Blending Tradition with Innovation

Founded over 20 years ago by restaurateurs Alexey and Dmitry Vasilchuk, the Vasilchuki Restaurant Group has grown into a global culinary powerhouse with over 40 restaurants across Uzbekistan, Azerbaijan, Russia, and the Middle East. With a reputation for offering a fusion of Slavic cuisine with local flavours, the group’s latest venture, Chaihona No. 1, marks its exciting debut in Dubai and the start of an ambitious expansion throughout the GCC.

Leading the charge is Artemiy Vasilchuk, CEO and son of Alexey Vasilchuk, who shares the family’s passion for hospitality and innovative culinary experiences. We spoke with Artemiy about the group’s journey in the UAE, the challenges of expansion, and how they are blending traditional values with modern demands to cater to the dynamic Middle Eastern market.

Tell us a little about the business and your journey in the UAE so far.

My father has been a significant inspiration throughout my journey to becoming a restaurateur. Together with my uncle, he has established 40 successful restaurants across Russia and Central Asia, creating each brand from the ground up. Hospitality is in my blood; some of my earliest memories are in our family restaurants, sampling new menus, dishes, and concepts that would later become part of the Vasilchuki Restaurant Group. Launching our first venture in Dubai with Chaihona No. 1 has been an exciting challenge where we’ve blended our traditional core with fresh ideas tailored to the unique demands of the Dubai market.

When strategizing the growth story for your brand, how do you plan the expansions? What are you keeping in mind from your global positioning when leading from the front?

When planning our expansion, we started by maintaining the core essence of what makes our brand unique while adapting to the local market’s needs. My father’s traditional approach provides a strong foundation, and my role has been to bring a fresh, youthful perspective, which is particularly important in dynamic markets like Dubai. This balance allows us to stay true to our roots while innovating in ways that resonate with new audiences.

Do you have a very strong base online alongside the brick-and-mortar? How do you keep the balance going, without tampering with the customer experience across channels?

Our approach to online presence is about extending the same level of quality and experience that our customers receive in our physical locations. We ensure that our digital channels are functional and reflective of our brand’s luxury and attention to detail, providing a seamless transition between online and offline experiences.

What were your initial challenges when expanding across the Middle East?

One of the key challenges was adapting our offering to meet the expectations of a market as diverse and competitive as Dubai. It was crucial to maintain the authenticity of our Slavic roots while integrating elements that appeal to the local palate. This is where our Head Chef, Sergei Suschenko, played a vital role by incorporating Arabic flavours into our menu, which has been incredibly well-received.

Given you operate in a niche, how do you see the customer responding to your concepts? Any special notes on this?

Operating in a niche allows us to offer something unique, and we’ve seen a very positive response from our customers. They appreciate the authenticity and creativity of our dishes, especially the way we’ve fused traditional Slavic cuisine with Arabic influences. Our Shawarma, for instance, has become a standout dish, served on a skewer with a selection of dips that offer both familiar and new flavours.

What are your expansion plans for the next few years?

Looking ahead, we’re focused on expanding our presence in the Middle East. Our successful launch in Dubai Marina has set the stage for further growth, with plans to open 30 more restaurants in the region over the next three years. Several projects are already underway, with new openings scheduled for later this year.

Any region-specific anecdotes in terms of the reception for your concepts across the region?

Introducing Arabic flavours into our traditionally Slavic menu has been particularly well-received in Dubai. The fusion of these cuisines has allowed us to stand out in a crowded market and offer our guests something truly unique. It’s a testament to our commitment to innovation and ability to adapt to appeal to local tastes.

What are the category trends that you see dominating in the coming year?

I believe we’ll continue to see a strong demand for fusion cuisines, where traditional dishes are reimagined with new flavors and presentation styles. Additionally, there will be an increasing emphasis on sustainable sourcing and transparency in the restaurant industry as customers become more conscious of what they consume. We’re also seeing a trend toward healthier food options and faster service.

Two ways you think AI and technology will be the face of retail in the future? Especially in your category.

AI and technology will play crucial roles in enhancing customer experience and operational efficiency. Firstly, AI can be used to personalize customer interactions, from tailoring menu suggestions based on dietary preferences to optimizing reservation systems. Secondly, technology will continue to improve back-of-house operations, such as inventory management, ensuring that we can maintain the highest standards of quality and service by saving time on admin tasks.

What do you think about the evolving customer? What do you think will be the top 3 trends dominating the food service sector in the coming year?

The evolving customer is more informed and discerning, seeking not just a meal but an experience. The top three trends likely to dominate the food service sector are similar to the above as we’ll likely see the continued rise of experiential dining, a focus on sustainability and ethical sourcing, and technology integration to enhance convenience and personalization in dining experiences.