Promotion restaurant with dresses for $ 1 million

Owner is Vadim Lapin and Dmitry Sergeyev. Last year they created a place called Tiffany cafe, whose idea was to create a kind of fashion get-together, they even bought at Sotheby’s dress Audrey Hepburn in which she posed in the film “Breakfast at Tiffany’s.” For it to put it in his room, restaurant owners have paid for him a million dollars. Institution itself cost about the same amount, but unfortunately the noise around this institution ceased and all efforts came to naught. After that, the owners changed the format of the signs and thus there was a restaurant “Behemoth”. This entrepreneur just experimenting!

At this point in holding Ginza Project consists of 25 restaurants in Moscow, St. Petersburg and even in New York, in addition to these restaurants also have a network of 36 low cost cafe “Yaposha.”

Thanks to the coordinated work of a team and entrepreneurial talent in 2007, the group has a turnover of $ 70 million revenue Lapin did not name, but argues that it is much raised by increasing the number of institutions doubled.

“I believe, Ginza in the black, if you can afford now active development», – Andrei Petrakov, managing partner of “Restaurant Consulting.”

25 different, independent projects with different signs – quite respectable figure in the restaurant business. A large number of restaurants, just 38, has only a legend of the Russian market – Arkady Novikov. But unlike legends and professional chef, who came to the market first 90-x, Lapin and Sergeyev visited the restaurants only as guests and the market relatively recently, since 2003. How they manage to bypass the pros?

Zemletorgovets shoemaker and put on the land

For the first time Lapin earned serious money on footwear. Later he became a take it out of Italy, the parallel opening in St. Petersburg a couple of shops with designer clothes.

While Lapin went on the show and shows his friend Dmitry Sergeyev in 2003, earned his first capital to trade land and moved to Moscow. Finding that the capital is booming at sushi bars, Sergeev Lapin offering to take up a new business, but he refused, until friends in St. Petersburg, which opened an expensive fitness center are not asked to find someone who could arrange a sports complex in a Japanese restaurant. Lapin is not refused and said that he knew such a man and seized chef Sergey Khan, who wanted to move to Kiev after working in several schools in Moscow. The rest of the staff was hired through recruitment agency.

The first institution worth restaurateurs are relatively inexpensive by Moscow standards – $ 600 000. “We have long promoted it – says Lapin, – and then organized the veranda, one of the first in St. Petersburg, there began to carry out party” such as in Moscow “- and it paid off.”

When the boys finally get an idea of ​​this business on my own experience, they began to open restaurants in 5 years – the total value of all investments reached about $ 15 million a year.

The obvious question is, where funding? Indeed, they sell their skills, knowledge and ability to engage in the restaurant business investors with links and resources.

Where they found the money, facilities and ideas? In fact, they were sold to investors with the tools and their ability to engage in relationships in restaurant business.

Return restaurants – three years

What profit are restaurateurs? Proceeds of all restaurants (except from the “Yaposhu”) is approximately $ 80 million a year. “The founders of the group may have a share of about 30%,” – says Denis Yakhno, head of consulting company “Mood +”. In the pre-crisis of profitability in 30% of revenue only from the management group could reach about $ 8 million a year, not counting dividends.

Investors also do not complain. “The payback period of the project – three years”, – said the Lapin. Before the crisis, it was possible to achieve payback within two years.

“They know all the public and try it for her,” – says another partner «Ginza», director of the Moscow Museum of Modern Art Vasily Tsereteli. Assures that the work of the Governing completely satisfied.

Tsereteli recently opened a restaurant in La Parila Moscow, Argentine cuisine and a proper environment. “Everything was done so that this restaurant has been successful, but he was not” – an emotionally responsible Tsereteli. – And then we caught the Ginza. The guys rebuilt facility to a restaurant of Georgian cuisine “Elardzhi.” “I personally was present when one of the guys came and many, meticulously told as it should hang a towel in the toilet, what will be the music, the atmosphere”, – says Mikhail Bazhenov enthusiasm.

Managers for their restaurants and Lapin Sergeev teach yourself, but before you get steering wheel controls, each of them is a tough school, “Yaposhi”, where it is assumed to save on small things.

folly in the name of ‘Jap’ founders cost of $ 2 million

After Lyapin Sergeev and opened his first restaurant, Ginza, foresaw the sushi boom in Russia, they have created a network of inexpensive Japanese restaurants. Sergeyev, coined the name “Jap” for those who are afraid of raw fish, soup and offered salad. After numerous discoveries in Moscow in 2006, it seemed that the sites for new restaurants anymore. Moscow has already worked “Planet Sushi” and “Yakitoriya” in St. Petersburg – 30 institutions of the network “Eurasia”. But despite the lack of successful sites, just three years, a chain of restaurants “Japs” closer to the competition with 36 restaurants, of which 19 in Moscow. In the process of expanding the network, managers have replaced the sign with the “Japs” to “Yaposhu.” According to one version, the owners themselves have decided that politically incorrect name may be risks associated with expansion, is another name changed at the request of the Japanese Embassy. Such a step neoprometchivy cost owners of $ 2 million

“Yaposha” also developed on investors’ money – Lapin and Sergeyev in 2007 agreed with Ilya Yurov, which controls the bank “Trust”. Andrei Petrakov (“Restaurant Consulting”) estimated the discovery of a network cafe with an average check as a “Yaposhe”, an area of ​​300 square meters. m now can cost $ 600 000. Based on these calculations, the volume of investment in “Yaposhu” cost to the founders of the $ 20-25 million turnover, “Yaposhi” last year amounted to approximately $ 70 million return on network experts estimate does not count.

“Yaposha” appeared on the market started to price the fight, the price of sushi with salmon was a third cheaper than the competition – only 29 rubles. At the beginning of the crisis Ginza hard bargain with the landlords (the founders’ Yaposhi “wanted concessions in the rate of 30%). As a result, since 2009, managing to open two new schools and 13 authors of the project “Yaposha.”

Certainly the data format does not allow institutions to build two rows of limousines with waiting drivers and guards. But it’s still another step that brings them to market leaders and Novikov Dellosa.