Simit Sarayı - Superbrands

Achievements
Market
As Turkey’s mostly young population of 76 million,
rapid urbanization, active participation of women
in the workforce, recent growth and the resulting
higher personal income attracts the attention
of global chains, it is also an important potential
market for domestic enterprises and local tastes.
The Simit Sarayı brand is considered to be
part of the fast food dining market. Since 2002,
Simit Sarayı has shown a rapidly growing share of
Turkey’s fast food market. Within the baked goods
segment of the fast food category, Simit Sarayı is
a market leader with no direct competitors in its
category.
An Ipsos study of Simit Sarayı conducted in
2014 to identify consumer needs and expectations
in the Turkish dining market showed Simit Sarayı
second among international fast food giants with
an 83% brand recall rate, and a growing world
market the fast food category. According to a
Dining Behavior Study conducted in 12 Turkish
provinces on people between the ages of 18 and
45, nine out of ten people in İstanbul were aware
of the Simit Sarayı brand. In many provinces over
half of the people said they knew Simit Sarayı.
Simit Sarayı is among the five best konwn Turkish
brands.
Opening its first store in 2002 in İstanbul’s
Mecidiyeköy district, Simit Sarayı is growing rapidly
and opening branches abroad with its vision of
becoming a global brand. With more than 300
stores in fourteen countries including Turkey,
America, England, Germany, The Netherlands,
Belgium, Cyprus, Kuwait, Egypt and Saudi Arabia,
it employs 10.000 people and serves 650 people
every day. Further developing its stores keeping its
new concept and corporate identity efforts, Simit
Sarayı has established itself as a fast food that can
be eaten at various different times and occasions.
In addition, its new concept stores are the first to
offer products such as Simit Pizza, Simit Burger
grilled meatballs, Turkish Ravioli, gluten-free simit /
bread.
Continuing its rapid growth over the last ten
years, the brand is competing head to head with
corporate chains including international players,
and continues to rapidly increase its number of its
stores in 2015.
SUPERBRANDS
Demonstrating its success with new awards every
year, Simit Sarayı was recognized at a host of
awards ceremonies throughout 2014. Leaving its
competitors behind in the first round of the very
prestigious 2014-2015 European Business Awards,
it won the Ribbon d’henour in the “The Growth
Strategy of the Year Award.” In the 2014 results of
Superbrands Turkey, held biannually as in 88 other
countries, Simit Sarayı was selected as “Turkey’s
Super Brand.”
Simit Sarayı has also become a member of
Turquality®, Turkey’s first and only branding
program founded to create worldwide Turkish
brands. It also came in 47th in the Economist
magazine’s “Turkey’s 100 Most Powerful Social
Brands” list. Also it entered Turkey’s National
Brand Team. One of eleven brands representing
Turkey globally in the “Turkey’s Global Brand
Candidate List” compiled by Marketing Türkiye
together with DORinsight.
Product
Bringing the traditional simit culture to new heights
and gaining an extremely high brand awareness
following with its modern concept and wide
selection, Simit Sarayı brings its customers the
flavors of Turkey. As it innovatively develops its
product line with no compromise in flavor, Simit
Sarayı serves unforgettable flavors every hour
of the day. Its rich product line consists of 60
different items ranging from the classic simit to
soudjouk-yellow cheese, and yellow cheese-olive
versions; a variety of boreks, sandwiches, cookies
and cakes as well as filling savory items and snack
foods like ice cream. Simit Sarayı stores with
kitchens also offer selections like the Simit Burger
and Simit Pizza as well as grilled meatballs, Turkish
Ravioli, and pasta selections.
Simit Sarayı’s R&D Department is developing
new products to fit consumer tastes and
expectations especially in response to special
demands from different markets, like the Simit
Burger, Simit Nutella, Simit Smoked Salmon and
Simit Avocado.
All of Simit Sarayı’s products are manufactured
in the world’s only simit factory approved by the
Scientific and Technological Research Council of
Turkey, located in Samandıra, İstanbul. Domestic
stores send their orders to Simit Sarayı through
a special online system. The orders are then
delivered with cold fleet trucks to the stores.
Foreign orders are prepared according to store
demands and sent abroad in the fastest possible
way.
in other US cities by the end of 2015. Following
the enthusiastic response to its first London store
in February 2015, Simit Sarayı opened a second
store on Bond Street in March 2015. Planning its
third London location in Piccadilly Circus, Simit
Sarayı will grow rapidly in England by the end of
2015. Working in the Middle East together with
one of Saudi Arabia’s largest investment firms,
the Al Hokair Group, Simit Sarayı plans to open
125 stores in seven countries Saudi Arabia, Qatar,
Bahrain, the United Arab Emirates, Jordan and
Egypt - by the end of 2017.
Simit Sarayı’s neighborhood concept stores,
were launched in 2014 to make its reasonably
priced and rich menu available to larger groups
of people, are located in shopping malls, metro
stations and streets near main arterials. Serving in a
bakery-café concept, Simit Sarayı aims to continue
growing with its new Mahalle concept stores
throughout 2015.
Simit Sarayı’s goal for 2018 is to reach a total of
1,000 stories in Turkey and abroad.
Promotion
Simit Sarayı continues to gain an enthusiastic
response not only with its new items but with its
campaigns as well. As it brings its personalized
service, unique flavors and high quality approach
to those who seek good food, while keeping
customer satisfaction as it’s highest priority. One of
Simit Sarayı’s most resounding campaigns was its
menu campaign held with Cappy Atom fruit drinks.
With its “Konuşturur” (It lets you talk) Campaign,
subscribers to Turkey’s three mobile service
providers Avea, Turkcell and Vodafone received
free limitless talk time.
Throughout the year, the Simit Sarayı
Brand Values
Recent Developments
With its successful marketing efforts, Simit
Sarayı won the “Most Integrated Mobile Marketing
Platform” in the 2014 Turkcell Most Successful
Business Partner Product and Service Awards,
and was chosen best website in the Food and
Beverages category in the 12th Golden Spider
Web Awards, given to Turkey’s best projects using
internet technologies. In the 2014 PerAModa
Awards it won the “Cafe Brand of the Year”
award, and in the “Employers of the Year”
awards held by yenibiris.com and Hürriyet İK, it
was recognized as the “Company with the Most
Applications.” In addition, Simit Sarayı’s Founder
and CEO Abdullah Kavukcu was chosen “Male
Entrepreneur of the Year” two years in a row, in
2013 and 2014, by The Economist Magazine.
History
Opening its first store in Mecidiyeköy in 2002,
Simit Sarayı became a banner of flavor, working
with all its strength to give this traditional Anatolian
food, the simit, the place it deserved, and carry our
national flavors to the world.
Starting out with the mission of becoming the
world’s most widespread food chain, Simit Sarayı
serves 650.000 people every day with its broad
product line, high technology production facilities,
high capacity cold chain fleet and more than 300
stores employing 10.000 people in 14 countries.
Opening stores abroad at full speed with its vision
of becoming a world brand, Simit Sarayı draws
closer to its goal every passing day.
Simit Sarayı’s first store outside of Turkey opened
in The Netherlands in 2010, and was followed
by stores in 14 countries including Germany,
Belgium, Cyprus, Saudi Arabia and Kuwait. In
2014, Simit Sarayı then opened its first American
store on New York’s 5th Avenue. The store
serves thousands of customers daily, of which
30% are Turkish and 70% are American as well as
other foreign tourists. In response to the special
demands of the American market, the New
York Simit Sarayı serves not only the traditional
baked goods but also a wide range of other foods
including salads, sandwiches, grilled steak and Simit
Pizzas. Still, the most in-demand items are its Simit
Burger, the Stuffed Simit and Turkish tea. After
New York, Simit Sarayı’s goal is to open stores
the business world enjoyed delicious
complementary Simit Burgers and
hot and cold beverages, and had the
opportunity to taste many more of the
brand’s tempting products.
Simit Sarayı provided a “meeting
package” that included sweet and savory
cookies, simit and cheese sandwiches
and its newest items for Europe’s
Employee Management Convention
organized by PERYÖN, Turkey’s oldest
Personnel Management association.
To support of cinema, Simit Sarayı
also sponsored Turkey’s first 3D
animation film Evliya Çelebi, the
International Bosphorus Cinema
Association as it celebrated the 100th
Year of Turkish Cinema, and the 2nd
International Bosphorus Film Festival
organized by the İstanbul Media
Academy.
Supplying consumers and lovers of
good and tasty food in all occasions,
Simit Sarayı took on the complementary
food sponsorship of an interesting
fashion show by a famous designer
introducing his first men’s collection at:
İstanbul Fashion Week 2014.
Simit Sarayı also makes itself known
through advertising campaigns. In 2013,
Simit Sarayı received positive reactions
from its first advertising campaign.
Working with the slogan “The country’s
Simit Sarayı is now a global world
brand,” the commercial featured roles by national
football player Arda Turan and his mother Yüksel
Turan, and was disseminated over television, radio,
the Internet, social media and outdoor advertising.
In 2014, it created another successful campaign.
The commercial, which was shot in New York
and İstanbul and featured Arda Turan, famous
French model Camille Desos and anchorwoman
and beauty pageant contestant Burcu Esmersoy,
received an enthusiastic response in Turkey and
abroad.
Caravan brought delicious Simit Sarayı flavors to
attendees of many different events, including the
traditional “Bosphorus Intercontinental Swimming
Competition” held by the Turkish National
Olympic Committee, the “Fanta Youth Festival”
held in 16 different provinces and the “Rock’n
Coke Festival,” which brought world famous singer
and actor Justin Timberlake to İstanbul as part of
his world tour.
Simit Sarayı demonstrated its status as a socially
responsible brand, providing free service at the
Gülümse’SEN Fair, held by the Cancer-Free
Life Association which engages in many efforts
to support children with cancer during their
recovery, reintegrate them with society and get
them involved in life again; and TOMS “One Day
Without Shoes” event which donated one pair of
shoes to a poor child for every pair sold.
At the most important meetings in the sector
like Retail Days and MAPIC, it became a meeting
point for attendees with its delicious offerings.
At these events, the foremost personalities in
Since opening its first store in 2002, Simit Sarayı
has continued its efforts to give this traditional
Anatolian treat the value it deserves and introduce
traditional flavors to the world. Since the day
it was founded, Simit Sarayı, both at home and
abroad, has been a brand characterized as clean,
trustworthy operations; fast, smiling service; and
good quality value for money - a brand that feels
like “one of us.” For its branding and growth
process, Simit Sarayı places utmost priority upon
its R&D efforts and product quality, and makes
large investments in these areas. Its philosophy
of offering its products at affordable prices
with no compromise on quality continues to
make Simit Sarayı what it is today; A successful,
preferred brand. With the goal of being a clean,
trustworthy operation and the decision to
transition to centralized production, Simit Sarayı
manufactures its products in the world’s first
and only simit factory approved by the Scientific
and Technological Research Council of Turkey
(TÜBİTAK). Today, Simit Sarayı has the highest
brand awareness of any Turkish brand in the fast
food sector.
Research showed that while most of the
participants in the study perceive Simit Sarayı as
an innovative, leading brand that served quality,
delicious products with friendly, smiling service,
over half also see Simit Sarayı as a “Global Brand.”
Over half of participants said they frequently
choose Simit Sarayı for breakfast and most who
have visited the revamped Simit Sarayı locations
say they like the new concept. To be the first
brand to come to mind at the mention of
entrepreneurship and innovation, and to be set
forth as an exemplary brand with the story of its
foundation and growth, is a source of great pride
for Simit Sarayı.
www.simitsarayi.com
THINGS YOU DIDN’T KNOW ABOUT
Simit Sarayı
› Simit Sarayı serves 650.000 people in more than 300 stores in 14 countries with 10.000 employees.
›Simit Sarayı is the first brand in Turkey and the world to offer Simit Pizza and Simit Burgers.
›Simit Sarayı products have the same delicious flavor and quality everywhere in
the world. In order to achieve this consistency, Simit Sarayı manufactures all of its products in the world’s first and only TÜBİTAK-approved, completely automated simit factory.
›Domestic stores send their orders to Simit
Sarayı through a special online system. The orders are then delivered in cold fleet trucks to the stores. Foreign orders are prepared according to store demands and sent abroad in the fastest possible way.
›Simit Sarayı invests continuously in both its
products and its services. Its R&D
department carries out innovation projects
in order to satisfy consumer habits and
expectations, produce quick answers to
the market’s constantly changing needs and
demands, and develop new products. Simit
Sarayı is notable for its unusual flavors like Simit Pizza, Simit Burger, Simit Smoked Salmon, Avocado simit and more.
›In order to offer free internet access, first in Turkey and later in the entire world, Simit Sarayı has made its Online Guest WiFi Project available.
SUPERBRANDS