Yemeksepeti.Com Case Study

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Online food marketing expansion and success patterns: Special case of YemekSepeti (Food Basket)

Author: Berk BÜLBÜL Markgräflerstrasse 34 4057 Basel berk.bulbul@unifr.ch

Supervisor: Luis Teran Date: 08. May. 2011

Summary: YemekSepeti is a firm, which based its activities in online food ordering system active in three countries namely; Turkey, Russia and United Arab Emirates. In this paper it will be seen how they created value for their customer base to expand their capacity and how they internationally prolonged. In the study it will also be seen the special features which YemekSepeti came up with.

TABLE OF CONTENT Introduction……………………………………………………………….. 4 Restaurant owned ordering systems……………………………………5 Ordering through YemekSepeti (Food Basket)……………………….. 6 YemekSepeti and Interfax………………………………………………. 7 Call Center and Customer Satisfaction………………………………... 9 Difficulties to increase customers base……………………………….. 10 SmartPhone Applications………………………………………………. 10 Competition………………………………………………………………. 11 How YemekSepeti works and its special features…………………… 13 Expansion Patterns……………………………………………………… 15 Internationalization………………………………………………………. 18 Conclusion………………………………………………………………. 20

1.1. Introduction

Online food ordering services are web sites designated to enable potential customer reach restaurant menus and delivery options online.The customer instead of involving in multiple steps of food ordering like looking at different web sites of different restaurants calling the restaurant. Customer participation to the process will only involve to go to a certain website choosing the restaurant and the menu online. In this paper it will be talked about different online food ordering websites like eat.ch but main focus would be YemekSepeti.com and their working principals, it will then be looked for the

models in Switzerland swiftly and finally a great success story of YemekSepeti (Food Basket) a Turkish online food ordering service provider which heavily dominates the market with a market share above %99, with a closer look to their online marketing strategies.

Yemeksepeti.com was established on September 2000 as the first online food ordering website in Turkey. As of 2011 they are actively serving customers in 27 major cities of Turkey. Yemeksepeti.com is not only active in Turkey but also turning up to be an international player in its field in countries like United Arab Emirates as “Sharjah”, in Russia as “Foodonclick.com and

izrestorana.ru”. The firm has contractual agreements with more than 3500 restaurants, which enable customers to reach the menus of these restaurants order food without any additional costs and profit from the promotions offered by the restaurants. Some of the most important associates of Yemeksepeti can be listed as follows; Bread`s Broaster Chicken, Burger King, Dominos`s Pizza, Kentucky Fried Chicken, Burger King, Domino`s Pizza, Little Caesars Pizza, Pizza hut, Sbarro, Schlotzky`s and Pizza Bulls. At this point it makes sense to point out a possible conflict if to take a look at restaurants such as McDonald`s and Pizza Hut they also have their online ordering websites (YemekeSepeti 2011). What to extract from this conflict and the continues presence of the restaurants stated above would be that YemekSepeti can be stated as a powerful actor in the value chain and have strong bargaining power against restaurants which was a great factor for the firm.

2. Restaurant owned ordering services

Although the main focus would be about the independent service providing firms not only serving for customers who want to order online food but also the restaurants, it also makes sense to mention on the evolution of the business. The first restaurants who adapted online food ordering services were franchise business like Domino`s and Papa John`s later being followed by Pizza Hut. As it is mentioned this...
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