Traveling to flavor with Little Caesar's
With a perfect sense of service, Little Caesars' delicious pizzas prepared with special sauces and cheese and sesame-covered crusts, chicken wings, breads, and desserts are the joy of any table and something that no family member will want to do without.
Çelebi Gıda has been serving customers since 1997 through its Arby's and Little Caesars franchises.
With our "total-quality aware" employees, uninterrupted service, and unique products, we continue to provide our services with unique flavors and an approach to quality while always remaining faithful to our principles of reliability and business ethics.
100% customer satisfaction is the foundation of our approach to service at Çelebi Gıda, just as it is in every Çelebi company.
Little Caesars
Founded in Detroit in the United States, Little Caesars is one of the three biggest pizza chains in the world with more than 2,800 restaurants in operation all over the world. Its first venture into the Turkish market was a branch offering restaurant and home-deliver services that opened in the Bakırköy district of İstanbul in 1997. Today we are at the service of customers with nine restaurants, all of them in İstanbul. Employing more than 150 people, our aim is to provide service according to the principles of quality and customer satisfaction while ensuring that the consumer gets the highest quality products possible for the money that he pays. Our goal is to increase the number of Little Caesars restaurants to 20-25 by the end of 2005. Our "Pizza! Pizza!" concept (a second pizza at half price without any restrictions on hour or day) offers Little Caesars customers great value for their money. Our delicious deep-crust pizzas (available exclusively at Little Caesars) and our delicious chicken wings have become very popular with customers.
Sectoral analysis
Looking briefly at the problems faced by the fast-food industry today, we see that the sector has suffered from a serious contraction over the last three years attributable in part to the Marmara earthquakes, to the September 11th terrorist attacks, and to economic crisis in Turkey. In addition, the adverse impact of rents on commercial properties, the high cost of product inputs, and unfair competition from firms that see no need to offer high-quality products and services have all forced those fast-food companies that fulfill their legal obligations (such as VAT, social security, and energy consumption taxes) to cut back their operations and this has caused the sector to contract as well.
At the same time, the "wait-and-see" attitude that arose before and after hostilities in Iraq and the adverse impact that the Iraq war has had on people's attitudes towards American brands have also hurt the sector. Similarly, high rates of unemployment among white-collar workers (who account for a significant share of fast food consumption) and the resulting reduction in their disposable income have also reduced customer numbers. Over the last three years, the sector has experienced a contraction of nearly 50%.
Despite all these difficulties, the results of steps taken in the direction of Turkey's joining the European Union (particularly the ability to prevent unfair competition through litigation) and the slow waning of economic crisis related worries offer a ray of hope for the industry and indicate a resurgence in the number of establishments offering high-quality service.
The efforts of firms in the sector to restructure themselves (both at the management level and as companies) and the resumption of new investment are two encouraging signs. The result of working with more realistic and livable costs will be to set the sector on a sounder foundation. We as Çelebi Gıda intend to pursue our activities through the approach of total quality, 100% customer satisfaction, and quality service while also increasing both our market share and our contributions to the Turkish economy. In accomplishing this, we will always remain faithful to our overall standards, to our perfect service approach, and to our principle of providing only delicious and healthy products.
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