Belchicken

The Challenges

We were running on a POS system from 2002,” says Mehmet, as he recalls the early days. “Imagine trying to compete in 2024 with 20-year-old technology.

Belchicken’s leadership team faced daily challenges, managing scattered data from disconnected platforms, having separate systems for their kiosks, website, app, and POS. Bringing customer and operational data together while keeping up with their ambitious expansion pace of 15 new locations yearly was becoming increasingly difficult.

By 2023, with 40 locations running, what had started as minor inconveniences was becoming a real roadblock. The team that had successfully steered Belchicken from a 2018 startup to a recognized brand was spending more time troubleshooting systems than strategizing growth.

You hit a point where what worked for your first 10 stores starts holding you back, when you’re running a few locations, you can get by with basic systems. But when we hit 40 locations, everything that used to work started breaking down. We were making decisions based on gut feeling because we couldn’t get reliable data fast enough. That’s when I knew we needed a complete overhaul.

Key issues:

• Fragmented data across sales channels compromising decision-making
• Operating costs inflated by manual processes
• Limited visibility into store unit performance
• Inability to execute sophisticated marketing strategies
• Tech infrastructure unsuited for international expansion

The Solution

What really stood out about S4D wasn’t just the technology; it was their approach. Other vendors were selling us software, but S4D’s team showed us how we could build a foundation for scaling to 300 locations. They understood the restaurant business, not just the tech side

Rather than pursuing piece-by-piece upgrades, Belchicken partnered with S4D for enterprise-wide digital transformation, prioritizing:

Unified Operations Platform

• Single system across all sales channels
• Real-time performance analytics
• Automated reporting and insights

Revenue Optimization Tools

• Personalized promotional capabilities
• Dynamic pricing infrastructure
• Cross-channel customer tracking

Scalable Architecture

• System stability
• Cloud-based deployment
• Enterprise-grade security

By moving to S4D, 90% of our operational headaches have been solved”, pointed out Mehmet. “And those growing pains that come with rapid expansion became a lot more manageable.

Now, the preferred order flow at Belchicken is that customers order at the kiosk, where they can also scan their QR code to be recognized via the Loyalty Program, bringing online and offline order journeys into one cohesive omnichannel experience. The majority of Belchicken stores utilize self-order kiosks. The orders placed via the self-order kiosks are shown directly on the Kitchen Display System (KDS) thanks to S4D’s omnichannel nature, so staff can prepare the order. Customers are updated for the order status via the Order Status Screen, so they know when there order is being prepared and ready to pick up. By relying on self-order kiosks, Belchicken saves on labor costs and delights customers with a modern ordering experience.

Beyond the counter

But the most interesting part of Belchicken’s story isn’t about what they fixed, but about what they gained. With their new digital presence, they’ve built upon the partnerships that would have seemed more complicated just a few years ago: sponsorships with Belgium’s biggest football clubs, Anderlecht and Club Brugge, and the launch of their Venom Burger; their best-performing marketing move in 2024.

Thanks to Belchicken’s partnership with Sony Pictures Entertainment, they continue having bold collaborations and even bolder marketing campaigns. In 2025, they launched their Spicy Legend Burger, a bold collaboration with the new Karate Kid movie, serving up a spicy kick that hits right at the heart of their young, thrill-seeking audience.

With S4D’s platform, what used to take hours managing menus across multiple platforms now takes minutes. For example, when our Venom campaign finished, we could deactivate it instantly across all delivery platforms from one place, rather than going into Takeaway, Uber Eats, and Deliveroo separately. By using S4D, this was done in a couple of clicks.

With S4D’s omnichannel solution, store setups at Belchicken can stay neat, simple and organized, as there is no need for additional tablets to register the orders from the delivery platforms. Order placed via Uber Eats, Just Eat Takeaway are directly integrated via S4D’s system and appear automatically on the POS and KDS.

But it isn’t only about marketing”, Mehmet continued.  “With S4D’s system, we can track everything. We know exactly how effective each promotion is, down to the individual customer level. This is a key advantage these days.

A Partnership That Evolves

Today, Belchicken stands at a fascinating crossroads. With 46 locations and counting, they’re eyeing international expansion, targeting 300+ locations across Europe.

They’re not just selling chicken burgers anymore. They’re selling an experience. Whether it’s the innovative 360-degree loyalty experience or their modernized in-store experience, every move is calculated, measured, and optimized.

Belchicken’s case demonstrates that in QSR, technology infrastructure is now as crucial as location strategy or menu development. Their experience provides a blueprint for transforming a growing QSR brand into a scalable enterprise.