New Report Available: 100% Home Delivery/Takeaway in Turkey

100% home delivery/takeaway recorded healthy growth in transactions volume and current value terms in 2014, with growth stimulated by the increasing number of outlets and promotions and demographic changes. The rising number of working women in Turkey’s large cities, many of whom have no time for cooking at home, benefited growth of the channel towards the end of the review period. The Bahcesehir and Atasehir neighbourhoods of Istanbul are examples of Turkey’s emerging ‘dormitory cities’, a new term which describes areas in which homes are used only for sleeping and not necessarily for cooking.

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Competitive Landscape

Domino’s Pizza, owned by Pizza Restaurantlari, remained the leading brand in 100% home delivery/takeaway in 2014, holding a 53% value share, the result of a three percentage point increase over the course of 2014. The company opened 80 new outlets during 2014, which was the main reason for its strong value growth. Turkey is one of the countries in which Domino’s Pizza’s offers the ‘30-minute guarantee’, meaning that if the customer does not receive their pizza within that time frame, they receive a voucher for a free regular pizza which can be redeemed on the next order.

Industry Prospects

100% home delivery/takeaway is expected to increase in value at a CAGR of 17% over the forecast period at constant 2014 prices, a considerably superior performance to the 5% value CAGR recorded in the channel at constant 2014 prices over the review period as the channel is expected to benefit from the recent economic and political instability, with consumers more likely to ongoing shift to 100% home delivery/takeaway in times of recession and unrest instead of dining out. Trade sources have suggested that, in some cases, the cost of pizza home delivery is even less than home cooking, because Turkish people do not plan their shopping very well and therefore some of the ingredients go to waste. Moreover, as life becomes more hectic, more Turkish consumers will inevitably look for convenient ways of eating such as take-away and home delivery, which is set to 100% home delivery/takeaway. The positive trend in 100% home delivery/takeaway is not, however, reflected in sales per outlet, which is expected to decrease to 805,590 TL per outlet in 2019, down from TL810, 920 TL per outlet in 2014 as a result of increasing competition amongst companies, and promotions offered by the chained companies.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the 100% Home Delivery/Takeaway industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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