restaurants of free!flight
RESTAURANTS OF FREE!FLIGHT
Why do we visit restaurants? The first and the most obvious reason is to eat. In this case about 60% of regular visitors say that the second reason is to spend time and communicate with friends in a remarkable atmosphere of the restaurant. Iin fact any restaurant visit is a small event and a special experience. We get new impressions, we discover new tastes, we widen borders. Welcome a board!
The Dve palochki restaurants Board N 1 was opened in Italyanskaya Street in St.Petersburg in 2003. It immedi! ately became a popular place. It was actually a long line of people wishing to get an open table that caused the second restaurant opening in St.Petersburg. By the time the first Moscow restaurants were opened in 2008, more than 10 restaurants had been operating in St.Petesburg. At present the Dve palochki restaurant chain includes 27 restaurants in St.Petersburg and Moscow.
PREFLIGHT PREPARATIONS
Interiors determine a restaurant style, affect its atmosphere. Therefore the Development Department of the Dve palochki Company thoroughly selects premises and their locations for the restaurants. As a rule, they are located in crowded and high traffic sites in street retail and shopping malls, boasting faรง!"#$%&'"(%)*$+,#$-.((/0)1!2#$&)$ 300 m2 (3230 ft2) to 650 m2 (7000 ft2).
!"#$%#&'()*$+,"-./.0$%1 of existing restaurants is )"-.2$3." 45-"0(22.00 for the Dve palochki restaurants in future. Therefore construction costs build up a considerable part of investments. An average investment into one restaurant amounts around !" """ """#$%&#'()*+,#-./#012#%3456#7)*+,#/89#*:#,;<#(0*+2,# is spent on premises improvement.
All the Dve palochki restaurants have smoking rooms and !"!#$%"&'!()*""%$)+$),-../)01"2(1)*-$3+2*+!3$)1+4-)5"%%"!)$36.-) 2!'7"*%'368)-4-*6)'!3-*'"*)1+$)unique designer works and '!9'4'92+.)-.-%-!3$/)01-6)+*-)9-4-.":-9);6)+)*-$3+2*+!3)+*51'3-53) ;2*-+2)2!9-*)31-).-+9-*$1':)"7)+)chief designer.
One of the advantages of Dve palochki is street cafĂŠs)+4+'.+;'.'36/)<$)+)*2.-8)31-'*) +*-+)'$)=>)%?):.+!!-9)7"*)@?#=?)$-+3$/ Street cafĂŠs are open from the end of <:*'.)3'..)31-)-!9)"7)A-:3-%;-*/
It’s generally known that the most active customers are socially successful men and women aged 20 to 40. The research indicates that the core of the Dve palochki target group is young, cheery and active !"#!$"%#&%'()*+, occupied with business, management and culture, oriented at popular and actual trends in fashion and art.
The audience can be divided into three groups characterized by the visits motivation and consumer behavior. The first group is “Trendy” (49%) – their visits have a trendy character. They perceive the restaurant as real hotspot. The second group is “Casual” (26%) – considers the Dve palochki restaurants as an optimal choice in terms of price/quality ratio. The third group is “Relax” (18%) – prefers to spend their time in a pleasant atmosphere.
THE DVE PALOCHKI GUESTS LOYALTY % guests, visiting Dve palochki % guests, visiting Dve palochki on a par with other restaurants The source: Action: research & consulting.
The Dve palochki restaurants have succeeded in working effectively with all categories of their guests. The result of this work is a large share (58%) of loyal visitors who prefer Dve palochki to other restaurants. In addition, a share of visitors who plan to revisit Dve palochki is more than 90%. All visitors give considerable prominence to the special atmosphere, great cuisine variety and quality.
SEGMENTATION OF DVE PALOCHKI GUESTS “Relax” Dve palochki is a nice place for spending leisure time “Trendy” Dve palochki is a trendy restaurant “Casual” Dve palochki is an optimal choice with a price/quality ratio No answer The source: Action: research & consulting.
INFLIGHT CATERING
Dve palochki !"#$#%&%'($)$%*"* restaurant with Japanese cuisine. Japanese cuisine on its own ranks second in popularity among restaurant visitors in general, and it ranks first among all national cuisines in Russia. Rolls and sushi are considered to be the most popular dishes in the Dve palochki restaurants. +,$-!./#!"#$#)0!&0!./#!%#.1*#23*#)$-&415!#6,"!%*""7# Line employees always go by distinct rules in cooking meals and beverages. Since 2006 the internal Quality Control Service has been controlling ".$%8$08"#9,-9!--:*%.7
Japanese cuisine is the basic cuisine in the menu of the Dve palochki restaurants. At the same time menus also include popular dishes of Asian and European cuisines. As *-"*;1*0* certain gastronomic fashion exists in meal too. The 60$%8'41*9 monitors all important tendencies in this direction and renews menus twice a year, adding original positions.
A considerable part of visitors choose the Dve palochki restaurant as a nice place where they can spend their lunch time. So the menu includes a special lunch offer of 30 various dishes. It gives the possibility for visitors to create#.1*!0#)*0"&%$-#-,%417
ATMOSPHERIC PHENOMENA
Why are the Dve palochki restaurants so popular? Most of the visitors remark the unique atmosphere of the Dve palochki restaurants. !"#$%&'$())$&'*$+)),$-./($&-0"(1.)2)$/'$)3)24-./'5$6$ in interiors, in menus, in the communication style of the staff, in projects, in communication with visitors.
Dve palochki is the only chain of restaurants in the country where a position of a Creative Director exists. The Dve palochki restaurants regularly hold activities developed and carried out by the specialist of a creative group.
All the projects carried out by the Dve palochki restaurants posses a bright and memorable character. The projects resonate with the visitors of the Dve palochki restaurants. The official partners of “Migratory people” and “Panday” projects were the “National Geographic Traveler” magazine and the WWF.
!"#$%&'(')*+$,*&-#.')($/%+'01$*)2$3456.&*.#(1$"*7#$ been valued not by the customers and the staff only, but have also aroused interest in the business community. 8)$9::;$."#$<')-$=+*,')(%$<450*,/*'()$%>$$."#$?7#$ palochki restaurants was included into the shortlists of Russian national awards “Silver archer” and “Proba”. In 2008 “The atmosphere of the Dve Palochki” project was awarded the )5%670'(-31-8+$-,$07-970'(-:7";<
Creating the atmosphere depends mostly on the staff and rather on uniting !"#$%&"'($( people. Thus the restaurants crew embrace people adherent to the Dve palochki spirit. )"*+!,-./0!"1"$(-$&2!3,$$4 occupy key and managerial positions in the company. Line positions are occupied with young, strong, flexible, full of potential people, aimed at development.
POSTFLIGHT ANALYSIS
A C !2364
B C !5676
!"# ###$%&'%(&$)*+*,$,-&$.)&$ %/('0-1*$2&+,/32/4,+$&)&25$6'4,-7$ 84$/)&2/9&$2&+,/32/4,$0-&01$$*+$:"#$ ;<=$>/?'3,$"@$<A.B$*4$A,7$C&,&2+D ?329E$/4F$G##$;<=$>/?'3,$":$<A.B$D$ *4$H'+0'I7$ 8)&2/9&$F/*(5$2&+,/32/4,$,324')&2$ 234+$3%$,'$JGK$###$;<=$>/?'3,$G7K1$ <A.B$*4$A,7$C&,&2+?329E$/4F$*,$234+$ 3%$,'$JJ: ###$;<=$>/?'3,$:EK1$<A.B$D$ *4$H'+0'I7
DVE PALOCHKI RESTAURANTS GROWTH DYNAMICS, UNITS 45 36 18 6 1
1
2003
2004
27
21
9
3 2005
2006
2007
2008
2009
2010
2011
2012
ANNUAL VISITS VOLUME, THOUSAND GUESTS 4178 3642 1313 319 45 2003
2542
540
290 2004
2005
2006
2007
2008
2009
2010
A quantity of restaurants is not a priority factor for the Dve palochki Company. Efficiency factor of each restaurant is more important for the company. According to this factor the Dve palochki restaurants considerably leave their competitors behind.
ANNUAL SALES OF RESTAURANT CHAINS PER SQUARE METER IN ST. PETERSBURG, THOUSAND RUB:
Eurasia
Dve palochki
Wasabi
Yaposha
Yakitoriya
Ki Do
Sushi Planet
The source: Analytics of Dve palochki, Rosbusinessconsulting
Nowadays the Dve palochki Company expands the geography of its presence. The total number of restaurants will increase up to 12 in Moscow, and it will increase up to 24 in St. Petersburg by the end of 2011. Besides, we plan to go international starting with the New York City.
COMMANDERS AND CREW 1
3
7
5
6
2
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THE STOCKHOLDERS 1. Mikhail Tevelev
2. Eugeny Kadomskiy
Education: St. Petersburg State University, Economics Department
Education: St. Petersburg State University, Economics Department
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TOP MANAGEMENT 3. Vadim Potokin General Director Education: St. Petersburg State Technical University â&#x20AC;&#x153;Voyenmechâ&#x20AC;?; economics and marketing courses of BHO International (Hamburg, Germany) !"#$%&$'($)*+,,-.+,,/*0*1%$2*32'24$%*56* 758$92*:*;$<*95='>?*@%&>&AB*1C$%&(2'*D5E2((5F 4. Alexandr Alexandrov `$'$%2L*V&%$(>5%?*35A(5O
5. Mariya Gorizontova Strategic Development Director
!H=(2>&5')*U^/^.U^^G*0*35A(5O*J>2>$*D$(B'&(2L* University named after Bauman, Radio electronics and Laser Technology Faculty; Engineering business 2'H*32'24$C$'>*T2(=L><P U^^a*0*T=LL.>&C$*#5A>4%2H=2>$*A>=H<?*35A(5O* State Technical University named after Bauman. !"#$%&$'($)*C5%$*>B2'*UG*<$2%A*&'*%$A>2=%2'>* E=A&'$AA?*UU*56*OB&(B*&'*K$<*#5A&>&5'AF
Education: St. Petersburg State University, Psychology Department !"#$%&$'($)*+,,+.+,,G*0*7$2H*56*!3@1*I%54%2CA?*J>5(KB5LC* School of Economics in Russia; 7$2H*56*8$#%$A$'>2>&M$*N66&($?*J>5(KB5LC*J(B55L*56*!(5'5C&(A*&'*35A(5OP* strong background of psychological and business training delivery in Russian and international companies. 6. Elena Moiseeva Financial Director Education: Leningrad Financial and Economic University, D2"*95'A=L>&'4*Q5%>B.R$A>*S'A>&>=>$?*ST1*H&#L5C2*56*ST8JF !"#$%&$'($)*6%5C*+,,U.*A=#$%M&A5%<*2'H*C2'24$%&2L* #5A&>&5'A*&'*T&'2'(&2L*V$#2%>C$'>A*65%*WJ9*XD$L$(5C*YYSZ*[3DJ\* 2'H*]]9*XD&'K566*I%&M2>$*@%$O$%<*@%2'(BZ?*$>(F 7. Kirill Sukhochev Brand Chef !H=(2>&5')*J>F*I$>$%AE=%4*32'24$C$'>*2'H*!(5'5C&(A*1(2H$C<F !"#$%&$'($)*U^^/.+,,_*0*(B$6*&'*XJB54='Z*0*5'$*56*>B$*6&%A>* W2#2'$A$*%$A>2=%2'>A*&'*J>F*I$>$%AE=%4P*2*>$'.<$2%*A=#$%M&A5%<* experience in St. Petersburg restaurants; +,,^*0*65='H$H*56*8=AA&2'*(B$6*(L=E*2'H*L$2H&'4*$"#$%>*56* 9=L&'2%<**J(B55L*X3<*D2A><*]&6$ZF
FLIGHTS CONTROL CENTERS !!"!#$%&'()*+,%-./)-'01$%23+4156'1'.)78.9 tel. +7(812)4934845 :3;+<%6/1/*+4%=%>'4'.3?%@+.'01/. -/1/*+4A;('-3?/0B*+C.8 :?3;+<+.%68)B*/(%=%@+.'01/.%/D%1B'%@'('?/-<'41%@'-3.1<'41 -8)B*/(A;('-3?/0B*+C.8 E3.+3%F8;'4*/%=%G41'.431+/43?%@'('?/-<'41%E3439'. .8;'4*/A;('-3?/0B*+C.8 +7(921)8757767 !!H$%7?;CI$%J('.)*3,3%21.''1%$%E/)0/K tel. +7(925)0295611 H?'L34;.%H?'L34;./(%=%F'9+/43?%@+.'01/. 3?'L34;./(A;('-3?/0B*+C.8 M343%@34+?0B'4*/%=%2-'0+3?+)1%/D%1B'%@'('?/-<'41%@'-3.1<'41%+4%1B'%E/)0/K%.'9+/4 ;34+?0B'4*/A;('-3?/0B*+C.8%
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