Izbenka food supermarkets: customer reviews

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Dynamically developing chain of stores selling quality dairy products is Izbenka. Consumer reviews and advertising from a number of large manufacturers of this market make us wonder: are they offering us real “naturalness” and “freshness”, is this a marketing technique? Let's figure out together what product Andrey Krivenko's company can offer us.

What is "Izbenka"?

The idea of selling natural dairy products in Moscow seemed impossible. Milk is a perishable product, delivery to the metropolis takes time. The presence of demand convinced the company's management of the demand for such a project. Cooperation was established with small farms located far from industries, roads and other negative environmental factors.

In the spring of 2009, the first point of the Izbenka chain was opened in Moscow, reviews of which showed that consumers immediately appreciated the advantages of the new product. By the end of the year, 4 more stores were added,now there are more than 200 of them with an annual turnover of 2 billion rubles. New stores appear every month. The number of suppliers from different regions is now measured in several dozen. Within a few years, village shops turned into white kiosks and a modern Izbenka store. Feedback from the consumer showed that the established quality control and verification system is working successfully. Customer suggestions and criticism are treated with attention and positive attention here.

Every day, in any weather, 10 trucks of the distribution network leave at night to bring fresh products to the shelves of Izbenka by morning.

Assortment

Natural dairy products are presented in Izbenka in 60 headings. In addition to milk, kefir, sour cream, yoghurts, several types of cheeses, cottage cheese, curdled milk, fermented baked milk, cream, acidophilus are on sale. The assortment includes dairy products for baby food, including for babies from 6 months - purees, bifilife, curds with fruit pieces, kefir, juices. Delicious cottage cheese casseroles, cottage cheese with herbs and garlic called “mazilka”, goat milk, goat cheese delicacies, koumiss and other products. "Izbenka", reviews of which confirm that the modern buyer thinks about the composition of the products used, values his reputation.

In such a simple product as children's yogurt, today many manufacturers add preservatives, thickeners, flavors, and yogurt from Izbenka contains only milk and sourdough. Moreover, the price does not differ significantly.

Quality control

Fora natural dairy product is a prerequisite - pasteurization and a certificate of conformity from the sanitary and epidemiological station. In search of "good" producers, the director of "Izbenka" traveled around the Moscow and Kaluga regions. Good quality was required at an affordable price: low prices usually indicate the presence of additives in the product. An overlay occurred with one of the first suppliers: vegetable fats appeared in sour cream and kefir, which was confirmed in the laboratory. The litigation dragged on for a year, but its outcome was in favor of Izbenka: Dairy Products.

Reviews from suppliers are mixed, not everyone is satisfied with a number of stringent quality control measures. Work with each manufacturer in "Izbenka" is carried out until the "victorious" high-quality milk every day. Every month, sometimes 2 times a month, the products of each manufacturer are tested in the laboratory. A new system of work with marriage has been introduced. Damaged batches are returned to the factory. For some manufacturers, Izbenka's claims turned into checks and closures. For the addition of a preservative, antibiotics, the network immediately terminates the contract. The possibility of adding powdered milk at each plant is checked on the production line, it should be physically impossible. Even sellers have become part of the Izbenka product control system: a salary increase is due for a detected defect.

Where is milk from? Suppliers

Today, the basic assortment is supplied to Izbenka by 5 manufacturers, among them the SAPK-milk plant, the Optina agricultural company, KFK"Nile". Less popular items (casseroles, goat milk products, cheeses, koumiss) account for more than 10 manufacturers. They supply up to half of their products to the network. Among the suppliers is the “Presidential Farming Enterprise”, which sells all products through Izbenka.

In the evening, milk produced during the day is taken at the factory, and in the morning fresh products from Izbenka get on the shelves. Feedback from suppliers about the network is positive. Cooperation is going well. "Izbenka" does not overcharge, does not require extended storage periods. All items are sold by 5pm. This is the most correct approach to food products: done - eaten, then more produced depending on demand.

Search for business partners

Andrey Krivenko is constantly expanding the range of suppliers. The company has two specialists whose main job is to find new partners. They traveled around the Moscow region, Yaroslavl, Smolensk, Tver, Tula regions. Constant growth in sales sometimes leads to a shortage of raw materials! An example is the Kaluga region (enterprises are the main partners of Izbenka), where competition for milk between local producers has unfolded.

It is impossible to become the main sales channel for Izbenka, the director believes, since another return hits the pocket of the manufacturer, who sends up to 50% of milk to the network. But up to 30% of sales through Izbenka is a more acceptable figure. Therefore, new business partners are a vital necessity for Izbenka.

Affordable prices

He althy food is Izbenka products. Customer reviews indicate that everything offered on the network is tasty, of high quality and at an affordable price. How do you manage to maintain such prices? The fact is that this is a fundamental issue for the company - a product available to the mass consumer. The director believes that the idea of selling natural products is not new, but they usually offer such goods at inflated prices. Prices in "Izbenka" do not overtake other branded mass products, but keep at the level of the average market. This is possible due to low costs and a small margin. Selling prices from regional producers are quite acceptable. The staff of "Izbenka" has never been large, a significant share of it is occupied by sellers. The cost of renting retail space is low. The main expenses are for the transportation of products.

Specifics of work in Izbenka

One of the few networks that have developed without advertising is Izbenka. Customer reviews made it possible to obtain interesting statistics: on the advice of friends, 30% of buyers came to the store, 50% visit Izbenka daily. The bulk of consumers are mothers with children and the elderly. To attract and retain such a client, who, if something goes wrong, will tell all his friends, can only be an attentive and friendly attitude.

The assortment is specific, and sellers cannot do without additional skills. Any work has its difficulties, and not just work in the Izbenka. Employee reviews cantalk about the fact that you have to constantly develop in order to find an approach to customers. Sellers do not just “trade”, they act as consultants, promoters, conveying to a potential client the idea of natural, fresh and tasty products. Sometimes there is a tasting of Izbenka products. Feedback from customers is generally positive and the service system is satisfactory.

After a week of work, it becomes clear whether the new Izbenki store will be successful. Closes on average every seventh point. Shops in popular places have a daily turnover of up to 40 thousand rubles, sometimes the revenue is twice as much. Products received in the morning are sold during the day, the balances for some product categories account for up to a quarter of all goods. They usually "leave" the next day before lunch.

Work in the Izbenka. Employee reviews

The main criterion for future sellers, the director of "Izbenka" announced as follows: love for people. At first glance, it’s simple, but those who want to get a job with them will have to go through a tough selection. What are the features of the selection of personnel for the metropolitan network and how do employees respond about it?

Among the capital's retail, work in Izbenka is considered quite prestigious. Feedback from sellers is varied, but mostly positive. Salary from 50 thousand rubles. suits people. There is an opportunity to receive 100 thousand rubles each, for example, when launching new outlets. These working conditions do not mean that there are no problems with the staff. Not everyone is ready to work honestly, which is whya certain system of selection of personnel from several stages.

• Training for applicants for two days. 30% of candidates are screened out on their own, as they are not satisfied with the conditions and specifics of work in the Izbenka store. Feedback from employees who have completed the training is generally positive.
• Training. The selection is very tough: out of 10 people, only 2 become sellers.
• Trial period.

The choice is usually not always made in favor of experienced sellers, since it is difficult to retrain them. Former teachers, managers, nurses also work in Izbenka stores. Employee reviews vary. Of the pluses, they note that the company is decent, the salary is white, without delay, they pay for processing, hold events for the workforce, motivation is% of the plan. Of the negative sides - a difficult work schedule (4/2 or 5/1, shift - 12 hours, sometimes more), few days off. There are poor working conditions at some points, only experienced workers get to good points with a high turnover, newcomers who do not fulfill the plan are fired.

Instead of a conclusion

According to estimates, the number of Muscovites who want to buy a natural dairy product is at least 10%. Such demand could not be met by the offers available on the market - rare outlets and expensive online stores. Therefore, it was the Izbenka products that became so popular. Reviews of the chain's products say that for residents of large cities, high-quality and simple products without additives have become a "breath of fresh air."