The Group was founded in Turkey with its first store opening in Istanbul in 1996. Since then the Group has expanded rapidly, opening its 100th store in Istanbul in 2008. The Group is the largest pizza delivery company in Turkey in terms of system sales and number of stores. As at 31 December 2017, based on the Group’s data on competition, the Group’s store network in Turkey was more than four times larger than the next largest chained competitor in the pizza sub-segment, and larger than the next seven chained pizza competitors combined, with 514 stores. According to Euromonitor International, the Group has grown its market share in Turkey (as measured by Group system sales in chained pizza) from approximately 35% in 2010 to approximately 51% in 2016. Additionally, according to Ipsos data in 2016, the Group enjoys the highest top-of-mind recognition in
the delivery channel among fast-food players in Turkey.
Russia is the Group’s second largest market. The Group has improved its market position since acquiring the exclusive master franchise rights in 2012. As at 31 December 2017, the Group had the third-largest store network in the chained pizza sub-segment in Russia with 121 stores, representing a more than six times increase in the number of its stores since 2014 (based on the Group’s data on competition). In Moscow and the Greater Moscow region, the Group estimates that it was the largest player by number of stores as at 31 December 2017. According to Euromonitor International,
the Group’s share of the Russian chained pizza sub-segment was approximately 9% (as measured by the Group’s system sales) in 2016. The Group is now expanding outside the Moscow region.
Azerbaijan & Georgia
The Group was granted the exclusive master franchise of the Domino’s System for Azerbaijan and Georgia and has since gone on to open four and three stores, respectively.