Mustafa Rodi Demirkurek, the visionary founder of Alzarro Doner, has emerged as a prominent figure in the culinary landscape of Europe. With 16 years of dedicated knowledge and experience in the food industry, Mustafa has meticulously crafted a brand that not only honors traditional doner recipes, but also introduces innovative concepts that have yet to be explored in Europe. He describes his venture as a ‘revolution’ within the doner market, emphasizing a unique format that sets Alzarro Doner apart from its competitors.
In an exclusive interview with Kurdistan Chronicle, Mustafa shared insights into the journey of Alzarro Doner during our meeting in Gera, Germany. As the brand gains momentum and visibility on supermarket shelves across Germany, Switzerland, and Austria, it is poised to become a global name. Mustafa’s commitment to quality and authenticity resonates with consumers seeking both traditional flavors and modern dining experiences.
Mustafa describes Alzarro as a fresh entrant in the doner market. However, he emphasizes that the concept has been in development for more than 16 years. Alzarro offers a unique ready-made product that combines meat, salad, and sauce, all encased in dough and designed for convenient packaging and retail purchase.
Mustafa embarked on his journey in 2008, dedicating years to refining doner recipes through extensive experimentations. After nearly a decade of research, his efforts culminated in the founding of his company in 2017. With over 30 years of experience in the doner industry, including managing numerous restaurants and shops, Mustafa identified a growing need to innovate and transform the dish, given its increasing popularity and consumption worldwide. This realization fueled his commitment to reimagining doner for a modern audience while maintaining its traditional roots.
A 16-year quest
Proudly announcing the patenting of his revolutionary product, Mustafa elaborated on the inspiration behind it: “The journey began during my visits to supermarket chains, where I noticed a growing trend toward ready-made doner and convenience foods. Despite Germany being the largest consumer of doner globally, there was a notable absence of ready-made options available in stores. My years of experience running doner shops allowed me to observe customer behavior closely. I often saw ingredients spilling out or poorly sealed packaging leading many customers to enjoy their doner cold after taking it home. This sparked my desire to create a solution that addressed these issues by offering a finished product that retains its warmth and integrity. Thus, I conceptualized this idea in 2008, culminating in production in 2024.”
Mustafa has dedicated 16 years to perfecting his doner, utilizing robotics for every stage of production. “Our product is entirely crafted without human intervention,” he explained.
By employing fresh ingredients and producing daily, they have eliminated the need for a warehouse. The doner is dispatched on the same day it is made or the following morning, ensuring it remains a fresh product rather than a frozen one. Mustafa has also played a pivotal role in designing many of the machines used in this automated process. Currently, they are developing their doner machine for international markets including Japan, Switzerland, Germany, Italy, Turkey, Denmark, and France, with Mustafa actively involved in every step of this global endeavor.
Mustafa revealed that their factory is currently operating at just 10% capacity, producing between 10,000 and 15,000 ready-packaged doners daily. These products are distributed to major supermarket chains including EDEKA, Kaufland, and Glabus across Germany, Austria, Switzerland, Finland, Norway, Sweden, and other Scandinavian and European countries. Mustafa anticipates that once the factory reaches full capacity, production could soar to an impressive 200,000-250,000 ready-made doner kebabs each day.
Mustafa, who has previously crafted products like ayran and beer under Kurdish names, identified a significant gap in the doner sector. He aims to fill this void as a proud Kurd and establish a global brand. “I wanted to demonstrate that a Kurd can transcend traditional roles in doner shops and achieve success on the international business stage,” he remarked.
This ambition is not just about personal success; it carries a deeper message of hope for Kurdish children, showcasing that they too can aspire to greatness beyond conventional boundaries.
A global enterprise
Mustafa announced the debut of his products at an international food fair in 2024. This pivotal event catapulted their brand into recognition across Germany and Europe, all achieved without any advertising costs. The overwhelming response at the food fair caught the attention of both attendees and media outlets, highlighting the significant interest in their offerings.
Mustafa revealed that the brand name Alzarro is a heartfelt tribute to his three children: Ali Ser, Zarife, and Robin, with each child’s name contributing its initial to the brand. “The logo features my face, symbolizing a deep connection to my family and personal history,” he shared.
Furthermore, Mustafa highlighted that the German government holds a 15% stake in their company, providing essential support as they navigate the challenges of being a newly established enterprise. His efforts have not gone unnoticed; he proudly mentioned receiving an award from the Minister-President of the German state of Thuringia for the company’s achievements and contributions through the factory.
Mustafa announced that the official opening of their factory is approaching, with plans to welcome prominent figures such as Germany's President, Prime Minister, and several ministers. He highlighted their desire to invite the President and Prime Minister of the Kurdistan Regional Government, noting that their attendance would be a great honor for such a landmark occasion.
“I visited the Kurdistan Region, and what struck me most during my initial visit was the warm embrace of the local culture. The police in Erbil greeted me in Kurdish, a gesture that resonated deeply. Passport control officers and civil servants also communicated in Kurdish, which left a lasting impression on me,” Mustafa said. He noted his delight in witnessing foreigners embracing the Kurdish language, expressing his eagerness to return to this vibrant region.
Alzarro’s 250,000-square-meter factory aims to introduce both their innovative doner and a variety of doner dishes to markets in Germany and Europe. The factory will produce an array of offerings including doner pizza, doner pide, doner pasta, and doner on rice. These products are set to feature prominently in the food services of the German parliament and ministries, particularly on airplanes, trains, hotels, and gas stations.
A significant portion of the facility is automated, with robots handling much of the production. A small team of 50 employees operate during a single shift, but this number is expected to rise to 250 as the factory reaches its full operational capacity. The management team is notably diverse, with 70% of its members hailing from Germany and a workforce that includes individuals from 10 different countries such as Afghanistan, Czech Republic, Poland, and Turkey. In addition to production capabilities, Mustafa emphasized that the new factory will feature social amenities like a nursery, tennis courts, and spa facilities for employees.
Mustafa has also announced plans to create the Firefly Foundation, an organization aimed at supporting children in need across all regions of Kurdistan and throughout the Middle East. “My primary goal is to instill hope,” he explained. “I believe that, despite severe poverty, hope can prevail. Our mission is to embody that hope.” Reflecting on his childhood fascination with fireflies, he shared how their glow provided guidance in the darkness of his village, where electricity was absent. “The light they emitted was crucial for us,” he noted. The Firefly Foundation will focus on fulfilling the educational needs of diligent yet underprivileged children, particularly within their homeland, ensuring they receive the support they need for their education.
Who is Mustafa Demirkurek?
He hails from Mazgirt in Tunceli Province in Northern Kurdistan (southeastern Turkey). He completed his primary and most of his secondary education in Dersim before seeking refuge in Germany in 1994. Since 1995, he has been active in the doner industry, owning various doner shops and restaurants. He previously produced ayran under the brand Gundi and launched a beer named Miran. Currently, he aims to promote Alzarro Doner on a global scale.
Osman Mehmed is a journalist and translator based in Ankara. He has published three poetry books.
