YouTuber Spanian's Kebab Venture Faces Scrutiny Amidst Empty Restaurants and Negative Reviews
Eight months after a hyped launch, Spanian's Kebabs' brick-and-mortar restaurant in Sydney is reportedly struggling, contrasting with its initial success and raising questions about the influencer's hospitality business model.
Spanian's Kebabs, a restaurant venture launched by YouTuber Anthony Lees, known as Spanian, is reportedly facing challenges just eight months after its opening. The outlet on Newtown's King Street, a notoriously competitive hospitality strip, was observed to be empty on a recent Friday night, a stark contrast to the crowds that attended its opening day.
Despite neighboring eateries remaining busy, Spanian's Newtown store appears to be struggling for foot traffic during peak periods, including lunch rushes and Friday nights. Customer reviews have also been critical, with one reviewer noting the shop's emptiness on a Saturday night while the surrounding area was packed. Another described the kebabs as "bland" and the chicken as "dry," comparing the chips to air-fried supermarket fries. A third individual, claiming to work nearby, questioned the shop's viability due to consistent emptiness.
The location itself has a history of struggling businesses, with a fast-food chain, Mr Potato, previously occupying the premises before its collapse. The shop had also sat vacant for three years prior to that, contributing to a reputation as a difficult site for businesses.
Spanian's business model operates under a franchise system, with franchisees reportedly paying between $250,000 and $350,000 plus GST for the right to operate under the Spanian's Kebabs name. These franchisees are responsible for expenses such as rent and staffing. The brand has expanded rapidly from a food truck operation in Haberfield to a franchise network with multiple locations listed in New South Wales and interstate.
Responding to suggestions of financial trouble or franchisees being "scammed," Lees stated that food trucks were being relocated due to expired leases or to find better locations. He cited specific examples of trucks moving to different areas or undergoing renovations. Lees also claimed that Uber Eats orders were increasing and that three more stores were planned for Brisbane and Melbourne.
Retail expert Barry Urquhart commented that while celebrity status and social media following can generate initial interest, they do not guarantee long-term success in the hospitality industry. He suggested that consumers are increasingly less influenced by endorsements and that sustained growth depends on converting first-time customers into repeat business. Urquhart argued that Spanian's Kebabs has not yet established a distinct market position or brand identity beyond selling kebabs, adding that the reputation of the Newtown address could further complicate business prospects.
Spanian, whose real name is Anthony Lees, has a past that includes convictions for armed robbery, causing grievous bodily harm with intent, and reckless wounding, having spent over 12 years in prison. Following his release in 2017, he reinvented himself online with the YouTube series "Into the Hood."