Dürüm concluded 2025 with growth.

One of Türkiye's beloved local chain brands DÜRÜMLEThe company concluded 2025 with a busy schedule marked by growth, product development, and brand investments. Offering a modern take on the traditional Turkish wrap, the brand both strengthened its operational capabilities and expanded its reach to consumers throughout the year.

In 2025, Dürümle opened 36 new restaurants, reaching nearly 200 branches in 35 cities. During the same period, its team size exceeded 2000 people. Dürümle prioritized offering the same taste and experience at every location by consistently applying food safety, hygiene, and quality standards across all its restaurants.

Cheddar Cheese Meat Doner Wrap was selected as "Innovative Product of the Year".

Dürümle attracted attention in 2025 with its innovative menu additions. Enriching its product portfolio with the Sauced Chicken Doner Wrap, one of the year's strongest launches, the brand also achieved significant success with the Cheddar Meat Doner Wrap. In a study conducted in collaboration with Marketing Türkiye and YouGov, the Cheddar Meat Doner Wrap was recognized as one of the "Innovative Products of the Year" and awarded in the Practical Food Product category. Dürümle's Cheddar Meat Doner Wrap, with its combination of crispy flatbread, shoestring fries, special sauce, and cheddar cheese, once again demonstrated its commitment to innovation by offering consumers both a classic and innovative taste.

Enhanced Brand Experience in the Field

Dürüm also focused on events that involved direct consumer interaction in 2025. As part of Tadım Fest 2025, the brand reached tens of thousands of people in 12 different locations across 11 cities, and toured cities with its "Taste Truck." In addition, it participated in major events such as the Istanbul Festival, the Izmir International Fair, and the International Adana Orange Blossom Carnival, bringing its brand experience to the field.

Actively participating in university festivals and career fairs throughout the year, Dürümle provided sponsorship support to more than 50 different schools at events where it met with young people. Through these meetings, the brand both promoted its flavors and had the opportunity to communicate directly with young people.

Employee Experience and Social Responsibility Took Center Stage

Continuing its human-centered approach in 2025, Dürümle won the “Excellent Employee Experience” Award for the second time within the scope of the Happy Place to Work research. Practices supporting training, internal communication, and career development have positioned the brand among Türkiye's Happiest Workplaces in its sector.

Dürümle expanded its focus on social impact through both social responsibility projects and support for young talent. Through its support of the Pars Robotics Team, the brand contributed to the team's journey to winning first place at the Reefscape Regional competition in Ankara during the 2025 FRC season and representing Türkiye at the World Championship in the USA. In addition, Dürümle continued its solidarity efforts for children battling cancer by participating in the Christmas Wish Tree project with LÖSEV (Turkish Leukemia Foundation).

Digitalization Investments Continued

In 2025, digitalization investments also held a significant place on Dürümle's agenda. While kiosk ordering systems, which accelerate the in-restaurant experience, were expanded, digital channels continued to be developed with a user-friendly structure. Thanks to these investments, both operational efficiency was increased and the customer experience was enhanced. The brand will continue to focus on digitalization investments with new projects to be implemented in 2026.

Dürümle CEO Fatih Özçanak, in his assessment of 2025, stated: “2025 was a year in which Dürümle became more visible in the field, bringing our products and brand directly to consumers. While adding new flavors to our menu, we continued to maintain and strengthen our operational standards. With our digitalization investments, we both accelerated the in-restaurant experience and supported the operational efficiency of our teams. We aim to continue this approach in 2026. While increasing our presence throughout Turkey, we will focus on offering the same taste, the same quality, and the same experience at each new location. We will strengthen the bond we have established with consumers in the field, maintain our current strength with product development and operational infrastructure investments, and continue our stable growth.”

Our goal for 2026 is to continue growing with 45 new branches.

In line with its growth strategy, Dürümle aims to strengthen its franchise structure, expand its digitalization investments, and enrich its product portfolio with new flavors in 2026. The brand plans to open a total of 45 new restaurants throughout 2026, increasing its presence across Turkey.

Dürümle, which combines the traditional Turkish wrap with a modern restaurant experience, aims to continue its journey to become "Türkiye's Wrap" by steadily progressing in the field, in the kitchen, and in operational processes in the coming period.

Source: HORECA TREND and Wraps