HuQQabaz's Growing Success Story in 9 Countries [Exclusive Interview]

HuQQabaz has attracted attention in recent years with its growth momentum both in Türkiye and abroad. In our exclusive interview with Feride Ürgen, Deputy General Manager responsible for Domestic Operations at HuQQabaz, we discussed the brand's premium casual dining approach, its guest experience concept, and its service model that combines gastronomy, atmosphere, and social life. We explored how HuQQabaz's "all-day dining" structure, adapted to city life, was created and the key dynamics that differentiate the brand.

How did the HuQQabaz brand come into being? What was the fundamental need that gave rise to this brand?

HuQQabaz's emergence is based on the expectation of quality and premium service that extends throughout the day, shaped by the transforming dynamics of city life . The pursuit of a seamless experience, not confined to specific hours of the day but encompassing everything from morning coffee to evening gatherings, forms the basis of this approach.

HuQQabaz, which opened in Istanbul in 2016, creates a larger - scale experience space than other service areas in its segment , offering a sense of privilege spread over time, where guests encounter consistent care and comfort from breakfast to evening gatherings.

Accordingly, all elements, from the cuisine to the service, from the design language to the music selection, are considered to support a holistic premium experience . Today, HuQQabaz creates a powerful meeting point for its guests within the city life .

How would you position HuQQabaz within the food and beverage industry today?

We position HuQQabaz as a strong food and beverage brand in the premium casual dining segment, adaptable to different occasions . At its core, the brand offers a superior gastronomic experience , integrating atmosphere and social interaction into a cohesive brand approach.

Therefore, HuQQabaz operates beyond the classic restaurant definition. It's a brand that can be enjoyed at different times of the day, from breakfast to lunch, from coffee and dessert breaks to after-work gatherings and evening service. Our guests also come to HuQQabaz to spend time, socialize, feel comfortable, create a space for themselves amidst the city's pace, watch sporting events, or take a short "breathing break" during the day's flow.

Another factor strengthening our position in the sector is our ability to maintain this experience in different location formats. HuQQabaz has a structure that can adapt to different venue types such as shopping malls, streets, and rooftops , and to the dynamics of the city it is located in ; while maintaining its service, product, and atmosphere standards. This makes the brand a strong food and beverage brand suitable for growth both in Turkey and abroad, accessible yet maintaining a premium feel.

The HuQQabaz Difference in Premium Casual Dining

Many brands in the industry offer similar products and services today. What is the fundamental approach that sets HuQQabaz apart?

At HuQQabaz , we treat the product, service, and space not as separate entities, but as complementary touchpoints . For us, every detail a guest encounters from the moment they walk through the door until they leave the table directly impacts brand perception.

The welcome, service style, music, lighting, seating arrangement, plate presentation, team communication, and atmosphere are all considered as a whole. According to research we conducted with Barem in February 2026 , the customer satisfaction rate was measured at 94,7%, demonstrating the strong positive impact of this approach on the guest experience.

Another key differentiator is that, despite being a growing brand operating in diverse locations, we maintain a focus on freshness and on-site preparation in our kitchen. Daily preparation of products, serving meals upon order, and maintaining the same quality standard across all locations are our top priorities.

Another point that differentiates HuQQabaz is its ability to maintain this standard of experience across different cities and countries. We support this with a strong training structure, operational discipline, digital tracking systems, and a performance measurement culture. Structures such as HuQQabaz Academy, HuQQabaz Plus, and Q League are among our important tools that continuously keep the service standard, team development, and quality monitoring between branches alive. The fact that HuQQabaz's service satisfaction was measured at 88,5% in the same research reveals that this holistic experience approach has found a strong response both operationally and perceptually.

How do you structure your operational processes at HuQQabaz ?

At HuQQabaz , we have an infrastructure that enables our brand to grow while maintaining the same standard of experience across different cities and countries . As a brand currently operating in 9 countries with 33 branches, the fundamental issue for us is to maintain operational consistency despite the rate of growth as we scale up.

Therefore, our operational model is based on managing both centrally defined standards and local market dynamics. In each market, we focus on maintaining the same quality of experience by partnering with strong business partners who have a deep understanding of the local market, while simultaneously implementing centrally administered training, audits, product standards, and brand criteria.

On the product side, standard recipes, freshness, seasonality, and daily preparation processes are prioritized. In the supply chain, we operate according to quality, continuity, and traceability criteria. While maintaining a balance between locality and seasonality across product groups, we consider it a fundamental criterion that the product reaching the table meets the HuQQabaz standard.

In terms of service and experience, we manage touchpoints such as greeting, order taking, presentation, hygiene, service language, and the overall experience flow with specific standards to ensure that guests encounter a familiar HuQQabaz feeling regardless of their location . While operating in different countries, we maintain the core brand DNA and respond to local expectations with controlled adaptations.

To ensure the sustainability of this structure, we regularly measure operational quality. Mystery guest evaluations, hygiene audits, and guest feedback are all part of our operational monitoring. We share procedures, recipes, and up-to-date content with teams using digital tools like HuQQabaz Plus, while also tracking branch performance throughout the year with the Q Lig system.

How does being in the premium service segment shape your operational processes? In this context, could you specifically discuss your product approach, your focus on freshness, and your approach to customer experience?

Being in the premium service segment requires maintaining the same sense of quality at every stage of operation. At HuQQabaz , the premium experience isn't solely about decor, menu, or service. Product quality, freshness, hygiene, presentation, service style, atmosphere, and team communication all work together as parts of a whole. This approach has a strong resonance with guests; 94,3% of guests describe HuQQabaz as premium.

Freshness, reliability, and consistency are our priorities in our product approach. We work with seasonal ingredients and conduct preparation processes daily and on-site at each branch. Despite being a chain restaurant brand, maintaining the production discipline of each location instead of a central kitchen is one of the most important factors that differentiates us. Preparing meals at the time of order is also an important part of our commitment to quality. The fact that 89,8% of our customers rate the taste of the food positively and 87,5% rate the variety of the menu positively shows that the product experience is one of the strong areas supporting our premium perception.

In our experience design, we don't see the time a guest spends at HuQQabaz as just a meal. We design every touchpoint together, from the welcome and table presentation to the atmosphere, music, service style, and the flow of use suitable for different times of the day. Therefore, at HuQQabaz , premium service means creating a consistent experience where the guest feels comfortable, can socialize, and can find their own space amidst the city's fast pace, in addition to offering good products .

The Operational Formula for Maintaining the Same Experience Across 9 Countries

How do you maintain the same quality and experience while operating in different cities and countries?

As we grow in different cities and countries, the most critical issue for us is to accurately interpret the realities of each market while preserving HuQQabaz's unchanging brand DNA. Service philosophy, hygiene standards, presentation quality, guest reception approach, and the overall experience are among our core standards that should not change depending on the location. These are areas we protect , not adapt.

However, not every city and every country has the same social rhythm. That's why when entering a new market, we don't just look at location. We consider many factors together, such as economic structure, youth population ratio, social life dynamics, regulations, consumption habits, tourism potential, pedestrian traffic, and evening activity. It is very important for us that the experience we offer naturally blends with the social life of that city.

We respond to local expectations in a controlled manner. Limited local touches can be incorporated into the menu. The campaign language, music selection, or certain communication elements may be shaped according to the dynamics of the country we are in. However, these adaptations do not change the brand's core promise. Wherever HuQQabaz is located, the service language, hygiene standards, presentation quality, welcoming approach, and overall experience that the guest encounters must be maintained at the same high level of quality.

To maintain this balance, we manage the process with strong operational standards, a training structure, regular audits, and performance monitoring. While we work with business partners who know the local market well, we maintain the same quality of experience through centrally managed training programs and audit mechanisms. In this way, HuQQabaz is able to grow as a brand that adapts to the city it is located in across different geographies without losing its character.

What are the key elements that create the guest experience at HuQQabaz ? It's a structure that combines gastronomy, atmosphere, and entertainment. How do you design this holistic experience?

Our goal is to transform each visit from a mere meal into a cohesive experience tailored to the guest's time, needs, and social context. At HuQQabaz, the experience isn't limited to the food served. From the moment the guest walks through the door, the atmosphere, the welcome, the service style, the music, the seating arrangement, the presentation, and the overall flow of the venue throughout the day all contribute to this experience.

On the gastronomic side, we have a broad and flexible menu that caters to different times of the day and varying dining habits. From breakfast to lunch and dinner, from sharing platters to desserts and beverages, this structure allows guests to choose HuQQabaz not just for a single meal, but at different times of the day. Practices such as extending breakfast until 15.00 PM further support this all-day dining approach.

In terms of atmosphere and social experience, we envision HuQQabaz not just as a restaurant, but as a living space where people can meet, spend time together, and live at their own pace. Our guests come to meet friends, enjoy music, watch sporting events together, or simply take a short break during the day . VIP meeting rooms in some of our locations, large screens positioned for sporting events, and children's play areas also allow different guest groups to have an experience tailored to their needs in the same space.

What is HuQQabaz Academy? What is its structure and what are its goals?

HuQQabaz Academy is a training and development model created to ensure the sustainability of service quality, brand culture, and guest experience standards within the brand's growing operational structure. Our goal is to maintain the same service language, the same brand feel, and the same operational discipline in every location.

The Academy emerged from transforming field needs into a systematic training structure. In the initial phase, needs were identified through trainers selected from each branch, documentation was created, and a comprehensive program was developed. Initially implemented during branch openings, the training has evolved into a continuous learning structure encompassing both newly hired employees and existing teams.

New employees undergo approximately 15 days of training covering brand orientation, service standards, communication, hygiene, safety, and operational processes. In addition, routine training sessions throughout the year, pre-shift briefings, and procedures, recipes, and training content shared via the HuQQabaz Plus application ensure teams have regular access to up-to-date procedures and content.

Thanks to this structure, the Academy functions as one of the key elements that ensures HuQQabaz maintains service and operational consistency throughout its growth process .

HuQQabaz's Global Growth and Franchise Strategy

HuQQabaz has experienced strong growth momentum recently. What strategy are you following in planning this growth?

At HuQQabaz, we don't view growth simply as opening new branches. For us , growth means establishing an efficient and profitable operational model that maintains high standards . To this end, we are pursuing two parallel strategies: strengthening our presence in existing markets and exploring new country opportunities.

The backbone of our growth model is the franchise structure. We treat this model as a controlled growth model supported by centrally managed training programs, regular audits, and clear operating standards. This allows HuQQabaz to scale across different markets while maintaining brand experience and quality standards.

What is your roadmap for international growth? What criteria are decisive when entering new markets?

Our priority in our international growth is ensuring the brand is properly integrated into social life and consumer habits in new markets .

When entering a new country, we manage the process with data and strategy. The economic structure of the market, the proportion of young people, the dynamics of social life, openness to gastronomic culture, the regulatory framework, purchasing power, and tourism potential are among the decisive criteria for us.

Location selection is one of the most critical parts of this roadmap. We evaluate factors such as pedestrian traffic, evening activity, surrounding residential areas, competitive landscape, and the physical suitability of the space, all on a city and location basis. HuQQabaz's ability to adapt to different formats such as shopping malls, streets, and rooftops allows us to position ourselves strongly in new markets with the right location.

What kind of growth plan awaits HuQQabaz in the coming period ?

At HuQQabaz, we plan our growth by both deepening our presence in existing markets and expanding into new geographies. While continuing our growth in Türkiye, we are expanding our operational network in a balanced way with the steps we are taking abroad. Recently, we opened our second branch in Baku; and we launched our first branches in Egypt and Oman. In addition, we continue to evaluate new city opportunities in different regions.

Today, we operate with 15 branches in Turkey and 18 branches in 8 countries abroad . Within the next three years , we aim to increase the total number of countries we operate in to 15 and the total number of branches to 40. A key component of our growth plan is to approximately fivefold increase the turnover generated from international operations during the same period.

In the longer term, our goal is to transform HuQQabaz into a strong global experience brand that can scale across different continents. Therefore, our growth strategy is not solely based on physical expansion; it is built on a brand structure that maintains the same standard of experience in different markets, accurately interprets the dynamics of the cities it operates in, and expands while preserving its character.