Word: russianizing
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...surprising that Spain would get off to a good start. Finishing tournaments has been the Spanish weakness. It may still be. Against a supposedly rising Russia the Spanish frontrunners David Villa and Fernando Torres ran rampant in a 4-1 win. Torres set up the first goal by undressing Russian centerback Denis Kolodin and serving Villa with a gilt-edged pass to make it 1-0 at 20 minutes. It would be the beginning of a long night for the Russian back four as Spain's midfield had a truckload of keys to unlock their defensive scheme. In the 44th...
Teremok began in the wake of the 1998 financial crisis. The name, suggested by Goncharov's mother, who is the company's head chef, translates roughly as "Fairy-Tale Cottage," and the company's rise has been something of a Cinderella story. When the Russian stock market crashed in August 1998, Goncharov lost the electronics-distribution business he had started. "For the first month, I was really sad," said Goncharov, who was born in Kazakhstan and studied mathematics at Moscow State University. "Then I decided I have to start a new company." Earlier that year he had visited London...
...good fortune of launching his trendy food outposts just as the Russian economy took off again, creating a generation of free-spenders eager to indulge in the new culture of eating out. "The company understands its consumer base very well," says Anastasia Alieva, an analyst at Euromonitor International. "Pancakes with butter, jam or traditional fillings like cheese, ham or mushrooms are offered at affordable prices. But also there are more expensive variants, like pancakes with caviar or smoked fish...
...Russian consumers, according to a recent report from Euromonitor International, want to be entertained, so to keep them interested, Teremok regularly introduces new fillings. (The latest is salmon, herring, cucumber and a special sauce). Teremok gives away toys, based on a popular Russian children's cartoon, with kids' meals and uses secret shoppers to monitor workers' politeness. (Bonuses are distributed on the basis of their reports.) All of it is learning by doing. "When I see a problem," Goncharov says, "we buy books on the topic, then we read, then we decide...
Goncharov insists that Teremok will leave its national identity behind--but not the increasingly fashionable national snack--as it goes international. "I don't want to be a Russian company in Germany," he says. "In Europe and America, they don't really like the Russians. But they could like the good products from Russia." Especially if they come with caviar...