In a profound political shift in Turkey, the coffee chain Espressolab has found itself at the center of a boycott initiated by the Republican People's Party (CHP) leader Özgür Özel. Following the recent arrest of Istanbul Mayor Ekrem İmamoğlu, Özel publicly urged citizens to refrain from purchasing coffee from Espressolab during a rally in Saraçhane, effectively placing this prominent Turkish brand in the crosshairs of political outrage.
Espressolab, a Turkish coffee chain founded by Esat Kocadağ, first opened its doors in 2014 at İstanbul Bilgi University. As of March 2024, the chain has dramatically expanded its reach, boasting a total of 336 branches across Turkey and several countries including Germany, Portugal, Egypt, Qatar, Jordan, Morocco, South Africa, and Iraq.
The catalyst for the boycott relates to perceived political affiliations. The CHP's Özgür Özel included Espressolab in his boycott list, alleging that the brand maintained ties with the ruling AKP and its leader, President Recep Tayyip Erdoğan. This assertion draws on a controversial incident from 2020 when Erdoğan and MHP leader Devlet Bahçeli were photographed enjoying coffee at Espressolab shortly after the opening of Hagia Sophia as a mosque. The social media post that accompanied this image reportedly fueled suspicions regarding the company’s support for the ruling party.
Özgür Özel's rallying cry was emphatic: “I love all kinds of coffee... Turkish coffee, filter coffee, I love them all. Whatever you drink, don't drink it from Espressolab!” he urged supporters. The call to action, made during a tense political climate, garnered widespread media attention and raised questions regarding Espressolab’s future in a politically charged market.
In response to the boycott, Espressolab released a public statement expressing confusion over their inclusion on the boycott list. “We do not understand why we were boycotted,” they stated, emphasizing their commitment to neutrality in political affairs. The company highlighted its origins—developing from a university project without any state assistance and growing into a brand that represents Turkish coffee on an international scale.
The statement further clarified that Espressolab is entirely owned by the Kocadağ family and operates 93% of its stores via a franchise model that supports entrepreneurs from diverse backgrounds. They reiterated, “We are not involved in politics; we make coffee!” This declaration seems to reflect an attempt to distance the brand from political turmoil and highlight its commitment to customer satisfaction.
The background of Espressolab’s establishment speaks volumes about its growth. The company, known for its unique coffee experiences, even established Espressolab Roastery in 2022, which has been touted as one of Europe's largest coffee experience centers, showcasing its dedication to crafting quality coffee. The roastery can accommodate 10,000 visitors daily, serving as both a roasting facility and a café.
However, as discussions around the boycott proliferate—intensified by the ongoing protests against İmamoğlu’s arrest—the coffee chain is facing mounting pressure. Critics of Özel's boycott have voiced that punishing a business for its business relationships could set a concerning precedent for political activism in commercial spaces.
In light of this political strife, some loyal customers and supporters of Espressolab have expressed their intention to continue patronizing the coffee chain, arguing that it should not be penalized for the actions of political leaders. Conversely, detractors rally around the boycott campaign, aligning their actions with broader anti-government sentiments.
As of March 2024, Espressolab aims to grow its footprint, targeting 400 stores while upholding its ethos in the global coffee market. The company’s vision remains clear: to delight customers with high-quality coffee while navigating the complicated political waters of Turkey's current landscape.
Özgür Özel's boycott call has undoubtedly thrust Espressolab into the limelight, with the coffee chain now a symbol of the ongoing political tension within Turkey. Whether the boycott will succeed in altering consumer habits or continue to amplify the brand's reach remains to be seen.
Amidst these turbulent waters, Espressolab is prepared to continue its mission to provide exquisite coffee experiences, emphasizing that it remains a proud Turkish brand unlinked to party politics. As the narrative unfolds, the true impact of this boycott—on consumer behavior and the brand’s identity—will emerge in the coming weeks.
