Our immediate goal was the creation of a unique taste, closely followed by the conception of a memorable logo and individual brand identity We were determined to produce a product that would not only be successful in the UK but around the world and realised that winning the 'battle of the globals' lay with the novel taste of our product By combining traditional western fast food products with the rich, intense flavours of the east we were able to create a menu and cuisine unparalleled in the industry by offering fresh ideas loved by diverse communities