Yemeksepeti

Yemeksepeti is an online food ordering company providing the facility to place food orders on-line from an affiliated network of restaurants without charging the user any extra fees.[1] Today Yemeksepeti operates in 57 cities in Turkey and in Cyprus with 9,000 member restaurants, 2.9 million users, 75.000 order to 220.000 people on a daily basis.

The company expanded to 5 different countries under the name foodonclick.com in the GCC region; The United Arab Emirates, Lebanon, Kingdom of Saudi Arabia, The Sultanate of Oman and The State of Qatar

Its restaurant network includes global chains like Domino’s, Subway and Nando’s and also regional or local restaurants like Arz Lebanon, Just Falafel and Al Farooj Fresh.[1][2] It is mainly headquartered in Dubai, UAE as Foodonclick.com Campus.[3][4]

Yemeksepeti also entered the market in Greece in 2013 by investing in local company Click Delivery S.A., operating the website clickdelivery.gr.[5]

Sale

In May 2015 Yemeksepeti was sold to the German-based Delivery Hero for $589 million (£378 m). Founder Aydin paid out $27 million to 114 workers as a profit-sharing bonus, reported to be worth around $237,000 (£152,000) per employee. The bonus is worth roughly 150 times their monthly wage, which is between $1,000 to 2000 per month. [6][7]

Operational Model

The company operates as an online real-time intermediary between the ordering user and the delivering restaurant where he/she can use the website as an up-to-date directory to browse different food delivery options in each listed neighborhood and place an online.[1][8]

The user has the option to check menus either by cuisine, location, restaurant name or special deals that are on, or make a self-customized order and place it in advance.[1][3][8] The user also has the chance to benefit from either the general or the Foodonclick.com exclusive discounts and promotions offered by the listed restaurants.[1] The user has the ability to rate the restaurant based on delivery speed, food quality and service and leave comments and reviews.[8] With the iPhone application launched in September, 2011, orders can be placed via the mobile platform as well.[8] “We receive approximately 13% of our daily orders through this app.” commented Gokhan Akan, CFO and Co-founder of foodonclick.com.[3] Following its success, the Android application too was made available in May 2013 in order to broaden the access channel for all smartphone users.[8]

From the restaurant’s point of view, its business relation with the website is mutually beneficial.[1] The fee structure of the website is commission based, which means that the amount paid by the restaurant is related to how many orders it succeeded to receive and fulfill.[1][3][4] Nilesh Bandali, Business Development Manager at Pizza Express, a Foodonclick.com partner said, "Foodonclick.com is an excellent platform for businesses to target consumers who prefer to order online. Our food delivery business has been much more profitable since we partnered with them two years ago. As a result, we decided to integrate our own online ordering service with Foodonclick.com. This helped us to centralise online orders via the site, improve efficiency and save costs on additional resources."[8]

By this model, the website adds some value to this process by saving the user’s and the restaurant’s time, minimising its discrepancies and maximising its efficiency and potential benefits.[3][8]

Foodonclick.com

Foodonclick.com, FZ-LLC
Online Food Ordering Website (E-commerce)
Founded June, 2010
Headquarters Dubai, The United Arab Emirates
Area served
 UAE (Dubai, Abu Dhabi, Sharjah), Oman (Muscat), Qatar (Doha)
Owner Nevzat Aydin, Melih Odemis, Gokhan Akan
Website foodonclick.com

The project was launched in June, 2010 as a regional branch of Yemeksepeti.com, a Turkish parent website which locally provides the same service.[3][8][9] Yemeksepeti.com was founded in the year 2000 by Nevzat Aydin (CEO), Melih Odemis and Gokhan Akan (CFO) to be considered one of the first websites to provide such service in the Middle East and North Africa.[3][4][10]

Foodonclick.com Co-founder Melih Odemis

In late 2012, Yemeksepeti.com, whose founders are Endeavor Turkey entrepreneurs as well, received a USD 44 million round of funding from the New York-based private growth firm General Atlantic, with co-investor Endeavor Catalyst.[10][11][12] This was a very strong incitement to start their expansion plans within the MENA region after the UAE set off. "We have been looking at the Middle East since we are in the UAE” said Nevzat Aydın, Co-Founder of Foodonclick.com[11]

On May 27, 2013 it was announced that Fadi Ghandour, Founder and Vice Chairman of Aramex, Chairman of Wamda and BOD Member of Abraaj Capital, was appointed to join the Board of Directors of Foodonclick.com.[9]

Regional Expansion and Activity

Foodonclick.com entered the GCC region by launching out in The United Arab Emirates in 2010, starting in Dubai then extending to Abu Dhabi and Sharjah in the same year. Quoted on that Nevzat Aydin, CEO of Yemeksepeti.com and co-founder of Foodonclick.com, "The UAE has an extremely plentiful F&B sector both in terms of diversity and quality. Undoubtedly the industry, like in most other countries, has been affected by the global downturn but we want to support the region's continued growth and commit to supporting its restaurant outlets. Customers want a good value, convenient food delivery service whether they are sat at their desks at work or at home; foodonclick.com delivers that promise."[1] Then in 2013, it set off in 4 other countries, the Sultanate of Oman and the State of Qatar, Saudi Arabia and Lebanon.[3][9]

Currently, it has over 1.800 restaurants available in its network and approximately 250.000 registered users.[3][12] “In 2012 alone, Foodonclick.com processed over 147,000 orders in the UAE, a 300% increase from 2011.” says Gokhan Akan.[3][12]

See also

References

  1. 1 2 3 4 5 6 7 8 "Foodonclick.com launches in UAE". AMEinfo.com. Retrieved 11 June 2013.
  2. ↑ "Foodonclick.com Official Website". Foodonclick.com. Retrieved 11 June 2013.
  3. 1 2 3 4 5 6 7 8 9 10 "Gokhan Akan, Co-founder, foodonclick.com talks to DIAF". Dubai in a Frame. Retrieved 10 June 2013.
  4. 1 2 3 "FoodOnClick: Turkey’s Number One Online Food Ordering Portal Serves Dubai". The Next Web. Retrieved 10 June 2013.
  5. ↑ "Turk company invests in local firm Click Delivery". ekathimerini.com. Retrieved 5 March 2015.
  6. ↑ Matthew, Sam (29 July 2015). "Is this the most generous boss in the world? Chief of Turkish food delivery company gives his 114 employees share of £17m windfall when he sold the firm". The Daily Mail. Retrieved 29 July 2015.
  7. ↑ "CEO shares $27 million with staff after selling his firm". CNN.com. CNN. Retrieved 29 July 2015.
  8. 1 2 3 4 5 6 7 8 "Growing appetite for online food ordering in UAE". AMEinfo.com. Retrieved 10 June 2013.
  9. 1 2 3 "Foodonclick.com appoints Fadi Ghandour to Board". AMEinfo.com. Retrieved 10 June 2013.
  10. 1 2 "Entrepreneur of the Week: Melih Odemis of Yemeksepeti [Wamda TV]". Wamda. Retrieved 11 June 2013.
  11. 1 2 "Yemeksepeti to Enter MENA Region After $44M Investment from General Atlantic". Wamda. Retrieved 11 June 2013.
  12. 1 2 3 "Foodonclick.com builds an appetite for meals on wheels". The National. Retrieved 10 June 2013.

External links

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