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 its emergence is shaped by the transforming dynamics of city life. TÜM spread throughout the day high-quality and premium service expectation enduranceyorThe foundation of this approach is the pursuit of a continuous experience that isn't confined to specific times of the day, but extends from morning coffee to evening gatherings.sleeping.

HuQQabaz, which was launched in Istanbul in 2016, is in its segment.two services more than their areas large square footagei great by creating an experience space, guest A constant sense of care and comfort, from breakfast in the morning to evening gatherings. offered a sense of privilege that unfolded over time, which he encountered.He/She is sleeping.

Accordingly, all elements, from the kitchen to the service, from the design language to the music selection, have been considered to support a holistic premium experience.It worksHuQQabaz today, to your guests in city life It creates a strong meeting point of its own.

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

HuQQabaz premium casual dining in the segment, A strong food and beverage brand that can adapt to different usage scenarios. We position it as such. Goodness is at the core of the brand. to offer a gastronomic experience, which combines atmosphere and social experience A brand approach that considers gastronomy, atmosphere, and social use together. there.

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

Another factor strengthening our position in the sector is our ability to continue this experience in different location formats. HuQQabaz, Shopping mall, street, rooftop different place typesand ve able to adapt to the dynamics of the city it is in; goodwhile doing It has a structure that maintains a high standard of service, product, and atmosphere. This makes the brand a strong food and beverage brand suitable for growth both in Türkiye and abroad, offering accessibility while maintaining a premium feel.

The HuQQabaz Difference in Premium Casual Dining

Today, many brands in the industry offer similar products and services. HuQQabaz What is the fundamental approach that makes it different?

HuQQabaz'in product, service and place not separately, bcomplementary touch points consider it asirizFor us, it is the encounter with the guest from the moment they walk through the door until they leave the table. Every detail directly impacts brand perception.

The welcome, service style, music, lighting, seating arrangement, plate presentation, team communication, and atmosphere are all considered as part of a whole. Barem, February 2026. with which we carried out According to the research, the customer satisfaction rate was measured at 94,7%, which also supports this approach.ourThis demonstrates its strong impact on 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.

HuQQabaz Another differentiating factor is our 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 service standards, team development, and inter-branch quality monitoring alive. In the same research... HuQQabaz's88,5% service satisfaction Measuring it at this level reveals that this holistic experience approach has found a strong response, both operationally and perceptually.

In HuQQabaz How do you design your operational processes?

In HuQQabaz operational processes that enable the brand to grow while maintaining the same standard of experience in different cities and countries.our infrastructure there. Today 3 in 9 countries3 As a brand that operates with branches, the core issue for us in operations is scaling up.Maintaining operational consistency despite the rate of growth.

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... To ensure that the guest experiences a familiar HuQQabaz feeling, regardless of their location. We manage touch points such as greeting, order taking, presentation, hygiene, service language, and overall experience flow with specific standards. 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. This includes mystery guest assessments, hygiene audits, Guest reviews These are parts of our operational tracking. We share procedures, prescriptions, and up-to-date content with teams using digital tools like HuQQabaz Plus, while we monitor 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. In HuQQabaz A premium experience isn't created solely by decor, menu, or service. Product quality, freshness, hygiene, presentation, service style, atmosphere, and team communication all work together as integral parts of the same whole. This approach also has a strong resonance on the guest side. M94,3% of the guests HuQQabaz It is described 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 sets us apart. Preparing meals at the time of order is also a crucial part of our commitment to quality.On the part of our customersThe fact that the taste of the food was positively evaluated by 89,8% and the variety of the menu by 87,5% shows that the product experience is one of the strong areas supporting the premium perception.

In the experience narrative, the guest In HuQQabaz We don't see the time spent there as just a mealtime. From the welcome to the presentation on the table, place From the atmosphere to the music, from the service language to the usage flow suitable for different times of the day, we design all the touch points together. Therefore... In HuQQabaz Premium service is about offering good products, in addition to... it's the guest's turn It means creating a consistent experience where they feel comfortable, can socialize, and find their own space within the fast-paced city life.

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?

Growing up in different cities and countries, the most critical issue for us was... HuQQabaz's Preserving our unchanging brand DNA while accurately interpreting the realities of our market. This includes our service philosophy, hygiene standards, presentation quality, guest reception approach, and overall customer experience. This is one of our core standards that should not change depending on the location. These are for us adapted No, they are protected areas.

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 ensure this balance is sustainable, we manage the process with strong operational standards, a training structure, regular audits, and performance monitoring. We move forward with business partners who know the local market well, while centrally managed... We maintain the same quality of experience through training programs and monitoring mechanisms. Thus, HuQQabaz adapts to the city it is in, regardless of its geographical location, while maintaining its own character.It can grow as a brand that doesn't lose its credibility.

In HuQQabaz guest experienceWhat are the key elements that make it up? 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 simply a meal into a cohesive experience shaped by the guest's time, needs, and social context. At HuQQabaz, for us, the experience is not limited to the food served. It encompasses the atmosphere the guest feels from the moment they walk through the door, the way they are greeted, the service style, the music, the seating arrangement, the presentation, and much more. the place The flow of the day forms parts of this experience.

On the gastronomy side, we have a broad and flexible menu that can cater to different times of the day and different consumption habits. This structure, ranging from breakfast to lunch and dinner, from sharing-oriented plates to desserts and beverages, caters to the guest's needs. HuQQabaz It allows customers to choose from this option not just for one meal, but at different times of the day. Practices like extending breakfast until 15.00 PM also contribute to this. all-day diningHe supports this approach.

In terms of atmosphere and social experience, HuQQabaz We envision it 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 can meet with friends, spend time with music, watch sporting events together, or simply relax during the day. take a short break It's also coming to that. VIP meeting rooms in some of our locations, large screens positioned for sporting events, and children's play areas 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 needs from the field into a systematic training structure. In the first stage, needs were identified through educators selected from each branch, documentation This was done, and a comprehensive program was created. 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, pre-shift briefings, and HuQQabaz continue throughout the year. With procedures, prescriptions and training content shared through the Plus application. Teams are provided with regular access to current procedures and content.

Thanks to this structure, the Academy, HuQQabaz's maintaining service and operational consistency throughout the growth process It functions as one of the fundamental structures providing this.

HuQQabaz's Global Growth and Franchise Strategy

HuQQabaz's There has been strong growth momentum recently. What strategy are you following in planning this growth?

In HuQQabaz We don't see growth simply as opening new branches. For us, growth..., to create an efficient and profitable operating model that maintains standards means. In this respect, we are proceeding along two parallel lines: bTo strengthen our position in existing markets and to explore new country opportunities..

The main backbone of our growth model franchise It is creating a structure. We treat this model as a controlled growth model supported by centrally managed training programs, regular audits, and clear operating standards. In this way, HuQQabaz can scale in different markets while growing and 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, brand's new markethomeand for it to properly integrate into social life and consumption habits.

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, competition, and the physical suitability of the space, on a city and location basis. HuQQabaz's Shopping mall, street, rooftop Its structure, which can adapt to different formats, enables us to position ourselves strongly in new markets with the right location.

In the coming period HuQQabaz What kind of growth plan are you expecting?

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 in Türkiye 15, and abroad in 8 countries, 18 We operate with branches. Within the next three years, we plan to increase the total number of countries we operate in to 15, and our total number of branches to 40. We aim to achieve this. Increasing revenue from international operations by approximately five times during the same period is also a key component of our growth plan.

In the longer term, our goal is... HuQQabaz Our goal is to become a strong global experience brand that can scale across different continents. Therefore, we are building our growth strategy not only on physical expansion but also on a brand structure that can maintain the same standard of experience in different markets, accurately interpret the dynamics of the cities it operates in, and expand while preserving its character.