CEO "Teremka" about how to conquer American fast food pancakes

Mikhail Goncharov, the founder of the Teremok restaurant chain, which includes 240 establishments in Russia, very often happens in New York. This is because “Teremok” will soon open here, and he personally directs the launch process. If everything works out, it will be the first Russian fast food chain in America. Their only "brother" with a very big stretch can be considered the three restaurants "Mari Vanna" in New York, Los Angeles and Washington.

In an interview with the “Forum”, Mikhail Goncharov explained why there would be no pancakes with black caviar and Russian products, as well as the joyful cutting of red ribbons. But the recipes will continue to fill his mother, chef "Teremka".

You talked about plans to open two restaurants until the end of 2014, later - this fall. But not yet opened. Why?

It was inaccurate information, which literally ticks pulled out for the sake of interesting news. We do not strive to open up to a certain date or anniversary, but conduct a systematic work on the opening of our network. Because we understand that no one will run to us on the first day. In Russia, the first two years we worked with envy looking at the queues at the shawarma kiosks next door. None of the networks had a rapid growth at the very start. If you look at the history of [two popular fast casual networks in the USA] “Shake Shack”, “Pret a Manger” and others, it will be clear that development is a long way to customize and improve, not happy cutting of ribbons at new locations. We understand this well and behave modestly.

Teremok is one of the five most popular fast-food brands in Russia. Photo: Press Service

Now the network works only in Russia. What is the reason for choosing New York as a starting point in a foreign market?

America is the birthplace of both fast food and fast casual, which we operate in [we are talking about self-catering facilities where food is of higher quality than traditional fast food and semi-finished and frozen foods are not used]. And New York is closest to Moscow. Therefore, the choice is obvious. It is necessary to open where you are expected and understood. In addition, we enter the “Top-8 fast food on CNN version” [talk about this article CNN 2011 of the year] and in “10 networks that are waiting in America” according to The Daily Meal. Former US Ambassador to Russia Michael McFaul at the press saidthat “Teremok” is a favorite place of his children. I think all of them had a choice. And it was not by chance that we ended up in these lists and ratings.

What will you cook in America?

Completely on local raw materials. Russian suppliers will not and can not be. For about a year now we have been debugging recipes and selecting products at our pre-kitchen factory in New Jersey. And now we have been doing another “run” of fillings, although there is still at least four to five months to open.

In Russia, Teremok employs more than 3000 thousand employees Photo: press service

In addition to maple syrup, what else will the American pancake menu differ from?

Finally it will be clear to the opening. Maple syrup may not be. We create and offer complex, complex tastes, and such a banal taste, like a pancake with maple syrup, will not make the weather. But the basis of the menu will be our creative dishes.

In many “Russian” institutions in Manhattan, the staff is also Russian, and they are designed for Russian-speaking clients. Are you going to break this tradition? And who is your visitor - an immigrant bored on pancakes or a curious American?

We generally do not consider the Russian-speaking audience as a special consumer. Employees are also selected for their professional qualities, and knowledge of the Russian language is not necessary for them. Our product is universal, understandable and interesting to people of any origin. Our language is the taste of dishes. In addition, we have never used traditional Russian recipes, and sales hits in “Teremka” are unique combinations that you will never find in Russian cookbooks. We offer modern, author's Russian cuisine, which is created by my mother Tatyana Goncharova, chef “Teremka”.

Entrepreneur Mikhail Goncharov has developed a business plan for the development of the national fast food chain “Teremok” based on Russian dishes. Photo: press service

Will the name and logo remain - given that it is not clear for the American consumer what “Teremok” is?

This is what business is all about – to educate and accustom the audience to our dishes and develop the “Teremok” brand. The logo has undergone minor “cosmetic” font changes, understandable only to professionals.

How much will cost pancakes with black caviar and how will the original Russian names change in the menu?

Pancakes with black caviar may not be right at the beginning. And about the original Russian names - we actually do not have them now. Our pancakes are called “Caesar”, “E-mail”, “I-pancake”, “Big meat” and so on. The names of some dishes we will create, taking into account the specifics of the origin of the product. We are working very seriously on this. We should not be a black sheep in the market and at the same time - should introduce new ideas.

Initially, you stated that you would need 150-250 thousand dollars of investments for each establishment. The numbers have not changed? What is the payback period?

At the startup level, such things cannot be planned and calculated. We just do our job and invest as much as necessary. Having opened 300 restaurants in Russia, we understand how and what to do, but in America we are moving forward in terms of design and technology. Order through the terminal, loyalty systems, packaging and so on. All this passes revision and update.

Pancake "Sea Hero". Photo: press service

Does the American “Teremkov” have a co-owner?

Not. Investments are very modest, and we are moving at a calm pace.

You opened a business here, got every kind of permission. Compare what is the difference from Russia?

Many processes in Russia are faster. We are not talking about the fact that you can "agree." Just the pace of decision-making in Moscow, oddly enough, faster than in America.

What is your favorite place in New York, favorite restaurant?

I really like the modern version of the steakhouse - “Quality meats”. This is something that is close to me in terms of concept. Product without compromise, non-standard presentation, courage culinary solutions. And I like to walk in Central Park, here I am not original.