Number of creativity accruing per square meter of floor space, Odessa "Resta" Corporation gives odds to any advertising agency and creative offices. Its main source - the owner of the company Savelij Libkin. This fact causes happiness of the restaurant guests. Staff happy as well. Just it’s not that easy to correspond to aforementioned company.
Konstantin Raykin loves steak. Alla Pugacheva - herring with onions and potatoes. Stanislav Govorukhin - chicken broth with noodles and fried carp. But Luciano Benetton - Carpaccio and morse.
Odessa restaurateur Saveliy Libkin knows this firsthand. Over the past few years, his restaurant "Steakhouse", "Dacha" and "Kompot" welcoming treated almost all the celebrities and politicians coming to Odessa. And his "Resta" Corporation brings together seven restaurants and 450 employees. Everything started with a cookery school and many years of working in the Soviet food and drinks.
From the cookery school to mini-restaurant Empire
Savely Libkin fonds of painting since childhood. And, after finishing school, had planned to go to the art school. But the obstacle on this way has become unacceptable for home child Libkin too haphazardly-"free" atmosphere of creative environment. That's how, not by the calling of the heart, but on "opportunities" provided with full of C marks matriculation certificate, he came to the cookery school. "Any institutes of international relations was not for me, as it was no chanses for me to get in there" - he recalls.
After the study was years of working in the Soviet food and drinks and school meals. As the director of the school cafeteria, after the collapse of the USSR Savelij began to bake pizza. And he started baking, when this word was known in the city, but noone had the idea what's behind it. As a cook, who haven't been to Italy before, he learned to produce wonder thing thanks to his great interest to the culture of the emergency food. Even during the Soviet Union, he ordered all the available in this time newspapers and magazines related to food and drinks.
From there, from an article, published in the magazine "Trading abroad", the future restaurateur got the idea, that became the beginning of his business, and in 1993 opened a company called Drive-In. The company sold a pizza to the cars from the window, organized on the basis of the 16 th school cafetery of the Odessa.
When the pizza "was obtained" (in 1995 has been open the first cafe "Pan Pizza", its "franchise" clones appeared in Kherson, Dnepropetrovsk, Nikolaev, Khmelnytsky), there happened an event, which later affected the "Resta" and its institutions like it is today: Mr Libkin met in practice and became convinced of the great power of marketing, and began to study it deeply.
This marketing-introduction was associated with the arrival Coca-Cola Beverages Ukraine Limited company to Odessa Beverages Ukraine Limited, which is to promote its drinks in city, invited "Pan-Pizza" pizzerias to participate in co-branding project "Order a pizza by the phone and get a Coca-Cola for half price". "They (the Coca-Cola representatives.- Ed.) manufactured and distributed 200 thousand of flyers. The effect in the millionth city was indescribable. We hired 25 cars that drove a pizza 24/7. And in a few months we have earned huge money, and then for a long time used the same method. This was the first experience of practical marketing "- remembers Savely.
Having set the goal to build a restaurant in the city center, six months later, in 1998, he and his partner Yuriy Kostyuk opened "Steakhouse" on Deribasovskaya street. "To the first restaurant on Deribasovskaya it was invested $40 thousand. Today this amount would be about $1.5 million" - says restaurateur. In the same year was created and aristocratic restaurant "Greenwich Cafe.
According to the "Resta" representatives words, restaurant companies are paying off for 24-36 months. These figures allowed the company to "Drive-In", later renamed to the "Resta", to develop more than actively and later: to continue selling the franchising "Pan Pizza", to open the Cafe "La Veranda in Prague" (2001),"Dacha" on French Boulevard in Odessa (2004).
Three years ago, Savely broke up with his long-time partner Yuriy Kostyuk, who kept for himself "Greenwich" (Odessa), La Veranda (Prague), "Pan-Pizza" (Kiev).
"The gap Partnership positively reflected on the business of both, because we no longer interfere with each other, no deterring each other" - reluctantly parting comment, apparently unprovoked, as it usually is, insurmountable contradictions, Libkin. This version is confirmed by the brief comments of the staff that they had finally become clear, which is a main business direction, finished the confusion and vacillation. "
Despite the split, the company representatives affirm that since its founding until the present day "Resta" business grew 128 times.
Even with the sole authority of "Resta" Savely Libkin opened two restaurants "Kompot". The company operates today above replication "brick and mortar restaurants, which will be more then one" (of course, the crisis little slowed down the implementation of these plans). While only in Odessa. Although the experience of opening establishments in the capital also and even in another country Savely has, to use them he is not in a hurry. "I spend a lot of attention to the creation of the restaurant, and his daily work. I am very interested to enter new markets, but then have to throw Odessa. I do not want to create "pariahs”. Businesses that have no "dad" are growing up "homeless". To run projects from a heart, then let them float freely - not for me "- he comments.
Four-stage starling
Today, back-offices of "Resta" take their own part of a four-townhouse in a quiet center of Odessa. Interior is without frills. Puritan spirit, only a little violated with the inter-storey staircase, which turned into an avenue of Fame - hung with diplomas and certificates received by employees at various educational and premium events. Most employees, except first-level management, are extremely not talkative. Somehow the impression that the unwillingness to communications and faded enough of the answers to simple questions about the peculiarities of everyday office connected with the fear that the answer is something wrong ...
The only thing that distinguishes this office from a similar business areas, were found only in the penthouse on the fourth floor, where the creative departments of the corporation. Here, everywhere it. Those of whose business creation and question. And Savva (that’s how the head of the "Resta" named by employers and guests) has captured this space is not in the literal sense (the cabinet on the second floor). His presence is expressed in the signs on the walls (a way to fix bright idea when there are no paper around), many photos with different images, the presence of the banner "SAVVA - OUR PRIDE" (a birthday present for his boss from the team).
"The cult of personality?" - Immediately asking from the "registered" here employees. "No! Just left after the events! "- Deny them.
Looking ahead, I’d say that the personality cult is present here anyway. Elements of "excessive exaltation of a certain personality to her deification" (encyclopedic definition of cult of personality. - Ed.) now and then appeared during the five hours spent in the corporation.
Restaurants Voyage
First was "Steakhouse. Meat and wine ". Waiting for the order seems to be too short due to the fact that, looking from side to side, you can not even finally see the around. The eye now and then grabs something unusual and entertaining, ranging from built-in wall vases with flowers, walls, covered with labels of drunk here wine, and eccentric sugar bowls, and finishing with the slices of lemon and orange in the male toilets and bolted ruler - "for measuring women's happiness "(yes, we had to go here!).
In "Kompot" touching the candles in the form of coffee cups, jars in the string bag, pegs, plates and cut-glass tumblers as elements entourage.
But more than their "colleagues" relaxes "Dacha". Anyone born in the USSR, may feel nostalgy in the atmosphere, which, having no experience of visiting this institution, you can touch, except that looking at "Burnt by the Sun" by Nikita Mikhalkov. Washstands outside, a fountain with periodically "peeing" pioneer. Many jars of pickles, decorating the veranda and costing fable-like price of more than 200 grn. per three-liter capacity. Little damaged half-liter enameled pans for the starters are looking sweet. Interesting to read are files of “Ogonyok” magazine dated by 50-th.
In the corporate environment, and was seen by me as "hearty", referred to as restaurants. The company's strategy makes an absolute hospitality. But, not having the slightest claim to the staff, the majority of hospitality here create more unpretentious interiors and details.
Nutrient backstage "Here the correct approach to the case originally. Performed all the promises! Yes, believe me! "- with the colorful Odessa intonation and emotions describes corporate orders accompanied by my business-trip full-time driver" Resta "Henryh Borisovich Bilik, who at the zenith of its career worked as a manager, of factory building.
And then he very quickly turns from the characteristics of corporate life to a favorite topic here. Even, person: "I respect people who are able to attract attention, intelligent. Like our Commander in Chief, who arrives to work in time. It speaks of honesty and loyalty to the business. He knows how to handle it, tells and shows how exactly to do. What are you talking about! This is a man who knows everything on the subject of his work!"
Switching his companion, I am asking: "And what you need to get in obedience to such a gold-Chief? Is that hard to get a job here? "
"We do not take the people without a sense of humor. Stupid are not here! "- Henryh Borisovich authoritatively declares. "Is sense of humor directly related to the level of intellectual development?" – I am perplexed. "Of course, the man grows dull, if he has no sense of humor" - sums up the man.
I continue to communicate on the subject with the director of recruiting staff, Christine Novak.
"For back office professionals, profile education is required. Experience desirable. Ability and willingness to grow and develop, increases the chances of getting to the staff list. For the waiters are important sincerity, broad view, clean speech, the ability to communicate and pleasant appearance, a very important quality - respect for successful people, as well as self-esteem "- lists the criteria for recruitment, Ms. Novak. According to her, the corporation is considered an attractive employer in the city. Firstly, because the company is serious about the training and staff development. Secondly, once a quarter they are reviewing staffing and salaries. They consider it is important to hold on 10-15% more of the appropriate outside of the company.
At key employees in the company provides award for the year. It is calculated on the basis of completed quantitative and qualitative indicators. (Cash + lack of claims). This year will be "thirteenth" salary for office staff. There is a prize for the result.
Also interesting is the system of penalties, which are implemented. This is the work of the position, which is not quite favorable for the delinquent person, as well as overtime work (from the series "to fold a million napkins.") If this does not work - fine. For example, for the delay - 50 UAH. Third warning - the so-called. "Flogging": reprimand. Next - dismissal. While there are things for which you are laid off immediately. Theft, abuse, rudeness to guests.
Guest whim
"Not to compete, not to copy, go their own way, each time to focus at the opinions of the most advanced part of the guests and build a business, focusing solely on the opinion of the group - proof once dubbed by Libkin laws to build a business was able to see in practice. And they realized in marketing and financially profitable company format.
Virtual project "Attic" sells vintage dishes, to which visitors can get used in the restaurants. In response to customers' needs, opened in the past year the school Meet & Wine teaches willing and solvent guest facilities "Resta" cook their favorite dishes. In the formative loyal guests of the project are currently working three faculties: Meet & Wine, «from Odessa" (Odessa cuisine theme) and Milk & Cheese (children's school). Semester includes seven sessions of the day off. Attendance and sufficiently serious cost of education (3500 UAH per semester for adults and 1550 - for the children) have already managed to make progress towards the client in a separate thriving business.
However, despite the very successful initiative and stable attendance restaurants, the impact of the crisis the company Libkin could not be avoided. However, as claimed by Savely himself, only to him.
"I felt it (krizis. - Ed.) at 10-22% in profit. The company development has slowed down on this part of the profits. But we won in UAH 60-70%. We didn’t fire people, but hired a lot of stuff who had previously been difficult to hire," - commented head of the company. And still complains that the primary and the general problem of restaurateurs still acute: "No cooks. Many cooks – are amateurs and often are swindlers..."
P. S. In the course of communication with employees "Resta, people who know the owner and guests institutions, I have at least ten times a feeling of deja vu. Cost to start a conversation about the company, once heard the word "teacher", "guru", "genius" in combination with the epithet "complex" and complement "but he was much can be forgiven." Not often found in the exaltation of our time! As it turned out, this image to a certain extent also the result of entrainment Savva’s marketing. Give evidence in two quotations.
Oksana Todorova, from Odessa, frequenter institutions "Resta, president of the Association of Corporate Media in Ukraine:" Savva feels the audience and skillfully its dazzle, making talk about his restaurant "chips". He brilliantly noticed the mentality of the public who feels that a rich life is more prosaic than beautiful. And yet the genius decided to forgive a lot: too rigid attitude toward staff and instinctive behavior in negotiations. The second aspect of the list of reasons for the genius of “Illych” - is a broad layer of work in PR-support ".
Elena Derevianko, managing partner of the Agency PR-Service, five years that communication support "Resta:" We got a good resource - people with taste and style, extraordinary view of life and desire to learn. We are not trying to force him to change the image - easy to cut and uncut diamonds shown to the public. A positioning was really good - a la the mad genius.
Withdrawal of the former employee
Dmitry Sikorski, head of the design studio
I came to the “Resta” to position of PR-manager, "Pan Pizza" in 2002. The company is famous for its dynamic and innovative approaches, and certainly attracted me. Then, gradually began to engage in PR-support of restaurants, sales, promotions.
Due to the fact that I always wanted to work for myself, in 2005, I took a pause. I began to cooperate with the company on a freelance copywriter. Then in 2006 Savely offered me a job of art director. We agreed that I work for a year and a half, will perform a certain amount of work, and then go back to their bread. So, in fact, happened in 2007.
Restaurant – is an art. To work in this business is very interesting. Also interesting to work with Savely. The creative part of our cooperation has always been full understanding. Every day brought new and unexpected tasks and assignments. You can not stagnate, guests need to constantly something surprising.
On the other hand, to work with him on the managerial position was fairly hard - he reluctantly delegated management functions and is constantly trying to interfere in the work of my department. Another disadvantage could be called an unexpected change of opinion on certain issues.
Investgazeta
Author: Irina RUBIS
