Turkey's World Cup match in San Francisco boosts business at Turquaz

Aziz Aslan, 45, opened Turquaz, a Turkish restaurant on Mission Street in San Francisco in February 2025. Most customers are local and Turkish diners usually make up only 5% to 10% of patrons, but Turkey's World Cup appearance in the city has brought a different crowd through the door.

After Turkey qualified in March and learned it would play at the San Francisco Bay Area Stadium on June 20, Aslan began preparing with targeted social-media advertising, including an Instagram post in Turkish. Reservations and walk-ins have risen, and the restaurant added three staff to its existing 24 while extending hours to meet demand.

More Turkish visitors — some from New Jersey, Texas, and Istanbul — have shifted what people order. Traditional dishes such as white beans with pilaf, braised meat with pilaf, and salads are selling more, while the pastry section, especially fresh baklava, remains popular.

United States, San Francisco

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