The first bar “Wine Bazaar” opened in 2014 on Komsomolsky Prospekt and became a cozy place to meet friends with a glass of wine. They do not offer a wine list, but “introduce” the wine and select it according to the personal taste of each.
Founder of the Bazar Family restaurant group (Wine Bazaar chain, Dancing bar, Food&People, the “Sparkling” gastrobar) Evgenia Kachalova talked about how the idea of earning on a love of wine came up, why an entrepreneur needs to be able to stay cool and what problems a woman businessman may face.
About the first business
My education and previous activities are fundamentally different from what I am doing now. I graduated from the school at the Russian Museum in St. Petersburg, and then – the faculty of international relations at St. Petersburg State University. She managed to work as an executive director in a basketball club, and then moved to Moscow to try herself in the banking sector. But this work was the opposite of my character. I am very emotional and do not like to sit still.
In 2009, she joined the Vinissimo chain of wine boutiques, where I met wine. By the way, before the age of 30, I basically did not drink alcohol. It was a beautiful boutique with a professional team and tastings for guests. I was so immersed in the project that I worked there for 5 years.
At some point, I realized that I was ready to start my business, and decided that it should be connected with wine.
Over time, I found an investor and an ideal room on Komsomolsky Prospekt. In 2013, she left the company, and in February 2014 the first Wine Bazaar opened. The project was conceived as a wine boutique with a homely atmosphere, where people are pleased to drop in at any time, drink a glass of wine or buy a bottle with them. Then it was a new concept for the capital market.
About bugs
The beginning restaurateur has to deal with a bunch of problems: the kitchen, the cooks, the staff of the hall, the landing, the management company.
After the opening of the first bar, difficulties awaited us with the selection of the “right” employees. With the expansion of the company, other questions began to appear: it turned out that new bars needed new leverage, and this was a completely different business. It’s better to prepare for difficulties right away, but I wasn’t ready, all problems were solved “on the go”.
For example, a clothing store closed next to the first “Wine Bazaar” on Komsomolsky Prospekt, some wine guys were planning to enter, but I rented this place myself. In order not to drag customers by the bar, in a new room I opened a cafe with sweets and breakfasts.
But the details were not thoroughly thought out and the concept did not fire. Then we changed the format 3 times, but still suffered losses. As a result, they changed the “morning” interior, added a wine list, a main menu, brunch and lunch. The format has taken root, and now the project is working.
To err in business is absolutely normal. We made many mistakes, but corrected them and moved on. The main thing is to take responsibility. Do not wait for everything to resolve itself. For example, if there is stagnation in the business or losses are increasing, you cannot observe this. We must look for reasons and act.
An important quality of an entrepreneur is stress resistance. Everyone remembers this when they get a job, but in reality there are few really stress-resistant people..
In business, you need to be able to stay cool, not to panic, not to infect the whole team with fear. Stop, exhale – the decision does not always come immediately, – determine the course and move along it.
About mission
In the name “Wine Bazaar” I put the message that this is a place where it is fun, noisy and a lot of wine. So that you can bargain – there are no price tags in the market. It seemed to me that it would be interesting for visitors to offer the price they are willing to pay for a bottle. At the same time, employees had to remember how much each bottle costs, so as not to sell it cheaper. But the idea did not take root. When you have a full hall of visitors, there is no time to bargain. But we managed to create our own special atmosphere.
There is no classic wine list in Wine Bazaars. Instead, tall racks fit perfectly into the interior of the bar. Shelves with wine attract the eye, I want to look at the labels, twist the bottle in my hands – it’s atmospheric, there is a desire to try something.
All my bars live in cozy conversations, smiles, noisy companies, holidays. This fully reflects our mission..
Wine is not just a product, it is a very emotional product, it is important with what mood you serve it. New-wave wine bars focus on accessibility and emotions. I am convinced: if you treat a person with good wine, joke, smile, he will feel better. He will carry it home and charge loved ones with a positive. This is our main value – to bring people happiness.
About wine and people
The guests of the Bazar Family projects are those who treat wine and other alcohol with understanding. It is important for them what is in their glass. They delve into the history of wine, come for tastings or lectures. Now people are very interested in contacting, asking questions to the Cavists, they are advising and it’s nice.
Interestingly, women’s and men’s wine preferences are practically the same..
The belief that men drink red and women drink white is not confirmed. It all depends on personal preferences, food, mood. But girls often drink sparkling, men are less attached to this drink.
Sometimes we joke that you can open a bar of five wines: Vigne Verde, Sauvignon, Malbec, Zinfandel and Prosecco. They are always popular..
About employees
For me, the foundation of success for any company is people. An interested and motivated team is a stream of ideas, a fresh look and good work. Such employees broadcast the values of the company outside its walls, warmly talk about work, the team, career prospects.
True, you can endlessly talk about how cool you are, what are all united and so on. But, if in reality it’s a decoration, a damaged reputation awaits you. Therefore, I devote a lot of time to team building, searching for interesting ideas and solutions..
About money
There is no clear definition of how “right” and “wrong” to spend money. Each has its own financial model. For me, money is an opportunity to develop a business, develop myself, travel, get impressions.
It is important for an entrepreneur to approach financial matters rationally – to calculate everything and consult with specialists.
If you are just taking the first steps in the business, investing in it the last money is not worth it. You won’t be able to make decisions calmly if in case of failure you have to live on the street. It is better to use the accumulated capital or look for an investor.
About planning
I try to plan my day carefully. I have a busy schedule: trips, meetings, corporate meetings.
To be effective, you need to organize time and prioritize. Nobody needs a driven, tired leader. In addition, I learned to delegate responsibilities and trust employees. This helps not to disperse, but to concentrate on important tasks..
About women in business
I do not think that there is a difference between a female entrepreneur and a male entrepreneur. There is an opinion that it is difficult for women in business, that they are “offended” – this is not so.
A professional woman is valued in the same way as a man.. The only nuance a woman faces, regardless of business, is that a partner or husband does not always understand when a woman wants to be realized and immerse herself in her project.
I’ve been in business for more than 5 years, and before that I held managerial positions, and there has never been one who said “you are a woman, I will not work with you”.
Among the players in the restaurant market, noticeably more ambitious women began to appear. They are not afraid to take risks and conduct business on a par with men.
Tips for Startup Entrepreneurs
Learn communication skills
For a leader, communication with people is 85% success. It is necessary to properly build relationships with partners, employees, investors. Such experience is gained by practice and time..
Build a strategy for several years
Know where and how much to work, what results to achieve and what to do next. Go from step to step only when you understand: I solved all the tasks and reached the “ceiling”.
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I have always been passionate about wine and would love to find a way to turn that passion into a profitable venture. Can you provide any insights or advice on how to monetize a love for wine? Are there any specific opportunities or paths I should explore? Thank you in advance for your guidance!
Dear Evgenia Kachalova, I am an avid wine lover and I would like to know how I can turn my passion for wine into a profitable venture. Are there any specific steps or opportunities you recommend exploring to make money from my love of wine? I would greatly appreciate any advice or suggestions you can provide. Thank you in advance!