Interview: Taking a Turkish F&B titan to new heights

And there is more expansion to follow, says Bülbül.

“BTA aims to expand its presence in key geographies such as Eastern Europe, the Middle East, Africa and Central Asia. These regions represent significant growth opportunities, and we are committed to establishing a stronger foothold in these markets.

“In addition to our expansion into travel retail, we are also focused on entering the inflight catering sector, where we see substantial potential to complement our existing food & beverage operations. By leveraging our expertise and commitment to quality, we plan to deliver exceptional inflight dining experiences that align with our core values and meet the diverse needs of passengers. We aim to drive growth and build a robust portfolio across ground and inflight services through strategic partnerships and targeted investments.

“Additionally, the opening of the new international terminal at Almaty Airport in June 2024 further bolsters our international market presence, contributing to sustainable development and increasing our market share in Central Asia.”

Bülbül assesses what he calls the “complex interplay of economic, operational and consumer dynamics” that shape the F&B landscape, highlighting the impact of inflation on the consumer mindset and how it influences profitability.

Another key dynamic is operational efficiency, particularly in managing labour costs and integrating technology.

“With airports requiring 24/7 operations, labour costs are substantial, and any disruptions in the global supply chain can lead to stock shortages and increased expenses. We’ve responded by adopting digital ordering systems and data analytics to optimise inventory and enhance customer service.”

Changing consumer demands are also a factor, with preferences “shifting towards health and wellness, sustainability and the demand for transparency in ingredients”, he adds.

“Travellers increasingly seek healthy, eco-friendly options and we are committed to meeting these expectations to stand out in a highly competitive environment.”

Drilling deeper into consumer attitudes, Bülbül highlights strong passenger recovery rates post-pandemic and the shifting balance between business and leisure travel as factors that affect footfall and spend.

“We’ve observed that while some consumers have become more budget-conscious due to economic uncertainties, others are willing to spend more on premium, high-quality food & beverage options, as they seek unique and satisfying experiences. The pandemic has also significantly heightened expectations for health and safety, leading to increased demand for contactless services like digital menus and payment options. Furthermore, changes in travel patterns, such as the rise in shorter trips and layovers, have influenced a preference for quick-service and grab-and-go options.”

To adapt to these evolving demands, BTA has embraced technology, using data analytics to monitor real-time sales and consumer behaviour, allowing it to adjust offerings and personalise customer experiences.

“Additionally, we place a strong emphasis on customer feedback, using insights from surveys, reviews and loyalty programmes to continuously refine our services and meet consumer expectations. By staying attuned to these dynamics and maintaining high standards of service and hygiene, BTA Food & Services is well-positioned to cater to the current needs and preferences of travellers in an ever-changing landscape.”

With these dynamics in mind, BTA is making investments in several key areas.

In technology, AI-driven ordering systems and advanced data analytics help streamline operations and personalise customer experiences.

In its physical stores, the company is improving existing outlets and integrating technology to improve operational efficiency. It is also investing in staff training and development, emphasising customer service and management skills, says Bülbül.

Under sustainability, BTA is transitioning to eco-friendly packaging and enhancing energy efficiency across all its locations. Additionally, it is diversifying its menu with health-conscious options and locally sourced ingredients.

Brand innovation is also key. Flagship gourmet concepts like Tadında Anadolu, Cakes & Bakes, Brewmark and Tickerdaze are being rolled our further across major airports.

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