Friday 21 October 2016

Graeme Beere's Abrakebabra rebranding to target hungry office workers and family business

Published 08/11/2015 | 02:30

Abrakebabra has 30 outlets around the country operated under franchise agreements
Abrakebabra has 30 outlets around the country operated under franchise agreements

Irish-owned fast-food chain Abrakebabra is rebranding in an effort to win lunchtime business and reduce its reliance on post-party night owls.

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The company, founded in Rathmines in 1982 by Graeme Beere, has 30 outlets around the country operated under franchise agreements. Its long-time CEO is David Zebedee.

It was the first chain to tap into the Irish night-time fast-food market. Since then a huge industry targeting hungry pub and club-goers has developed and the market has become saturated.

The brand revamp is designed to appeal to a wider array of customers and tap into the daytime and family market.

Outlets are being physically overhauled and new menus introduced with more modern offerings like flatbreads and premium burgers available alongside the company's traditional fare. The revamp is 75pc complete and will be largely finished by the end of the year, supported by a Christmas marketing campaign.

About €1.5m has been spent on the initiative so far. Business has risen an average of 30pc in outlets that have already been revamped, senior brand manager Adam Beere said. "Customers have been very receptive to it."

"This is not a dramatic change which will alienate our existing customers. Instead its bringing us into the next generation" he said.

It is the result of a strategic review started in 2012 to identify growth opportunities.

The last published annual accounts for Abrakebabra Ltd, in 2013, stated that the early days of the new business plan had seen a significant reduction in the operating costs of the group and the advancement of further funding by way of loans from shareholders to assist the group in meetings obligations and ensuring its continuing viability.

Debts attached to Abrakebabra were bought from IBRC by Lone Star in 2013.

While focussed on the revamp, the company eventually wants to expand further into the West and North.

The majority of its outlets are located in the South and East.

Sunday Indo Business

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