TAB Gıda digital channels hit 56% of sales, how should restaurants plan channel mix?
At TAB Gıda, the operator behind Burger King, Popeyes, Sbarro, Arby’s and Subway restaurants in Türkiye, 56% of sales in the first half of 2026 came through digital channels and 30% through delivery (Perakende Türkiye, 1 September 2026). System sales rose 45% in nominal terms to TL 40.6 billion, and real turnover rose 13% to TL 30.3 billion. The company opened 78 new restaurants in the period, and total receipts grew 12% to 132 million.
Here’s something most people don’t know: at one of Türkiye’s biggest quick-service chains, more than half of sales now start with a tap on a screen, not a chat at the counter. For restaurant and café owners in Türkiye in autumn 2026, the question is not whether to go digital, but how to split orders between kiosks, apps, your own website and delivery platforms.
Which sales does TAB Gıda’s 56% digital channel share cover?
The report does not spell out the scope. Sinan Ünal, TAB Gıda’s General Manager for Marketing and Strategy, says the share of digital channels in total sales “reaches the 56% level”. The split between kiosks, app and delivery platforms is not disclosed. Nor is the previous share, so the accurate wording is that it reached 56%, not that it rose.
Why is TAB Gıda’s net profit falling while its sales grow?
Because turnover and profit travel on separate roads. According to Midas, which reports figures from KAP, Türkiye’s public disclosure platform, revenue rose 12.8% to TL 30.315 billion while net profit fell 9.3% year on year to TL 1.754 billion. EBITDA, meaning earnings before interest, tax, depreciation and amortisation, came to TL 6.044 billion with a 19.9% margin. The operations make money, but less of it reaches the bottom line.
How does the weight of digital channels affect different restaurants and cafés?
Quick-service businesses with delivery-friendly menus are on the winning side. Cafés and fine dining places that rely on guests sitting and chatting grow more slowly online, but can hold their share through reservations and takeaway on their own site. The most fragile is the small business taking most orders from one platform, since it does not set the commission.
How should a small restaurant balance kiosks, apps and delivery platforms?
By giving each channel its own job. The platform is the door to new customers, your website or WhatsApp line is home for regulars, and the kiosk is for speed inside. As you build the balance, keep each channel’s average basket and fees on separate lines.
| Channel | What it brings | What to watch |
|---|---|---|
| Delivery platform | New customers and visibility | Commission, and the platform keeps customer data |
| Own website or phone line | Commission-free repeat orders | You must bring the traffic yourself |
| Kiosk | Shorter queues, add-on suggestions | Set-up cost and keeping the menu current |
How does a restaurant’s channel mix connect to its website, maps and search visibility?
Directly, because customers reach your own channel through search or a map. An outdated menu or wrong opening hours push them to the easiest door, the commission-based platform. Your own channel’s share grows only as far as your search visibility does.
What should restaurant and café owners do about their channel mix this week?
Start with four jobs. Sort the last three months of orders by channel, work out each channel’s average basket after commission, update your business profile, and add a card to delivery orders that invites customers to your own channel. None of this needs a budget, only a few hours of work.
Quick Summary
- At TAB Gıda, digital channels made up 56% of sales and delivery 30% in the first half of 2026 (Perakende Türkiye).
- System sales rose 45% in nominal terms to TL 40.6 billion, and real turnover rose 13% to TL 30.3 billion (Perakende Türkiye).
- According to KAP figures, net profit fell 9.3% year on year to TL 1.754 billion (Midas).
- The company opened 78 new restaurants in the period, and total receipts rose 12% to 132 million (Perakende Türkiye).
- A small restaurant’s balance comes from using platforms for new customers and its own channel for repeat orders.
Short Glossary
- System sales
- System sales is the turnover measure used to show the combined sales of a chain’s company-run and franchise restaurants.
- EBITDA
- EBITDA is the operating profitability measure used to show earnings before interest, tax, depreciation and amortisation are deducted.
- Kiosk
- A kiosk is the self-service device used to let customers place their own order on a touchscreen inside the restaurant.
Frequently Asked Questions
Next Step
If you want to look at your restaurant’s ordering channels and commission load together, fill in the consult your expert form and we will review your data and get back to you. More stories are on our retail page.
Sources: Perakende Türkiye, 1 September 2026 · KAP financial statement figures as reported by Midas · Restaurant count: Forbes Türkiye · KAP, BIST companies
Updated: October 2026
Sık Sorulan Sorular
A digital channel is any order placed through a screen: kiosk, app, website or ordering platform. Delivery means the food travels to an address. A delivery order can be digital, but a kiosk order eaten at the table is not delivery.
A kiosk is a touchscreen where customers place their own order instead of telling a cashier. Another version of the story says this self-ordering technology is being rolled out across the restaurants. The queue gets shorter, and the screen never forgets to suggest the extra side.
Perakende Türkiye says 30%, while the Capital version says “over 30%”. We use the main report’s 30%; either way, delivery is closing in on a third of sales.
Yes, they are the same line. The TL 30.3 billion real turnover in Perakende Türkiye matches the TL 30.315 billion revenue in the KAP filing, and 13% is 12.8% rounded. The TL 40.6 billion system sales figure is a different measure, which in the restaurant trade usually includes franchise outlets too.
Even at a big chain, profit can slip while sales grow. In a small business, the “till is busy but nothing is left” feeling hits harder, so count the commission on every digital order before celebrating turnover.
Per the KAP figures, it holds TL 9.4 billion in cash at the end of the second quarter and no financial debt. For 2026 it expects 8-10% real revenue growth, roughly 10% growth in its restaurant network and a stable EBITDA margin. These are targets, not results. This is not investment advice.
A simple menu, food that travels well and prices easy to compare on screen sell comfortably online. That is why burgers, pizza and wraps are natural residents of the digital channel, and why kiosks ease queues there.
Of TAB Gıda’s 2,066 restaurants at the end of the first quarter, 906 are franchises. For any chain growing this way, ordering channels have to work the same in every outlet, whoever runs it. We discuss what a new brand needs to standardise before it franchises in our piece on Pastofino’s 300-branch target.
Running all your digital sales through one ordering platform is like keeping all your eggs in the neighbour’s basket. The basket may be sturdy, but the neighbour sets the rules, and when commission or ranking changes you have no leverage.
Average basket is total sales divided by the number of orders, the typical bill. Tag orders by channel in your till system and you see each channel’s average. For platform orders, subtract the commission.
With a card in the bag, a QR code on the menu or a small incentive valid only on your own site. The goal is not to leave the platform, but to move the second order onto a commission-free route.
When the lunchtime queue reaches the door and customers walk away. In a café that takes orders at the table, a kiosk may not help. First count how many customers you lose at peak hours.
Someone searching “pasta near me” looks at the first map results. Correct hours, fresh photos and an ordering link raise the chance of a direct order.
A fast mobile menu, a one-tap order or call button, and the delivery area. Building a page around sales works much the same in any sector, and our take on Tepe Home’s online store redesign offers ideas.
You should. With a platform order, the customer’s name and habits stay with the platform. A permission-based list built through your own channel is the one audience you can reach without ad spend.
Export the order log from your till and tag each line as dine-in, phone, own site or platform; if the system cannot, keep notes by hand for a week. You cannot balance channels you have not measured.
Rebuilding the channel mix with the business model is part of our digital transformation management work.
Now you know: at a big chain, digital channels pass half of sales, but growing sales do not bring profit on their own. Owning the channel matters as much as growing its share.
Usually not. The platform is a shop window that brings new customers; the goal is not to leave it, but to move the second order to your own website or phone line.
Yes. An up-to-date business profile, a menu that loads fast on mobile and a direct ordering link can grow digital orders without a kiosk.
Not directly; they show the direction, not your target. Sorting your own orders by channel and calculating your average basket after commission gives you the real benchmark.