Aleksandr Goncharov, the creator of Monsta Family, has expanded his restaurant concepts across multiple gastro spaces and shopping centers, demonstrating a successful approach to entering the catering market with relatively low initial investment. His establishments, including “Rebernaya” (Rib Joint), “Steak by Rebernaya,” “Na Farshe” dumpling shop, and others, operate in Novosibirsk and Novokuznetsk. Goncharov’s strategy involves leveraging opportunities in emerging food hubs and adapting to the unique dynamics of each location.

Goncharov’s entry into the restaurant business was somewhat accidental, starting with a hot dog sales point and later involving a vegetarian burger venture. His breakthrough came with “Rebernaya” at “Gastrocourt,” which quickly gained popularity and paid off its initial investment in about two months. Despite challenges such as high competition and varying conditions in different gastro spaces, Goncharov has continued to expand his network.

“Gastrocourt” presented both opportunities and difficulties. While it allowed for easy entry with minimal investment, the lack of uniform standards and the proliferation of similar concepts created intense competition. Goncharov acknowledged the need for “Gastrocourt” to evolve towards a more curated and attractive environment, similar to successful Moscow gastro spaces. Other ventures, like “Foodhall 6/1,” offered a more professional environment but faced challenges related to the overall condition of the shopping center. “Restoholl,” despite initial promise, proved to be a significant disappointment, resulting in substantial financial losses.

Finding and retaining staff has become increasingly challenging for restaurateurs. Goncharov relies on a network of former employees and referrals, but the competition from courier and taxi services has driven up labor costs. He has had to increase hourly rates significantly and implement employee retention strategies such as events and recognition programs. Labor costs now account for a larger percentage of revenue.

Goncharov finances his expansion through a combination of his own funds, partner investments, and employee co-ownership. He is cautious about taking on excessive debt due to high interest rates. His future plans include opening a “Rebernaya” location in Novokuznetsk and expanding into Tomsk with multiple concepts. He is also exploring opportunities in Yekaterinburg and Tyumen, favoring the gastro space model for its accessibility and broad appeal.