History of «Idealnaya Chashka's» Coffee-Shop's Chain Development.

An idea to create an inexpensive coffee shop in St. Petersburg occurred to Anna Matveeva in 1998 while visiting «Sturbucks» coffee shops in Los-Angeles during her studying there. Moderate prices and pleasant interior in that coffee shop's chain gained great popularity among numerous public and the idea of similar coffee shop's chain seemed to be very interesting to Anna. But unlike many American coffee houses where everybody hastens somewhere, snatches coffee in disposable cups, «Idealnaya Chashka» is rather oriented to clients' communication than to the coffee selling.

The first experimental coffee shop «Idealnaya Chashka» was opened in a quarters of the Baltiyskiy Dom Theatre in 22 July, 1998. It was aimed to analyze customers attitude towards the place like that and to explore the idea's possibilities to be accepted within St. Petersburg market. The result surpassed all expectations.

«Idealnaya Chashka» became a pioneer in a new type of coffee house market. Thus a further development strategy has been exploited.

The first problem the coffee shop had to confront to shortly after it had been opened was a default in August, 1998. Timely reserved coffee-beans supplies prevented the company from bankruptcy. Despite this crisis most of the medium-class customers didn't want to indulge themselves to communicate over a cup of coffee. The success of the first coffee shop even in such a hard time confirmed the advisability of the coffee shop's chain development.

The experience gained in the Baltiyskiy Dom Theatre, the analyses of the coffee market's current situation in St. Petersburg as well as the exploration of customers preferences consequently allowed to elaborate the concept base and the practical business-model of the present chain.

In April, 2000 the first chain type «Idealnaya Chashka» appeared on Staro-Nevskiy Avenue and from this time the systematic development of the chain has been started.

At present time «Idealnaya Chashka» coffee shop's chain keeps on growing and developing in St. Petersburg and Moscow.

«Idelnaya Chashka» – Photo Album.

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