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: Sales Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Sales
 Nomination Title: Tikla Gelsin platform: Engagement and Revenue Growth in QSR with Loyalty-enabled Payments Solutions
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2022, OR written answers to the questions? (Choose one):
Written answers to the questions
- 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
http://www.tabgida.com/eng">www.tabgida.com/eng
http://www.tiklagelsin.com">www.tiklagelsin.com
http://www.tabfoods.com">www.tabfoods.com
- 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.
- Briefly describe the nominated organization or individual: history and past performance (up to 200 words):
Total 199 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. Since its establishment in 1994, TAB has consistently set industry benchmarks through customer-centric innovation, operational excellence, and digital transformation.
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 2022, in partnership with Extra360 Technology Solutions, TAB launched its first-ever Multi-Branded Omni-Channel Loyalty & Digital Wallet Program through its TiklaGelsin platform, achieving 8 million loyalty members from scratch.
Challenges Before July2022: TAB faced critical 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 customer 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—leading to TAB’s game-changing digital transformation through TıklaGelsin.
- Outline the nominated achievement since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 248 words used.
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.
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 250 words used.
The QSR industry is saturated with fragmented, brand-specific loyalty programs that rely on manual, one-size-fits-all solutions. In response, TAB Gıda through its Tikla Gelsin platform broke industry norms by launching a first-of-its-kind, fully integrated, omni-channel, multi-brand loyalty and payments ecosystem—delivering unmatched engagement, revenue growth, and operational scalability.
Loyalty Penetration Above Industry Norms
TAB’s 50% penetration rate in Turkiye significantly outperforms the 37% QSR industry benchmark for top-performing brands (Paytronix Loyalty Report 2024, QSR Magazine) and the UK food and drink sector loyalty participation rate of 34% (Statista 2024).
Digital Wallet Driving Higher Spend & Retention
Studies show that digital wallet users spend 33% more at restaurants (PYMNTS.com 2024). Tikla Gelsin platform impact is even greater—95% of wallet users made repeat purchases, compared to 52% of non-wallet users, proving loyalty-tied payments drive revenue and customer lifetime value. \
Personalization at Scale—Industry-Leading Engagement & Revenue Growth
80% active campaign participation rate in 2024, up from 70% in 2023 achieved on the Tikla Gelsin platform, far exceeds the global restaurant loyalty participation benchmark of 25.6% (Visa Inc.; Euromonitor). This outstanding engagement results from 1,500+ data-driven campaigns, delivering an additional ₺120M (~$4M) in net sales (2024).
Scalability & Operational Performance
With 99.9% uptime and 1,073 transactions processed per hour, Tikla Gelsin’s unified loyalty-payment ecosystem ensures seamless, high-volume scalability, setting a new global benchmark for QSR customer engagement.
From zero to 8 million loyalty members in two years, Tikla Gelsin’s loyalty-powered ecosystem is raising the bar for the QSR industry worldwide.
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