Restaurant group italy restaurant group. The owners of Italy Group, together with their partners, launched the food delivery service Yami Yami. More Italy and Belgium

The owners of a restaurant holding company have launched a new food delivery project. Together with partners, Timur Dmitriev and Mikhail Sokolov invested about 70 million rubles in the creation of Yami Yami. The co-founders and managers of the business (New Technologies LLC) were Nikolay Davydov and Evgeny Vereshchagin. The restaurateurs are known in the market for their noodle shop project with the same name, Yami Yami, and the development from scratch of a delivery service for Food Retail Group restaurants.

Italy Group has been developing in St. Petersburg since 2010. Now the holding of Timur Dmitriev and Mikhail Sokolov has 13 restaurants, this year the first establishment of restaurateurs opened in Moscow. The Italy Group itself also offers food delivery, this is a premium “Italy home” service. “This service works quite well, but after working for some time, Timur and Mikhail realized that it would be wrong to develop this area based on restaurants, since the delivery business is very specific - in terms of product, packaging, serving, and therefore requires management by specialists in this field,” - explains Nikolay Davydov, co-owner and CEO of Yami Yami. In March of this year, the partners agreed on a new joint project in a promising segment, and already in October the first orders were made by St. Petersburg residents.

Cover the city

To organize delivery, premises were rented on the territory of the Positron plant; a production area of ​​300 m2 was located there. At this site, chefs are engaged in the creation of semi-finished products and preparations for final dishes; in three more pre-cooking workshops (their area is 100-200 m2), which are located in different parts of the city, pizza, sushi, wok and other dishes take their final form, are packaged and shipped to the client. According to Nikolai Davydov’s idea, the number of pre-production shops should reach at least nine, and then delivery will be available to residents of all districts of St. Petersburg. It was not easy for businessmen to find such sites; according to them, the city does not have enough premises suitable for food production. The production site capacity is designed for a monthly turnover of 150 million rubles per month.

The company's fleet currently consists of 20 cars, in the future there will be about 80. The waiting time for an order is now about an hour, but expanding the fleet will reduce it to 45 minutes. “According to a number of surveys, the main criterion for choosing delivery among people is the speed and waiting time for an order, the product and service fade into the background,” admits Nikolai Davydov.

The investment is planned to be recouped within 3 years of operation, the company's planned revenue is 50 million rubles per month. Of the total investment of 70 million rubles, half of the funds were spent; most of them went to businessmen to purchase equipment and develop IT solutions. Already now, the client can find out the delivery time in advance by indicating his address on the website, and in the near future he will be able to track the path of the car with his order. In the future, the owners of Yami Yami will install surveillance cameras in the production so that customers can monitor the preparation of their food through the website.

Now the service menu consists of 90 items, in addition to top pizza, sushi and wok, it includes hot dishes from Kamchatka crab, octopus, tartar, black sushi, a line of non-standard drinks and other concepts. The menu was developed by brand chef Sergei Lazarev (restaurant "Park Giuseppe", ) and technologist Olga Kudyan ( , ). Yami Yami operates in the middle price segment, the average bill is estimated at 1,100 rubles.

The market is getting denser

The food delivery market has become very competitive over the past few years, but there are few quality offers.

“It’s worth considering that delivery is a completely different business, it’s very different from restaurant business, so it won’t be easy to combine them,” warns the head of the “We’re Married” restaurant. According to him, catering operators should not be afraid of the development of the delivery market - restaurateurs primarily sell the atmosphere, so they do not consider such services as their competitors.

The volume of the prepared food delivery market in St. Petersburg is estimated by Yami Yami at 10 billion rubles, according to the co-founder of the ZakaZaka service Ruslan Gafurov, this figure is slightly less - 7.5-8 billion rubles. Despite the crisis, according to Nikolai Davydov, the demand for the services of such services is not falling and the market is growing, new players are actively appearing. “We see from the sushi delivery market that small services that offer, for example, large portions, are gradually taking share from large players, but in return they save on everything else,” says the CEO of Yami Yami.

Ruslan Gafurov also speaks about the growth of the market since the beginning of the year; in his opinion, the population recovered from the shock, business owners adapted the menu, suppliers were able to stabilize their prices, all this partially contributed to the market recovery. “The key role here is played by the fact that the prices for food delivered have not increased in proportion to the products in stores. The consumer began to closely monitor his wallet and rightly noted that in some cases, ordering food is more profitable than going to the store,” Ruslan is sure Gafurov.

Italy-group was created by Probka Family natives Mikhail Sokolov and Timur Dmitriev. The first worked there as a brand chef, the second - in a management position. Their first restaurant, logically named Italy, opened in the spring of 2010 and created a sensation not only on the Petrogradskaya side, where it is still located, but throughout the city.

It is not surprising that over time a branch of a successful restaurant appeared in St. Petersburg - the first restaurant received its end. In an effort to consolidate the popularity of their establishments and at the same time reach a new level, in the summer of 2013 Timur and Mikhail opened Brugge– the flagship of a new direction for the restaurant group. Having wisely placed emphasis on Flemish specialties and a huge selection of beer, the restaurateurs again found themselves in the kings.

Then it followed with a similar theme, but already on the Uprising, and which tried to combine both Italy-group formats - Belgian and Italian. The latest discoveries of Mikhail and Timur relate more to the secular segment - it has already closed and the luxury ones have become more image projects than truly popular. However, it is more interesting to watch the development of Italy-group - one of the loudest and most famous network projects in the city.

The St. Petersburg restaurant group Italy Group is opening two new restaurants in St. Petersburg in April, thus increasing the network to seven points. In addition, in 2015-2016 the company intends to enter the Moscow market. Experts believe that opening restaurants in such an unpredictable period is quite risky.

The Italy Group, which has been operating on the St. Petersburg market for four years, includes five establishments: “Italy South”, “Italy West”, “Italy Bottega”, “Italy Fratelli” (Italian cuisine), as well as the gastronomic pub “Bruges” (Belgian cuisine ). The company reported that two new Belgian-oriented establishments will open in April. The establishments will be called “Birreria” (on Vladimirsky Avenue) and “Brussels” (on Vosstaniya Street).

The number of seats in establishments is different: in Italian ones it varies from 45 to 250 seats, in new restaurants there will be 130 seats (in Birreria) and 120 (in Brussels).

The restaurant group is owned by Mikhail Sokolov, Igor Sokolov and Timur Dmitreev.

The company refused to name the annual turnover, but noted that investments in opening new outlets will amount to 100 thousand rubles per sq. m. m, while the optimal area of ​​restaurants is 400 sq. m.

Timur Dmitreyev said that the company plans to enter the Moscow market in 2015-2016.

According to co-owner of the Stroganoff Group restaurant group Leonid Garbar, the situation in the restaurant business is bleak. “Right now, while talking to you, I went into a restaurant on the corner of Nevsky and Konyushennaya. Only two tables are occupied here, despite the fact that it is four o’clock in the afternoon. In Moscow, with occupancy at this time, everything is different. St. Petersburg residents are only interested in the price of the dishes , so I am quite skeptical about our market. However, it is worth noting that such Belgian cuisine projects as Brasserie Creek and Trappist are quite successful, so I do not rule out that the new project of Itali Group will also find its admirers, although I don’t personally know the owners of this group,” says Mr. Garbar.

According to the director of the London consulting agency Syndicated Brands and restaurant market expert Sergei Slavinsky, Belgian cuisine is more complex, for example, than French. “The more interesting and complex the cuisine, the more expensive it is. Due to the high cost, the demand for Belgian cuisine is not very high, and it is worth noting that due to undeveloped taste buds, many consumers who prefer, say, pizza, may find this cuisine bland. And open now restaurants are quite risky due to the unstable geopolitical and economic situation. On the other hand, opening in “troubled” times will yield benefits in the long term,” states Mr. Slavinsky.

The restaurant holding of Timur Dmitriev and Mikhail Sokolov plans to launch five new restaurants this year in St. Petersburg and Moscow. Among the new openings there will be establishments predominantly of chain concepts - ITALY restaurants and Belgian gastronomic pubs.

“Now we have two main directions of work: we want to open more and more restaurants of chain concepts - ITALY and Belgian gastronomic pubs. They are loved by both us and our guests, and we see great potential in them. The second direction is the creation of new concepts, after all, the market has its own trends, guests need an increasing number of different gastronomic experiences, and this is the most important thing that we can give them - new tastes,” the Italy Group is convinced.

More Italy and Belgium

As Timur Dmitriev and Mikhail Sokolov told DP, Italy Group is now actively looking for new premises, but finding something worthwhile is not so easy, the company admits. “It is impossible to say that there are more available good premises. Good premises are 99% occupied and bring good income to their owners,” explains the Italy Group.

The restaurateurs' plans for this year include the construction of one ITALY restaurant and another Belgian gastropub in Moscow. As for the home region, the company also plans to develop in St. Petersburg and is looking for premises for another restaurant and a Belgian pub; the latter may appear in the Petrograd region. As the restaurateurs explained, which of its brands Italy Group will choose to expand Belgian concepts is still unclear; the name for the new pubs in Moscow and St. Petersburg has not yet been determined.

Average checks in these establishments can be estimated at 1.2 thousand and 1.6 thousand rubles, respectively. Italy Group restaurants occupy areas from 150 to 500 m2, and on average, from 100 thousand to 150 thousand rubles per 1 m2 are spent on creating one establishment.

New approach

In addition to the planned four restaurants, Timur Dmitriev and Mikhail Sokolov are opening a new Belgian gastronomic pub "Ghent" in the Fort Tower business center on Moskovsky Prospekt in June. As a basis, restaurateurs will take the experience gained in other Italy Group pubs (Bruxelles, Brugge and Waterloo). “The new establishment will have a similar gastronomy, which goes well with beer, the range of which will be very wide here. If we talk about pub gastronomy, we don’t mean crackers and cheese balls, for us it’s octopus, lamb, cod soup, all sorts of complex snacks like tartare, in addition, special emphasis will be placed on smokehouse dishes and steaks - several types will be presented here,” says Timur Dmitriev.

Outside the framework of the concepts and holding company Italy Group, restaurateurs, impressed by their gastronomic trip to Tbilisi, opened the Georgian restaurant “Chemi” in April. The partner of Timur Dmitriev and Mikhail Sokolov in this project was Georgy Dartsmelia (founder of the Bolshoybar coffee bar). “Chemi is a different Georgian cuisine, a different restaurant format. There are no plastic vines and other attributes of Georgian restaurants of the classic format. This is a modern interior and actual cuisine - the kind that they eat in Georgia right now,” describes Mikhail Sokolov. The area of ​​"Chemi" is 300 m2.

Healthy eating and monofoods

The first restaurant of the Italy Group holding opened in St. Petersburg in 2010. Now the group unites 15 restaurants in St. Petersburg and Moscow, including pasta bars Italy, Belgian pubs Bruxelles, Waterloo and Brugge. Last year, Timur Dmitriev and Mikhail Sokolov invested in the Yami Yami food delivery service, and also took over the management of the APRES SKI restaurant and cafe at the resort.