeal

Doner Shack’s menu is designed to balance authenticity with variety. “The main products that we do are kebabs, fried chicken, and loaded fries—developed around Berlin street food. I visited the city more than 26 times, learning from kebab operators about their meat and sauce profiles. The idea was to respect their craft but also take it forward a level,” he explained.

Unlike traditional kebab shops that often focus on a single product, Doner Shack has introduced variations. The brand has created six kebab variations, three spice flavors for tenders, and multiple types of loaded fries—all built around a core base of six products. 

On localization, however, the brand is cautious. “Initially, we thought of localizing the menu. But then we realized many brands try to do the same thing, and it dilutes identity. The youth of India are looking for authentic global experiences. I eat paneer all the time, but putting lots of paneer dishes on my menu won’t make me the best kebab brand in the world. So, we want to stay true to what we do best—great chicken shawarma and doner kebabs,” he emphasized.

Building a New Niche

While many global brands enter India aspiring to become the next KFC or McDonald’s, Doner Shack is focused on carving out its own category. “Trying to replicate what other successful brands have done is a huge challenge, especially with a 40 to 60-year head start. We want to enter with a fresh vision and create a new niche. We certainly think we can become the number one kebab brand in the world—and we’re on our way, with almost 350 units globally across the US, Canada, UK, and now India,” stated Singhera.

Formats and Expansion in India

Globally, Doner Shack operates across dining, delivery, online ordering, to-go, and drive-through models. In India, it will adopt a hybrid approach tailored to market dynamics.

“A 2,500 sq. ft. restaurant in central Mumbai isn’t feasible due to high costs. So smaller format stores will be our starting point, driving delivery and takeaway. But in the long run, we’ll also build larger dine-in stores. And beyond that, like in the US, we see potential for drive-through models—especially in North Indian cities where it could work very well,” noted Singhera.

The brand has committed to an all-franchise model in India, through a deal with Franchise Brands India. The initial deal is for 150 stores in five years across Maharashtra, Bengaluru, Hyderabad, Delhi, and beyond. 

India as a Profitable Market

Singhera believes India has the potential to be among the most profitable markets globally for Doner Shack.

“In the UK, an average restaurant might take £1.2 to £1.8 million a year, but profit margins are tiny because of high costs and taxes. India surprised me—the fixed costs are lower, and profit margins as a percentage are much higher,” he said.

Embracing Digital and Delivery

Quick commerce and food delivery are central to India’s eating-out culture, and Doner Shack is keen to leverage this trend. “We’re very keen to work with big third-party aggregators like Zomato and Swiggy, as we do with Uber Eats, Deliveroo, and DoorDash elsewhere. But I also love the idea of having our own riders—it doubles up as a marketing exercise and gives us more control of the customer journey. Imagine seeing Doner Shack riders in Mumbai alongside Zomato and Swiggy—that’s visibility and brand building,” highlighted Singhera.

The long-term goal is a seamless, integrated customer journey—from app-based ordering to rewards programs, all built to maximize loyalty.