Perelman Vladimir Biography

The text of Marina Shaklein photo archive of the restaurant company Vladimir Perelman Restator Vladimir Perelman opens restaurants, which, at first glance, violate all the trends: with a bright, colorful, warm design without concrete and half, with a price tag that does not claim to be stunned democracy, with a large menu, including “all and at once”. At the same time, Perelman's restaurants get festive, light and completely unlike any others, and find their own, rather extensive audience.

Which one, read right here. Like the story of one of the youngest restaurateurs in the city about market niches, about fashionable and non -cod, on profitable and incomprehensible places, about the past and future of the restaurant market. You also opened several projects. What is happening? Vladimir Perelman: No one loves to talk about failures.

Everyone wants to be successful, everyone creates an illusory picture attractive to others. Everyone is trying to seem better than they really are, this is normal human quality. Surely in our industry the same processes. Many people open, but we can not imagine how restaurants feel and live. I'm talking about what any business is being created - about the economy. The full hall automatically does not mean that the restaurant earns a lot of money or performs its tasks.

I think that in our market not everything is as rosy as it seems at first glance. What is not rosy? There is a decline in the market. Of course, every restaurateur who owns several projects has flagship establishments that “pump”, as we say. They can “download” for long, but they can - for many years, and this art is to be able to make such restaurants. On the other hand, what I see now is a feast during the plague, the feeling that people are walking to the last.

We, restaurateurs, are trying to overtake each other, get ahead of the time, we drive ourselves into the wild agony of overfulfillment of the plan, because we must fight for the guest. Look where the people are sitting on Wednesday evening? I think in fifty restaurants. Of course, not counting the institutions that they have not been talked about and did not write for a long time, I am about network mastodonts that take the audience.

Fastfudies and street foods are a trend that enables good restaurants to get an additional influx of money at the expense of people who want to spend less time and money, but get high -quality food “R. I see that Arkady Novikov is pumping only five projects, Alexander Rappoport has three or four, Zarkov also works something, something is not. All restaurant groups survive either at the expense of a superuspecting project-flagman, or due to the speed of discoveries.

The restaurant party migrates, opened the project - you have it. The more you open, the more they say about you. But this is nowhere - the harder it is to maintain quality. The same agony begins when a person does not understand what will happen tomorrow with the current realities, and tries to do everything today. The model is to open a new one when you are sure that everything will work out.

The payback period of everyone has their own standard, two years. For example, we invest money, hoping that restaurants will work for a long time. For example, I Like Bar has been working steadily on Shabolovka for four years. It would be possible to make a network from the concept, but I'm too lazy. Although the project is unique, there are no such in Moscow.

There is a very homely atmosphere, friendly staff, a restaurant can satisfy the needs of any person in food - there is a multifaceted on the basis of Italy. By the way, I think that we are returning to the tendency to make multi -offers. Arkady Novikov, opening the restaurant Valenok, clearly demonstrated this. It is not for me to judge the concept, but commercially this is a very successful project.

Developing, the market jumped from stages to stages, from the kitchen to the kitchen, apparently, now it's time to return to what happened. This is advisable. The restaurant should either feed people or give a unique experience, to be a weekend, aesthetic and gastronomic. But then he must work according to European laws: to give two or three dinners for the evening five days a week.

We are trying to do everything at once: get into an expensive rent, find a super -month, make sure that everything is perfect in terms of serving and design, but 20 landings will not pay off, we need to do this flawed market. They have a clear concept, while this is not a classic Fine Dining. City cafe of a very high level. All his other projects, I think, will be transformed.

This is what I was talking about. There was a cool Peruvian idea, the party was like six months, and then the people disappeared. Probably, we must return to the origins. Give everything at once and for less money. On the other hand, if I had not succumbed, I would have opened I Like Bar one by one, it would be more wealthy and may be a calmer person. Plus, there is confectionery "pearls", a confectionery workshop at the Badaevsky factory.

This is not a cafe, namely Take Away confectionery. We plan to launch the pilot confectionery together with the Double B Cofeen network, ideally we want our windows to stand in all their cafes.Actually, I created the “Pearls”, trying to satisfy their censorship in quality. We have a cool chief of the confectioner, Marina Solovyova, she studied a lot in France, now we are sending her to New York.

It will be the concept of "pearls" and all our dessert cards. Probably, the Pearl will develop into a dessert restaurant. More recently, we signed a lease agreement at 2 Tsvetnoy Boulevard, 2. Together with the chef who joined our team, Mikhail Gerashchenko, we will make a project based on different gastropast foods of the world. This will be our vision of modern quick gastronomy.

This trend enables good restaurants to get an additional flow of money at the expense of people who want to spend less time and money, but get high -quality food. For example, in the Voronezh restaurant there is a snack. We will make the Daily zone in I Love Grill, where we will collect our ideas on the topic of fast food. There will be vegetable waffles with different fillings, pet from different dough with non -trivial fillings, for example.

The zone will work from 8 a.m. to 5 pm, every day on weekdays. There will be fast, village, simple and comfortable food. It will be a high -level gastronomy, but it will be very humanized. We began to build, we hope to finish in five months. I never go to a deal with a conscience. I am very emotional. Therefore, I have a very complex relationship with the opposite sex, I am wildly amorous and very expressive, I can promise, sincerely, and then I can’t fulfill.

But at the same time, I am sure that one of the most important things in life is, of course, love, universal love. We generally want to move away from the I Like names. Because I want something new. I will do a monocoding until I say with what monoproduct. These will be large breweries with a cool design, we will scale them, perhaps, sell them abroad. We also look abroad very much, now we are doing our best so that our projects take place in Prague, London, Singapore, Barcelona.

We will do a completely new project, in Moscow it will not be. In general, the concepts that I have in my head are not amenable to calculation and all of them are thought out to the smallest details. Because it is a project designed for a long payback period, complicated in implementation. We do not have such a stream of people as in London. In Moscow, dissonance: many rich and many poor, the middle is not.

And such monocands are designed for the middle. You will not constantly go to the lobsters, well, two days maximum, then you will go crazy. Well, once a month. This is not enough. Most of our permanent guests go to a restaurant about 10 times a month. Observe: everyone begins to erode concepts. But everyone began to ask for simple food: Paste, risotto. Bottom line: now we have twice as many dishes.

Take the Fahrenheit restaurant. They had a super -talented Anton Kovalkov, but the restaurant was empty because they bent their line. As a result, Kovalkov still left, because it is impossible to work with a talented cook in an empty restaurant. Or Goshi’s food in the “northerners” - it is more complicated than in “coal”, therefore there are fewer people there.

They do not go to Novikov, because this is the last century, are not interested in clubs and hookahs, but at the same time they claim bohemian and also strive to show themselves.