Fast Food in Turkey

PROSPECTS

Increasing price-sensitivity among consumers benefits fast food

Due to the ongoing macroeconomic deterioration, in the form of rising inflation and the decreasing exchange rate value of the Turkish lira against foreign currencies, price-sensitivity among consumers continued to increase in 2017. Therefore, a rising number of consumers preferred fast food as a relatively cheaper alternative to other formats such as cafés or full-service restaurants.

Premiumisation and combining local, traditional flavours with international ones continue to guide new product developments

In 2017 fast food was positively affected by leading companies’ innovative new product launches, which successfully target changing consumer preferences. The main consumer base of fast food is young people, who increasingly prefer to taste new combinations that successfully merge local tastes with international formats.

COMPETITIVE LANDSCAPE

TAB Gida San ve Ticaret AS continues to lead fast food and registers the most dynamic value share growth

In 2017 TAB Gida continued to lead value sales, number of transactions and number of outlets. The company operates an extensive portfolio of brands within nearly all categories of fast food such as Burger King, Popeyes, Arby’s, Usta Doner and Sbarro.

Companies try to strengthen their competitive advantage by increasing their investments in their online operations

To target the increasing consumer preference for online ordering as a result of the greater penetration of internet and mobile internet, leading fast food companies continue to make significant investments in digitalisation and service improvement for their online ordering systems. The new trend in terms of digitalisation has been integrating the online ordering mechanisms with social media channels in general and Facebook in particular.

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