Tıkla Gelsin achieves 50% loyalty penetration and 95% repeat purchases across 1,800+ QSRs
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Loyalty Penetration
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Increase in items per basket
At a Glance
Tıkla Gelsin partnered with Extra360 to deliver a unified loyalty, payments, and engagement platform across all TAB Gıda’s QSR brands — boosting retention, increasing basket size, and achieving industry-leading loyalty penetration.
Industry
- Quick Service Restaurant (QSR)
Products
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Promo Engine
Precision targeting and automated campaign execution.
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Intelligence Suite
Real-time insights for segmentation, churn prediction, and performance optimization.
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Digital Wallet
Instant, secure payments and rewards redemption.
Recognition
4× Gold Stevie® Awards in 2025
- Best Use of Technology in Sales
- Sales Incentive Programs
- Best Marketing Solution Implementation
Incentive, Rewards, & Recognition Provider of the Year
Overview
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, and 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 daily 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, Tıkla Gelsin partnered with Extra360 Technology Solutions to unify loyalty, engagement, and digital payments across all TAB Gıda brands. The result is a first-of-its-kind multi-branded, omni-channel loyalty, engagement, and digital wallet program that has enhanced retention, increased spend, and redefined QSR loyalty on a national scale.
Challenge
With a vast brand portfolio and millions of loyal customers, Tıkla Gelsin sought to create a more connected engagement experience for TAB Gıda’s brands. Loyalty programs had been developed separately for each brand, which meant customers enjoyed strong individual brand experiences but had limited opportunities to access benefits across the wider portfolio.
To deliver more value for both customers and brands, the focus was on:
Connecting in-store and digital touchpoints into a unified, seamless journey.
Evolving from broad-based campaigns to highly personalized engagement.
Unlocking the full potential of customer data for real-time insights.
Building a loyalty framework capable of scaling across all brands and channels.
Through Tıkla Gelsin, TAB Gıda needed an integrated, data-driven solution that could unify the entire ecosystem without disrupting the experiences customers already loved.
Solution
In 2022, Tıkla Gelsin and Extra360 launched a Multi-Branded Omni-Channel Loyalty & Digital Wallet Program — seamlessly integrating physical and digital touchpoints to deliver a unified customer experience. The solution included:
Unified Loyalty Across Brands — Customers can earn and redeem points across all participating TAB Gıda brands, increasing cross-brand engagement.
Personalized, Behavior-Based Campaigns — 1,500+ targeted campaigns delivered using real-time and historical insights.
Advanced Digital Wallet — Preload funds, earn cashback, and receive exclusive rewards.
Multi-Touchpoint Access — In-store kiosks, QR ordering, pick-up, delivery, and in-app experiences.
Automated Insights — SAP and SAS integrations for segmentation, churn prediction, and campaign optimization.
“As marketing professionals, we’re always looking for innovative ways to push the boundaries of customer engagement. I’ve witnessed first-hand the impact that Extra360 Technology Solutions has had on our multi-brand QSR business. With Extra360, we consistently deliver seamless, personalized, and omnichannel experiences that delight our customers across our in-app, mobile, web, call center, and in-store channels.
A remarkable aspect of this collaboration is the flexibility to launch promotional campaigns without constant technical support. Extra360’s execution has saved us time and resources, allowing us to stay agile in responding to market trends and customer demands.
The digital wallet has been a game-changer, converting spending into rewards, boosting sales, and enhancing loyalty simultaneously. Beyond operational advantages, their Intelligence Suite has played a pivotal role in our decision-making process.
Our collaboration with Extra360 has truly transformed our multi-brand QSR chain — elevating marketing efforts, profitability, and the overall customer experience. I wholeheartedly recommend Extra360 to any business seeking to drive innovation and success.”
Caner Alparslan, Group CMO, TAB Gıda
Results & 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.
“Winning four Gold Stevies on such a respected global stage proves that our customer-centric strategy and technology investments are resonating internationally. Together with Extra360 Technology Solutions, we continue to raise the bar for the customer centric experiences we deliver to our millions of users every day.”
Begumhan Kurdoglu – Head of Marketing at Tikla Gelsin
Setting a New Industry Benchmark
By unifying loyalty across multiple QSR brands and touchpoints for 10+ million members, Tıkla Gelsin and Extra360 created a platform that both increases customer lifetime value and reduces churn.
The program is fully scalable — ready to support new brands, channels, and market expansions without re-engineering.
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.