Yemeksepeti was founded in 2001 by Nevzat Aydın, Melih Aydın and Cem

Nufusi. It is the first company to use the online ordering system in Turkey. The
number of active members is more than 20 million. According to the latest
statistical calculation, it receives an average of 600000 orders per day. He made
special agreements with food shops for each business. They made commission
agreements of 15% with some businesses and 10% with the rest. They receive
their share of the products sold according to the agreement I just mentioned. In
addition, they created a quality race by adding a customer-oriented, reliable score
and comment system.

They also made a great contribution to digitalization in Turkey. As of 2021, it is

the most preferred food ordering application in Turkey. It had no rivals when it
was founded. They created a new area of need and remained alone in this area for
a long time. To explain it better, we can call it the “Blue Ocean Strategy”.
Afterwards, it developed by adding a lot of value to itself. It continued to grow
by emphasizing issues such as payment method diversity, customer service
quality, and courier service. In the following years, companies started to enter the
market. It expanded its customer network by adding meal cards such as Multinet,
Sodexo, Ticket and Metropolcard to its cash on delivery and cash on delivery
methods. It also offered some campaigns and promotion opportunities to its own
businesses. With the methods I will explain shortly, businesses aimed to increase
the order rate by using these campaigns.
One of the moves to increase the number of businesses that Yemeksepeti works
with is to have businesses that can only work with Yemeksepeti. I will explain in
more detail what I mean in this sentence. Businesses work with Yemeksepeti, but
a business needs to sell without motor couriers. Businesses that only work with
Yemeksepeti make a loss mathematically when they are below 250 orders per
day. 250 orders a day is a number that is very difficult for new businesses with a
single branch to reach. I think this is the most important reason for the low
number of new businesses. A newly opened business should be able to make a
profit using only Yemeksepeti. As a solution to this, I propose to classify the
businesses and make changes in the commission rates of the classes formed. The
classification of the businesses in the customer portfolio of Yemeksepeti is made
by looking at how many years the relationship between Yemeksepeti and the
business is. This classification plays an important role in determining the
commission rates of enterprises. For example, while the commission received
from businesses with a membership period of more than 2 years is 10%, the
commission rate for new members is 14.4%. Considering the new economic
conditions, this rate may be too high for a new business. For a business with a
monthly turnover of 60.000 ₺, 8640 ₺ to be paid to the commission can put the
company in a very difficult situation. Getting 5% commission instead of 15%
from this business increases the sustainability of this business. My suggestion for
classification is to make it based on monthly net turnover, not on the basis of the
number of orders per day. In order to preserve the validity of the agreements
made in the past, my suggestion would be to conclude a new agreement with the
companies whose commission rate should decrease. Although it may seem like a
loss of profit when it is considered in the short term, it is a more certain and
higher gain since the number of new businesses opened in the long run will
increase and small businesses will also show more comfortable growth activities.
A different field...
As we know, Yemeksepeti comes to the fore in sectors that include food and
basic needs. And most of its users are university students. I examined the areas
regularly used by university students. And I noticed that they regularly use
businesses that provide copy center services. I developed a project that I called
'PRINTF' in order for the Yemeksepeti to exist in this area. Copy Centers will
 become members of this system. They will enter the price they want per page.
Students will upload their documents to the system through the application and
learn the estimated preparation time. After that, he will make the online payment
and Yemeksepeti will receive a commission. Upon request, students will be able
to come and receive these documents themselves. As an additional option,
students will be able to request the document at home. This service will be
provided by the Yemeksepeti couriers for an additional fee. The advantage of this
job is that students will get rid of the hassle of waiting in line.
Catch of technology...
One of the applications that we have started to see very often today is
undoubtedly crypto money. Some large companies have also started to use crypto
money as a means of payment. A company like Yemeksepeti also needs to be
ready for crypto conversion. As a preparation phase, a token to be used in the
application should be created in the first place. In order to enable customers to
use these tokens, campaigns such as extra token gifts can be used in bulk
purchases. For example, those who buy 100 ₺ tokens can be given 120 ₺ tokens.
A different approach...

Today, we have seen that some companies have started to provide gel-and-take
services. This come-and-take service is usually seen in companies that sell
coffee. Most of the people and students who go to work meet their breakfast
needs with the things they buy on the way. Yemeksepeti can set up a small
sandwich stand at some points on the selected transportation route in the cities.
The products to be sold here can be ordered even one day in advance. A
personalized order can be prepared with an online mechanism. I think these
points should be busy metro and metrobus stops. This opportunity can be
provided by an agreement with the municipality. The people who will work here
 can also be chosen from among the students, and it can also turn into a small-
scale social responsibility project. This is one of the jobs that will provide
income to the Yemeksepeter without using a courier.

Top 5 Method: Businesses use this method to appear in the first 5 rows on the
users' screen, specifically for the neighborhood selected from the neighborhoods
where the order network is located. The price is determined by looking at the
potential of the neighborhood, that is, the number of active members. If the
businesses make a reservation and pay the money, they will appear in the first 5
rows for 1 month. It was determined that the estimated order rate increased by
around 80%.

Wildcard Discount: Businesses use this method to increase the number of orders.
But in general, newly opened businesses also use it for recognition. Yemeksepeti
shows these discounts to its users as advertisements at the entrance of the
application. The entire amount of the discount is deducted from the business. In
order to use this advantage, the operators have to pay the determined amount of
money. The cost to the business is much lower than the Top 5 method.
Apart from these methods, businesses also advertise on online billboards in the
Yemeksepeti application.

I would like to mention that Yemeksepeti is user-oriented. The reason I am

making this comment is because of the advantages of the users. He can choose
and order the food he wants without leaving the house. You can even have more
information by examining previous comments and ratings. It has ensured quality
and price competition. Due to this situation, users were able to reach quality at
cheaper prices.

Yemeksepeti was not limited to Turkey as a working area and market and
expanded abroad. It first started to serve in Russia in 2010. In the same year, it
started to serve in Dubai. It also accelerated its progress in the Middle East by
acquiring the majority shares of iFOOD, which was established in Jordan. He
invested in Click Delivery company in Greece in order to head towards Europe.
 The biggest competitor in Turkey is "GETIR" company. Inspired by the
person who founded an online market chain, they activated the online market
chain called "Banabi". This chain, which started by transferring the warehouses
they opened, still continues. So anyone who wants can open and run a Banabi
warehouse after paying the fee. Along with the concept of “Yemeksepeti
Neighborhood”, small shopkeepers have also been included in this race.
It appeals to all segments of the public due to the diversity of the masses it
addresses.
REFERENCES
www.yemekspeti.com
www.wikipedia.com
www.siparistakip.yemeksepeti.com
www.portakal.yemeksepeti.com
https://webrazzi.com/2020/01/16/yemeksepeti-19-yilinda-yuzde-50-nin-
uzerinde-buyudu/

Ahmed Bedirhan Kaçar-150319022

Industrial Engineering