Success Story
How TMICC Improved Restaurant Penetration by 52% with Mindsite's Strategic Insights
By combining real-time digital shelf analytics with focused field execution, TMICC (Magnum) significantly expanded restaurant menu penetration and product listings across Turkiye's leading food delivery platforms.
About the Brand
The Magnum Ice Cream Company (TMICC) is one of Turkiye's most recognized ice cream brands. Alongside strong retail distribution, the brand is focused on expanding out-of-home sales through leading food delivery platforms and increasing household penetration across key consumption moments.
Challenge
Despite having a strong product lineup, TMICC faced key challenges holding back their eCommerce growth:
Limited Menu Presence Across Restaurants
Many restaurants listed on food delivery platforms did not include TMICC products on their menus, reducing consumer access and visibility.
No Real-Time Targeting for Field Teams
Sales teams lacked timely data to identify and prioritize restaurants where TMICC was missing but had high potential.
Difficult Prioritization at Scale
Without structured segmentation, it was challenging to focus resources on the right outlets across cities and categories.
Solution
TMICC partnered with Mindsite to bring structure, speed, and intelligence to its digital shelf operations.
Large-Scale Restaurant Scanning
Mindsite tracked over 80,000 restaurant listings across 11 major cities on Turkiye's leading online food delivery platforms.
Assortment Gap and Potential Analysis
Restaurants were segmented by dessert and ice cream offerings to identify where TMICC presence was missing despite strong potential.
Bi-Weekly KPI Reporting for Action
TMICC teams received bi-weekly reports on average product count per restaurant, menu size shifts, and listing growth by city, enabling faster and more effective field decisions.
Key Results
Growth in menus featuring TMICC products
Increase in total product listings in 2 months
Restaurant listings scanned
Major cities covered
Conclusion
This case demonstrates how digital shelf analytics can directly support offline growth. With real-time visibility and a structured targeting model, TMICC strengthened restaurant penetration, improved sales execution quality, and expanded product access across Turkiye.
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