Streamlined Franchise Model Offers Advantages with Smaller Footprint in High-Traffic Locations
Convenient, fresh, affordable food plays a major role in the culinary culture of bustling cities. And Döner Haus, specializing in German-style kebabs, is carving a niche in the urban fast-food landscape.
Döner Haus grew out of founder Nikolaus von Solodkoff’s longing for the kebabs that are wildly popular in his native Germany but not available in the U.S. where he lives and works. The flavorful kebabs were introduced in Germany by Turkish immigrants in the 1970s and quickly won over Germans, becoming a $6 billion industry in the country. Döner kebab start with seasoned meat slowly grilled on upright rotisseries and then thinly sliced. The meat is served on Turkish flatbread or pide, and topped with veggies and a garlic sauce.
Eventually von Solodkoff decided the best way to get the kebabs he craved would be to open a restaurant featuring döner. So in 2023 he opened the first Döner Haus location in Manhattan’s East Village, which gained such a following that it generated $1.9 million in its first year. Given that strong start, the natural next step was to grow the business, and a second corporate location opened in 2024 in Astoria, Queens, followed by a third corporate-owned restaurant recently opened in Hell’s Kitchen in Manhattan.
Building on those successes, Döner Haus has expanded into franchising, with the first franchise open in Bayside, Queens. Other deals are in the works (most of them for multiple units) for New York locations including Westchester, Long Island and Sunnyside, Queens, as well as Los Angeles and West Palm Beach, Fla.
Advantages in Urban Fast-Food Locations
Döner Haus is uniquely positioned for success in urban areas, and franchise owners are optimistic about how well the company’s business model fits the lifestyle of city dwellers, von Solodkoff says. “They cite a number of factors that work in Döner Haus’ favor in urban and semi-urban areas like Bayside, Queens,” he says, citing particular advantages in the real estate flexibility that its stores’ minimalist requirements make possible.
“Döner Haus’ small and flexible footprint allows it to take advantage of unique real estate opportunities in urban areas where space is at a premium,” he says. The streamlined model focuses on takeout and delivery, eliminating the need for indoor seating. Without tables inside or the need for servers to move around, stores can operate in as little as 700 square feet with floorplans that might not be ideal for other uses, making it possible to open in prime locations for reduced prices.
In addition, the heavy foot traffic in urban areas means Döner Haus locations are visible to more eyes, elevating the brand’s profile. The quick takeout service and convenience of delivery meet the needs of busy professionals, students and tourists.
“Our compact footprint, fast throughput and efficient operations allow us to succeed in locations where traditional restaurants cannot operate profitably,” von Solodkoff says.
Döner Haus’ simplified operations and lean staffing needs result in lower overhead and an affordable opportunity for franchisees. And the company’s franchise fees are about half the industry standard, with a 3% royalty fee and a 2% marketing fee.
Catering to the Adventurous and Health-Conscious
Globalization and multiculturalism drive demand for authentic cuisine in cities, with consumers increasingly interested in trying new flavors and willing to pay more for genuine ethnic foods, according to Grand View Research, which projected the $48.6 billion global ethnic food market to reach $78.1 billion by 2030.
Döner Haus ensures that all its meat (both beef and chicken) is halal, prepared according to strict Islamic standards for cleanliness, food safety and humane treatment of animals. Halal menus appeal not only to Muslims but also to other increasingly health-conscious diners, especially since Döner Haus’ meat is also 100% organic and 100% free of filler.
The menu emphasizes quality ingredients but is simple by design, with just three main items — sandwiches, wraps and boxes. Yet Döner Haus offers choices for different appetites, from hearty sandwiches and loaded fries to a low-carb option with fresh salad.
Franchise owners don’t need to have a background in food service because the company provides comprehensive, hands-on training at its flagship locations along with ongoing assistance. Plus, an efficient operations model and proprietary tech systems for everything from inventory to the order kiosks combine to simplify business management.
Von Solodkoff says Döner Haus is primed for growth because it fills a void in the urban fast-food landscape — as well as the U.S. market overall. “We are not only introducing a food category that is widely loved in Europe but still untapped in the U.S., we are doing so with a model that is tailor-made for dense urban environments,” he says. “The combination of unique product offering and urban-friendly design is what makes Döner Haus both distinctive and scalable.”
For information about franchising opportunities, visit the Döner Haus website.
