Как строить успешные рестораны в регионах и зачем в них инвестируют девелоперы | Виктор Новиков

The Essence of Restaurant Vibes and Profitability

Introduction to the Restaurant Business

• Victor Novikov discusses the intrinsic vibe of restaurants, emphasizing that if enjoyment is absent, it undermines the authenticity of the experience.

• He mentions a target profitability of at least 70 million, indicating high expectations for financial success in his ventures.

Overview of Current Projects

• The conversation takes place at "Golubchik," a Russian cuisine restaurant located in a historic 19th-century mansion. Victor's partner in this project is developer Vesna, one of the largest construction firms in the country.

• Victor reveals he has five brands under his portfolio, including Muru café and Goryane Bistro, highlighting their popularity within the city.

Victor's Journey into Restaurant Entrepreneurship

Early Influences and Career Path

• Victor shares that his passion for hospitality stems from childhood experiences with home service and guest interactions. He connects this to potential psychological influences from his past.

• His formal education included training as a waiter while studying economics, which he humorously reflects on as an unusual career path.

Transitioning from Bar Industry to Entrepreneurship

• After years working as a bartender, he attempted entrepreneurship but faced challenges with previous projects that did not succeed. This led him to reevaluate his approach to business.

• A pivotal moment came when he opened a catering business after realizing he wanted independence from traditional employment structures following the birth of his child. His wife played a crucial role in encouraging this shift towards entrepreneurship.

Establishing Successful Ventures

Finding Market Fit

• Initially struggling with product-market fit at Muru café, they adapted their offerings based on customer feedback regarding menu items like cakes and coffee quality amidst emerging trends in specialty coffee shops around 2017.

• Recognizing customers' desire for breakfast options led them to innovate by introducing breakfast menus that catered directly to consumer needs rather than just following market trends blindly. This decision proved successful as it resonated well with patrons seeking quality breakfast experiences outside their homes.

Insights into "Golubchik" Project

Unique Historical Context

• The new restaurant "Golubchik" is situated in an architecturally significant building dating back to approximately 1840–1850, previously housing notable publications like Yekaterinburgskie Vedomosti during its history between 1881–1889. This historical context influenced their branding and concept development for the restaurant project.

1917 Nationalization and Restoration of the Estate

Historical Background

• In 1917, the estate was nationalized, leading to its use as a hostel for an extended period.

• The Brusnikov company later purchased the estate and initiated primary restoration efforts.

Restoration Challenges

• The restoration involved significant professional effort from skilled builders, particularly in addressing complex engineering aspects.

• The project encompassed two floors with a total area of 240 square meters, highlighting its compact yet valuable nature.

Architectural Insights and Historical Value

Modern Additions vs. Historical Integrity

• A modern extension exists but lacks historical significance compared to the original structure.

• An interesting anecdote emerged about a guest who lived in communal apartments within the estate during its earlier years.

Artifacts and Conceptual Design

• Inside, artifacts were collected that reflect local history and contribute to the restaurant's concept.

• Items like ceramic chairs and wooden crosses are part of the restaurant's unique decor.

Culinary Offerings and Seasonal Updates

Menu Highlights

• The kitchen features a long oven and large grill where dishes are prepared over fire, emphasizing traditional cooking methods.

• Popular menu items include borscht, stuffed cabbage rolls (голубцы), and dumplings (пельмени).

Innovative Dishes

• New seasonal dishes are introduced regularly; current offerings include okroshka (a cold soup).

Investment Strategies for Restaurant Expansion

Funding Process

• Discussion on attracting investments for opening new projects; initial funding required was around 20 million rubles.

Networking for Success

• Successful coffee shop experiences led to interest from larger restaurateurs, indicating potential for growth.

Philosophy Behind Project Development

Authenticity Over Scalability

• Emphasis on maintaining authenticity rather than pursuing rapid expansion into a chain model.

Service Quality Focus

• A commitment to providing friendly service contrasts with negative experiences often found in other establishments.

Challenges in Establishing New Ventures

Location Considerations

• Initial location choices were deemed risky due to low traffic areas but offered affordable rent opportunities.

Building Relationships

• Importance of networking within the bar industry helped secure partnerships with chefs and investors crucial for project success.

Financial Aspects of Opening Restaurants

Cost Analysis

• Current estimates suggest that opening a restaurant in Yekaterinburg costs approximately 300–350 thousand rubles per square meter.

Restaurant Investment Insights

Average Restaurant Size and Costs

• Discussion on the average size of restaurants, with a focus on 300-500 square meters being typical for adequate space.

• Preference for smaller spaces around 350 square meters to accommodate 50-60 seats comfortably, contrasting with larger projects that may exceed this size.

• Current costs for opening a small restaurant in Yekaterinburg estimated at around 300,000 rubles per square meter, reflecting significant increases over time due to construction and material price hikes.

Methodology for Cost Calculations

• Introduction of a methodology for calculating total investment costs, emphasizing variations based on restaurant concept and complexity.

• Mention of cost ranges from 250,000 to 400,000 rubles per square meter depending on the quality and design choices made.

Financial Expectations and Viability

• Minimum investment expectations set at around 70 million rubles; lower amounts (10-15 million rubles) are deemed insufficient for substantial projects.

• Example of a modestly designed restaurant costing approximately 30 million rubles despite efforts to minimize expenses.

Profitability Comparisons: Cafes vs. Restaurants

• Discussion about profitability timelines, suggesting that cafes might yield better returns per invested ruble compared to restaurants.

• While cafes may provide higher percentage returns on investments, successful restaurants can generate greater overall revenue due to higher sales volumes.

Investor Perspectives and Business Strategies

• Insight into current investment trends in the restaurant sector; private investors often seek personal fulfillment alongside financial returns.

• Emphasis on maintaining structured business processes to prevent investor interference while ensuring project success through clear guidelines.

Design Philosophy and Concept Development

• Description of creating an inviting atmosphere within the restaurant's design, likening it to a home environment with distinct areas serving different purposes.

• Inspiration drawn from architectural elements observed in historical sites like cathedrals influencing design choices such as plasterwork details.

Partnership Dynamics in Business Ventures

• Exploration of successful partnerships in business ventures; importance placed on clearly defined roles and responsibilities among partners.

• Acknowledgment of challenges faced during crises within partnerships but highlighting resilience through effective communication and shared responsibilities.

Building Strong Partnerships: Insights and Strategies

Importance of Mediation in Partnerships

• The discussion highlights the value of mediation in partnerships, referencing a specialist named Dima Grits who focuses on partnership mediation.

• It is suggested that even without a mediator, working through content collaboratively can be beneficial for establishing mutual understanding.

Communication as a Foundation

• Emphasizes the necessity of clear communication to avoid misunderstandings and conflicts within partnerships.

• Acknowledges that open dialogue is crucial, even when discussions become challenging or uncomfortable.

Creating Comfortable Communication Conditions

• Stresses the importance of maintaining an open line of communication to prevent assumptions and misinterpretations from arising.

• Introduces the concept of "hygienic meetings," where partners discuss issues openly to improve communication quality.

Partnership Dynamics with Investors

• Discusses current partnerships with private investors like Yul Avto, highlighting a 50/50 investment model in projects such as Kulta and Frenchi.

• Describes how these partnerships function within specific frameworks, emphasizing shared ownership and responsibilities.

Culinary Offerings as Partnership Attractions

• Mentions unique Russian dishes like kulabya (fish pie), showcasing culinary offerings as part of attracting customers to partnered ventures.

• Highlights the significance of authentic cuisine in enhancing customer experience and engagement with restaurant concepts.

Strategic Collaboration with Developers

• Explains how strategic collaborations are formed based on mutual interests between developers and restaurant operators.

• Details how developers seek strong partners to enhance infrastructure around their projects, creating synergy for business growth.

Navigating Market Challenges

• Discusses the challenges faced during market downturns, particularly regarding new restaurant openings amidst economic uncertainty.

• Reflecting on risks associated with opening restaurants during tough economic times while acknowledging that established brands may fare better than newcomers.

Restaurant Business Insights

Profitability and Seasonality

• The profitability of the restaurant business is discussed, with average margins ranging from 10% to 20%.

• Seasonality plays a significant role in revenue, particularly during the summer months from spring to October when outdoor dining is popular.

Menu Development and Audience Feedback

• Plans for an outdoor seating area are underway, enhancing customer experience.

• The importance of listening to audience preferences is emphasized; adjustments are made based on what dishes resonate well with customers.

• A third variation of borscht has been developed that meets customer expectations after previous iterations were not as successful.

Conceptualizing Russian Cuisine

Vision and Cultural Relevance

• Discussion on how the concept of modern Russian cuisine was developed, considering location and cultural context.

• The richness of Russian culinary traditions is highlighted, noting a lack of contemporary representations in restaurants.

Modernization Efforts

• There’s a perceived need for modern interpretations of Russian cuisine that align with current trends.

• Emphasis on the cultural significance of food as part of social gatherings and community interactions.

Revitalizing Russian Cuisine

Goals for Presentation

• The aim is to elevate Russian cuisine to be as respected and appealing as other international cuisines, making it suitable for fine dining experiences.

• Highlighting diverse cooking techniques available within Russia's vast culinary landscape, including preservation methods like pickling and marinating.

Cross-Cultural Influences

• Historical influences such as French cuisine merging with Russian traditions are acknowledged as enriching factors in developing new concepts.

Audience Reception and Challenges

Demand for Authenticity

• There’s a clear demand from audiences for authentic Russian cuisine experiences.

• People are rediscovering traditional dishes but have personal expectations based on their home experiences.

Perceptions and Preferences

• Discussions reveal that many people have preconceived notions about how traditional dishes should be presented or taste.

Market Trends

Regional Preferences

• Observations indicate that Georgian cuisine tends to dominate regional preferences over traditional Russian offerings.

Evolving Culinary Landscape

• A trend towards re-evaluating and modernizing Russian cuisine is noted, suggesting an upcoming renaissance in its presentation within restaurants.