This as-told-to essay is based on an interview with Aziz Aslan, 45, the owner of Turquaz, a Turkish restaurant on Mission Street in San Francisco. It has been edited for length and clarity.
I opened my Turkish restaurant, Turquaz, in San Francisco in February 2025. Typically, most of our customers are locals, and Turkish diners make up a small minority.
But Turkey's World Cup appearance in San Francisco has brought a different type of customer through our doors.
Over the past week, we've had far more Turkish customers dine with us. Reservations are up, walk-in traffic has increased, and we've hired additional staff to keep up with demand.
Turkey qualifying for the World Cup changed my business
As soon as we heard that San Francisco would be one of the World Cup host cities, we were thrilled. We knew it would bring visitors to the city, and potentially new customers to our restaurant.
At that point, we didn't yet know whether Turkey would qualify.
In March, Turkey secured its place in the tournament, and we later learned the team would be playing at the San Francisco Bay Area Stadium on June 20. That's when I knew we needed to start preparing for the tournament.
Over the last few weeks, we launched targeted advertising campaigns on social media. One Instagram post was written in Turkish. In another, we told visitors that wherever they were traveling from, if they were looking for good food, they should come to us. It helped spread the word about our restaurant.
Most of my customers aren't usually Turkish
I'm originally from Istanbul, although I've been in the Bay Area for about 10 years. Compared with places like New York and New Jersey, there aren't as many Turkish people in this part of California.
Usually, our customers come from a wide range of backgrounds, with Turkish people making up only 5% to 10% of those who dine with us.
With our usual customers, our most popular dishes are chicken kebabs and lahmacun, a flatbread topped with minced meat, vegetables, and herbs. We're a traditional Turkish kitchen, and our pastry section is popular as well, especially our fresh baklava.
In recent weeks, however, we've had a lot of Turkish customers, which is unusual for us. Some have come from places like New Jersey and Texas, while others have flown in from Istanbul, all to watch Turkey play.
Turkey's World Cup match in San Francisco has changed who our customers are and what they're ordering. Dishes like beans and braised meats aren't as popular with our usual clientele, but we're selling a lot more of them now because of our Turkish customers.
They've been ordering foods like white beans with pilaf, braised meat with pilaf, and salads, all of which are really traditional dishes. Turkish customers can be tough critics because they're comparing our food to what they have back home, but I feel confident in our food, and we've received compliments so far.
It hasn't really affected our stock, thankfully. We have good inventory management, and my warehouse for the wholesale food business is only a short drive away, so we can pick up products whenever we need.
We've hired extra staff to meet demand
To prepare for the World Cup, we've had to hire additional employees. On top of the 24 staff members we already had, we added three more because of increasing demand. The staff is also working longer hours than usual.
For Turkey's first match, against Australia, we didn't do anything special, other than create a football-shaped cake. We decided to host watch parties for Turkey's second and third matches because customers kept asking for them. We set up a big screen for fans to watch together.
I think the World Cup is giving Turkish people a reason to gather, reconnect, and talk about soccer.
I hope the World Cup leaves a lasting impact
The first few months of opening a restaurant are never easy. We spent them getting things set up, perfecting our recipes, and building awareness. We're still a relatively new restaurant, so it's been encouraging to see this positive momentum from the World Cup.
The city feels busy. You can see it on the streets. There's an energy in San Francisco right now that's having a positive effect on businesses like ours, and I hope we can keep that going.
Of course, the World Cup is a one-time event, but we'll do our best to serve these customers well. If we can meet their expectations, I hope they'll come back.
And who knows? Maybe the Turkish national team will stop by for a meal before the tournament is over. I'm still holding out hope.
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Joshua Nelken-Zitser is an award-winning Senior Reporter at Business Insider’s London bureau covering wealth, spending, and consumer culture.Through features, on-the-ground reporting, and As Told To essays, he explores how people use their money, from everyday spending to elite lifestyles, and what those choices say about modern life. His work focuses on the culture of money: how money shapes places and people, and how the world around them influences how they choose to spend.Joshua previously spent five years on the news desk, reporting from the US, across Europe, and the Middle East. In 2024, he received the Axel Springer Award for Change — Journalistic Piece of the Year and was highly commended at the British Journalism Awards for a multi-year investigation into subsidized gender-transition surgeries in Iran.His debut book (TRAUMA BONDS: How Generational Trauma Shapes, Divides and Connects Us) will be published by HarperCollins in January 2027.Got a tip? Email [email protected]. You can also follow him on X or Instagram.ExpertiseFeatures and reporting on affluent lifestyles, consumer spending, and the culture of money, alongside first-person stories about how people live and spend.Popular articlesWealth and spending:Series: Welcome to the 'Hamptons of England'Series: Living large in tiny homesI watched the ultra-rich descend on Venice for Jeff Bezos' wedding — and was shocked by how little locals cared'Clients bring back entire wardrobes': Tailors say Ozempic is reshaping Wall StreetThe new millennial flex: spending thousands on a birthday weekend at a chateauInternational features reporting:Iran will pay for your gender-transition surgery, but it comes with a cost — your dignityShe was killed by a look-alike she met on Instagram, police say. It thrust her family in Africa into a true-crime nightmare.How the trans alpaca ranchers of Custer County, Colorado, are forging a new frontierThe European housing crisis warping millennial life: The average Croatian lives with parents until 33Lithuania is the world's happiest place for under 30s, but it's also Europe's suicide capitalThe 'fairytale' French castles being used to shelter Ukrainian refugeesMost armies ignore autistic people. Israel is calling them up.
