Turkey Fast Food Market Report 2010 by yStats.com

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Publication Date September 2010

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Turkey Fast Food Market Report 2010 September 2010

RESEARCH ON INTERNATIONAL MARKETSWe deliver the facts – you make the decisions

RESEARCH ON INTERNATIONAL MARKETS

Turkey Fast Food Market Report 2010September 2010September 2010


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Turkey Fast Food Market Report 2010

Key Findings

Company and Product Information

Covering Information about the Fast Food Market in Turkey

• Theincreasednumberofshoppingcentersplayedanimportantroleinfast-foodgrowth,asthefoodcourts ofthecenterstypicallyofferfast-foodoutlets.

• TabGidaistheleadingfranchisecompanyintheTurkishfastfoodmarket.In2009,thecompanyowned340 fast-foodrestaurants,ofwhich261wereBurger King, 43 Sbarroand36Popeye’s.InApril2010,BurgerKing openedits300threstaurantinTurkey,andthecompanyaimedtoopen70newrestaurantsintotalin2010.

• Afterlaunching19newrestaurantsin2009,McDonald’s aims to continue growing in 2010 by opening more than30newrestaurantsinTurkey,toreachatotalofmorethan160restaurantsbytheendof2010.

• TherearealsomanysmallercompaniesontheTurkishfast-foodmarket:TurkishcompanyBurgerTurk plans theopeningof25newrestaurantsin2010,andBurgy’soperatesninerestaurantsinTurkey.

• MoreandmoreGermanfast-foodchainsarealsomovingtoTurkey.Forexample,fast-foodchainNordsee announcedthatitwillinvestEUR100milliontoopen200branchesinTurkeywithinthenextfiveyears.

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1. General Economic Overview of Turkey

• GDP,inUSDbillion,2007-2009andGDPreal GrowthRate,in%,2007-2009• GDPperCapita,inUSD,2007-2009andGDP CompositionbySector,in%,2009• MonthlyConsumerConfidenceIndexinTurkey, January 2008-June 2010• SubItemsandChangesinConsumerConfidence IndexinTurkey,April-June2010• HouseholdConsumptionExpenditureinTurkey, 2008-2009

Table of Contents (1 of 2)

2. Population and Labor Force in Turkey

• PopulationbyAgeGroups,in%,2010• PopulationbyAgeGroups&GenderinTurkey, in%,2010• PopulationbyAgeGroups&GenderinTurkey, in millions, 2010• PopulationbyAgeGroups&GenderinTurkey, in millions, 2025f• PopulationbyAgeGroups&GenderinTurkey, in millions, 2050f• LaborForceinTurkey,comparedtoPoland,Czech Republic,HungaryandSlovakia,inmillions,2008• MonthlyaverageWagesinTurkey,comparedto USA,UK,Japan,Germany,CzechRepublic,Poland, Hungary,SlovakiaandRomania,inUSD,2009• AnnualaverageChangeinaveragerealWagesin Turkey,comparedtoCzechRepublic,Romania, PolandandSlovakia,in%,2003-2008• AvailabilityofqualifiedLaborForceScoresin Turkey,comparedtoCzechRep.,Poland,Slovakia, Hungary,RomaniaandBulgaria,2009• AverageNumberofSickDaysperEmployeeper YearinEurope,includingTurkey,2008• AnnualAverageofHoursworkedperWeekofFull- TimeEmploymentinEurope,incl.Turkey,2009

4. Retail and Franchising in Turkey

• RetailSalesinTurkey,inYTLbillionandUSD billion, 2004-2013f• MapofShoppingCentersDensityinTurkey,by Region,insqm/1,000Inhabitants,2009• OverviewoftheTurkishShoppingCenterSector• MajorShoppingCenterOpeningsinTurkey• GrossLeasableAreaper1,000Inhabitantsin Turkey,End2009&End2011fortheCities Ankara,Istanbul,Denizli,Eskisehir,Izmirandtotal Turkey• PrimeRetailRentsofHigh-StreetShopsinTurkey, inUSDandEURfortheCitiesIstanbul,Izmirand Ankara,June2010• FranchisingTrendsinTurkey,includingTrendsand Opportunities,CompetitiveEnvironment,Tariffs, RegulationsandCustoms,Marketing

3. Real Estate in Turkey

• RealEstateSupplyinTurkey,includingNumberof ShoppingCenters,GrossLeasableAreainm², 2000-2008• AverageWarehouseMonthlyRentinTurkey,in USD&AverageVacancyRatein%,2004-2008• ThePropertyMarketinIstanbul

5. The Food & Beverage Sector in Turkey

• ValueoftheTurkishFoodandDrinkSector,inYTL million, 1998-2009• NumberofEnterprisesbySectorsinTurkey, 2008-2009• TotalCapacityoftheTurkishFoodIndustry EnterprisesbySectors,Tons/Year,2008-2009• DistributionofHouseholdConsumption ExpendituresinTurkeybyExpenditureGroups, in%,2004-2008• Foodandnon-alcoholicDrinksgeneralPriceLevel inTurkey,byRegion,2008• DistributionofFoodandDrinkIndustry ExpendituresinTurkeybyRegion,in%,2008• PerCapitaFoodConsumptioninTurkey, inkg/litersperHead,2004-2013f• FoodConsumptioninTurkeyasaPercentageof GDP, 2005-2014f• Consumer Lifestyle: Eating Habits• KeyPlayersintheTurkishFoodandBeverage Sector,byProductionbasedSalesinYTLmillion, 2009


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6. General Market Information and Trends about the Fast Food Market

• GeneralTrendsintheTurkishFastFoodIndustry, 2009• CompetitionintheTurkishFastFoodIndustry, 2009• SalesofTurkishFast-FoodRestaurants,inUSD million, 2009 & 2013f• NumberofRestaurantsbyFastFoodCategories andEmployeesintheTurkishFast-Food-Industry, 2009• TheImpactoftheLaborDayonFast-FoodSalesin Turkey• FastFoodConsumptioninTurkeyanditsInfluence by Consumer Characteristics• OnlineOrderingofFast-FoodProductsinTurkey throughthePlatformYemeksepeti.com

Table of Contents (2 of 2)

7. Competitor Overview of the Fast Food Market in Turkey

• ListofFast-FoodFranchisesinTurkey• Top10awardedGourmetBurgerRestaurantsin Turkey,2009• Top5PizzaChainsinTurkey,byNumberof Outlets,April2010• DistributionofPizzaDeliveryServiceinTurkey,by Region/City,April2010

8. Profiles of the main Competitors in the Turkish Fast Food Market

• KeyFactsaboutTabGidainTurkey• TurnoverofTabGidainTurkey,inYTLmillion, 2007-2009e• KeyFactsaboutBurgerKinginTurkey• LocationsofBurgerKinginIstanbul• KeyFactsaboutPopeye’sinTurkey• NumberofPopeye’sRestaurants,2009&2010f• LocationsofPopeye’sinIstanbul• KeyFactsaboutSbarroinTurkey• LocationsofSbarroinIstanbul• KeyFactsaboutMcDonald’sinTurkey• McDonald’sTurnover,inYTLmillion,2008-2009 andNumberofCustomers,inmillion,2009-2010f

8. Profiles of the main Competitors in the Turkish Fast Food Market (cont.)

• McDonald’sNumberofOpeningsandNumberof Employees, 2009-2010f• ExpansionPlansofMcDonald’sinTurkey• MapofCitiesinwhichMcDonald’sislocated• LocationsofMcDonald’sinIstanbul• ProductRangeandPricingofMcDonald’s• ContentofMcDonald’sProducts• KeyFactsaboutBurgerTurkinTurkey• KeyFactsaboutBurgy’sinTurkey• KeyFactsaboutGourmetBurgerKitcheninTurkey• Gourmet Burger Kitchen Store Concept• GourmetBurgerKitchenSocialMediaActivity• KeyFactsaboutArby’sinTurkey• KeyFactsaboutSchlotzsky’sinTurkey• KeyFactsaboutSubway’sinTurkey• KeyFactsaboutMoe’sSouthwestGrillinTurkey• KeyFactsaboutKFCinTurkey• ProductRangeandPricingofKFC• KeyFactsaboutTavvukinTurkey• PlannednewOpeningsofTavvuk,2011-2012f• KeyFactsaboutSultanahmetKöftecisiinTurkey• Number of Locations of Sultanahmet Köftecisi, 2009-2010f• KeyFactsaboutWienerwaldinTurkey• NumberofRestaurantsofWienerwald,2009-2010f• KeyFactsaboutKochlöffelinTurkey• KeyFactsaboutDomino’sPizzainTurkey• Domino’sPizza:NumberofOpenings,Numberof RestaurantsandNumberofEmployees,2009- 2010f• KeyFactsaboutPizzaPizzainTurkey• PizzaPizza:NumberofRestaurantsinTurkeyand NumberofRestaurantsinIstanbul,2009-2010f• KeyFactsaboutLittleCeasar’sinTurkey• KeyFactsaboutNordseeinTurkey• ProductRangeandPricingofNordsee

9. Raw Material and Supplies Informa- tion within the Fast Food Market

• TheAllowanceofGeneticallyModifiedOrganismsin TurkeyanditsImpactontheFastFoodIndustry• MeatSupplyintheTurkishFast-FoodIndustry/ McDonald’s• ProductionrelatedInformationwithintheTurkish Fast-FoodIndustry


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Samples

We deliver the facts – you make the decisionsRESEARCH ON INTERNATIONAL MARKETS

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 i Pl f M D ld’ i T 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 said Serimi adding that drive through services late

Expansion Plans of McDonald’s in Turkey

• McDonald s Turkey is hoping to serve 89 million customers in its branches this year, said Serimi, adding that drive-through services, latehours 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 willcontinue to provide employment to disabled people as well.

• The company will open its first branch in skenderun and then Yalova, said Serim. McDonald’s has a strong hand in large cities such asAnkara zmir and Istanbul and now it aims to grow in other Turkish cities and towns as well according to SerimAnkara, zmir and Istanbul and now it aims to grow in other Turkish cities and towns as well, according to 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 thingis growth in the right and productive location. If there are these right locations, we would open a McDonald’s restaurant in every city,” saidSerim.

• McDonald’s Turkey will see its largest growth this year, according to Serim. “Productive and sustainable growth is very important for thecompany ” he said Mc Donald’s allocated 43 million Turkish Liras for investments this year Serim said adding that a significant part of thecompany, he said. Mc Donald s allocated 43 million Turkish Liras for investments this year, Serim said, adding that a significant part of thebudget 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 planned and ended up opening a total of 19, he said. The average daily Mc Donald’s Turkey customers totaledp p p g g y y208,000 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 totaled4,000 people, Serim said. Some 122 of those employees were disabled, he added.

• McDonald's Turkey consumed 38 million bread buns, 2.2 million tons of meat, 1.4 million tons of chicken, 6,000 tons of potatoes and 2.9y pmillion liters of milk. The company reaped 267 million Turkish Liras in turnover last year.

91

Source: Hürriyet, March 2010

We deliver the facts – you make the decisionsRESEARCH ON INTERNATIONAL MARKETS

Turkish fast-food chain Burger Turk plans the opening of 25 new restaurants in 2010.

K F t b t B T k i T kKey Facts about Burger Turk in Turkey

Name of Brand Burger Turk

Number of Restaurants, 2009 7

Number of Employees, 2009 65

Total planned Openings, 2010f 25

Internationalization Plans After 50 restaurants are opened, the company plans to move to Germanyand Azerbaijanand Azerbaijan

Locations by City4 Locations in Izmir1 Location in Buca2 Locations in Van

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

Minimum Size of Restaurants 200 square meters

98

Source: Morfikirler, April 2010

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Turkey Fast Food Market Report 2010 by yStats.com