Abstract
Abouit this Reports
Overview
Discover the latest market trends and uncover sources of future market growth
for the Consumer Foodservice by Location industry in Turkey with research from
Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available,
understand competitive threats with our detailed market analysis, and plan
your corporate strategy with our expert qualitative analysis and growth
projections.
If you're in the Consumer Foodservice by Location industry in Turkey, our
research will save you time and money while empowering you to make informed,
profitable decisions.
When you purchase this report, you also get the data and the content from
these category reports in Turkey for free:
- 100% home delivery and takeaway
- Cafes and bars
- Consumer foodservice by location
- Fast food
- Full-service restaurants
- Self-service cafeterias
- Street stalls and kiosks
The Consumer Foodservice by Location in Turkey market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Consumer Foodservice by Location in Turkey?
- What are the major brands in Turkey?
- How are economic or demographic factors impacting the foodservice industry
in #Country»?
- How are multinational and local operators expanding in #Country»?
- How have consumer lifestyle trends and eating habits influenced
foodservice in #Country»?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Consumer Foodservice
market research database.
Sample Analysis
EXECUTIVE SUMMARY
Consumer foodservice sees negative value growth in 2010
In 2010, the continued effects of the economic crisis meant negative value
growth for the consumer foodservice market in Turkey. The decline registered
at the end of the review period was, however, lower compared with the previous
year as the economic conditions in the country were not as adverse. The
decline in sales largely came from independent outlets, which did not have the
resources to invest in promotions or the financial strength to survive the
crisis. On the other hand, some chained categories also saw decline due to a
fall in the number of outlets. Chained North American FSR, for example, saw
declining sales due to the exit of the Rainforest Cafe in 2010. Fast food saw
the best performance as it benefited from lower prices compared with other
categories, and as it saw considerable investment in terms of increasing
number of outlets in 2010.
Smoking ban represents barrier to growth
The smoking ban, introduced in the summer of 2009, was one of the significant
factors for declining value sales and transactions. Due to the ban not only
visits but also their duration fell significantly. The categories that were
affected most by the smoking ban were full-service restaurants and cafes/bars,
as traditionally people spend longer eating and socialising in these outlets.
Turkish people are generally heavy smokers (compared with the rest of Western
Europe) and enjoy smoking while drinking or after eating. Thus, foodservice
companies have stated that the smoking ban has significantly affected their
number of transactions and sales.
Independent local outlets dominate foodservice market
In 2010, independent outlets accounted for nearly 97% of outlets in the
foodservice market. The vast majority of these are Middle Eastern full-service
restaurants. The leading chained company in 2010 was TAB Gida San ve Ticaret
AS, the operator of the Burger King, Sbarro, Popeye's and Arby's brands in
fast food. Anadolu Endustri Holding AS ranked second with the McDonald's brand.
Retail the most dynamic location
In 2010, the leading location in the foodservice market was standalone.
However, retail saw the most dynamic outlet growth. The dynamism in retail
stemmed from the opening of a large number of shopping centres and their
popularity, particularly among young people and families.
Moderate constant value growth expected over forecast period
Over the forecast period consumer foodservice is expected to demonstrate
positive constant value growth, compared with decline over the review period.
The diminishing effects of the financial crisis, the opening of new
foodservice outlets and the entry of new companies, mainly multinational
chains, will be the reasons for growth. The smoking ban is also expected to
have a less negative impact on the market as consumers get used to the idea of
not being able to smoke in enclosed areas.
Methodology
Global insight and local knowledge
With 40 years' experience of developed and emerging markets, Euromonitor
International's research method is built on a unique combination of specialist
industry knowledge and in-country research expertise.
This approach is what enables us to achieve our goal of building a market
consensus view of size, shape and trends across the full distribution universe
of each category. We factor in whichever channels are relevant, from
large-scale grocery to direct sellers, from discount stores to local
mom-and-pop outlets.
Industry specialists
Each industry we cover is managed by an Industry Manager and team of Industry
Analysts who research and report on their specialist categories all year round.
Our collaborative approach to research means that these industry teams are in
constant dialogue with industry players and opinion formers. The planning of
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of new data and analysis.
Country and regional analysts
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checks, to the dialogue we build in trade surveys. Our country analysts ensure
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In-country research network
To deliver fresh insights every year in countries all around the world, we
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Desk research
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access the following sources:
- National statistics offices governmental and official sources
- National and international trade press
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Accessing sources is only the first step. The ability to interpret and
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aspect of the added value we provide.
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Carried out on the ground across a relevant mix of channels, the information
gained provides first-hand insights into the products we are researching,
specifically:
- Place: We track products in all relevant channels, selective and mass,
store and non-store
- Product: What are innovations in products, pack sizes and formats?
- Price: What are brand price variations across channels, how do private
label's prices compare to those of branded goods?
- Promotion: What are marketing and merchandising trends, offers, discounts
and tie-ins?
- Findings are cross-referenced with brand share data analysis. The results,
combined with the findings of desk research, provide a strong basis for
identifying key areas of questioning to take forward into our trade survey.
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comparative basis at regional and then at a global level. Comparative checks
are carried out on per capita consumption and spending levels, growth rates,
patterns of category and subcategory breakdowns and distribution of sales by
channel. Top-down estimates are reviewed against bottom-up regional and global
market and company sales totals.
Where marked differences are seen between proximate country markets or ones at
similar developmental levels, supplementary research is conducted in the
relevant countries to confirm and/or amend those findings. This process
ensures international comparability across the database, that consistent
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correctly tested. We make sure that possible discrepancies between different
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Market analysis
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International data is accompanied by clear written analysis. From a research
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Our country level analysis also provides invaluable input into the ability of
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Table of Contents
Consumer Foodservice in Turkey - Industry Overview
EXECUTIVE SUMMARY
- Consumer foodservice sees negative value growth in 2010
- Smoking ban represents barrier to growth
- Independent local outlets dominate foodservice market
- Retail the most dynamic location
- Moderate constant value growth expected over forecast period
KEY TRENDS AND DEVELOPMENTS
- Sales per outlet continue to drop despite better economic conditions
- Smoking ban represents barrier to growth
- Young population and rapid urbanisation significant factors for growth
- Increasing number of shopping centres benefits consumer foodservice
CITY KEY TRENDS AND DEVELOPMENTS
MARKET DATA
- Table 1 Units, Transactions and Value Sales in Consumer Foodservice:
2005-2010
- Table 2 Units, Transactions and Value Sales in Consumer Foodservice: %
Growth 2005-2010
- Table 3 Consumer Foodservice by Independent Vs Chained Outlets:
Units/Outlets 2010
- Table 4 Consumer Foodservice by Eat in Vs Takeaway 2010
- Table 5 Consumer Foodservice by Food Vs Drinks Split 2010
- Table 6 Sales in Consumer Foodservice by Location 2005-2010
- Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2010
- Table 8 Chained Consumer Foodservice Company Shares 2006-2010
- Table 9 Chained Consumer Foodservice Brand Shares 2007-2010
- Table 10 Forecast Units, Transactions and Value Sales in Consumer
Foodservice: 2010-2015
- Table 11 Forecast Units, Transactions and Value Sales in Consumer
Foodservice: % Growth 2010-2015
APPENDIX
- National Consumer Expenditure
OPERATING ENVIRONMENT
DEFINITIONS
- Summary 1 Research Sources
Consumer Foodservice in Turkey - Company Profiles
Duran Gida Maddeleri Ticaret Sanayi Ltd Sti in Consumer Foodservice (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- SUPPLIERS
- COMPETITIVE POSITIONING
- Summary 4 Duran Gida Maddeleri Ticaret Sanayi Ltd Sti: Competitive
Position 2010
Istanbul Gourmet Group Gida Tic AS in Consumer Foodservice (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- SUPPLIERS
- COMPETITIVE POSITIONING
- Summary 7 Istanbul Gourmet Group Gida Tic AS: Competitive Position 2010
Pizza Pizza Ltd in Consumer Foodservice (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- SUPPLIERS
- COMPETITIVE POSITIONING
- Summary 10 Pizza Pizza Ltd: Competitive Position 2010
Ramiz Gida AS in Consumer Foodservice (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- SUPPLIERS
- COMPETITIVE POSITIONING
- Summary 13 Ramiz Gida AS: Competitive Position 2010
Sultan Ahmet Gida San Ve Tic Ltd Sti in Consumer Foodservice (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- SUPPLIERS
- COMPETITIVE POSITIONING
- Summary 16 Sultan Ahmet Gida San Ve Tic Ltd Sti: Competitive Position 2010
100% Home Delivery/Takeaway in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010, the most important two factors that affected growth in the category
were the exit of the Patisseria Motta, which was present in other 100% home
delivery/takeaway (HDTA), and the entry of Pizza Hut Express outlets in pizza
100% HDTA. The exit of Patisseria Motta negatively affected other 100% HDTA
significantly, as this company accounted for more than half of the shares
within other 100% HDTA the previous year. Additionally, independent 100% HDTA
companies also saw decline due to the continued effects of the economic
crisis, which hit independent companies rather than chained players.
Nonetheless, the category still managed to register a slightly higher value
growth compared with the review period CAGR, after registering growth
following a high decline in sales in 2009.
COMPETITIVE LANDSCAPE
In 2001 Domino's restaurants, owned by Pizza Restaurantlari AS, had the
leading position within 100% HDTA. At the end of the review period the company
also increased its share most in the category as it was the company with the
greatest increase in the number of outlets. In 2010 the company opened 29 new
outlets and increased its value share by 11 percentage points. Also, Domino's
benefited from the exit of Pasticceria Motta.
PROSPECTS
Over the forecast period 100% HDTA is expected to register a constant value
CAGR of 12% compared with a review period CAGR of nearly -7%. The category's
sales were affected by the economic crisis, leading to a high number of outlet
closures over the review period. Over the forecast period the category is
expected to benefit from improved economic conditions and an increased number
of outlets. The positive trend in the category will be reflected in sales per
outlet, with this figure expected to increase to TL672 in 2015 from TL543 in
2010.
CATEGORY DATA
- Table 12 100% Home Delivery/Takeaway by Category: Units/Outlets 2005-2010
- Table 13 100% Home Delivery/Takeaway by Category: Number of Transactions
2005-2010
- Table 14 100% Home Delivery/Takeaway by Category: Foodservice Value
2005-2010
- Table 15 100% Home Delivery/Takeaway by Category: % Units/Outlets Growth
2005-2010
- Table 16 100% Home Delivery/Takeaway by Category: % Transaction Growth
2005-2010
- Table 17 100% Home Delivery/Takeaway by Category: % Foodservice Value
Growth 2005-2010
- Table 18 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway
2006-2010
- Table 19 Brand Shares of Chained 100% Home Delivery/Takeaway 2007-2010
- Table 20 Forecast Sales in 100% Home Delivery/Takeaway by Category:
Units/Outlets 2010-2015
- Table 21 Forecast Sales in 100% Home Delivery/Takeaway by Category: Number
of Transactions 2010-2015
- Table 22 Forecast Sales in 100% Home Delivery/Takeaway by Category:
Foodservice Value 2010-2015
- Table 23 Forecast Sales in 100% Home Delivery/Takeaway by Category: %
Units/Outlets Growth 2010-2015
- Table 24 Forecast Sales in 100% Home Delivery/Takeaway by Category: %
Transaction Growth 2010-2015
- Table 25 Forecast Sales in 100% Home Delivery/Takeaway by Category: %
Foodservice Value Growth 2010-2015
Cafes/Bars in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010, cafes/bars registered quite high negative current value and
transaction growth. The category was dramatically affected by the smoking ban
implemented in the summer of 2009 and the continuing effects of the economic
crisis. Although the smoking ban was implemented in the summer of 2009, many
trade experts stated that the real effects became evident in 2010, with the
authorities tightening controls. Smoking prevalence is quite high in Turkey
and consumers normally like to smoke while drinking tea or coffee. With the
ban on smoking in foodservice outlets, transactions declined. The most
severely affected were independent outlets, which did not have the resources
to offer promotions in order to maintain their sales during the crisis, nor
sufficient outdoor space for people to sit outside and smoke.
COMPETITIVE LANDSCAPE
In 2010 the cafes/bars environment was largely fragmented, with local
independent outlets dominant. Within chained companies, Yasar Dondurma ve Gida
AS with its Mado Cafe outlets held the leading position. Mado was initially an
ice cream cafe, and over the review period offered a wide range of cakes as
well as ice cream and consequently changed its focus. It is a well-established
and respected brand, and has the highest number of outlets in the category,
which also helped to preserve its leading position. In 2010 Mado opened 21 new
outlets and included pomegranate-flavoured ice cream, cheesecake and
pomegranate juice on its menu in 2010.
PROSPECTS
Over the forecast period the cafes/bars environment is expected to demonstrate
constant value CAGR of nearly 2% compared with -11% over the review period.
The decline in constant terms over the review period stemmed from the adverse
effects of the economic crisis and the smoking ban that was implemented in the
summer of 2009. However, the Turkish economy is expected to see an improved
performance, which will reflect on the general performance of cafes/bars,
especially from 2012. Total transactions will start to recover from 2011
thanks to an increasing number of new outlets. Sales per outlet will also see
growth over the forecast period as people become more willing to eat out.
CATEGORY DATA
- Table 26 Cafes/Bars by Category: Units/Outlets 2005-2010
- Table 27 Cafes/Bars by Category: Number of Transactions 2005-2010
- Table 28 Cafes/Bars by Category: Foodservice Value 2005-2010
- Table 29 Cafes/Bars by Category: % Units/Outlets Growth 2005-2010
- Table 30 Cafes/Bars by Category: % Transaction Growth 2005-2010
- Table 31 Cafes/Bars by Category: % Foodservice Value Growth 2005-2010
- Table 32 Global Brand Owner Shares of Chained Cafes/Bars 2006-2010
- Table 33 Brand Shares of Chained Cafes/Bars 2007-2010
- Table 34 Forecast Sales in Cafes/Bars by Category: Units/Outlets 2010-2015
- Table 35 Forecast Sales in Cafes/Bars by Category: Number of Transactions
2010-2015
- Table 36 Forecast Sales in Cafes/Bars by Category: Foodservice Value
2010-2015
- Table 37 Forecast Sales in Cafes/Bars by Category: % Units/Outlets Growth
2010-2015
- Table 38 Forecast Sales in Cafes/Bars by Category: % Transaction Growth
2010-2015
- Table 39 Forecast Sales in Cafes/Bars by Category: % Foodservice Value
Growth 2010-2015
Consumer Foodservice by Location in Turkey - Category Analysis
HEADLINES
TRENDS
Due to a rapid increase in the number of shopping centres, the number of
foodservice outlets located in retail went up at the end of the review period.
All shopping centres in Turkey have food courts, which typically contain
numerous consumer foodservice outlets. Large shopping centres contain a larger
number of outlets, ranging from fast food establishments to cafes/bars.
Upmarket shopping centres such as Kanyon and Istinye Park are the preferred
locations for foodservices outlets that target more affluent consumers.
COMPETITIVE LANDSCAPE
TAB Gida San ve Ticaret AS, operator of Burger King, Sbarro, Popeye's, and
since 2010 Arby's, saw a significant increase its outlet numbers in retail
locations towards the end of the review period. The same applied to Anadolu
Endustri Holding AS, operator of McDonald's. The leading pizza full-service
restaurants company, Pizza Pizza, also began to open more outlets in retail
locations towards the end of the review period. The majority of Celebi Holding
AS's Little Caesar's Pizza outlets and Pizza Restaurantlari AS's Domino's
Pizza outlets are meanwhile in standalone locations. The number of McDonald's,
Burger King and Gloria Jean's outlets in travel locations increased over the
review period. The leading operators do not operate in captive or
institutional foodservice.
PROSPECTS
Retail, leisure and travel locations are expected to register growth in terms
of outlet number over the forecast period. Retail will see the most dynamic
outlet growth due to the expected increase in the number of shopping malls.
CATEGORY DATA
- Table 40 Consumer Foodservice Sales by Location: Units/Outlets 2005-2010
- Table 41 Consumer Foodservice Sales by Location: Number of Transactions
2005-2010
- Table 42 Consumer Foodservice Sales by Location: Foodservice Value
2005-2010
- Table 43 Consumer Foodservice Sales by Location: % Units/Outlets Growth
2005-2010
- Table 44 Consumer Foodservice Sales by Location: % Transaction Growth
2005-2010
- Table 45 Consumer Foodservice Sales by Location: % Foodservice Value
Growth 2005-2010
- Table 46 Consumer Foodservice Sales through Standalone: Units/Outlets
2005-2010
- Table 47 Consumer Foodservice Sales through Standalone: Number of
Transactions 2005-2010
- Table 48 Consumer Foodservice Sales through Standalone: Foodservice Value
2005-2010
- Table 49 Consumer Foodservice Sales through Standalone: % Units/Outlets
Growth 2005-2010
- Table 50 Consumer Foodservice Sales through Standalone: % Transaction
Growth 2005-2010
- Table 51 Consumer Foodservice Sales through Standalone: % Foodservice
Value Growth 2005-2010
- Table 52 Consumer Foodservice Sales through Leisure: Units/Outlets
2005-2010
- Table 53 Consumer Foodservice Sales through Leisure: Number of
Transactions 2005-2010
- Table 54 Consumer Foodservice Sales through Leisure: Foodservice Value
2005-2010
- Table 55 Consumer Foodservice Sales through Leisure: % Units/Outlets
Growth 2005-2010
- Table 56 Consumer Foodservice Sales through Leisure: % Transaction Growth
2005-2010
- Table 57 Consumer Foodservice Sales through Leisure: % Foodservice Value
Growth 2005-2010
- Table 58 Consumer Foodservice Sales through Retail: Units/Outlets 2005-2010
- Table 59 Consumer Foodservice Sales through Retail: Number of Transactions
2005-2010
- Table 60 Consumer Foodservice Sales through Retail: Foodservice Value
2005-2010
- Table 61 Consumer Foodservice Sales through Retail: % Units/Outlets Growth
2005-2010
- Table 62 Consumer Foodservice Sales through Retail: % Transaction Growth
2005-2010
- Table 63 Consumer Foodservice Sales through Retail: % Foodservice Value
Growth 2005-2010
- Table 64 Consumer Foodservice Sales through Lodging: Units/Outlets
2005-2010
- Table 65 Consumer Foodservice Sales through Lodging: Number of
Transactions 2005-2010
- Table 66 Consumer Foodservice Sales through Lodging: Foodservice Value
2005-2010
- Table 67 Consumer Foodservice Sales through Lodging: % Units/Outlets
Growth 2005-2010
- Table 68 Consumer Foodservice Sales through Lodging: % Transaction Growth
2005-2010
- Table 69 Consumer Foodservice Sales through Lodging: % Foodservice Value
Growth 2005-2010
- Table 70 Consumer Foodservice Sales through Travel: Units/Outlets 2005-2010
- Table 71 Consumer Foodservice Sales through Travel: Number of Transactions
2005-2010
- Table 72 Consumer Foodservice Sales through Travel: Foodservice Value
2005-2010
- Table 73 Consumer Foodservice Sales through Travel: % Units/Outlets Growth
2005-2010
- Table 74 Consumer Foodservice Sales through Travel: % Transaction Growth
2005-2010
- Table 75 Consumer Foodservice Sales through Travel: % Foodservice Value
Growth 2005-2010
- Table 76 Forecast Consumer Foodservice Sales by Location: Units/Outlets
2010-2015
- Table 77 Forecast Consumer Foodservice Sales by Location: Number of
Transactions 2010-2015
- Table 78 Forecast Consumer Foodservice Sales by Location: Foodservice
Value 2010-2015
- Table 79 Forecast Consumer Foodservice Sales by Location: % Units/Outlets
Growth 2010-2015
- Table 80 Forecast Consumer Foodservice Sales by Location: % Transaction
Growth 2010-2015
- Table 81 Forecast Consumer Foodservice Sales by Location: % Foodservice
Value Growth 2010-2015
- Table 82 Forecast Consumer Foodservice Sales through Standalone:
Units/Outlets 2010-2015
- Table 83 Forecast Consumer Foodservice Sales through Standalone: Number of
Transactions 2010-2015
- Table 84 Forecast Consumer Foodservice Sales through Standalone:
Foodservice Value 2010-2015
- Table 85 Forecast Consumer Foodservice Sales through Standalone: %
Units/Outlets Growth 2010-2015
- Table 86 Forecast Consumer Foodservice Sales through Standalone: %
Transaction Growth 2010-2015
- Table 87 Forecast Consumer Foodservice Sales through Standalone: %
Foodservice Value Growth 2010-2015
- Table 88 Forecast Consumer Foodservice Sales through Leisure:
Units/Outlets 2010-2015
- Table 89 Forecast Consumer Foodservice Sales through Leisure: Number of
Transactions 2010-2015
- Table 90 Forecast Consumer Foodservice Sales through Leisure: Foodservice
Value 2010-2015
- Table 91 Forecast Consumer Foodservice Sales through Leisure: %
Units/Outlets Growth 2010-2015
- Table 92 Forecast Consumer Foodservice Sales through Leisure: %
Transaction Growth 2010-2015
- Table 93 Forecast Consumer Foodservice Sales through Leisure: %
Foodservice Value Growth 2010-2015
- Table 94 Forecast Consumer Foodservice Sales through Retail: Number of
Transactions 2010-2015
- Table 95 Forecast Consumer Foodservice Sales through Retail: Foodservice
Value 2010-2015
- Table 96 Forecast Consumer Foodservice Sales through Retail: %
Units/Outlets Growth 2010-2015
- Table 97 Forecast Consumer Foodservice Sales through Retail: % Transaction
Growth 2010-2015
- Table 98 Forecast Consumer Foodservice Sales through Retail: % Foodservice
Value Growth 2010-2015
- Table 99 Forecast Consumer Foodservice Sales through Lodging:
Units/Outlets 2010-2015
- Table 100 Forecast Consumer Foodservice Sales through Lodging: Number of
Transactions 2010-2015
- Table 101 Forecast Consumer Foodservice Sales through Lodging: Foodservice
Value 2010-2015
- Table 102 Forecast Consumer Foodservice Sales through Lodging: %
Units/Outlets Growth 2010-2015
- Table 103 Forecast Consumer Foodservice Sales through Lodging: %
Transaction Growth 2010-2015
- Table 104 Forecast Consumer Foodservice Sales through Lodging: %
Foodservice Value Growth 2010-2015
- Table 105 Forecast Consumer Foodservice Sales through Travel:
Units/Outlets 2010-2015
- Table 106 Forecast Consumer Foodservice Sales through Travel: Number of
Transactions 2010-2015
- Table 107 Forecast Consumer Foodservice Sales through Travel: Foodservice
Value 2010-2015
- Table 108 Forecast Consumer Foodservice Sales through Travel: %
Units/Outlets Growth 2010-2015
- Table 109 Forecast Consumer Foodservice Sales through Travel: %
Transaction Growth 2010-2015
- Table 110 Forecast Consumer Foodservice Sales through Travel: %
Foodservice Value Growth 2010-2015
Fast Food in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010, fast food continued to be the most dynamic category of the Turkish
foodservice market. All other categories apart from 100% home
delivery/takeaway saw decline at the end of the review period due to adverse
economic conditions. Fast food, however, virtually benefited from the crisis
and stole share from other categories. This was due to lower prices compared
with other foodservice outlets, and the speed of service offered. Nonetheless,
growth came from chained fast food restaurants, whereas independent
restaurants registered declining sales as a result of a drop in the number of
outlets as they were not strong enough to offer attractive promotions in order
to attract consumers.
COMPETITIVE LANDSCAPE
In 2010 TAB Gida San ve Ticaret AS was the leader with its Burger King (burger
fast food), Sbarro (pizza fast food) and Popeye's (chicken fast food) brands.
Additionally, in 2010 TAB Gida also acquired Arby's (bakery fast food) from
Celebi Holding AS. The company's leading position stems largely from its
leadership of burger fast food, where it has the highest number of outlets.
Following its acquisition of Arby's, the company strengthened its leading
position. The company was also active in terms of promotions and new menu
launches. For example, in 2010 it offered free tea when purchasing a breakfast
menu item, and sold three King Chicken menus for only TL13.75. Also, under its
Arby's restaurants, when a chicken menu item is purchased the second item
costs only TL2.00. In 2010 the company launched Big King Extra meal - a meal
that includes two layers of hamburgers, served with special Big King sauce.
PROSPECTS
Over the forecast period, fast food is predicted to demonstrate high constant
value growth. Yet, this growth will remain below the near 12% constant value
CAGR registered over the review period. Particularly in the last two years of
the review period, fast food registered above-average growth as fast food is
considerably cheaper than other meal options, and fast food saw a high number
of new outlets. Over the forecast period, however, the pace of growth is
expected to slow. Growth in the category will be largely stimulated by the
growing number of outlets, new company entries, and advertising and
promotional campaigns implemented by companies.
CATEGORY DATA
- Table 111 Fast Food by Category: Units/Outlets 2005-2010
- Table 112 Fast Food by Category: Number of Transactions 2005-2010
- Table 113 Fast Food by Category: Foodservice Value 2005-2010
- Table 114 Fast Food by Category: % Units/Outlets Growth 2005-2010
- Table 115 Fast Food by Category: % Transaction Growth 2005-2010
- Table 116 Fast Food by Category: % Foodservice Value Growth 2005-2010
- Table 117 Sales of Bakery Products Fast Food by Type 2007-2010
- Table 118 Global Brand Owner Shares of Chained Fast Food 2006-2010
- Table 119 Brand Shares of Chained Fast Food 2007-2010
- Table 120 Forecast Sales in Fast Food by Category: Units/Outlets 2010-2015
- Table 121 Forecast Sales in Fast Food by Category: Number of Transactions
2010-2015
- Table 122 Forecast Sales in Fast Food by Category: Foodservice Value
2010-2015
- Table 123 Forecast Sales in Fast Food by Category: % Units/Outlets Growth
2010-2015
- Table 124 Forecast Sales in Fast Food by Category: % Transaction Growth
2010-2015
- Table 125 Forecast Sales in Fast Food by Category: % Foodservice Value
Growth 2010-2015
Full-Service Restaurants in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010, full-service restaurants (FSR) in Turkey continued to see the adverse
effects of the economic crisis and the smoking bans, implemented in the summer
of 2009. Both chained and independent outlets were severely affected by the
adverse trend in the category. However, in those categories where independent
outlets were present, it was independent establishments rather than chained
that saw the highest value decline, as independent outlets had little or no
power to adopt strategies to limit their losses. Even chained companies that
offered promotional menus saw a decline in sales, albeit at a much lower rate.
COMPETITIVE LANDSCAPE
In 2010 the full-service restaurants environment was very fragmented due to
the wide dominance of independent local companies. Middle Eastern FSR had the
largest share of independent outlets. International companies, thus, had a
small share of the total market. International companies were dominant in
chained European, Asian, Latin American and North American FSR.
PROSPECTS
The full-service restaurants environment is expected to see positive constant
value growth over the forecast period. The last two years of the review period
saw outlet closures and the exit of a number of FSR companies, leading to
around a -14% constant value CAGR over the review period. However, the
category is expected to register around a 2% constant value CAGR over the
forecast period, with growth accelerating from 2012 onwards, in line with
economic recovery. Growth will be further fuelled by the increasing number of
outlets in the category. The average sales per outlet growth over the forecast
period will also be higher over the forecast period compared with the review
period.
CATEGORY DATA
- Table 126 Full-Service Restaurants by Category: Units/Outlets 2005-2010
- Table 127 Full-Service Restaurants by Category: Number of Transactions
2005-2010
- Table 128 Full-Service Restaurants by Category: Foodservice Value 2005-2010
- Table 129 Full-Service Restaurants by Category: % Units/Outlets Growth
2005-2010
- Table 130 Full-Service Restaurants by Category: % Transaction Growth
2005-2010
- Table 131 Full-Service Restaurants by Category: % Foodservice Value Growth
2005-2010
- Table 132 Global Brand Owner Shares of Chained Full-Service Restaurants
2006-2010
- Table 133 Brand Shares of Chained Full-Service Restaurants 2007-2010
- Table 134 Forecast Sales in Full-Service Restaurants by Category:
Units/Outlets 2010-2015
- Table 135 Forecast Sales in Full-Service Restaurants by Category: Number
of Transactions 2010-2015
- Table 136 Forecast Sales in Full-Service Restaurants by Category:
Foodservice Value 2010-2015
- Table 137 Forecast Sales in Full-Service Restaurants by Category: %
Units/Outlets Growth 2010-2015
- Table 138 Forecast Sales in Full-Service Restaurants by Category: %
Transaction Growth 2010-2015
- Table 139 Forecast Sales in Full-Service Restaurants by Category: %
Foodservice Value Growth 2010-2015
Self-Service Cafeterias in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010 the adverse effects of the economic crisis continued in self-service
cafeterias. The value decline in the category was high compared with the
review period CAGR, as decline in self-service restaurants started in 2008
with the economic downturn. The decline in the category stemmed from the vast
majority of self-service cafeterias being owned by independent players, which
were unable to invest heavily in promotions in order to deal with the negative
effects of the crisis.
COMPETITIVE LANDSCAPE
In 2010 almost all self-service cafeterias value was accounted for by
independent local companies. Vapiano AG was the only chained company and it
had three outlets at the end of the review period. In 2010 Vapiano registered
positive transaction and value growth due to its outlets becoming better known
to consumers.
PROSPECTS
Over the forecast period the self-service cafeterias environment is expected
to register positive value growth compared with review period constant value
CAGR of -14%. The constant value growth of the category is expected to recover
in line with better economic conditions, with an increase in the number of
outlets over the forecast period.
CATEGORY DATA
- Table 140 Self-Service Cafeterias: Units/Outlets 2005-2010
- Table 141 Self-Service Cafeterias: Number of Transactions 2005-2010
- Table 142 Self-Service Cafeterias: Foodservice Value 2005-2010
- Table 143 Self-Service Cafeterias: % Units/Outlets Growth 2005-2010
- Table 144 Self-Service Cafeterias: % Transaction Growth 2005-2010
- Table 145 Self-Service Cafeterias: % Foodservice Value Growth 2005-2010
- Table 146 Global Brand Owner Shares of Chained Self-Service Cafeterias
2006-2010
- Table 147 Brand Shares of Chained Self-Service Cafeterias 2007-2010
- Table 148 Forecast Sales in Self-Service Cafeterias: Units/Outlets
2010-2015
- Table 149 Forecast Sales in Self-Service Cafeterias: Number of
Transactions 2010-2015
- Table 150 Forecast Sales in Self-Service Cafeterias: Foodservice Value
2010-2015
- Table 151 Forecast Sales in Self-Service Cafeterias: % Units/Outlets
Growth 2010-2015
- Table 152 Forecast Sales in Self-Service Cafeterias: % Transaction Growth
2010-2015
- Table 153 Forecast Sales in Self-Service Cafeterias: % Foodservice Value
Growth 2010-2015
Street Stalls/Kiosks in Turkey - Category Analysis
HEADLINES
TRENDS
In 2010 independent traditional street stalls/kiosks' value sales saw decline
due to the negative effects of the crisis. Independent street stalls held a
near 97% share in terms of outlets, and thus the decline in the independent
channel affected overall category performance.
COMPETITIVE LANDSCAPE
In 2010, local independent street stalls/kiosks held an 87% share of total
value sales within the category. The leading chained company was Daily Fresh -
a Malaysian chain operated by Taze Misir Gida ve Dis Ticaret Ltd Sirketi in
Turkey. In 2005 Daily Fresh was the only chained company in the category, but
by the end of the review period many other brands had emerged. This meant that
the share of Daily Fresh dropped to 68% in chained street stalls/kiosks in
2010, compared with 75% in 2009, although the company opened two new outlets
at the end of the review period.
PROSPECTS
Over the forecast period the street stalls/kiosks environment is predicted to
see good constant value growth due to the increased presence of chained
kiosks. This will be due to an increasing number of new modern shopping
centres, featuring kiosks selling a wide variety of foods. Additionally,
especially kiosks selling corn are considered very profitable, as Turkish
people generally like the taste of corn, and a number of companies declared
that they will distribute franchises at the end of the review period. Thus the
category is forecast to see a much better performance in constant value terms
over the forecast period compared with the -5% constant value CAGR seen over
the review period.
CATEGORY DATA
- Table 154 Street Stalls/Kiosks: Units/Outlets 2005-2010
- Table 155 Street Stalls/Kiosks: Number of Transactions 2005-2010
- Table 156 Street Stalls/Kiosks: Foodservice Value 2005-2010
- Table 157 Street Stalls/Kiosks: % Units/Outlets Growth 2005-2010
- Table 158 Street Stalls/Kiosks: % Transaction Growth 2005-2010
- Table 159 Street Stalls/Kiosks: % Foodservice Value Growth 2005-2010
- Table 160 Global Brand Owner Shares of Chained Street Stalls/Kiosks
2006-2010
- Table 161 Brand Shares of Chained Street Stalls/Kiosks 2007-2010
- Table 162 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2010-2015
- Table 163 Forecast Sales in Street Stalls/Kiosks: Number of Transactions
2010-2015
- Table 164 Forecast Sales in Street Stalls/Kiosks: Foodservice Value
2010-2015
- Table 165 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth
2010-2015
- Table 166 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth
2010-2015
- Table 167 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value
Growth 2010-2015
