Yemeksepeti's CASE STUDY

When we contemplate the landscape of online food delivery services, one name often stands out: Yemeksepeti. Established in 2001, Yemeksepeti has not only revolutionized food delivery in Turkey but also exemplifies the synthesis of user experience and innovation. Today, we delve into how Yemeksepeti achieved its formidable success, highlighting its unique features, business strategies, and user engagement tactics.

The Genesis: A Need Identified

It all began with a simple yet profound observation: the dining experience extends beyond just food; it's about convenience, speed, and ease of access. In 2001, Turkey's food delivery options were limited to telephone orders, which often resulted in misunderstandings and lengthy wait times. Recognizing this gap, Yemeksepeti's founders envisaged a platform that could streamline this process and offer a diverse selection of cuisines at the click of a button.
In its infancy, Yemeksepeti focused primarily on Ankara and Istanbul. Their website (https://www.yemeksepeti.com/) functioned as a basic repository of menus from local restaurants, laying the framework for what would later become a robust, all-inclusive food delivery service.

The Business Model: Connecting Palates Through Platforms

At the heart of Yemeksepeti's operation lies a marketplace framework connecting consumers directly with restaurants. By facilitating every aspect of the ordering process, Yemeksepeti bridged gaps between demand and supply. According to the company's official reports, they had over 25,000 registered restaurants by 2023, spanning various culinary genres and locations.
Our marketplace approach yielded multifaceted benefits. For restaurants, it meant increased exposure and higher order volumes without the need for hefty investments in delivery infrastructure. For customers, it provided an unparalleled variety and user-centric convenience.
Understanding that volume is pivotal, our revenue model relies primarily on commission fees from partner restaurants. Data cited by Statista noted that Yemeksepeti's annual revenue exceeded TRY 1.6 billion in 2022. A small commission percentage from thousands of orders daily translates to substantial income.

Innovative Strategies: Leveraging Technology and Data

Our platform's seamless user interface, coupled with real-time order tracking, has been a cornerstone of our success. According to The Digital Economy Forum, customers are more likely to repeatedly use services that provide a high level of transparency and reliability, underscoring why our real-time tracking feature enjoys widespread acclaim.
Another unique attribute is our utilization of data analytics to refine user experiences continually. By analyzing user preferences and behaviors, we've been able to personalize recommendations and offer promotions that resonate with specific customer segments. A survey by Deloitte showed that personalized customer interaction leads to a 20 percent increase in customer satisfaction, a testament to our strategy's effectiveness.

User-Centric Approach: Meeting Diverse Needs

We always prioritized understanding our customers. Yemeksepeti caters to a wide range of customer segments—from busy professionals to students, late-night diners, health-conscious individuals, and families. By integrating various payment options, including cashless payments, we simplified the transaction process, removing barriers to use.
Yemeksepeti's user base topped 10 million active users in 2023, contributing to over 40 million orders annually, as per internal company data. Beyond mere numbers, testimonials and user feedback affirm that our focus on quality, variety, and dependable service consistently hits the mark.

Customer Engagement and Loyalty: Building Relationships

Loyalty programs and interactive customer support have played pivotal roles in retaining our user base. Our 24/7 customer service, social media engagement, and in-app notifications ensure users feel heard and valued. KPMG's Customer Experience Report indicates that companies excelling in customer service experience 2.5 times higher revenue growth, an insight that aligns closely with our performance metrics.
Moreover, our strategic collaborations with restaurants and continuous promotional activities like discount clubs and special deals have amplified user engagement. High visibility on our platform, tailored marketing services, and feedback loops have allowed restaurants to thrive within our ecosystem while maintaining customer satisfaction.

Tackling Challenges: Adapt or Falter

The journey was not devoid of obstacles. Initial challenges included convincing traditional restaurateurs to embrace a digital platform and manage logistics in sprawling urban spaces. However, strategic partnerships with local delivery fleets and technological improvements helped us mitigate these issues. Our data analytics service providers also enabled us to optimize delivery routes, enhancing efficiency and timeliness.
The COVID-19 pandemic presented another litmus test. As lockdowns shuttered dining establishments, online food delivery became a lifeline. During the pandemic, monthly order volumes surged by 70 percent (Yemeksepeti Internal Report, 2021), underlining our adaptability and significance in challenging times.

Future Outlook: Paving the Path Forward

As we look ahead, continuous improvement in technology, customer engagement, and operational efficiencies will remain at the forefront of Yemeksepeti’s strategic initiatives. Emerging trends such as AI-driven customer service, drone deliveries, and even broader food choices will play pivotal roles in our roadmap.
Our vision extends beyond Turkey's borders. The acquisition by Delivery Hero in 2015 marked the beginning of our international ambitions. We remain committed to exploring new markets while continuing to serve our home base with unmatched quality and innovation.
As Yemeksepeti continues to evolve, it stands not merely as a food delivery service but as a testament to how customer-centric innovation can redefine entire industries. Our story is one of vision, relentless execution, and a commitment to exceeding expectations—an exemplar for businesses aiming to transform challenges into opportunities.