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Turkey Fast Food Market Report 2010

September 2010

RESEARCH ON INTERNATIONAL MARKETS


We deliver the facts – you make the decisions

Turkey Fast Food Market Report 2010


September 2010

Publication Date
September 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
130
Price
€3,450 (excl. VAT)

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Turkey Fast Food Market Report 2010

Key Findings
Covering Information about the Fast Food Market in Turkey

• The increased number of shopping centers played an important role in fast-food growth, as the food courts
of the centers typically offer fast-food outlets.

• Tab Gida is the leading franchise company in the Turkish fast food market. In 2009, the company owned 340
fast-food restaurants, of which 261 were Burger King, 43 Sbarro and 36 Popeye’s. In April 2010, Burger King
opened its 300th restaurant in Turkey, and the company aimed to open 70 new restaurants in total in 2010.

• After launching 19 new restaurants in 2009, McDonald’s aims to continue growing in 2010 by opening more
than 30 new restaurants in Turkey, to reach a total of more than 160 restaurants by the end of 2010.

• There are also many smaller companies on the Turkish fast-food market: Turkish company Burger Turk plans
the opening of 25 new restaurants in 2010, and Burgy’s operates nine restaurants in Turkey.

• More and more German fast-food chains are also moving to Turkey. For example, fast-food chain Nordsee
announced that it will invest EUR 100 million to open 200 branches in Turkey within the next five years.

Company and Product Information


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Turkey Fast Food Market Report 2010

Table of Contents (1 of 2)
1. General Economic Overview of Turkey 4. Retail and Franchising in Turkey
• GDP, in USD billion, 2007-2009 and GDP real • Retail Sales in Turkey, in YTL billion and USD
Growth Rate, in %, 2007-2009 billion, 2004-2013f
• GDP per Capita, in USD, 2007-2009 and GDP • Map of Shopping Centers Density in Turkey, by
Composition by Sector, in %, 2009 Region, in sqm / 1,000 Inhabitants, 2009
• Monthly Consumer Confidence Index in Turkey, • Overview of the Turkish Shopping Center Sector
January 2008-June 2010 • Major Shopping Center Openings in Turkey
• Sub Items and Changes in Consumer Confidence • Gross Leasable Area per 1,000 Inhabitants in
Index in Turkey, April-June 2010 Turkey, End 2009 & End 2011 for the Cities
• Household Consumption Expenditure in Turkey, Ankara, Istanbul, Denizli, Eskisehir, Izmir and total
2008-2009 Turkey
• Prime Retail Rents of High-Street Shops in Turkey,
2. Population and Labor Force in Turkey in USD and EUR for the Cities Istanbul, Izmir and
Ankara, June 2010
• Population by Age Groups, in %, 2010 • Franchising Trends in Turkey, including Trends and
• Population by Age Groups & Gender in Turkey, Opportunities, Competitive Environment, Tariffs,
in %, 2010 Regulations and Customs, Marketing
• Population by Age Groups & Gender in Turkey,
in millions, 2010
• Population by Age Groups & Gender in Turkey,
in millions, 2025f
• Population by Age Groups & Gender in Turkey,
in millions, 2050f
5. The Food & Beverage Sector in Turkey
• Labor Force in Turkey, compared to Poland, Czech • Value of the Turkish Food and Drink Sector, in YTL
Republic, Hungary and Slovakia, in millions, 2008 million, 1998-2009
• Monthly average Wages in Turkey, compared to • Number of Enterprises by Sectors in Turkey,
USA, UK, Japan, Germany, Czech Republic, Poland, 2008-2009
Hungary, Slovakia and Romania, in USD, 2009 • Total Capacity of the Turkish Food Industry
• Annual average Change in average real Wages in Enterprises by Sectors, Tons/Year, 2008-2009
Turkey, compared to Czech Republic, Romania, • Distribution of Household Consumption
Poland and Slovakia, in %, 2003-2008 Expenditures in Turkey by Expenditure Groups,
• Availability of qualified Labor Force Scores in in %, 2004-2008
Turkey, compared to Czech Rep., Poland, Slovakia, • Food and non-alcoholic Drinks general Price Level
Hungary, Romania and Bulgaria, 2009 in Turkey, by Region, 2008
• Average Number of Sick Days per Employee per • Distribution of Food and Drink Industry
Year in Europe, including Turkey, 2008 Expenditures in Turkey by Region, in %, 2008
• Annual Average of Hours worked per Week of Full- • Per Capita Food Consumption in Turkey,
Time Employment in Europe, incl. Turkey, 2009 in kg/liters per Head, 2004-2013f
• Food Consumption in Turkey as a Percentage of
3. Real Estate in Turkey GDP, 2005-2014f
• Real Estate Supply in Turkey, including Number of • Consumer Lifestyle: Eating Habits
Shopping Centers, Gross Leasable Area in m² , • Key Players in the Turkish Food and Beverage
2000-2008 Sector, by Production based Sales in YTL million,
• Average Warehouse Monthly Rent in Turkey, in 2009
USD & Average Vacancy Rate in %, 2004-2008
• The Property Market in Istanbul

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Turkey Fast Food Market Report 2010

Table of Contents (2 of 2)
6. General Market Information and 8. Profiles of the main Competitors in
Trends about the Fast Food Market the Turkish Fast Food Market (cont.)
• General Trends in the Turkish Fast Food Industry, • McDonald’s Number of Openings and Number of
2009 Employees, 2009-2010f
• Competition in the Turkish Fast Food Industry, • Expansion Plans of McDonald’s in Turkey
2009 • Map of Cities in which McDonald’s is located
• Sales of Turkish Fast-Food Restaurants, in USD • Locations of McDonald’s in Istanbul
million, 2009 & 2013f • Product Range and Pricing of McDonald’s
• Number of Restaurants by Fast Food Categories • Content of McDonald’s Products
and Employees in the Turkish Fast-Food-Industry, • Key Facts about Burger Turk in Turkey
2009 • Key Facts about Burgy’s in Turkey
• The Impact of the Labor Day on Fast-Food Sales in • Key Facts about Gourmet Burger Kitchen in Turkey
Turkey • Gourmet Burger Kitchen Store Concept
• Fast Food Consumption in Turkey and its Influence • Gourmet Burger Kitchen Social Media Activity
by Consumer Characteristics • Key Facts about Arby’s in Turkey
• Online Ordering of Fast-Food Products in Turkey • Key Facts about Schlotzsky’s in Turkey
through the Platform Yemeksepeti.com • Key Facts about Subway’s in Turkey
• Key Facts about Moe’s Southwest Grill in Turkey
• Key Facts about KFC in Turkey
7. Competitor Overview of the Fast Food
• Product Range and Pricing of KFC
Market in Turkey
• Key Facts about Tavvuk in Turkey
• List of Fast-Food Franchises in Turkey • Planned new Openings of Tavvuk, 2011-2012f
• Top 10 awarded Gourmet Burger Restaurants in • Key Facts about Sultanahmet Köftecisi in Turkey
Turkey, 2009 • Number of Locations of Sultanahmet Köftecisi,
• Top 5 Pizza Chains in Turkey, by Number of 2009-2010f
Outlets, April 2010 • Key Facts about Wienerwald in Turkey
• Distribution of Pizza Delivery Service in Turkey, by • Number of Restaurants of Wienerwald, 2009-2010f
Region/City, April 2010 • Key Facts about Kochlöffel in Turkey
• Key Facts about Domino’s Pizza in Turkey
• Domino’s Pizza: Number of Openings, Number of
8. Profiles of the main Competitors in Restaurants and Number of Employees, 2009-
the Turkish Fast Food Market 2010f
• Key Facts about Pizza Pizza in Turkey
• Key Facts about Tab Gida in Turkey
• Pizza Pizza: Number of Restaurants in Turkey and
• Turnover of Tab Gida in Turkey, in YTL million, Number of Restaurants in Istanbul, 2009-2010f
2007-2009e
• Key Facts about Little Ceasar’s in Turkey
• Key Facts about Burger King in Turkey • Key Facts about Nordsee in Turkey
• Locations of Burger King in Istanbul • Product Range and Pricing of Nordsee
• Key Facts about Popeye’s in Turkey
• Number of Popeye’s Restaurants, 2009 & 2010f 9. Raw Material and Supplies Informa-
• Locations of Popeye’s in Istanbul tion within the Fast Food Market
• Key Facts about Sbarro in Turkey • The Allowance of Genetically Modified Organisms in
• Locations of Sbarro in Istanbul Turkey and its Impact on the Fast Food Industry
• Key Facts about McDonald’s in Turkey • Meat Supply in the Turkish Fast-Food Industry /
• McDonald’s Turnover, in YTL million, 2008-2009 McDonald’s
and Number of Customers, in million, 2009-2010f • Production related Information within the Turkish
Fast-Food Industry

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Turkey Fast Food Market Report 2010

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions

After launching 19 new restaurants in 2009, McDonald’s aims to continue


growing in 2010 by opening more than 30 new restaurants in Turkey.
E
Expansion
i PlPlans off McDonald’s
M D ld’ in
i T
Turkey
k
• Mc Donald’s Turkey has an optimistic outlook for 2010, according to Hakan Serim, managing director of McDonald’s Turkey.
• The company, which launched 19 restaurants in Turkey in 2009, aims for what it calls “historical growth” in the market this year. “We aim to
grow anywhere from 20 to 25 percent in the local market this year,” said Serim. “We aim to open 31 chain restaurants in Turkey this year.”
• McDonald s Turkey is hoping to serve 89 million customers in its branches this year,
McDonald’s year said Serimi,
Serimi adding that drive-through
drive through services,
services late
hours and breakfast will continue to be an important part of the company’s business initiatives.
• By the end of this year, McDonald’s will be providing employment for 5,000 people in Turkey, said Serim, adding that the company will
continue to provide employment to disabled people as well.
• The company will open its first branch in øskenderun and then Yalova, said Serim. McDonald’s has a strong hand in large cities such as
Ankara øzmir and Istanbul and now it aims to grow in other Turkish cities and towns as well,
Ankara, well according to Serim.
Serim
• Aside from its restaurants in the main cities in Turkey, McDonald’s plans to open restaurants in smaller cities. “For us the most important thing
is growth in the right and productive location. If there are these right locations, we would open a McDonald’s restaurant in every city,” said
Serim.
• McDonald’s Turkey will see its largest growth this year, according to Serim. “Productive and sustainable growth is very important for the
company ” he said.
company, said Mc Donald
Donald’s
s allocated 43 million Turkish Liras for investments this year,
year Serim said,
said adding that a significant part of the
budget will be used to renew the restaurants.

Figures of 2009
• The sales of McDonald’s Turkey’s grew 6.5 percent in 2009 compared to 2008, said Serim. The company, which was planning to open 14
chain in 2009, revised its p
planned and ended up p opening
p g a total of 19, he said. The average
g dailyy Mc Donald’s Turkeyy customers totaled
208,000 last year. The annual figure added up to 76 million customers.
• Drive-thru services made up 11 percent of overall sales for McDonald’s Turkey. More than 4.5 percent of sales were implemented during late-
hours services and breakfast services accounted for 2.5 percent of the company’s total sales. The employees of McDonald’s last year totaled
4,000 people, Serim said. Some 122 of those employees were disabled, he added.
• McDonald's Turkeyy consumed 38 million bread buns, 2.2 million tons of meat, 1.4 million tons of chicken, 6,000 tons of p
potatoes and 2.9
million liters of milk. The company reaped 267 million Turkish Liras in turnover last year.
Source: Hürriyet, March 2010

91

RESEARCH ON INTERNATIONAL MARKETS


We deliver the facts – you make the decisions

Turkish fast-food chain Burger Turk plans the opening of 25 new


restaurants in 2010.
K F
Key Facts
t about
b t Burger
B T
Turkk in
i TTurkey
k

Name of Brand Burger Turk

Number of Restaurants, 2009 7

Number of Employees, 2009 65

Total planned Openings, 2010f 25

After 50 restaurants are opened, the company plans to move to Germany


Internationalization Plans
and Azerbaijan

4 Locations in Izmir
Locations by City 1 Location in Buca
2 Locations in Van

Product Range Not only Burgers, but also Salads and Desserts are served

Minimum Size of Restaurants 200 square meters

Source: Morfikirler, April 2010

98

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