The Hospitality Code – How Zokir Nasurloev Scales Cafe Vostochnoe Through Systematic Management

Written by: Marie Novak

---

Restaurateur Zokir Nasurloev builds his business in the Russian Far East with mathematical precision. In May 2024, his chain, "Cafe Vostochnoe", took home the top prize at the "Business Breakthrough" awards in the service sector category.

A background in IT has helped the entrepreneur digitize operations and eliminate the chaos typical of the food service industry. Meanwhile, the Khabarovsk city administration regularly commends Nasurloev for a different kind of work: systematic support for families and children.

In this interview for Brainz, Zokir explains how pragmatic management calculations coexist with a sincere desire to help people.

Digitizing Hospitality

Zokir, hello. Congratulations on your "Business Breakthrough" win. Tell us honestly, why does a Khabarovsk restaurateur need to participate in federal competitions? Is it a matter of ambition or pragmatic calculation?

Hello. I would call it a "stress test" for our system. When you work solely within a region, you can develop tunnel vision. Stepping onto the federal stage provides an objective, expert assessment of your business. We wanted to see how our management standards stacked up against the broader market. This victory simply confirmed that we are moving in the right direction.

You are an IT specialist by education. How does that background help in managing a restaurant business?

Actually, the two fields are quite similar. Even though cooking seems like a creative endeavor from the outside, logic and algorithms are required everywhere — especially in food service. Calculations, technical sheets, menu testing with staff — you simply cannot put food production on an assembly line without strict mathematical calculations.

Because of this, I was able to bring order to the processes at "Cafe Vostochnoe" quickly. We digitized our core operations: from food procurement to dish delivery times. When there is a clear roadmap, the business becomes transparent. We have already reduced logistics costs, which allows us to scale the chain without losing the quality of the final product.

Your cafe was featured on the Russian TV channel STS. After the "100 Places to Eat" film crew visited, did you see a spike in guests?

Media exposure always brings a surge of interest. But the important thing is to retain that interest. The program showcased our atmosphere and our honest approach to food. People came to see if it was actually like that in reality. As a result, many became regulars. For us, it was a hospitality exam in front of the entire country.

In May of this year, you were invited to join the jury for the Eurasian Entrepreneurship Award. Could you tell us more about that experience?

The process lasted nearly three months, from May to August. It was fascinating to see how entrepreneurs in our niche are thinking today.

I studied the projects, looking for logical flaws or, conversely, standout solutions. My background in restaurant automation allowed me to quickly assess the viability of various business models.

It was a valuable exchange: I shared my management expertise, and in return, I gained a fresh perspective on the market.

Why Business is Responsible for the Region

Let’s talk about the social aspect. You have received letters of appreciation from the city administration for helping families. Why do you do this?

I believe that a business cannot exist in a vacuum. We operate in Khabarovsk; our employees and our guests live here. If we have the resources to help children in need or support large families, we do it. A responsible business should strengthen the environment in which it grows.

To clarify, does this help come from personal funds, or is it a separate line item in the company budget?

We allocate resources for charity in advance. Sometimes it’s food assistance, other times it’s organizing events. The city administration often points out who needs support the most at any given time. This way, targeted aid reaches those who truly need it.

Aren't you afraid that such openness might look like a marketing ploy to increase loyalty?

Marketing ends where real human problems begin. The result here isn't social media "reach," but real changes in someone’s life. Opinions may vary, but I don't worry about it; I am certain that sincerity cannot be faked. People feel it when help comes from the heart versus when it’s done for the sake of image.

How is quality control handled in your chain? Is it difficult to find qualified staff in Khabarovsk?

We bet on training. We have internal regulations for every position, and I am personally involved in the selection process. It is vital that a person shares our values. If a chef or a waiter understands the significance of their work for the guest, they will follow standards without constant supervision.

Criticism, Goals, and Plans

How do you react to negative feedback? Nowadays, every guest is an online critic.

We try to be attentive and analyze every case. If an error was made on our part, we acknowledge it and fix it. My goal is to ensure the guest leaves satisfied, even if something went wrong initially. This, too, is part of our operational algorithm.

What goals have you set for "Cafe Vostochnoe" for the coming year?

We are continuing to grow. Our plans include strengthening our positions in the region and expanding beyond it. Our system has proven itself effective on the scale of Khabarovsk, so the next step is expansion to the federal level. 

We will continue to develop our technological base to make service even faster. And, of course, we won't abandon our social projects. Business must bring value to the city.

Which is more important to you: a winner's diploma from a competition or a thank-you letter from a social center?

They are two sides of the same coin. The award confirms my professionalism as an entrepreneur. The gratitude from the city confirms my integrity as a human being. One without the other is meaningless to me. We are building a business we can be proud of.