His Short Story
40+ years of global execution excellence.
The architect behind many of Turkey’s and Asia’s most successful food brands—
from MADO to MARTAT, from Simit Sarayı to Arman China.
Serhat transforms heritage into scalable, high-quality modern products.
He is the engineering force that turns ancient ingredients into commercially powerful clean-label foods.
Some Selected Brand Chain - All About Food - From Scratch to IPO
– CASE / SUCCESS STORIES (From Official Project History)
MADO – Franchise, Logistics, Brand Architecture (1999–2005 & 2013–Present)
What he achieved:
Built MADO’s entire franchise organization from zero.
Created national cold-chain logistics system.
Opened and operated flagship corporate stores (Caddebostan, Carrefour İçerenköy, Carrefour Ümraniye).
Developed ICEMAR & MARDO frozen product lines.
Led global reorganization, investor relations & valuation.
Established MADO international HQs (MENA, Europe, China).
Supported factory upgrades in Bulgaria & Germany.
Scale impact:
Multi-country expansion: Netherlands, Germany, Belgium, France via MADO BV.
One of Turkey’s most successful global food-service brands.
Website: www.mado.com.tr
Simit Sarayı – Scale-Up, Factory Upgrade & Share Sale (2008–2010)
What he achieved:
Developed full franchise expansion system.
Built supply-chain & logistics infrastructure.
Managed rebranding & manufacturing capacity expansion.
Executed Simit Sarayı share-sale transaction.
Created and launched “RellaCake.”
Scale impact:
Simit Sarayı became one of Turkey’s fastest-growing F&B chains and a global franchise brand.
Websites:Simit Sarayı: www.simitsarayi.com RellaCake: https://www.rellacake.com
ARMAN Xinjiang Food Industrial Group – 8 Brands, 55 Stores & 4000-Store Retail Overhaul (China, 2011–2015)
What he achieved:
Designed and built factories (chocolate, ready meals, dairy, pharmaceutical).
Created 8 new F&B brands (Gülbeşeker, Karperi, Xah Pizza, Döner, Yunus Ustam, Kebap, İpek Yolu Restaurant).
Opened 55 retail stores end-to-end.
Reorganized supermarket chain reaching 4000+ stores in 5 years.
Rehabilitated Malaysian brand “MarryBrown” for China (scaled to 45 stores).
Scale impact:
One of the most comprehensive multinational food-industry restructuring projects in the region.
Website: http://www.arman.com.cn/
ÇAYKUR – ÇAYLA Tea House Concept & Franchise System
(2014–2017)
What he achieved:
Created the entire “ÇAYLA” tea house concept for ÇAYKUR.
Built franchise model, logistics system, and production center.
Constructed & opened 3 model stores.
Scale impact:
First modernized retail concept under ÇAYKUR, Turkey’s state tea company.
Websites:
ÇAYKUR: www.caykur.gov.tr
ÇAYLA Instagram: https://www.instagram.com/cayla_tr/
DOYGUN Bakery – Factory Setup & Bakery Café Chain (2011–2013)
What he achieved:
Designed and built the entire bakery production plant.
Created DOYGUN Bakery Café concept.
Opened first stores and established operations.
Scale impact:
Transformed DOYGUN from a bakery producer into a retail bakery-café chain.
Website: www.doygun.com.tr
BOLCA / PEKFOOD – Factory Project, Investor Coordination & Sale (2014–2018)
What he achieved:
Led factory design and restructuring.
Coordinated investor negotiations.
Completed share-sale transaction.
Website: www.pekfood.com
Tatlıses Çiğ Köfte – Market Research & Brand Roadmap (2022)
What he achieved:
Conducted company analysis.
Prepared full market research & production valuation.
Delivered complete brand roadmap.
Website: www.tatlisescigkofte.com