Turkish simit chain CEO urges focus on branding

By Gokhan Ergocun and Tuba Sahin</p> <p>BURSA, Turkey (AA) – Turkish companies should focus on branding to export value-added products, the founder of a leading traditional Turkish food chain said on Saturday.</p> <p>&quot;We managed that with simits,” the traditional Turkish sesame seed bread rings, Abdullah Kavukcu, the CEO of the Simit Sarayi (Simit Palace) chain, told Anadolu Agency. </p> <p>Kavukcu said the company not only exports simits but also construction equipment to build its restaurants.</p> <p>&quot;We created a brand name and also export our brand value,&quot; he said. </p> <p>Kavukcu recommended that Turkish firms set a system which can deliver goods made in Turkey directly to customers from all around the world. </p> <p>He highlighted that the company produces more than 60 bakery products in Turkey. </p> <p>&quot;Currently we export to 25 countries and get 67 percent of our turnover from abroad,&quot; he said. </p> <p>&quot;This year we aim to raise this to 75 percent.&quot; </p> <p>Kavakci also touted the fame that Turkish tea has earned abroad. </p> <p>&quot;There is a great interest in our black tea, served in delicate hourglass-shaped glasses. We carry and sell traditional Turkish tea glasses abroad,&quot; he said. </p> <p>He said only 1 percent of its total customers abroad are Turkish, while the rest are foreigners. </p> <p>&quot;The most important thing in retail is location. If companies want to be successful, they should choose the best places to open stores,&quot; he said. </p> <p>Kavakci said the company aims to spread its Simit Sarayi brand name around the world. </p> <p>Turkish enterprises are seeking world markets for their currency income, he added.</p> <p>Simit Sarayi has outlets in 25 countries worldwide, including the U.S., Britain, the Netherlands, Sweden, Germany, and Belgium, attracting around a million daily customers.</p> <p><br>