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Business with taste

JOURNAL: Strategies
SECTION: Vusiness strategy. Viewpoint
TITLE: Business with taste
From: Savely Libkin, owner of the corporation Resta (restaurants «Dacha», «Steakhouse. Meat & Wine», «Kompot», a network of pizzerias Pan Pizza Odessa)

As in Odessa, and Kiev has many businesses, but very few restaurants.
When I go into a restaurant, I see a business that is difficult to assess the concepts of «like — not like it». How can like someone's business? This is just business, which can estimate the amount of money earned per hour, but what how it is related to the word «like». When you get to the restaurant as a business, it seems that you got to someone office. Waiters are sales staff, a cook - is product managers. I like the restaurants in which a business component is not striking, but is somewhere in the background. In these restaurants, the guests really enjoy, and they feel that the value of pleasure is much higher than the value of the money paid.

Location determines what will be a restaurant. When I saw the place that I have been associated with country house, concept restaurant «Dacha» was formed, the advantage in the restaurants that «Dacha» - this is nature, not the room, a garden, flowers, soil, and the absence of any excessive design. «Dacha» — this is the soul and naturalness. It is made by hand and for the soul food ad it has a huge success. During the past four years, guests come to the «Dacha» not only to taste good food directly into the restaurant, but also to bring it home. This suggests that a factor of «made by hands» for the soul is of great importance.

Good food, drink and the low pay — was the main priority of our guests when we only started restaurant business. We can say that even today some of the guests of his main priority is not changed. These guests occupy the niche that does not make sense either to evaluate or criticize. I think that there is a little amount if such guests in the restaurant «Dacha». Concept of a restaurant assumes that there are less than 10% of people visiting «Dacha» on foot, as it should be a summer residence, is quite remote from the center of the street, where more drive than walk. It has no shops that would attract visitors on foot. However, here is the most expensive city real estate, houses, health resorts, mansions.

A compromise between those that love and those that effectively reminds me slimming sandwich. It’s popular, but will it’s buyers become slimmer — it is a question.

We have guests who every morning ordered oatmeal with prunes and olive oil, not worrying about that would be cheaper to buy a pack oatmeal and cook it yourself morning. The percentage of such visitors is small, but the amount of money they devote to this is great. We can say that it is those 20% of customers who generate 80% of profit. Especially good is evident, at restaurants that specialize in certain products, such as meat and wine. The trend is such that guests, who want to drink good wine, understand that it’s better to choose a restaurant that specializes in the beverage.
I do not advocate any situational victories. One of our strategies is to create a new unique projects and in developing and maintaining the uniqueness of the existing ones. I am confident that we will continue to go this way. Our main problem is to maintain the loyalty for those who are our guests today and work with the target audience, expanding the range of visitors who will see the deepest possible long-term association with us. We plan to develop in the lowest and average price segment. I'd like to go to Kiev with a very good restaurant project.

I have put up with the idea that a place of holder of Microsoft is already busy, and obviously not by me. You can not also deny the fact that my place of employment, and that I will not give it. I probably never will be the captain of seagoing and certainly not broad-blonde. Probably I will stop dreaming that one day, finally, I will go into sports. But certainly I will spend more time to my children.

Being an effective manager and be an effective leader - these are two big differences. An effective manager - it is staid, quiet, modest, somewhat protected from the outside world the person who creates the conditions in which his team achieves excellent results. This is the manager remains in the shadows. The leader - a person who performs such other functions: allows a spirit, energy, inspiring. Although both components are necessary for the effective management.
 

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