Modelling factors which affecting site selection of fast food restaurants: Case study of Istanbul

In this study, factors which affects the site selection of fast food restaurants and the percentages are determined. Creating model for site selection and testing this model in İstanbul province is the primary objective of this study. Firstly, Analytic Hierarchy Process and the choice of using Analytic Hierarchy Process described as theoretical. After that, development of retail sector in Turkey, food and beverage sector in the retail industry and the development of fast food industry are discussed. İstanbul's 39 districts have been identified as the study area and the spatial distribution of fast food chains were studied in İstanbul metropolitan area. Distribution of the main factors, affecting the spatial distribution of fast food chains in Istanbul, has been associated. This relationship is expected to put forward a model. Criterias are determined by the Analytic Hierarchy Process method and the model, shows the percentage weight of these criterias is developed. İstanbul metropolitan area is tested with this model which developed for fast food restaurants to choose places. Location selection of fast food restaurants is concluded four basic factors affected the location of fast food restaurants: "Demographics", "Properties of commercial area", "Properties of real estate" and "Competitive factor". Thus, the distribution of fast food restaurants is not random, so general hypothesis was accepted. Furthermore, according to the model results, with 36% weight ratio, "Properties of commercial area" is the primary importance factor. "Demographics" with 34% weight ratio is the second affecting factor. "Properties of real estate" has 11% weight ratio and "Competitive factor" has 19% weight ratio. According to the results of spatial analysis, the first five district which have fast food restaurant potential, are listed Şişli, Beşiktaş, Kadıköy, Bakırköy and Ataşehir. At the 1/100.000 scale İstanbul Environmental Master Plan; in the European side of İstanbul, Historic Peninsula and Beyoğlu; in the Anatolian side of İstanbul Üsküdar and Kadıköy are defined as the traditional centers. As a result of spatial analysis; Beyoğlu is the 6th in general terms about the potential of İstanbul, and the 4th in the Anatolian side districts. Kadıköy which is the traditional center of Anatolian side, is 3rd in general and 1st in the Anatolian side in terms of the potential for fast food. In terms of level 1 centers in İstanbul, the potential of the fast food restaurant is observed that most. Which is considered to be first degree centers on the European side; Şişli, Beşiktaş and Bakırköy district that are potentially at most. In the Anatolian side, 1/100.000 scale Environment Master Plan in İstanbul; Kartal Kozyatağı-Ataşehir have been identified as the primary centers. In parallel to this definition, in the Asian side of İstanbul, Ataşehir and Kartal districts are seems to be the most intense after Kadıköy. As a result of these findings, "At İstanbul metropolitan area, location selection of fast food restaurants are varied with the factors of demographics, properties of commercial area, properties of real estate and competitive factor." hypothesis is accepted. According to the results of spatial analysis and comparison with headquarters located in İstanbul environmental plan projections; model results are adapt in the traditional centers and first degree centers. However, second degree centers and sub centers are not adapt with model results. "Variation in the fast food restaurant site selection, is shaped according to the central areas, which is determined by the 1/100.000 scale İstanbul Environmental Master Plan forecasts." hypothesis is partially accepted.