IN THE HEADING "COMMUNICATIONS" we talk about girls who came up with a common cause. And at the same time we expose the myth that women are not capable of friendly feelings, but can only compete aggressively. At the end of last year, the founders of the Doing Great agency, Tanya Panteleeva and Katya Shtareva, created the Doshik monocafé, which sells a truly legendary product - Asian instant noodles. So far, it works as a delivery service in St. Petersburg and Moscow, but the opening of physical establishments is also planned. We asked Katya and Tanya to talk about how to make a food meme business and how they are going to overcome the prejudices associated with instant noodles.
Tanya: Our main occupation is the Doing Great Agency, we are engaged in PR and SMM, most often in cultural events - for example, Stereoleto, Roof Music Fest, “Oh, yes! Food”and others, we often promote concerts, not so long ago we started to deal with the management of artists. Well, we also have micro-projects - these are secret concerts in the secret places of Sofar Sounds Saint-P and travel to lighthouses.
Katya: And before that they worked in journalism, in the editorial office of the city media about St. Petersburg, and even before that, six years ago, it turns out, they studied together in the eleventh grade of the school at St. Petersburg State University.
About insights and business
KATYA: My favorite moment is when an idea appears and together we begin to tighten it up, think over the details, offer different options for implementation, this gives rise to wild excitement and a desire to implement everything as soon as possible. It seems to me that Tanya and I have a great duet, we invent and implement a lot of things together, Tanya is more responsible for creativity, and I am responsible for planning and a structured approach, financing and everything in this spirit.
Tanya: We were on vacation in Singapore, had to fly to Hong Kong in the morning, went to the grocery store next to the hotel for something. And already standing at the checkout, I saw an apparatus for brewing noodles. I took the first one that came across, immediately poured boiling water over, went out into the street, sat on a bench at a food market, and at some point, it seems, both of us dawned on us. This is how it happens in films - the characters turn their heads and at the same time say something. This is how Doshik was invented, they prayed that no one would have done this yet. And, hurray, in Google nothing like this was found in the whole world.
Then, in Hong Kong, they bought noodles - and then, of course, an amazing story with how we stalled the entire supermarket (bought two hundred and fifty servings), stopped by Hyatt for a day with huge bags of noodles, counted it in the bathtub and made it there. my great (sorry) photo in a preshik bath. In the morning, when we ordered a taxi to the airport, a Tesla came to us. Laksheri doshik, in general, came out.
Tanya: Everyone thought that we were not ourselves.
Katya: That we decided to play everybody. Now the majority already understands that everything is serious, but some are still convinced that this is a joke. Distant acquaintances, when they see me or Tanya, shout across the street: "Queen Doshika!"
Tanya: My parents live in Spain, and they offer to send batches of doshiks, photograph new stamps for me in the store.
Katya: We are not afraid of copyright disputes with Doshirak, because we do not use the name of their trademark, but we take a word that is in common use and is not registered in any way.
Tanya: This year we will participate in festivals - for example, the St. Petersburg craft festival Craft Event, we want to finally open as a mono-cafe, and not just delivery.
KATYA: We will definitely open a mono cafe in St. Petersburg and Moscow, we are already looking for cool small rooms in the center of both cities. We hope everything works out!
About the menu and the place of noodles in Asian cuisine
Tanya: When we flew from Hong Kong to Singapore, they served doshik on the plane. If this was served on the flight of Russian airlines, many would probably be surprised.
KATYA: In Asia, it's not fast food like McDonald's or KFC, but rather street food from food trucks. In our opinion, the Doshik monocafe is a very small room with two seats at the bar and noodle machines for making noodles so that people can come in and have a quick snack or take takeaway food.
We want to add a more personal story to this project, create a place where we can see our visitors and know what kind of people they are: delivery and vending machines are cool and much more profitable from a financial point of view, but completely impersonal, we don't want to. …
When we compose the menu, we look at what tastes exist in the Asian noodle market. At first, we selected equally different tastes, and now, focusing on the demand, which we now roughly understand, we change the proportions. For example, at first we took very few vegetarian doshiks without meat, fish, seafood and all that - but it turned out that many people love doshiks, but cannot buy them, because there are not so many vegetarian doshiks in Russia. In Korean stores in Moscow and St. Petersburg, vegetarian doshiks are often not sold. In general, there are familiar tastes: beef, chicken, shrimp. Beef is the gold standard.
Tanya: We love the Hello Kitty presh, but it's over. And we also found out that there was a doshyk with Pringles. We haven't tried it yet, but I think it should be popular. More often than not, people are not so important about the assortment of tastes - they are more likely to be interested in the very fact that they bring you a doshik in a package. Russian consumers of noodles do not yet understand brands (and their names are written in hieroglyphs), we are more focused on taste.
About love and prejudice
Katya: I like to eat "Doshirak" from time to time at home, and that's all. When the idea of opening Doshik came to mind, we immediately realized that it would become a meme. Firstly, the impressive PR experience helped, and secondly - the almost sacred attitude of Russians to the classic noodles of the Doshirak company - students eat it (and there are many jokes about this), on trains too (and there are jokes about this), in general noodles are associated with a low standard of living, although there are many people who love them just like that. And we decided to turn the game around, show that in Asia instant noodles are a common option for lunch or dinner: at home, in nature, or anywhere.
There are only two cooking methods, they do not change depending on the country of the manufacturer and the brand: 1) just pour boiling water; 2) cook in a saucepan and add whatever you want to this "soup". We recently brought a batch of noodles from Spain, it needs to be cooked in the same way, for example.
Tanya: On February 14 we had an action "Doshik and champagne in bed", and some young man ordered and proposed to his girlfriend with our, so to speak, dinner.
Katya: We are still successfully overcoming stereotypes about noodles - we explain that our "Doshik" is Asian noodles, an almost complete soup, with a bunch of different tastes (from chicken with lobster to tofu with vegetables and potatoes), brought from China, Korea, Singapore and Spain handpicked by us and our friends. The price includes delivery, stickers, sequins, so the price is objectively not very high.
As for its harmfulness: noodles are almost always very, very spicy, and this is really not very useful - there is it every day, like any spicy food. There is really a lot of salt in it, but not more than, for example, in chips. We recommend our customers not to get too carried away and not eat more than one doshik per week.
Cover: ahirao - stock.adobe.com