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Product type | Shawarma wraps outlet chain |
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Owner | Walther Uzi Buenavista Patricia Collantes |
Country | Philippines |
Introduced | 2015 |
Website | https://www.shawarmashack.ph/ |
The Shawarma Shack is a Philippine food franchise known for its "buy one, get one free" shawarma wraps. It started on February 21, 2015, as a nightly ambulant food stand in Divisoria, Manila operated by Walther Uzi Buenavista and Patricia Collantes. [1] As of 2024, it has over 800 outlets and 1000 employees throughout the Philippines. [1] [2]
In 2015, 25-year old Walther Uzi Buenavista and his wife Patricia launched a food stand at the Tutuban Center night market in Manila selling shawarma wraps. [3] Walther would make the pita bread while Patricia would help prepare the ingredients and recipe. The business was initially unsuccessful as daily sales were very low. The couple then decided to gradually close down the stand. In order to clear out the inventory, Walther offered a "buy one, get one free" promotion for his wraps. This proved successful for the business and for the first time, their average daily sales went up. [1] [4]
As the business grew, the couple incorporated the promotion as an integral part of their marketing strategy. One of their first expansions was an open air store in SM City North EDSA which they applied for and subsequently rejected 12 times. Most tenants in the area were short-lived except for the Shawarma Shack outlet which became a top seller, impressing the leasing management. [1]
In October 2016, its first store outside Metro Manila was launched at SM City Dasmariñas in Cavite. Its first store in the Visayas was launched in May 2018 at Elizabeth Mall Cebu while its store in Zamboanga City opened in August 2018 was its first in Mindanao. [5] Currently, the business' products are manufactured from a food facility in Quezon City. [4] [6]
The business contracts Daniel Padilla and Kathryn Bernardo as their brand endorsers. [7]
The franchise specializes in offering a range of beef and chicken shawarma, available in both spicy and non-spicy variations, served in pita bread. In addition to shawarma, the menu features tikka and kebab wraps, as well as rice meals, catering to a variety of customer preferences.
Pita or pitta is a family of yeast-leavened round flatbreads baked from wheat flour, common in the Mediterranean, Levant, and neighboring areas. It includes the widely known version with an interior pocket, also known as Arabic bread. In the United Kingdom, Greek bread is used for pocket versions such as the Greek pita, and are used for barbecues as a souvlaki wrap. The Western name pita may sometimes be used to refer to various other types of flatbreads that have different names in their local languages, such as numerous styles of Arab khubz (bread).
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Shawarma is a Middle Eastern dish that originated in the Levantine region during the Ottoman Empire, consisting of meat that is cut into thin slices, stacked in an inverted cone, and roasted on a slow-turning vertical spit. Traditionally made with lamb or mutton, it may also be made with chicken, turkey meat, beef, falafel or veal. The surface of the rotisserie meat is routinely shaved off once it cooks and is ready to be served. Shawarma is a popular street food throughout the Arab world and the Greater Middle East.
Doner kebab, also spelled as döner kebab, is a dish of Turkish origin made of meat cooked on a vertical rotisserie. Seasoned meat stacked in the shape of an inverted cone is turned slowly on the rotisserie, next to a vertical cooking element. The operator uses a knife to slice thin shavings from the outer layer of the meat as it cooks. The vertical rotisserie was invented in the 19th-century Ottoman Empire, and dishes such as the Arab shawarma, Greek gyros, Canadian donair, and Mexican al pastor are derived from this.
A wrap is a culinary dish made with a soft flatbread rolled around a filling.
Levantine cuisine is the traditional cuisine of the Levant, in the sense of the rough area of former Ottoman Syria. The cuisine has similarities with Egyptian cuisine, North African cuisine and Ottoman cuisine. It is particularly known for its meze spreads of hot and cold dishes, most notably among them ful medames, hummus, tabbouleh and baba ghanoush, accompanied by bread.
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Samoon is a type of yeast bread that is consumed mainly in Iraq. It is baked in traditional stone ovens. This bread is one of the most widespread breads in Iraq, along with khubz. It is usually served with a variety of foods such as hummus, kebab, and shawarma. It is one of the most popular breads used in Iraq and across the Levant and variants can be found in Syria and Lebanon. It can be also found in other Middle Eastern and European countries. A key differentiator in most samoon is the use of live-culture yogurt as a leavener. Otherwise, the process of making it is relatively similar to pita.
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