Name

Abrakebabra

Legal name

Abrakebabra

Website

https://abrakebabra.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Rathmines

HQ country

Ireland

HQ region

Europe

Offices26 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Franchise Fees and Royalties: Abrakebabra generates revenue through franchise partnerships, with franchisees operating individual restaurant locations under the Abrakebabra brand. The company provides comprehensive support including site selection, design, construction, purchasing, operations, and marketing.
2. Direct Restaurant Sales: Revenue from dine-in, takeaway, and delivery orders at Abrakebabra restaurant locations across Ireland. Customers pay for food and beverages directly at restaurants or through delivery orders.
3. Retail Sauce Sales: Abrakebabra Magic Sauces are sold through leading Irish supermarket chains including SuperValu, Centra, Spar, and Dunnes Stores, priced at €2.50 per bottle.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Abrakebabra operates an Irish quick-service restaurant chain serving kebabs, burgers, loaded fries, baguettes and Magic Bites through dine-in, takeaway and delivery at more than 20 company-owned and franchised locations. The brand also distributes a proprietary Magic Sauces range via Irish supermarkets, and expands its footprint through a multi-unit franchise programme run with parent AIL Group.

Product overview

Abrakebabra is an Irish fast food restaurant chain established in 1982 in Dublin, operating as part of the AIL Group. The company's core product is a diverse menu of fast food items centered around kebabs (including the signature Doner Kebab), burgers (notably the ABRA Burger with 100% Irish beef), loaded fries, baguettes, and Magic Bites sides. The company has expanded into retail consumer goods with its Magic Sauces line (Legendary Taco, Famously Garlic, Ultimate Chilli, and Incredibly Magic sauces) now sold in major Irish supermarkets and ranked as Ireland's #2 best-selling table sauce brand. Service channels include physical restaurant locations across Ireland, food delivery via Just Eat, Deliveroo, and Uber Eats, and a franchise program for multi-unit operators. The company is also known for celebrity partnerships, including Colin Farrell's exclusive Black Card.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Sauces: Signature sauce product line including Legendary Taco Sauce, Famously Garlic Sauce, Ultimate Chilli Sauce, and Incredibly Magic Sauce. Available in major Irish supermarkets (SuperValu, Centra, Spar, Dunnes Stores). Ranked #2 best-selling table sauce brand in Ireland (Checkout NIQ Top 100 Brands 2025).
• Magic Bites

Products and services

• Abrakebabra Restaurant Service
• Takeaway and Delivery Service Customer-facing ordering and fulfilment service for Abrakebabra menu items via in-store collection and third-party delivery platforms Just Eat, Deliveroo and Uber Eats.
• Magic Sauces (retail sauce range) Wholesale and retail line of Abrakebabra-branded sauces (the Magic Sauces range) sold to grocery shoppers in Irish supermarkets; the same recipes used in restaurants.
• Abrakebabra Franchise Programme Licensed franchise package enabling entrepreneurs in Ireland to open and operate Abrakebabra-branded quick-service restaurants under the AIL Group franchise system.
• Kebab Menu Range of kebab-based menu items (e.g. Nasti Kebab, Epic Doner Burger, Spice Box) sold to dine-in, takeaway and delivery customers as the chain's hero category.
• ABRA Burger Combo Bundle-priced burger meal on the Abrakebabra menu, combining the signature ABRA burger with a side and drink for dine-in, takeaway and delivery customers.
• Loaded Fries Line Signature loaded-fries menu range including Seoul Fries, Festive Fries, Waffle Fries and Doritos Loaded Fries variants, sold as standalone or combo items.
• Magic Bites Kids Range Smaller-portion, value-priced kids' menu range at Abrakebabra aimed at families and children ordering from the kids section.

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• LauraLynn - Ireland's Children's HospicecoreOthers · 1 January 2017Three-year charity partnership announced between LauraLynn, AIL Group and Abrakebabra. Money raised through Abrakebabra, Bagel Factory and O'Briens restaurants with customer fundraising initiatives will help LauraLynn provide palliative care to children with life-limiting conditions. Donation boxes are placed in each of Abrakebabra's locations throughout Ireland. The team also completed a 100km challenge raising over €5,000.
• AIL GroupcoreStrategic or Co-development PartnerParent company of Abrakebabra alongside O'Briens Cafe, Bagel Factory, and Gourmet Burger Kitchen (GBK). Leverages over 40 years of franchise industry expertise to ensure seamless rollout of every franchise. Provides comprehensive franchise support including site selection, store design, construction, purchasing, hiring, operations, health & safety, and marketing.
• @Nasti_2k (Social Media Influencer)minorGTM or Marketing PartnerCollaboration with renowned social media influencer @Nasti_2k to create 'The Nasti Kebab' - an exclusive culinary masterpiece featuring slow-roasted lamb doner, grilled marinated chicken shawarma, crispy bacon, and melted cheddar cheese. Available in Flatbread Wrap, Pitta Bread, and Nude Box options.
• DoritosminorStrategic or Co-development PartnerCollaboration between Abrakebabra and global brand Doritos to create 'Doritos Abra Taco Nachos' - a new revolutionary dish incorporating 100% Irish beef taco, melted cheese, and Doritos. Available in two options: Doritos Chilli Heatwave or Doritos Tangy Cheese.
• Coca-ColacoreChannel Partner/ Reseller/ DistributorCoca-Cola is offered as a beverage option across Abrakebabra locations in various combo deals. Coca-Cola has participated in experiential marketing events such as the 'Share a Coke' campaign at Abrakebabra store openings. Combos available including Coca-Cola for €5.95 with ABRA Burger or €7.95 with Epic Doner Burger.
• Keith BarryminorGTM or Marketing PartnerMentalist and TV personality Keith Barry used as brand ambassador for the Go Nude campaign. Provided fun, tongue-in-cheek marketing activity around the campaign introducing bread-free kebab options.
• Just EatcoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform for Abrakebabra orders. Customers can order Abrakebabra for delivery through the Just Eat platform.
• DeliveroocoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform for Abrakebabra orders. Customers can order Abrakebabra for delivery through the Deliveroo platform.
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform for Abrakebabra orders. Customers can order Abrakebabra for delivery through the Uber Eats platform.
• SuperValucoreChannel Partner/ Reseller/ DistributorPrimary retail partner for Abrakebabra Magic Sauces. Sauces first launched in SuperValu in July 2019 at €2.50 per bottle. Continuing to offer Abrakebabra sauces in stores nationwide.
• CentracoreChannel Partner/ Reseller/ DistributorRetail partner for Abrakebabra Magic Sauces. Magic Sauces available in Centra stores nationwide.
• SparminorChannel Partner/ Reseller/ DistributorRetail partner for Abrakebabra Magic Sauces. Sauces available in Spar stores nationwide.
• Dunnes StoresminorChannel Partner/ Reseller/ DistributorRetail partner for Abrakebabra Magic Sauces. Sauces launched in Dunnes Stores in 2025, expanding retail distribution.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Nando's: International chicken-peri-peri casual dining chain with a growing Irish presence, competing for similar dine-in and takeaway occasions with comparable mid-market price points and a strong flame-grilled flavour narrative.
• KFC Ireland: Global chicken-focused QSR incumbent with an established Irish footprint, comparable in price-point and aggregator delivery exposure, and competing head-to-head for the chicken kebab/shawarma occasions Abrakebabra targets.
• McDonald's Ireland: Global QSR incumbent with dense Irish footprint competing for the same value-meal occasions and delivery occasions (Just Eat/aggregator), offering overlapping menu categories (burgers, fries, wraps) but at much larger scale and brand spend.
• Five Guys: US-origin premium burger QSR with a growing Irish footprint and strong aggregator delivery presence, competing for the higher-ticket burger occasion that Abrakebabra's ABRA Burger and Epic Doner Burger target.
• Burger King Ireland: Global burger QSR incumbent directly overlapping Abrakebabra's burger and loaded fries categories in Ireland, with similar dine-in, drive-thru, and aggregator delivery channels but a markedly larger marketing and development budget.

Direct peers

• Supermac's: Ireland's largest indigenous fast-food chain, headquartered in Galway with a similar multi-location Irish footprint serving burgers, chicken, fries, and wraps — directly comparable in target market, channel, and value positioning to Abrakebabra.
• Eddie Rocket's: Irish-owned city-centre diner chain focused on burgers and American-style casual dining, operating in a similar dine-in, takeaway and delivery mix to Abrakebabra across Irish high streets and shopping centres.
• Freshly Chopped: Irish fast-casual salad and wrap chain with multiple Irish locations, comparable to Abrakebabra's Nude Kebab and lighter-menu strategy and competitive for the health-conscious and flexitarian customer segments it targets.
• Apache Pizza: Ireland's largest pizza delivery and takeaway chain, comparable in franchise-driven multi-location model, delivery aggregator reliance, and price-point positioning to Abrakebabra within the Irish quick-service food market.

Regional players

• Gourmet Burger Kitchen (GBK): UK-focused gourmet burger brand that sits within the same parent group (AIL Group) as Abrakebabra alongside O'Briens Cafe and Bagel Factory, providing an obvious intra-group benchmark for menu, operations, and franchise economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Abrakebabra
• YouTubeyoutube.com/channel/UC5-Gsn1w5MAtczWKspHWenw
• Facebookfacebook.com/Abrakebabra
• Instagraminstagram.com/abrakebabra
• TikToktiktok.com/@abrakebabra
• LinkedInlinkedin.com/company/abrakebabra

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Abrakebabra