Company: Tikla Gelsin, Istanbul
Company Description: TAB Gıda and Tikla Gelsin are brands part of Ata Holding. TAB Gıda is the World’s fourth-largest and Türkiye's leading Quick Service Restaurant (QSR) operator, managing 1,800+ restaurants across seven global and local brands, including Burger King, Sbarro, Subway, Arby’s, Popeyes, Usta-Dönerci, Usta-Pideci. Tikla Gelsin ecommerce platform and mobile app ensures omnichannel engagement.
Nomination Category: Solutions & Implementations Categories
Nomination Sub Category: Marketing Solution - Implementation
 Nomination Title: Tikla Gelsin platform: Engagement and Revenue Growth in QSR with Loyalty-enabled Payments Solutions
- State the the date on which the nominated solution was first available:
July 2022
- Describe the features, functions, and benefits of the nominated Marketing Solution (up to 350 words):
Total 325 words used.
TAB Gıda is the World’s fourth-largest and Türkiye's leading Quick Service Restaurant (QSR) operator, managing 1,800+ restaurants across seven global and local brands, including Burger King, Sbarro, Subway, Arby’s, Popeyes, Usta-Dönerci, Usta-Pideci.
With +10 million customers, TAB serves 1 million customers daily through its physical stores, and Tıkla Gelsin e-commerce platform and mobile app ensuring seamless omnichannel engagement.
In July 2022, in partnership with Extra360 Technology Solutions, TAB launched its first-ever Multi-Branded Omni-Channel Loyalty & Digital Wallet Solution through its TiklaGelsin platform, achieving 8 million loyalty members from scratch in 2 years.
The Solution is implemented as an “end-to-end” Omni-channel, Multi-brand Customer Engagement and Loyalty Program via the Tikla Gelsin Platform, covering all customer transaction and engagement channels to provide personalized offers for Program Members with omni channel approach.
The main benefit was to enable the ONE CUSTOMER approach, by unifying multi-branded loyalty across 1800+ restaurants, in-store, kiosks, MobileApp, QR, order-Delivery (Sana-Gelsin), Pick-up (Gel-Al), In-App digital wallet and 6000 cash-registers.
Business and technology backbone of the Solution is provided by Extra360 Technology Ltd. on the Tikla Gelsin Platform, created to receive customer and transaction data and conducting personalized campaigns at the moment of shopping, while computing historical data of the customer into the rule-based engine.
For this purpose, solution is integrated with;
- Online order and delivery platform TIKLA GELSIN (CLICK & GET) Mobile App and Web
- 6000 Cash Registers in-Store
- Telecom operators for sending customer transaction triggered/segmented SMS and Push Notifications and email for personalized campaigns
- SAP Platform to synchronize the Product/Store data
- SAS platform for data analytics
- Contact Center System
Main modules (features & functions) implemented including:
- Customer Management (Individuals and Corporates)
- Point of Sale Management (All store types)
- Product Management (Product Category Hierarchy)
- Dynamic Multi Wallet Management (Wallet_1 for CardsTypeX, Wallet_2 for campaign B etc)
- Campaign Management (Customer Segment-based, Product-based, Location-based Bonus, Discount, e-Coupon, CashBack)
- PrePaid Management (Gift Card for Individual Customers, Gift Cheque and SMS Cheque for Corporate Customers)
- Gamification, sweepstakes
- Outline the need or problem that was identified, why the solution was chosen, how the solution was implemented, and the results of your implementation to date (up to 350 words):
Total 350 words used.
Challenges Before July2022: TAB faced obstacles that hindered its ability to provide a seamless, data-driven customer experience:
- Fragmented Journeys: Loyalty systems in-stores and digital channels operated in silos, limiting engagement and cross-channel consistency.
- Inefficient Campaign Execution: Manual, one-size-fits-all campaigns lowered retention and loyalty-driven sales.
- Limited Data Utilization: Siloed data restricted personalized rewards and actionable insights.
- Churn: Dependence on outdated systems led to lower spend-per-transaction, and weaker retention rates.
These challenges underscored a crucial need for an integrated, data-driven, and scalable loyalty ecosystem through the TıklaGelsin Platform. For this purpose, the Extra360 Technology Solution is chosen and implemented in less than 3 months.
Achievements have been exceptional:
Accelerated Growth in Loyalty Adoption and Expansion:
- Automated loyalty enrollment via its TıklaGelsin platform, growing memberships from zero to 8 million members (+45% YoY), achieving a penetration rate of nearly 50% in Turkiye’s QSR sector.
- Enabled ONE CUSTOMER approach, by unifying multi-branded loyalty across 1800+ restaurants, in-store kiosks, MobileApp, QR, Delivery (Sana-Gelsin), Pick-up (Gel-Al), In-App digital wallet and 6000 cash-registers.
Personalized Engagement at Scale:
We launched 1,500+ behavior-based, targeted campaigns annually:
- Referral Campaigns: Drove 22% of new enrolments in 2024, generating ₺120M in net-sales.
- Sign-Up Campaigns: First-day transactions jumped from 19% (2023) to 31% (2024).
- Seasonal Product-based promotions: 23% YoY increase in sales.
- Segment-based campaigns: Reactivated 15% of churned customers and delivered ₺20M incremental revenue.
Unmatched Digital Wallet Impact:
- 40% bonuses for first-time top-ups accelerated repeat purchases by 95%, driving long-term engagement, and stickiness.
- 95% of digital wallet users made repeat purchases, compared to 52% of non-wallet users.
- Overall, wallet users contributed to a 55% repeat transaction-rate.
- Managed loyalty points for customers & TAB employees, creating operational gains & efficiencies.
Market-Leading Retention & Data-Driven Personalization:
- Automated churn detection reduced churn by 11% YoY.
- Segmentation based personalized offers drove an additional 18% response rate, 10% better than sector.
- Delivered 372 million push-notifications (2024), achieving 7% first-hour response rate.
Scalable, High-Performing System:
- 99.9% uptime, handling 1,073 transactions per/hour.
- Loyalty members spend 22% more per/visit and purchase 27% more items per basket compared to non-members.
- Avg. Visit per loyalty-member is 3x higher than non-members.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 19 words used.
PDF Presentation. Platform Visuals - Industry Comparisons - Campaign Visuals
www.tabgida.com/eng
hwww.tiklagelsin.com
www.tabfoods.com
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the features, functions, benefits, and results to date of the nominated implementation, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
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