TAB Food Group & Tıkla Gelsin
Driving Digital Transformation, Engagement and Revenue Growth in QSR with Loyalty-enabled Payments Solutions
TAB Gıda is the World’s fourth-largest and Türkiye’s leading Quick Service Restaurant (QSR) operator, managing over 1,800 stores across seven iconic 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 over 10 million customers, TAB serves 1 million guests a day through its physical stores, and the Tıkla Gelsin e-commerce platform and mobile app. Recognizing the need for a more integrated, data-driven approach to customer engagement, Tikla Gelsin partnered with Extra360 Technology Solutions to develop a first-of-its-kind “Multi-branded, Omni-channel Loyalty, Engagement and Digital Wallet” program for TAB Gıda. The results have been game-changing—enhancing customer retention, increasing spending, and redefining QSR loyalty on a national scale.
The Opportunity for Growth
While TAB Gıda had strong brand recognition and a large customer base, its loyalty programs were fragmented across different brands, limiting engagement and cross-brand incentives. Key challenges included:
- Fragmented customer 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.
- Lack of real-time data utilization: Siloed customer data restricted personalized rewards and actionable insights.
- Customer churn concerns: Dependence on outdated loyalty structures failed to encourage repeaat visits and higher spend-per-transaaction.
TAB Gıda saw this as an opportunity to reinvent customer engagement through data-driven loyalty and payments innovation.
The Solution: A Unified Omni-Channel Loyalty & Digital Payments Ecosystem
In 2022, TAB Gıda and Extra360 Technology Solutions launched the Multi-Branded Omni-Channel Loyalty & Digital Wallet Program through Tıkla Gelsin, marking a milestone in QSR innovation. The fully integrated system seamlessly connects physical and digital touchpoints, enabling:
- Unified Loyalty Across 1,800+ Locations: Customers earn and redeem points across brands—for example, collecting points at Subway and redeeming them at Burger King.
Personalized, Behavior-Based Engagement: 1,500+ targeted campaigns powered by real-time data and historical insights.
Advanced Digital Wallet Integration: Users can preload funds, earn cashback, and benefit from exclusive rewards.
Multi-Touchpoint Engagement: Including in-store kiosks, QR ordering, pick-up (Gel-Al), delivery (Sana-Gelsin), and in-app experiences.
Automated Data-Driven Insights: Leveraging SAP and SAS integrations for segmentation, churn prediction, and campaign optimization.
Key Results & Industry Impact
TAB Gıda’s loyalty transformation through Tıkla Gelsin has outperformed industry benchmarks and delivered measurable business impact:
Loyalty Penetration Above Industry Norms
50% loyalty penetration in Türkiye, surpassing the 37% QSR industry benchmark (Paytronix, QSR Magazine).
By contrast, the UK food & drink sector has a loyalty participation rate of just 34% (Statista 2024).
Digital Wallet Driving Higher Spend & Retention
Studies show digital wallet users spend 33% more at restaurants. TAB Gıda’s impact is even greater:
95% of wallet users made repeat purchases, compared to just 52% of non-wallet users.
40% first-time top-up bonuses accelerated repeat purchases and increased customer stickiness.
Best-in-Class Customer Engagement & Revenue Growth
80% active campaign participation rate in 2024, up from 70% in 2023.
Far exceeds the global restaurant loyalty participation benchmark of 25.6% (Visa Inc.; Euromonitor).
1,500+ personalised campaigns generated a significant uplift in net sales.
Referral campaigns drove 22% of new enrolments.
Operational Scalability & Performance
- 99.9% uptime, processing 1,073 transactions per hour.
- Loyalty members spend 22% more per visit and purchase 27% more items per basket.
- Avg. visit per loyalty member is 3x higher than non-members.
Setting a New Industry Benchmark
This digital transformation has redefined how QSRs engage customers through digital-first loyalty and payments. Tıkla Gelsin’s approach for TAB Gıda has set a new standard for revenue growth, customer retention, and operational excellence, proving that an integrated ecosystem drives long-term business success. With this scalable model, TAB Gıda is poised to continue leading the industry, demonstrating that data-driven, loyalty-powered engagement is the future of QSR growth.