Natalia Gerbig
The main focus of my professional activities at the moment are the restaurant business, real estate, venture capital investments, education, urban planning and medicine.
Ask for CV
Professional background
06.2019 untill now
curator Additional professional education "Restaurant Business. Entrepreneurship"

An 8-month program with 85 practicing teachers, a problem-oriented approach, a serious selection of students, and business education at the Moscow Food Academy (Universal University).
Programm
06.2019 untill now
portfolio manager foodtech
Sbermarket (Instamart), Kitchen in the district, Chuser, Ubirator, "354 Executive hight", "OBED-BUFET", "Belcanto" (Dubai), "Birds" (Bodrum). Scouting RF and Europe, trekking, strategic management and development.
VC
07.2011 untill now
co-owner of canteens Lacarotte
The Lacarotte canteen network (4 objects at the moment) in business centers and organizations..
Canteens
About me
  • My professional life has always been associated with restaurants. In 24 years of work in this area, I have been a waitress, manager, director, hr manager, and vice president of a restaurant chain. I was part of a large team and launched projects myself from scratch. I know a lot about the restaurant business.

    Having worked in all positions and at different levels of restaurant business concepts, I am sure that a public catering enterprise can and should bring profit to its owners. Do not believe those who tell you that the fate of a Russian restaurateur is to work "at zero". To make a restaurant business financially successful, it is necessary to bring together many factors. And not always does a restaurateur have the time to analyze each of them, find and correct mistakes already made, and prioritize upcoming work.

    My publications/speeches will be useful for those who want to turn their restaurant into a profitable business, who need support and specific recommendations for further professional development in the field of restaurant business.

    In 2017, I became a participant in the socially significant project vmeste1000.
    A thousand people who are not indifferent to what surrounds them unite on the principles of self-organization, create a sustainable business, and distribute profits to projects for the development of the city. The platform organized on blockchain ensures transparency and trust.

    In June 2020, the Food Academy was launched, where I was the curator of the Restaurant Business and Entrepreneurship direction for 5 years. 5 graduations of wonderful students and launches of excellent projects later, the school - part of the University of Creative Industries is currently on pause.

    In 2022, I began my path in medicine, I am a 3rd year student, I completed an internship in the summer of 2024 at the Flagship Center for Emergency Care at the City Clinical Hospital named after S.P. Botkin (the biggest hospital in Russia). In addition to studying, I write articles, am a member of scientific circles, a volunteer organization - I am interested in science and practice - at the moment, resuscitation and participation in a neurosurgical operation interested me more than anything else.
Education
2029
Medical School. Synergy University
M.D. Diploma
2021
School of education. Universal University
Fundamentals of designing educational experience
2020
Mail.ru Group
Digital MBA
2008
Faculty of Science. Peoples' Friendship University of Russia"
Bachelor of Math & Computer science
Translator from Spanish language
Publications
Over the past few years, I have written articles on topical issues for many well-known professional media and online publications. Recently, scientific articles in the field of medicine have been added to them.
Successful location at adequate rental rates accounts for more than half the success of any restaurant project. Network players in the industry are constantly searching and monitoring the commercial real estate market in order to grab a "bread" place. What makes business centers attractive for restaurant players and what is the specificity of working with active traffic 5/2, "FoodService" found out.




FoodService
Olsufieva A.V., Kuznetsova M.A., Olsufiev S.S., Gerbig N.A., Klyueva L.A., Orlyuk M.A., Volkova L.V.




Modern problems of science and education. – 2023. – № 5.
What to pay attention to when opening a restaurant in a shopping center. Tricks and pitfalls. Experts who have successfully coped with all difficulties share their secrets and developments.




HoReCa magazine
Fedorov A.N., Sidnyaev V.A., Kamyshnikova E.A., Gerbig N.A.



Research journal "International Journal of Medicine and Psychology 2024, Vol. 7, No. 2, pages 103-112
3.3.3. Pathological physiology (biological sciences)
UDC 612.014
DOI: 10.58224/2658-3313-2024-7-2-103-112
‘Clearing the Clouds of a Tumultuous Time’ was the slogan of last year’s 18th European Food- service Summit in Zurich. In fact, foodservice companies have to deal with disruptive innovations and changing patterns of consumer behaviour, triggered by the ongoing process of digitalization which affects all aspects of every-day life. However, the outlook is quite optimistic, at least according to the four Summit participants we asked to share their targets and concerns.




Food Service Europe & Middle East 1/2018
An actual problem of modern pharmacology is the search for more effective and safe drugs. Currently, herbal medicines are increasingly used. One of the promising plants is Aconitum soongaricum Stapf. We carried out pharmacognostic analysis of roots with subsequent phytochemical analysis, analysis of the elemental composition, establishment of commodity indicators. We have found that the presence of alkaloids, polysaccharides, amino acids, coumarins, tannins, flavonoids, phenolcarboxylic acids was revealed in Aconite root samples. It was proved that when assessing the qualitative and quantitative compositions, polysaccharides and amino acids turned out to be the predominant biologically active substances. It has been established that the majority of most macro- and microelements during extraction decreases. Our data can be useful for further study of the healing features of Jungar Aconite and raw materials obtained on its basis.
Ryagin S.N., Sidnyaev V.A., Gerbig N.A., Kamyshnikova E.A.




Pharmacy. Journal for practising doctors №6 2024
DOI: https://dx.doi.org/10.18565/pharmateca.2024.6.98-105
It is always a great pleasure to talk about our successes. However, admitting mistakes is very difficult. We learn from mistakes. And, of course, it is better to learn from others. This opportunity now exists thanks to this article.




Secret of the Company
About a quarter of candidates are eliminated during the interview. First of all, I pay attention to the students motivation. It would seem that every second one dreams to have a restaurant - but often this is romantic idea. It is important for us that the students who come to the course are serious about working in the restaurant business and opening their own projects. We do not take those who are "searching for themselves" and trying different things (drama club, photography club) - such students are unlikely to take a proactive position and then do their own project. We say "no" to those who dream of a cafe or restaurant, but do not go out for dining, do not like to cook and are generally not deeply in the topic. I also refuse those who need to be "persuaded" during the interview to come to study with us.
Famous chef Gordon Ramsay has created a menu using food waste. A specialized restaurant is opening in London, where three Michelin-starred chefs will take turns working. Why do culinary stars want to cook from scraps? Svetlana Belova found out.




The Businessman
Ahead of the planet. Digitalization and gadgetization are our realities. "Smart" tray, guest counting sensors, electronic scales, and other technological tools.




VC
In search of a unique offer, restaurateurs have learned to combine and mix formats familiar to consumers. One of the successful "mixes" is the combination of a public catering enterprise with a store. One of the first in Moscow to do this in 2015 was the owners of the "ObidBuffet" network, calling the resulting format a "restaurant market".




Retailer
According to estimates by Rostourism, during the World Cup in Russia, more than 1.5 million foreign tourists are expected - all of them are potential guests of public catering establishments. Market players expect an increase in the local audience - residents and guests of the capital who will want to watch not only the match at the stadium but also its broadcast in a restaurant or bar. Responding to the needs of these two groups, restaurants are modernizing their menus or preparing special offers. "FoodService" found out what innovations have appeared or are planned to be launched in establishments of different concepts.




Almin
Almost all modern establishments that claim to be relevant already combine the functions of a restaurant and a culinary store. "Cheese Factory" and "Compote", "Babette" and "Calicano", "Voronezh" and "Farsh" - almost all fashionable restaurant projects that set the tone for the market in one way or another develop the theme of cuisine or a store at the establishment. Natalia Avdeeva, CEO of the "ObedBuffet" restaurant market network, talks about why they are needed and what the result is.




RESTAURATEURCHEF
The article is about life and business not being all about money. Conscious consumption and social responsibility are becoming more popular among younger generations. We are starting to think about ecology, tolerance, and what we will leave behind. Is this the beginning of the end of the race for money?




Live
To succeed in a competitive environment, it is necessary to satisfy as many guest requests as possible at once.




Center of Trade
The CEO of the restaurant chain "Obedbufet" Natalia Avdeeva shares her favorite places in Bali (just in case you're planning to go there):




SNC Media
Like most companies, restaurants face the need to reduce costs. However, doing so at the expense of the cost of goods is dangerous and unpromising. The surest way is to increase efficiency by automating processes and implementing new technological tools. Natalya Avdeeva, CEO of the "ObedBufet" restaurant chain, talks about three IT implementations that have had a positive impact on revenue.




Rus Base
You go to a restaurant - you bring benefits. Soon this will become a reality: in Moscow, it is planned to launch the Vmeste1000 restaurant, which will be built with the money of members of the eponymous community. Among its participants are several major Moscow restaurateurs, including Natalia Avdeeva (ObedBufet), Maxim Voznyakov (Khachapuri), Alexei Vasilchuk (Chaykhona No.1), Iliodor Marach (Nowhere to Go), Alexander Kan (True Cost Grill&Bar, Kvartira, etc.), Dmitry Sergeev (Ginza Project).




Time out
There is a lot said about theft among restaurant staff. But it is most difficult to keep control over the guests of the establishment if they decide to take a random souvenir with them. The Village talked to representatives of famous Moscow establishments about the most curious cases and how they react to theft.




Retailer
Two cooks, Dima and Batik, work in one of the "ObedBufet" restaurants. Like others, they pour juice and make salads, wear uniforms and receive salaries. The only unusual thing is the story of their appearance in the company.




Komsomol Truth
ABOUT CONVENIENCE: "At first glance, it may seem that all tables, chairs, showcases, stations, decor elements and other details are conveniently and uncomplicatedly arranged throughout the hall without any particular logic, but this is not the case. One of the slogans of our company is "Broad view and attention to detail." Therefore, the organization of space, all details and decor elements were formed by trial and error, calculations and research."




Restaurant Ledger
How to create a database of bloggers and come up with interesting info occasions for them, what to do to cover the target audience on social networks and increase sales in the restaurant - these questions are answered by Natalia Avdeeva, CEO of the "ObedBufet" restaurant chain.




HoReCa magazine
The expedition to the Arctic was a real adventure for the "ObedBufet" team: "I still can't believe that I was there, the world was so fabulous and unreal! - shares her impressions of the trip Natalia Avdeeva, CEO of the "ObedBufet" restaurant market.




Typical Moscow
Therefore, when launching a new restaurant project, a restaurateur should pay attention to choosing the right premises and professional design project to create a comfortable and cozy space for customers and staff, as well as increase the sales level and overall profitability of the restaurant.




New Retail
Biography
I started my career in 2000, right after finishing school, looking for part-time work. Among the ads in the newspaper was one that required knowledge of English. So at the age of 18, I ended up at Subway. It was their first entry into the market under the guidance of an American team from the head office, so knowledge of the language was required to communicate with management. After 2 months of work, I was promoted to manager, but at the same time in February 2001, at a meeting of graduates, I heard from a friend about a waitress vacancy at El Rincón Español restaurant in the MOSCOW hotel. The place was considered very cool, and the earnings promised to become 5 times higher. I passed a four-hour interview successfully: 2 hours in English and 2 hours in Russian. Then there was work at the Santa Fe restaurant, during which I received the title of Rosinter's Trainer of the Year for developing training materials for waiters. From Santa Fe, as a senior waitress, I moved to work as a manager in an Italian concept. In the second restaurant, Il Patio, I took part in my first restaurant launch from scratch as a test project in the premium segment at the Novinsky shopping center. And then there was work at Durdin restaurants on Polyanka, Chaykhona No. 1 in Gorky Park, and in Kofemania on Nikitskaya. Then several own business projects, a return to Chaykhona No. 1 as a training manager for 9 restaurants, and the launch of their own canteen network Lacarotte with partners, which began with the first cafe on Novodanilovskaya Embankment in 2011. Now there are 4 of them, besides there is the St. Cultura cafe - a project based on the principles of good neighborliness.

I realized that the restaurant business is my life's work after 3 attempts: first, as soon as I was offered the first promotion, I realized what was happening and why not see what happens next. After receiving a diploma in "Mathematics. Computer Science", I realized that working in a restaurant was already bringing me more opportunities for development and money. There was a crisis of 7-9 years in the profession when it seemed that everything was understood and known, but then new opportunities were found, there was a career surge. When my own business started, there was no time for reflection and regrets, and the cafeteria project captivated with its mathematical nature, giving unlimited scope for self-realization, which forever swept away any ideas of retraining. Then there was an invitation to participate in the joint project with Alexey and Dmitry Vasilchuk Stolovka, and then it was time for Obet Bufet.

The main approach in work is demandingness and trust. I am attentive to details, I delve into all aspects of work, so I understand everything: both in construction and finance and in winding napkins. I demand honesty, dedication, and love for the job from subordinates. I give complete freedom of action to employees, but always monitor that nothing is missed, which often surprises the team: sometimes I remember what was "put off"! Stern, but fair, and able to evaluate the situation soundly and help the team if it needs support.
Synergy horeca forum August 2023.
Where to get people when there are none - panel discussion with:
Dmitry Zaitsev, director of the hospitality faculty
Igor Prikhodko, partner and producer of Novikov Business School
Sergey Dobrov, co-founder of the recruitment startup Push
Olga Kling, CEO of People
Natalia Gerbig
25.03.2020
Russian restaurateurs on the collapse of their business. A day before the closure of all restaurants due to the coronavirus
25.03.2020
New restaurant formats, new technologies, and new "guests"
Natalya Avdeeva - CEO of the "ObedBufet" restaurant network Restomarkets, gastrobuffets, fast casual restaurants - a trend or a new reality? Who are the "consumers" of these new formats? Why does a restaurant need a team of programmers?

Video from a presentation on the Mediametrics radio station
https://radio.mediametrics.ru/Food_Tech_Prom/62734/
19.06.2019
The format of a restomarket - features and pitfalls, Natalia Avdeeva
Short video of a presentation in Kiev, Ukraine about RestoPraktiki

https://www.youtube.com/watch?v=x-aZH_uu2J0
20.03.2020
Contacts
You can contact me through any convenient method.
Just write to me and I will reply when it is convenient for me.
I am available for consultation upon request and if the topic is of interest to me. Please feel free to reach out to me and we can discuss further.
Telegram Email

Photo credits: Natalia Gerbig


The photos and texts are used with the permission of the owner or creator.


Individual entrepreneur Natalya Andreevna Gerbig."


ИНН 770370683235
КПП Отсутствует
ОКВЭД 70.22
ОКПО 0114530378
ОГРНИП 317774600265601 от 02.06.2017г.
Расчетный счет 40802810138000213242
Банк, в котором открыт счет ПАО СБЕРБАНК
БИК 044525225
Кор.счет 30101810400000000225

Types of activities:

70.22 Consulting on commercial and management issues

56.10 Restaurant activities and food delivery services

56.10.1 Full-service restaurants, cafeterias, fast food and self-service restaurants

56.21 Catering services for special events

56.30 Beverage serving activities

68.32 Property management for a fee or on a contractual basis

69.20 Accounting, financial auditing, and tax consulting services

70.21 Public relations activities

73.11 Advertising agency activities

73.20 Market research and public opinion polling

74.10 Specialized design activities

74.90 Other professional, scientific and technical activities not included in other groups

82.11 Comprehensive administrative and management activities to ensure the operation of the organization

82.30 Conference and exhibition organization activities

Made on
Tilda