Why Was Espressolab Targeted? How to Protect Your Brand During a Crisis?

In this episode of Turkey's Digital Marketing podcast (Filtresiz Dijital), we explore an important topic that has dominated the Turkish agenda recently: the boycott against Espressolab and the effects of such crises on brands. In this episode, we examine in detail the background of the boycott, the brand's response, recent developments, and how brands should navigate during times of crisis.

Background of the Espressolab Boycott

In March 2025, following the arrest of Istanbul Metropolitan Municipality Mayor Ekrem İmamoğlu, political tensions escalated. CHP (Republican People's Party) General President Özgür Özel called for a boycott against certain companies, and Espressolab was among the targeted brands. Özel stated in his speech, "I love all kinds of coffee… Turkish coffee, filter coffee, all of it. Whatever you drink, just don't drink it from Espressolab!"

Espressolab's Response and Statement

Following the boycott call, Espressolab issued a statement clarifying that they did not understand why they were being boycotted. The company emphasized that it was founded in 2014 at a university, has no political affiliations, and has grown into a brand operating in 15 countries without state support or subsidies. They also stressed that there are no hidden partners or secret backers behind the brand.

Impact of the Boycott on the Brand

The impact of boycotts on brands varies depending on the magnitude of consumer reaction and media attention. Regarding Espressolab specifically, there are no clear data on the financial effects of the boycott. However, considering its widespread resonance in social media and press, the brand may have experienced negative effects on its reputation. For example, users on Ekşi Sözlük mentioned that some branches were empty and experienced a decline in customer numbers.

How Should Brands Act During a Boycott?

Strategies a brand can follow when facing a boycott include:

1. Transparent and Swift Communication: The brand should try to understand the reasons for the boycott and explain them transparently to the public. Quick and accurate information flow prevents speculation.

2. Considering Consumer Feedback: Listening to consumer concerns and respecting their values increases brand credibility.

3. Social Responsibility Projects: Developing projects that demonstrate sensitivity to social issues can strengthen the brand's positive perception.

4. Crisis Communication Plan: Being prepared in advance for possible crisis situations enables the brand to respond quickly and effectively.

5. Independent Audits and Certifications: Independent certifications showing that products and services comply with certain standards can build consumer trust.

Espressolab's Founding Story and General Information

Espressolab began operations in 2014 when Esat Kocadağ opened its first store at Istanbul Bilgi University. As an initiative of the Kocadağ family, the brand has grown rapidly in Turkey and abroad, reaching 360 stores in 15 countries. 93% of its stores are operated through the franchise model. While there is no definitive data on the number of employees, given the extensive store network, it is estimated that the company provides employment to thousands of people.

Conclusion

The boycott against Espressolab once again demonstrates the importance of how brands position themselves in response to social and political events and their communication strategies. Brands adopting transparent, responsive, and proactive approaches in their relationships with consumers is critical in minimizing the effects of potential crises.

In this episode, we examined brands' crisis management strategies in detail through the Espressolab boycott case. We hope this information has been useful for brands on how to act when facing similar situations.