News Review
Quality Upgrade will Boost Doner/Shish Sales
The fast food industry has been urged to re-think its approach to the doner and sis (shish) market by re-visiting its roots and traditions and putting product quality at the top of the food tree.
Extensive research by Paragon Quality Foods has shown that a very large number of doner outlets open only at 5 p.m. to catch early evening customers and follow that with the pub trade.
“The quality of the doners on offer suggests that many operators believe evening trade customers are less discerning,” said managing director Metin Pekin.
The lesson from The Best Turkish Kebab Shop in North London and other premium quality outlets showed there was significant business to be had over lunchtime and through the afternoon – providing the offering was of sufficiently high quality.
Research in Germany, Greece, Turkey and other Mediterranean countries has revealed that lamb doners and chicken fillet sis were popular dishes through extended lunch periods, usually served with a chopped salad in a tortilla wrap. They also enjoyed late afternoon family orders.
Mediterranean wraps date back to the days when Nomadic Turks roasted meat over open camp fires with the sis (flame grilled pieces of skewered meat) and the doner (stacked meat on a vertical spit) the most popular options.
“Ancient recipes were perfected by chefs eager to please very discerning Sultans and it is that quality we have sought to replicate,” said Mr. Pekin.
Paragon hand raises doners in the traditional way and to traditional recipes in lamb, lamb and beef, beef, chicken, chicken with Mediterranean herbs and spices and sis products (shish is a phonetic Anglicisation of this word).
Shish users have a choice of marinated chicken breast meat or lamb shoulder meat and the range is completed by 130g. minced lamb koftes which are teamed with a unique blend of herbs and spices.
