Turkish quick-service restaurant (QSR) brand Usta Dönerci has entered China, opening its first two restaurants under a franchise agreement as parent company TAB Gıda accelerates its international growth strategy. The launch marks the Turkish kebab chain’s debut in the world’s largest foodservice market and represents a significant milestone in the company’s ambition to expand its proprietary restaurant brands beyond Türkiye.
According to TAB Gıda, the two restaurants have been launched as a pilot project designed to evaluate the commercial viability, consumer acceptance and operational performance of the Usta Dönerci concept in China before the company commits to a broader rollout. The franchise-led entry allows the company to test localization strategies while limiting operational risk in one of the world’s most competitive restaurant markets.
Founded in 2013, Usta Dönerci is TAB Gıda’s first proprietary restaurant brand and was developed to bring traditional Turkish döner into the quick-service restaurant format. The menu features signature Turkish dishes including döner wraps, İskender döner, sandwiches and other regional specialties, served with the speed and convenience associated with modern QSR operations.
The company states that the brand is built around the promise of “delicious meat from reliable sources, fast service, affordable price,” working with suppliers that meet international quality standards while adapting traditional Turkish cuisine for mainstream consumers.
The China expansion strengthens TAB Gıda’s growing international franchising ambitions. The restaurant operator is one of Türkiye’s largest QSR companies and operates both global franchise brands and its own restaurant concepts. Alongside Usta Dönerci, the company owns Usta Pideci and holds the Turkish master franchise rights for Burger King, Popeyes, Arby’s, Sbarro and Subway.
As of June 30, 2026, TAB Gıda operated 2,100 restaurants, comprising 1,181 company-owned outlets and 919 franchised locations, after adding 78 restaurants during the first half of the year. In 2025, the company generated ₺47.6 billion (approximately US$1.2 billion) in revenue, while systemwide sales reached ₺62.5 billion. Beyond Türkiye, the company also operates subsidiaries in Georgia and North Macedonia.
The Usta Dönerci brand itself has grown rapidly across Türkiye. According to TAB Food Investments, the chain had nearly 200 restaurants at the beginning of 2026, while the parent company’s latest operational update indicates the network currently exceeds 160 locations, reflecting continued expansion during the year.
Although TAB Gıda has not announced a timeline for additional Chinese openings, the pilot stores are expected to serve as the foundation for future expansion should the concept demonstrate strong consumer demand and operational performance.
The move comes as international restaurant brands continue to invest heavily in China despite intense competition. Global QSR operators are pursuing aggressive development plans, attracted by the country’s large urban consumer base, expanding middle class and growing demand for diverse international cuisines. Major restaurant groups including McDonald’s, Yum China and other global chains continue to add hundreds of new outlets annually, making China one of the most strategically important expansion markets for international franchise brands.
For franchise businesses, the launch demonstrates how regional restaurant concepts are increasingly using franchising to expand internationally, leveraging local partners to enter complex overseas markets while testing consumer response before committing to large-scale investment.
