Dürümle adds Forum Diyarbakır to its 200-plus network, how do food chains grow in malls?

According to the report, sample items include a cheddar kebab wrap and a chicken wrap with special sauce. The brand highlights crispy lavash, cheddar cheese, special sauces and shoestring fries. The wrap is the backbone of the menu.

According to the company, its first branch opened in Ankara in 2018. Dürümle’s corporate website says the chain now has more than 200 restaurants in 35 provinces, without saying when that count was taken. The company says it aims to take its products to global markets but names no countries.

According to a merger notice on Dürümle’s corporate website, the company Dürümle Gıda merged into Tavuk Dünyası Gıda, and the merger was registered on 31 July 2025. The sources say nothing about how the merger affects brand management.

Many visits are family outings, busy at weekends, with quick decisions at the food court. A familiar sign can make that decision easier. A known chain may bring that first layer of trust with it, though a local name with a strong reputation can do the same.

According to AYD and Akademetre’s August 2026 data, the mall turnover index rose 22.9% in nominal terms and fell behind inflation of 31.51% (as reported by Foreks). When turnover is shrinking in real terms, models that keep costs tight have more room to breathe.

Fewer menu items mean a smaller kitchen, less equipment and shorter training. The same kitchen plan can move from mall to mall. With a long menu, every new branch means rebuilding the kitchen, more stock lines and more waste.

Stand out on the menu rather than compete on price. When two counters sell the same product side by side, shoppers look at speed and familiar taste. A restaurant that puts a local flavour forward offers a different reason to stop than a chain’s standard menu.

A doner shop that sells to mall staff at lunch may lose some customers. Regulars, quick takeaway and a familiar cook are things a mall cannot easily take away. If the till has gone quiet, make those strengths visible first.

Their share depends on how the chain organises its supply. The sources do not say which products the Diyarbakır branch buys locally, so estimating an effect would not be right.

Picture an owner at the counter after closing, writing five questions. How many people pass the food court on weekdays and at weekends? How many minutes does each menu item take, and how many staff does the busiest hour need? At your target average basket value, how many days does it take to cover rent and service charges?

A franchise shares the investment with a partner but needs tight oversight to protect the standard. A company-owned branch keeps control in-house but ties up the capital alone. The report does not say which model this restaurant uses; the choice depends on each business’s own capital and oversight capacity.

Businesses in Turkish malls fall under Law 6585 on the Regulation of Retail Trade and the Regulation on Shopping Malls. Rent increases, service charges, opening hours and fit-out terms depend on the contract. Verify with the official source; this is not legal or financial advice.

Mall name, floor, opening hours, menu photos and prices. If the restaurant’s last order time differs from the mall’s closing time, say so clearly. Replying to reviews regularly builds trust in the profile.

A mall restaurant sells to nearby homes, not just the food court. The menu, photos and preparation time on the platform deserve the same care as the counter. If the product photo is poor, the customer scrolls past.

In the first weeks, a small ad budget targeting the area around the mall announces the new branch. Keep the message short: where it is, what it sells, how fast it is ready. We look at what belongs in an agency brief through Eataly Istanbul’s communications decision.

Count for half an hour each at lunch, in the evening and at the weekend. Note which counters build a queue and how long it lasts. If customers walk away without joining a queue, write that down too.

Drop the items with the lowest sales share, and push forward items that share ingredients. Time the preparation of every item. A shorter menu means fewer stock lines, less waste and faster training for new staff.

The Perakende.org report of 14 October 2026 does not give the opening day. Check the brand’s official channels for the exact date.

It is worth considering if your menu is short and your service fast. Do not decide before comparing rent and service charges with target sales and counting traffic on the food court.

The sources used here say nothing about Dürümle’s franchise terms or whether this restaurant is a franchise. Contact the company’s official channels for current information.