Dionisio Bar
Italian aperitifs, artisanal ice creams, regional desserts. A convivial corner to start the evening.
Business Plan · Italian Restaurant
Gusti Giusti
The right flavors · St. Petersburg
A journey through Italy without leaving St. Petersburg
150+ Dishes · 250+ Wine Labels · 105 Seats
Gusti Giusti · St. Petersburg
1 · Executive Summary
A restaurant where Italy becomes an experience
Gusti Giusti is an authentic Italian restaurant located at Naberezhnaya Kryukova Kanala 11, St. Petersburg. The name means "The right flavors" and represents the restaurant's mission: to offer an authentic Italian dining experience in a familiar atmosphere, with fresh ingredients, regional recipes, and a wide selection of wines.
Founded in 2015/2016 by Antonio and Oksana Balbi, the restaurant stands out for the authenticity of its cuisine, the variety of its rooms, and the care in its service. A project that aims to become a reference point for Italian cuisine in St. Petersburg.
«Not just an Italian restaurant in St. Petersburg, but a piece of Italy living in the heart of the city.»
150+ Dishes
250+ Wines
105 Seats
Open since 2016
150+Italian regional
dishes
dishes
250+Wine
labels
labels
105Seats
in 3 rooms + bar
in 3 rooms + bar
5Languages
spoken
spoken
2 · Company Description
A family restaurant, rooted in Italy
Gusti Giusti was born as an Italian-Russian family restaurant. The kitchen is led by Antonio Balbi and a team with direct experience in Italy. The venue is located 1.5 km from the historic center, near the Mariinsky Theatre, New Holland, St. Nicholas Naval Cathedral, the Italian Consulate, and other points of interest.
Seasons Room
30 seats. For informal lunches, family dinners, and pizzas baked in the traditional oven.
Pleiades Room
50 seats. For romantic candlelit dinners, à la carte menus, and wine pairings.
Andromeda Room
25 seats, available upon reservation. Ideal for business meetings, private dinners, and corporate events.
Foies Area
Fast and convenient happy lunch, Monday to Friday from 11:00 AM to 2:00 PM. Perfect for a lunch break.
Outdoor Space
From May to September, outdoor tables with a view of the Kryukov Canal and the Mariinsky Theatre.
3 · Products & Services
Italian flavors, authentic tradition
A single philosophy: authentic raw materials, regional recipes, traditional technique, and family hospitality.
Regional Cuisine
Over 150 dishes inspired by Italian tradition, with regional recipes, fresh ingredients, and traditional techniques.
Restaurant · 150+ dishes
Pizzeria
Classic and gourmet pizzas, including gluten-free options. Traditional dough and authentic toppings.
Pizzeria · Also gluten-free
Wine List
Over 250 selected labels, with dessert wines, bar card, and Italian cocktails.
Sommelier · 250+ labels
Additional Services
Banqueting
Weddings, corporate events, birthdays, anniversaries. 8 dedicated wedding menus.
Special Events
"Dinner with a Stranger", themed evenings, masterclasses, and tastings.
Takeaway & Delivery
Takeaway pizza with a 15% discount from 11:00 AM to 4:00 PM.
4 · Market Analysis
Food tourism, a growing segment
St. Petersburg is one of the main tourist and cultural destinations in Russia. Food tourism is growing, as is the demand for authentic Italian cuisine.
Target
- Foreign tourists (Italians, Europeans, Americans)
- Locals who love Italian cuisine
- Mariinsky Theatre audience
- Couples and families
- Business clients for work lunches and dinners
- Groups and banquets
Competitive Advantages
- Authenticity and family management
- Superior wine selection (250+ labels)
- Variety of rooms and services
- Multilingual staff (IT, EN, FR, GR, RU)
- Suggestive location on the Kryukov Canal
SWOT Analysis
Strengths
- Recognizable brand
- Authentic cuisine and quality raw materials
- 250+ wine labels
- Historic location on the Kryukov Canal
- Organized events and banquets
Weaknesses
- Dependence on tourism
- High costs of imported ingredients
- Seasonality of attendance
Opportunities
- Delivery and catering
- Corporate and private events
- Growing food tourism
- Partnerships with hotels and theaters
Threats
- Competition from other Italian restaurants
- Inflation and cost of raw materials
- Regulations and exchange rate fluctuations
5 · Marketing & Sales
The right Italian flavor in St. Petersburg
Positioning: an authentic, familiar, and refined corner of Italy, capable of speaking to both tourists and locals.
Channels
- Multilingual website (RU, IT, EN)
- Social: VK, Instagram, Facebook, YouTube, Pinterest
- Google Business, Yandex, Histats
- Word of mouth and online reviews
- Partnerships with theaters, hotels, Italian consulate
Promotions
- 10% discount for online reservations
- 50% discount for two on Tuesdays on the main menu
- 15% discount on takeaway pizza (11:00–16:00)
- Happy Lunch Mon–Fri
- Loyalty program from 10% to 20%
Sales Objectives
- Increase online reservations by 30%
- Increase banqueting revenue by 20%
- Retain 1,000 customers in the loyalty program
6 · Photo Gallery
Images of the restaurant
The atmospheres, dishes, and spaces of Gusti Giusti: a visual journey through authentic Italian cuisine and family hospitality.
7 · Operational Plan
A solid and qualified organization
A team selected for competence and passion for hospitality, coordinated by experienced management with particular attention to continuous training.
Suppliers
- Imported Italian ingredients
- Fresh local products
- Directly selected wines
Processes
- Reservations by phone, WhatsApp, online form
- Welcome and table assignment
- Dining room and bar service
- Event and banquet management
- Quality control and continuous training
Organization · Hospitality · Tradition
8 · Management & Organization
The people behind every dish
Oksana & Antonio Balbi
General management, strategy, and external relations. Couple in life, partners in work, soul of the project.
Ruggero Balbi
Executive Chef. Kitchen, menu, quality. Raised among stoves, with an eye on tradition and one on innovation.
Anna Cotoletta
Rosticceria Chef. Regional recipes, particularly Sicilian and Apulian, with meticulous attention to tradition.
Sergio Calamaro
Pastry Chef. Traditional Italian desserts, spoon desserts, artisanal ice cream, and small pastries.
9 · Risk Analysis
Every risk has its countermeasure
Tourist seasonality
Impact: High. Mitigation: local promotions, events, seasonal menus.
Quality of raw materials
Impact: Medium. Mitigation: direct agreements with selected suppliers.
Competition
Impact: Medium. Mitigation: differentiation, authenticity, loyalty.
Staff and training
Impact: Medium. Mitigation: continuous training, stable team, internal growth.
Dependence on tourism
Impact: High. Mitigation: targeting locals, corporate events, banquets.
Online reputation
Impact: Medium. Mitigation: proactive review management, constant quality.
10 · Implementation Roadmap
From project to growth
A path of consolidation and growth, with clear objectives in the short, medium, and long term.
Phase 1 · Months 0–6
Operational consolidation
Optimization of processes, staff training, activation of the loyalty program.
Phase 2 · Months 6–12
Digital marketing and delivery
Launch of social campaigns, activation of delivery, partnerships with hotels and theaters.
Phase 3 · Year 2
Development of banqueting and catering
Wedding, corporate, and private dining packages. Expansion of the outdoor space.
Phase 4 · Year 3
Stabilization and growth
Consolidation of the brand, optimization of services, evaluation of new opportunities.
11 · Conclusions
A reference point for Italian cuisine
Gusti Giusti has solid foundations to grow as a reference Italian restaurant in St. Petersburg. Authenticity, variety of offer, wine selection, and the ability to organize events represent significant competitive advantages.
With careful quality management and a targeted marketing strategy, the restaurant can consolidate its brand and open new opportunities in catering and events, becoming a reference point for those seeking true Italian cuisine.
Authentic cuisine
250+ wines
Events and banqueting
Family hospitality