Turkish sandwich chain Simit Sarayi seeks European conquest through Benelux

Turkish sandwich chain Simit Sarayi seeks European conquest through Benelux

Turkish sandwich chain Simit Sarayi is busy conquering the world and aims to open 200 new stores in 2015, 100 of those abroad. The focal point of that expansion will be the Netherlands.

Benelux stepping stone to success

"We may have been born in Turkey, but 'home' is where we make a living", chairman of the board Abdullah Kavukcu said. The Turkish "sandwich palace" opened its 10th Dutch store near the Amsterdam Arena last month and it also has one store in Belgium, near the De Keyserlei in Antwerp.

 

The group has already extensively planned its further European conquest, using the Benelux as a stepping stone. "Simit Sarayi has opened up to the world. In 2015 alone, we will add another 200 stores, inshallah. Half of those will be abroad."

 

It will also open its European headquarters in Rotterdam. "We have chosen the Netherlands, where we opened our first store in Utrecht in 2010, as our European base. Now, we have 10 stores over there and we hope to grow to 20 in 2015. We will also manage our new London store from the Netherlands and we hope to have 100 stores in Europe by 2016. That is why we are considering a factory in the Netherlands or Germany."

 

250 million euro turnover

'Simit' is a traditional Turkish sandwich, a typically white bread ring which is permeated with sesame seeds right before it gets baked. In 2002, the chain came up with the idea of offering this bread alongside a cup of tea, indoors. That was a novelty, as the bread rings were sold in food stalls on the street up until then.

 

At this moment in time, Simit Sarayi is present in 15 countries worldwide and allegedly has 500,000 customers per day, serviced by 6,500 employees. In Turkey, it is present at 300 prominent locations, mainly near public transport and universities. Its turnover grew 40 % in the past year, reaching 250 million euro. Only 10 % of that turnover comes from the 'simit' bread ring, while the remainder comes from drinks, simit with white cheese, börek (pastry filled with cheese, beef or vegetables), breakfast meals or even sesame-encrusted pizzas. 

 

Abdullah Kavukcu, chairman of the board and its co-founder and co-owner, also owns a shopping mall, a construction company, a marketing firm and he also has shares in several other food chains. He is one of Turkey's new generation of industrialists closely tied to president Erdogan's conservative party.

Questions or comments? Please feel free to contact the editors


Hunkemöller wants to conquer Switzerland

17/08/2017

Dutch lingerie chain Hunkemöller aims to open a chain of physical stores in Switzerland, after having already opened a Swiss web shop in September 2016. The first physical store will open its doors in October.

Shoe brand Bally put up for sale

16/08/2017

Austrian investment firm JAB Holding wants to sell Swiss shoe brand Bally, hoping to get at least 600 million euro. The same company sold shoe brand Jimmy Choo not too long ago, as it wants to focus on its food brands henceforth.

Crocs loses patent battle

14/08/2017

Shoe manufacturer Crocs has lost a patent court case revolving around the shoe’s design. According to the American Patent & Trademark Office (USPTO), another company has had a similar design for much longer.

Coolcat's losses compound

14/08/2017

Dutch fashion chain Coolcat, part of entrepreneur Roland Kahn’s group, has not managed to lower its losses in 2016. On the contrary: its losses grew more than 50 % compared to the year before.

Zalando's growth once again surpasses 20 %

10/08/2017

German Zalando has achieved its 20 % growth target for the second quarter, but just barely. It still forecasts a 20 to 25 % growth for its full fiscal year.

Gucci files lawsuit against Forever 21

09/08/2017

Fashion label Gucci has decided to file a lawsuit against fashion chain Forever 21 in the United States. The case revolves around several pieces of clothing, all with a blue-red-blue or green-red-green ribbon. 

Back to top