Restaurateur
Saveliy Libkin

There are seasonal sales in the clothes shops…It is quite clear, they need to deliver new clothes and that is why they must to sell out the remains fast at cost price or even cheaper. Someone create the special shops where they bring together all unsold things, someone sell them during the end of season. In any case the clothes are normal and they are bought up with 30-70% discount fast enough. What are the reasons to arrange the sales of food at a lower prices: best before date expires (expired).

Sure you can sell the goods cheaper then the cost price if the goods is not certified or if it was brought in illegally. Then the question is very simple: either you will loose all money or you will save al least a part… Everything is quite clear here.

In the restaurants everything is absolutely in a different way. If the goods is expired then the manager acts according to his conscience. But this kind of goods is thrown out immediately or a little bit later but already together with the guests. If the dish is spoilt then it will be written off and thrown out. If you will offer to the guests doubtful and cheap goods then the restautaurant gradually turns into the public catering and the guests are substituted for the different «tourist lunches» or business lunches when the imitation of food is offered with 50% discount. Also you can give the discounts to the guests in the case of substitution of the products, in others words to write in the menu New Zealand lamb but to serve Polish pork. Here we have several versions: either the guests turn into the unpretentious «students» and they are naïvely glad to the foreign name in the menu or they just stop to spend money in this venue and the sign is changed.

Whitin cоmplete 6 years from 16 our restaurants have issued tens thousands of discount cards. Only three years ago the price in the restaurant has allowed to add 10% boldly and then to give the disount card without changing of profitability. Of course some part of cards has been used by the staff and discounts simply did not reached the guests. In the summer 2009 we have made the radical decission about the stopping of the discount programs for all guests. Simulteniously with this we start to develop absolutely new loyalty program. We understand perfectly what is loyalty and those guests for whome our service and our food together with our atmosphere are valuable will make sure many times that there is true loyalty in the restaurants and cafes of our company.

And the time of discount in the restaurants of Resta is over.

The phone number where you can get the information about loyalty program I will inform additionally.

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