Restaurateur
Saveliy Libkin

I have written about positioning earlier… And in general I have written a lot about marketing and at once have argued with myself and with one of the graduating student of the local university. Now you can lear a marketing in our city, but after this kind of education you should do the resuscitation of brains within two years… But the subject is so capacious: Volume and composition of brandbook. Maybe someone have seen an interesting and capacious examples of brandbook from the restaurant business? Will you share your expirience? Please send me a private message in Live Journal.



The total quantity of the respondents is 52. Special thanks to those who have answered the questions without mockery and rather serious. The results of first question have surprised me because guests often ask why the menu is so short. So:

• up to 5-6 positions in each category (10), 10-12 positions in each category (6), 15 -20 (5);
• concerning the second question the leader is predictable  — borsch;
• the third question: salads with mayonnaise (14), dishes with hard-to-pronounce name / with doubtful description (3), something  exotic (3);
• to visit the restaurant without menu on the paper – almost unanimous YES;
• the majority of the respondents did not see the ideal menu;
• concerning the dish at the cost of $100 the respondents said the same unanimous «NO»;
• and the most important thing is that 12 respondents are ready to pay for borsch up to 80uah;
• and also 13 respondents never have taken away the menu from the restaurant.

Thanks once again to everyone who has taken part in the express poll.

I am the supporter of short menus. And some Ukrainian restaurants follow this way also. But recently my friends presented me the menu from one of Donetsk restaurants. I have counted 194 position of food and 173 positions of drinks. I know some restaurants in Odessa where you can find more then 250 positions in the nomination «food».

1. How do you think, what optimal quanity of the courses must be in menu?
2. What course must be in the menu of any restaurant in the territory of Ukraine regadless of its subject and cuisine?
3. Can you name the course which you will never order in any restaurant.
4. Will you visit a restaurant where the paper menu is absent  in principle (they cook a few courses and the cost is informed by waiter or the menu is written on the wall, or …) ?
5. The menu of what restaurant do you consider as an ideal one from all points of view?
6. Have you ever ordered a course (what exactly?) in the restaurant (what exactly?) which costs $100 and more per one person?
7. How many money maximal can you spend for very delicious red borsch in the good restaurant?
8. The menus from what restaurants you have taken away with you or bought it to remember?

If I will collect enough of convincing comments I publish the results of this survey in some Ukrainian restaurant  print.

We travel… spend our time for small discoveries… look at  different cultures… We tell our relatives about things which we have stayed in our memory.  But people also come to us and look and keep and mind… Аnd then tell about their impressions… If everything is arranged foresightedly, if the vector doesn’t changes every five years, if the word culture doesn’t associate only with Bylan, then we keep in mind exactly those small and the most important differences which exists exactly so that the tourists can easily distinguish and memorize where they were and what things made them glad. But everything arranged in this way in those places where we are absent, and that is why we want to be there. What do we have: Egyptian three-stars hotel at the place where were Privoz and a half-skating-rink, half-hotel at Deribasovskaya. And also in the very center of the city. One can spend money and invite the best experts in tourism, but  as long as the culture is reflected only in the books and movies people don’t have many motives to come here. The residents of Brooklyn and Israel come here because of nostalgia… But it isn’t big quanity of them so that it will be enough for city. But  the devil is in the shades.

Сhеz Louisette

So I recollect after two years not the Eiffel Tower and Montmartre in Paris but flea market  Saint-Ouen, by the way it is the biggest one in Europe…  Exactly from this market have appeared the word flea and also traditions and fashion for spontaneous street trading. There people sell antiques, china, designer things, second-hand books, musical records, home utensils and various ethnic things. In addition there are 40 restaurants at this market. One of these restaurants and this market I consider as «Мy Paris.  I am talking about the restaurant Сhеz Louisette. The food is extremely average in the restaurant. The waitresses resemble procuresses from bus terminal, the tables are untidy and the interior in the local sense is absent. The local star Manuela sing songs of eternal Édith Piaf in the restaurant already thirty years. All the rest  one should see, hear, touch, breathe in, feel… There is no sense just to retell.

Аddress of the restaurant: Chez Louisette Marche auz Puces de St-Ouen 18th Arrondisement Metro: Porte de Clignancourt

Does the successful restaurant-restaurants need a slogan-motto?

What quistions solves a slogan in the restaurants in your opinion?

Should someone create a slogan if the restaurant is successful without it?

How to create a slogan for the successful restaurant , if it is necessary of course?

I have received thirty versions-comments in LJ and in this blog.

It is strange enough, a lot of restaurants are creating and a lot of restaurants are clossing.  The considerable enough funds are invested in this business. Many millions of professionals work in this business. But definitely precise definition of what is it isn’t exists.  As much as possible close answer but not in the form of definition and rather in the form of mini article was given by mactep who doesn’t work in this business directly but he has  strong notion in this regard to all appearance .

Exactly Bоris gets the promised certificate.  Bon appetit! And I wait for your criticism after the visit.