Novikov Group will freeze pizzas - Newspaper Kommersant No. 149 (7350) of 08/17/2022

Novikov Group will freeze pizzas - Newspaper Kommersant No. 149 (7350) of 08/17/2022



Against the backdrop of a reduction in the presence in Russia of foreign chains of pizzerias and large suppliers of this product, Arkady Novikov, the owner of Novikov Group and partners, can launch a project in this segment. The structures of the restaurateur are preparing to release their semi-finished products for pizza for supply to retail chains and the emerging network of pizzerias. Own production should allow maintaining affordable prices for consumers.

Novikov Group is launching a new enterprise for the production of frozen semi-finished products for pizza. Job advertisements for the factory appeared on several recruitment portals. And the Syrovarnya network, which is part of the group, in particular, began searching for a sales manager for the enterprise, who will develop sales to distributors, retail chains and restaurants.

The enterprise will probably be managed by Proizvodstvo LLC, located at the Moscow Khladokombinat No. 14 on Ryabinovaya Street. According to the Unified State Register of Legal Entities, Arkady Novikov owns 50% of Production, 25% each belong to his partners Dmitry Azarov and Igor Solovyov. Mr. Azarov is also known as a co-owner of the Russian business of the British cosmetics chain Lush, which may close shops in the country after the outbreak of military operations of the Russian Federation in Ukraine. In July, Proizvodstvo received a declaration for the production of a base for Roman pizza, and before that, the company filed an application with Rospatent for registration of the Mini Trattoria Cheese Factory brand, including the class of frozen pizza. A Cheese Factory representative declined to comment. Mr. Novikov did not answer Kommersant's questions.

Rustam Aidiev, executive director of the National Baking Union, says that the interest of retail chains in frozen bakery products has recently been growing, including due to the desire to expand the range of culinary products. By the beginning of 2022, Pyaterochka, which is part of the X5 Group, has opened more than 5,000 bakeries in its stores. At the end of June, Magnit announced the launch of an expanded format of convenience stores with culinary and cafe areas. At the same time, some suppliers are leaving the Russian market for frozen semi-finished products. For example, the German Dr. Oetker (pizza Ristorante) announced the sale of the plant in Belgorod to management due to the military actions of the Russian Federation in Ukraine. The Russian company did not respond to Kommersant's request.

Part of the semi-finished products is probably intended for the new restaurant project of Novikov Group - a pizzeria chain. Its upcoming launch is also mentioned in Cheese Dairy's announcement of the search for a brand chef with experience in Italian cuisine. President of the Federation of Restaurateurs and Hoteliers Igor Bukharov says that their own large-scale production will allow the restaurant chain to maintain attractive prices for customers, which is especially important when consumers want to save money. According to him, now may be the right time to launch a new project, given the reduction in the presence of large network players in Russia.

Against the backdrop of the current crisis, for example, operator changed from Russian Pizza Hut establishments, which were previously developed by the Polish holding Amrest. Manager of local establishments Domino`s Pizza DP Eurasia NV announced the suspension investment in Russian business. And the operating company of Papa John`s network registered domains with alternative names, which may have been preparation for a ban on the brand.

Sergey Mironov, the founder of the Meat & Fish chain, notes that if the Novikov Group's new project manages to provide gastronomic quality pizza at affordable prices, there will be a niche for such a product on the market. According to him, the arrival of such a player in the fast food segment can have a positive impact on competition in the market. According to Rosstat, the turnover of the Russian restaurant market in the first half of 2022 exceeded 1 trillion rubles, which is 1.4% more than a year earlier.

Anatoly Kostyrev



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