German Doner Kebab Introduces Itself to Americans by Telling Them to Open Their Mouth Minds

German Doner Kebab (also known as GDK), a growing fast-casual premium chain based in Glasgow with more than 170 restaurants across the UK, Sweden, North America and the Middle East, with plans to eventually open 350 restaurants in the US alone, has launched a new advertising campaign to introduce itself to Americans. The brand’s namesake is the name of their core product, the German doner kebab – a product that gained its popularity as a late-night post-pub food in Europe. It’s especially popular in the UK, where GDK has become one of the fastest-growing QSR brands thanks to its premium restaurant experience, quality ingredient focus, and innovative approach to traditional kebabs.

But in America, the doner kebab isn’t as common. In fact, most Americans associate the “kebab” with Middle-Eastern food and meat on a stick. And the product itself closely resembles a delicacy Americans are more familiar with – the gyro.

So for its first marketing campaign ever in the US, German Doner Kebab is aiming to educate Americans on what exactly German Doner Kebab is. And since their target is gen-Z, they knew they needed to do it in a way that’s entertaining.  

“We want to both educate and entertain – or ’edutain’ – while leaning into gen Z and American’s open-mindedness when it comes to their QSR preferences, where they value quality and authenticity,” said Thorsk Westphal, global chief marketing officer of GDK.

The “Open Your Mouth Mind” campaign, developed by creative agency Quality Meats, is designed to feel native to social channels where it will live, with it a low-fi visual style and fast frenetic pacing.

“A place called German Doner Kebab might be a tad confusing to younger Americans if they’ve never encountered those three words put together. It’s not a kebab on a stick? What exactly is a doner? And how does German play into the whole thing?,” said Brian Siedband, co-founder and co-chief creative officer of Quality Meats. “We wanted to acknowledge that confusion head-on but in a way that charms them into wanting to try it.”