EXCLUSIVEINTERVIEW
determine alternative financial management ways as well. Following the launch, we contribute in developing new ways to improve sales, new marketing plans and conduct site visits.
Is there a good network between your Simit Sarayı franchisees? Simit Sarayı franchisees are part of our family. Their ideas provide an added value to our company. Thus, we give them the support they need to own a bigger share from this family by opening more than one store. The corporate marketing and PR team also works with local franchise owners to find out about community partnerships, and then works to maximise those.
What has been the company’s biggest achievement so far?
Over the past year we have added new flavours to our product ranges and taken additional steps in our journey to be the first global Turkish food retail chain. We also increased the number of stores within existing markets by opening 128 more. Over the next 12 to18 months, Simit Sarayı plans to open 150
32 |
www.franchisornews.co.uk
additional stores across the globe. The focus of these openings will fall on key markets such as the Middle East, the UK and the Netherlands. We will also launch in new markets such as Lebanon, Austria and Qatar.
Has this added value to the business? For companies such as ours that expand at such speed, it is vital to determine the key objectives and the road map of expansion. For this reason, we have individual business plans implemented within each function with the company, from business development to product management, marketing to finance. Simit Sarayı stays at the cutting edge of the
retail food industry by following consumer habits and expectations through surveys by expert research companies and it places great emphasis on research and development. The key drivers behind the company’s success to date are its product selection, outstanding hospitality, and ability to listen to its customers’ needs.
Has the bakery franchise had to overcome many challenges? The greatest challenge is adaptation to culture.
However, with the continuing innovation of new product lines and in-depth market research, it is not something we can’t overcome. Every country brings different competitors and we have to work extra hard to keep our great service and product quality, and keep differentiating ourselves.
Are you keen to expand in the UK? Yes. The UK has always been a key market for our expansion. It’s for this reason that London is the headquarters for our EU and US stores. Its cultural and diverse population makes it an ideal location for our expansion. Over the next five years we are looking to
increase our store numbers to 200 in the UK. Currently, we are on track to hitting our target of 22 stores by the end of 2017.
Where do you hope to see Simit Sarayı in the future?
As a global brand operating in over 25 countries with 408 stores, our vision is a long and ambitious journey. We will continue to increase our store numbers in new and existing markets, and we aim to reach 1,500 stores by the end of 2020. n
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53
