We want them to feel like they’re eating in a place that uses authentic family recipes, but is a reflection of modern Turkey rather than a kebab style restaurant that came over to the UK in the 70s. It was time to change perceptions of Turkish food. We’ve made it look fresh and modern, while keeping the warmth that comes naturally from the sharing food. We choose a translated Turkish saying ‘to share is to love’ as a strapline to emphasise this.