Qazaqstannyng qoghamdyq tamaqtanu jәne riyteyl naryghynda jana beles bastaldy. 2026 jyldyng 12 qarashasynda Almaty qalasynda (Gogoli men Qonaev kóshelerining qiylysynda) әlemge әigili amerikalyq Dunkin’ kofehanalar men tәtti toqashtar jelisining alghashqy meyramhanasy resmy týrde esigin aiqara ashty. Búl jobanyng basty qatysushylarynyng biri — otandyq iri kәsipker, Kusto Group negizin qalaushy Erkin Tәtishev.

Búl oqigha jay ghana kezekti kofehananyng ashyluy emes, qazaq iri kapitalynyng jahandyq franchayzing naryghyna jýieli týrde enip, elimizding investisiyalyq tartymdylyghyn jana dengeyge kóterip jatqanynyng aiqyn kórinisi.

Dunkin’ brendining Qazaqstan naryghyna shyghuy halyqaralyq Inspire Brands toby men SGK Partners kompaniyasy arasyndaghy ekskluzivti kelisim ayasynda jýzege asty. Búl seriktestikting qúrylymyna ýnilsek, aimaqtyq auqymdaghy iri biznes-aliyansty kóruge bolady:

Qazaqstandyq tarap: Erkin Tәtishev (Forbes reytinginde 435 mln dollar dәuletimen 24-orynda túrghan kәsipker, Kusto Group diyrektorlar kenesining tóraghasy).

Halyqaralyq seriktester: Gruziyalyq Wissol Group iyeleri aghayyndy Levan jәne Samson Phakadzeler, sonday-aq singapurlyq IRBIS PTE. LTD. kompaniyasy.

Ayta keterligi, búl tandem búghan deyin de Qazaqstan naryghynda sәtti synaqtan ótken. 2021 jyly Kusto Group pen Wissol Group amerikalyq Wendy’s meyramhanalar jelisin Qazaqstan, Ózbekstan jәne Gruziyada damytu turaly kelisimge kelip, 2030 jylgha deyin eki elde 55 meyramhana ashudy josparlaghan bolatyn. Endi sol tәjiriybe Dunkin’ brendimen jalghasyn tauyp otyr.

Nelikten әlemdik brendter Qazaqstangha bet búruda?

Songhy jyldary әlemdik alpauyt brendterding (QSR — jyldam qyzmet kórsetu meyramhanalary jәne halyqaralyq riyteyl) Qazaqstan naryghyna belsendi týrde kiruining birneshe obektivti ekonomikalyq jәne demografiyalyq sebepteri bar:

Demografiyalyq diviydend jәne urbanizasiya: Qazaqstan halqynyng sany 20 millionnan asty, al Almaty men Astana siyaqty megapolisterde jas әri tólem qabileti bar auditoriya shoghyrlanyp otyr. Jastar arasynda batystyq tútynu mәdeniyeti men tanymal brendterge degen súranys óte joghary.

Ortalyq Aziyanyng haby retindegi róli: Halyqaralyq korporasiyalar Qazaqstandy tek jeke naryq retinde ghana emes, býkil Ortalyq Aziyagha (Ózbekstan, Qyrghyzstan) shyghatyn tramplin retinde qarastyrady. Almatyda sәtti iske qosylghan franshizanyng kórshiles elderge taraluy әldeqayda onay.

Otandyq kapitaldyng әrtaraptanuy: Búryn qazaqstandyq iri biznesmender negizinen shiykizat, qúrylys jәne qarjy sektorlaryna ghana qarjy qúisa, qazir olar tútynushylyq naryqqa (B2C), meyramhana biznesi men riyteylge belsendi investisiya saluda. Mysaly, Erkin Tәtishevting Armanjan Baytasovpen birge Almatyda steyk-haus ashuy da osy ýrdisting bir bóligi.

Dunkin’ siyaqty jahandyq oiynshynyng kelui jergilikti kofehanalar men kondiyterlik naryqqa ekijaqty әser etedi:

Bәsekelestikting artuy: Almaty — kofehanalar mәdeniyeti óte jaqsy damyghan qala. Jergilikti jelilerge endi әlemdik marketingtik budjeti men qalyptasqan standarty bar alpauytpen bәsekelesuge tura keledi. Búl týptep kelgende tútynushy ýshin tiyimdi: servis sapasy artyp, bagha sayasaty iykemdi bola týsedi.

Júmys oryndary men basqaru mәdeniyeti: Árbir halyqaralyq franshiza ózimen birge tek ónimdi ghana emes, zamanauy menedjmentti, logistikalyq tizbekti, sanitarlyq-gigiyenalyq qatang talaptardy jәne jýzdegen jana júmys oryndaryn ala keledi.

Sóz týiini: Álemdik brendterding qazaq topyraghyna irge tebui — el ekonomikasynyng ashyqtyghy men ishki naryqtyng әleuetin kórsetetin manyzdy indikator. Erkin Tәtishev pen onyng halyqaralyq seriktesterining Dunkin’ jobasyn iske qosuy otandyq kәsipkerlerding jahandyq dengeydegi kýrdeli kelissózderdi jýrgize alatynyn jәne әlemdik standarttardy jergilikti naryqqa beyimdeuge qauqarly ekenin dәleldeydi. Aldaghy uaqytta búl jelining keneni elimizding franchayzing industriyasyna jana serpin berip, ózge de sheteldik investorlar ýshin ong nazar audarar dabyl bolmaq.

Abai.kz