Waar de Mac z’n omzet ziet dalen, heeft Has Döner kebab uit Rotterdam expansieplannen. Van vette nachthap naar familiesnack. Döner is bezig aan een opvallende opmars in fastfood-land. Has stapt uit de schaduw van McDonald’s en Kentucky Fried Chicken.
Vijftien vestigingen heeft het Rotterdamse bedrijf nu. Nog eens drie staan op het punt van openen. ,,In vijf jaar willen we vijftig restaurants hebben,” kondigt directeur Murat Karaulu aan.
Hij doet z’n verhaal in het nieuwe restaurant in het complex van de Erasmus Universiteit in Rotterdam: het is tijd dat de banale nachthap van moegeslempte stappers het morsige imago van zich afschudt. Het moet allemaal schoon, vers en verantwoord: ,,In onze broodjes zitten geen conserveringsmiddelen. Alles wat aan het einde van de dag over is, gooien we weg.”
Hij toont de ontwerpen voor nieuwe vestigingen in Spijkenisse en Breda. Ruim, met veel aardetinten en led-verlichting. Kortom, een zaak waar ook een huisvader met z’n kinderen durft binnen te stappen.
Veroveren
Voor zo’n zaak is een grote markt, is hij stellig: ,,In Duitsland draaien de döner kebab-zaken gezamenlijk meer omzet dan McDonald’s, Burger King, Kentucky Fried Chicken en noem maar op, bij elkaar. Er is in potentie gewoon een flink marktaandeel, ook in een tijd waarin andere fastfood-bedrijven het moeilijk hebben. Het is aan ons om dat te veroveren.”
Te beginnen in de volksbuurten met veel Marokkanen en Turken die al bekend zijn met de plakjes gekruide kalkoen- en kippenvlees, maar nu ook op de A-locaties in de stad. Zowel het nieuwe Has-filiaal in Spijkenisse als dat in Breda zitten in hartje stad. De verouderde Has op de Coolsingel gaat verhuizen naar een nieuwe, met een moderne inrichting.
,,Wie een mooie Has wil zien, moet naar winkelcentrum Zuidplein.” Langs de A13 bij Delft komt er eentje en ook in Tilburg en Helmond. Schiedam staat hoog op het verlanglijstje: ,,Als een olievlek willen we ons uitbreiden over heel Nederland.”
Nette döner zaken
Has is niet de enige die mogelijkheden ziet in overdagse döner kebab. Vanuit Zaandam timmert de Döner Company aan de weg. ,,Een goede zaak,” vindt Karaulu van de Noord-Hollandse concurrent die nota bene in Rotterdam CS is neergestreken. ,,Hoe meer nette döner kebab-zaken, hoe beter dat is voor de naam van de snack.”
Het verhaal van Has (Turks voor speciaal, maar Karaulu vindt de vertaling ‘puur en echt’ beter) begint in 1999 als de ondernemer Ahmet Guc zijn eerste döner kebab-zaak opent aan de Middellandstraat in Rotterdam. Gestaag breidt hij het aantal vestigingen in de Maasstad uit.
Sinds Murat Karaulu twee jaar geleden bij de zaak kwam, zit de keten in een stroomversnelling. Guc, nu aandeelhouder op de achtergrond, is de man van de receptuur, terwijl Karaulu uit de vastgoedmarkt komt.
Marinade
Net als McDonald’s werkt Has met franchisers, particuliere ondernemers die hun eigen zaak runnen maar hun waar bij Has afnemen. ,,Alles produceren we zelf. Het vlees verwerken we in Gilze-Rijen, wij maken zelf de marinade. Die smaakt overal exact hetzelfde.”
Franchisenemers krijgen niet zomaar een zaak. Ze moeten eigen geld meenemen en ondergaan een screening. Een strafblad is taboe. Ook stelt het bedrijf eisen aan persoonlijkheid: ,,Ambitie is belangrijk. Een HAS-ondernemer moet meerdere filialen willen runnen.”
Daarna volgt een interne opleiding. Net als de chef moet het personeel eerst bij HAS in de leer. ,,Wie vijftien jaar in een döner-zaak heeft gestaan, nemen we niet aan. Verkeerde gewoontes zijn dan niet meer af te leren. Klanten moeten vriendelijk worden behandeld, maar afstandelijk. Te familiair past niet bij onze zaak.”
De distributie houdt Has eveneens in eigen hand: ,,Daarom zoeken we steeds logische uitbreidingen langs de routes van onze chauffeurs. Breda, Tilburg, Helmond, dat is een logische rit.”
De nieuwe vestiging in Amsterdam laat zich volgens die filosofie wat lastig verklaren, erkent Karaulu grif: ,,Dat is ook een beetje een prestigekwestie. Als ambitieus Rotterdams bedrijf moet je ook in Amsterdam zitten.”
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