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Yemeksepeti.Com Case Study

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Online food marketing expansion and success patterns: Special case of YemekSepeti (Food Basket)

Author: Berk BÜLBÜL Markgräflerstrasse 34 4057 Basel berk.bulbul@unifr.ch

Supervisor: Luis Teran Date: 08. May. 2011

Summary: YemekSepeti is a firm, which based its activities in online food ordering system active in three countries namely; Turkey, Russia and United Arab Emirates. In this paper it will be seen how they created value for their customer base to expand their capacity and how they internationally prolonged. In the study it will also be seen the special features which YemekSepeti came up with.

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Other type of business model would be the so-called “Independent”. It is stated that Independent online food ordering firms offer two choices, the first one being a software service provided by software companies tailor made for certain restaurants, the second choice would be a service provider setting up its own business like in the case of Yemeksepeti (food basket) get into contractual agreements with restaurants in certain regions. There is also another type of online ordering which is not much a concern of this paper stated as Food Cooperatives which enables potential customers to place orders for local products and after ordering consumers are obliged to go and pick up their product from the specified location. (McDonalds Dominos Papa John`s 2011)

3. Ordering Through YemekSepeti

Although in the paper the procedure of ordering would be seen in separate and detailed parts this image provided above is rather usefull to give a first flash of the whole value-chain created by Yemeksepeti. The first step starts with the restaurant applying to Yemeksepeti for getting enrolled to their

website (althought at the starting of the web-site it was the otherway around). Then as a second step restaurant supplies yemeksepeti with the necessary information and menus etc.. As mentioned quality is a great issue for Yemeksepeti, the step involves the quality check of the restaurant, when

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