Carrefoursa
Food Retailing
Global and national economic conditions significantly impacted consumer behavior, leading to smaller basket sizes, shifting brand and store preferences, increased private label purchases, and grocery shopping trips.
2024 was year of transformation and growth for Türkiye’s food retail and distribution sector, with notable changes in digitalization and alternative distribution channels, including fast delivery and HORECA (hotel, restaurant, catering).
Strengthening Core Businesses
Carrefoursa, Sabancı Holding’s food retailer, delivers the right product from the right producer at the right price through innovative solutions for customers, suppliers, and employees. A multi-channel strategy encompasses 1,225 stores across 70 provinces, 530 franchisees, an e-commerce platform, and 15,000 employees.
Chatbots provide customers with efficient e-commerce support. Carrefoursa’s Online Market attracts over 8.5 million monthly visits.
Carrefoursa is market leader in the seafood and fish category with its “Blue Economy” vision. A unique hygiene-compliant mussel production project was launched at Türkiye’s first and only integrated mussel facility.
In the food and beverage sector, Carrefoursa’s “Lezzet Arası” concept offers a restaurant experience at market prices across 13 locations in five cities. The Lezzet Arası cloud kitchen initiative has expanded to Mecidiyeköy, Acıbadem, Etiler, Beylikdüzü, and Maltepe. Lezzet Arası Catering launched in 2024.
The “Carrefoursa Profesyonel” HORECA service operates actively in Antalya and Bodrum.
Carrefoursa’s private label range continues to expand, introducing healthy snacks like chickpea chips under the Carrefour Veggie and Kids brands. The Bonheur brand diversified its portfolio with healthy alternatives such as dried fruits, biscuits, and protein bars. As of 2024, the private label range comprises over 650 items, with a 65% sales volume increase year-over-year.
Prioritizing asset-light strategies, Carrefoursa achieved operational improvements by optimizing stores, franchises, and e-commerce channels.
Supported by cost management initiatives (ZBB and lean transformation projects), the EBITDA margin was realized at 4%. Improved inventory control and supply chain management further enhanced operational efficiency. Energy investments, such as solar panels at the İstinye hyperstore, demonstrated a commitment to sustainability and reduced energy costs.
Digital transformation initiatives, including the Carrefoursa Wallet project, enhanced customer satisfaction by expanding engagement and payment options. Payfour is a digital wallet by Carrefoursa, providing an alternative mobile payment method and offering financial solutions to customers.
Driving Strategic Growth & Innovation
In 2024, Carrefoursa focused on strategic investments in digital transformation and operational efficiency, seamlessly integrating artificial intelligence into both operations and customer experience enhancements.
The CRM Salesforce project was implemented to manage customer journeys and deliver personalized offers through targeted, segmented communication across customer-preferred channels. Continuous engagement was maintained via digital platforms, including call centers, email, AI-based chatbots, WhatsApp, and social media.
Retail Media investments further supported data-driven customer experiences by optimizing audience reach and contributing to sales growth. Carrefoursa’s new digital investment, the Tally Robot, has been used to track shelf inventory and address issues such as out-of-stock items, pricing changes, mistakes, and misplaced merchandise.
Embracing Sustainability
Carrefoursa pursues comprehensive sustainability efforts across environmental, social, and economic areas. All stores are “Basic Level Zero Waste Certified.” A GRI-approved sustainability report was published. Improved CDP reporting resulting in an A rating for Water Security and A- for Climate (leadership category). As the only food retailer reporting for the forest module, Carrefoursa achieved A-/B ratings for different commodities. Aligned with Sabancı Holding’s 2050 Net Zero Commitment, Scope 1-3 GHG emissions are calculated, with ongoing decarbonization efforts. Used oils are collected at stores and recovered as biodiesel, with proceeds benefitting the Tohum Otizm Foundation. Social compliance audits are conducted with private label suppliers. Collaborations with AÇEV, UNICEF and Darüşşafaka support social welfare. Food donations are made to food banks via Fazla. Edible store products are provided as stray animal feed through HayKonfed’s “Dost Hareketi” project.
Launched as an industry first in 2020, the franchise system has since incorporated 530 entrepreneurs, including 60 women franchisees.
Building the Future
Digital investments will expand through AI and robotic process automation to enhance operational efficiency. CRM initiatives and personalized shopping experiences will maximize customer satisfaction. The franchise system will further expand, supporting small and medium-sized enterprises (SMEs) and women entrepreneurs. Private label product development will continue, strengthening relationships with local producers. Sustainability initiatives focused on energy efficiency, waste management, and environmentally friendly solutions will drive sector transformation.