HoReCa Consulting
We build operations that work without the owner in the room. 20+ venues. 6 countries. From Michelin stars to street food.
Irina Shpak
CEO & Founder
Background
Irina started as a server — and worked her way up to running restaurant operations in six countries. Moscow, Dubai, Yerevan, Sochi, Tashkent. 20+ venues launched, scaled, systematized. She consistently reduces food cost by 10+ percentage points and builds teams that stay.
She was the operational force behind White Rabbit — Michelin star, #23 World's 50 Best. Launched and managed LOONA (Yerevan, Sochi, Dubai), Narnia (Dubai) — all within Pinsky & Co. She recruited and placed managers across Paris, London, Spain, Dubai, and Magadan.
One venue and a chain of twenty are different diseases. We treat them differently. First diagnostics — then a solution built for your scale.
Four languages: Russian, English, German, Japanese. We worked with Moscow investors, Dubai partners, Kazakh holdings, and Asian operators. We don’t adapt templates — we understand how your market thinks.
Diagnosis
Waste, theft, blind spots in procurement. Not a revenue problem — a control problem.
New hire — quality resets to zero. Without standards encoded into the system, the restaurant is only as good as whoever showed up today.
Same covers. Same check. Costs climbing. The ceiling that only structural change can break through.
If the restaurant can’t run three weeks without you — you don’t own a business. You own a job.
Dinner with leaders of Japan's top HoReCa companies
Almaty, 2026
WhereToEat Kazakhstan 2025
Track Record
Moscow
Michelin Star
Moscow
Moscow · Dubai · Sochi · Yerevan
Moscow · Dubai
Moscow
Almaty
Almaty
Almaty
Almaty
Almaty · Tashkent
Almaty
Tashkent
Astana
Moscow
Michelin StarMoscow
Moscow · Dubai · Sochi · Yerevan
Moscow · Dubai
Moscow
Almaty
Almaty
Almaty
Almaty
Almaty · Tashkent
Almaty
Tashkent
Astana
Moscow
Michelin StarMoscow
Moscow · Dubai · Sochi · Yerevan
Moscow · Dubai
Moscow
Almaty
Almaty
Almaty
Almaty
Almaty · Tashkent
Almaty
Tashkent
Astana
Proven Results
Every engagement starts with diagnostics and ends with measurable outcomes. Here’s what we deliver — consistently.
6–10 weeks
Recipe reengineering, portion control, supplier replacement. Saving $4,000–12,000/month per venue.
3 months
Schedule normalization, clear roles, management structure. People stay when systems work.
no extra spend
Menu optimization, average check engineering, eliminating operational bottlenecks. No new seats, no ad budget.
3–5 months each
From concept to stable operations. Team, menu, suppliers, SOPs — full cycle.
kitchen & floor
Process redesign for kitchen and front-of-house. No additional hires needed.
Capabilities
Every process. Every cost line. Every guest touchpoint. You get a diagnosis and an action plan — not a report that collects dust.
Quality encoded into systems. Checklists, training protocols, measurable benchmarks. So it doesn’t depend on who’s on shift.
POS, inventory, analytics, automation. Data instead of intuition. Numbers instead of arguments at the morning meeting.
Expansion roadmaps, franchise models, multi-location frameworks. The structure that lets you grow without breaking.
From concept to opening night. Team, menu, suppliers, design coordination. We’ve launched dozens — we know where it breaks.
We know what inspectors look for — we’ve been through it. Quality systems, service choreography, operational rigour.
Investment
90 minutes
Deep-dive into your specific challenges. You get a clear action plan with priorities — not generic advice.
2–3 weeks
We analyse your restaurant remotely through video calls, data access, and your team's input. Food cost, staffing, processes, P&L — everything gets measured and documented.
per month
Ongoing operational support. We embed into your management team and drive changes week by week.
Next Step
Book a 30-minute introductory call. We'll discuss your challenges, and you'll get honest feedback — no sales pitch.
Recognition
WhereToEat, GQ Restaurant Rating, WRF — our projects consistently earn recognition from the industry’s most respected platforms
Founders
CEO & Operations
The operational force behind White Rabbit — Michelin star, #23 World's 50 Best. Launched and ran LOONA (Yerevan, Sochi, Dubai), Narnia (Dubai) — all within Pinsky & Co. Placed managers in Paris, London, Dubai, Magadan — and everywhere in between. If a project is opening, Irina knows who to send.
“Restaurants don’t close overnight. They bleed for months — while the owner blames location, marketing, the season. The problem is almost always the same: they don’t count, don’t control, don’t standardize.”
Co-Founder
Built operations in restaurants, legal services, and tech — same mission everywhere: a system that earns without manual control. At Raiqo, owns the digital infrastructure: data, reporting, structure — so that decisions are made by people, not by gut feeling. Partner network across key HoReCa players in Japan and Central Asia.
“I’ve seen the same gaps in a restaurant, a law firm, and a tech startup. People think their business is unique. Processes aren’t.”
Dinner with leaders of Japan's top HoReCa companies
Almaty, 2026
WhereToEat Kazakhstan 2025
By the Numbers
Digital Layer
Automation doesn't replace the manager. It frees them from routine — so they can focus on what matters.
P&L, food cost, labour cost update in real time. The owner sees the numbers today — not at the end of the month.
Checklists, SOPs, service standards — encoded into a system. Not a binder on the shelf. Deviations are visible instantly.
Dashboards for each venue. Revenue, margins, staff efficiency — all in one place. Anomalies trigger alerts, not meetings.
Systems that work for 3 venues and for 30. Growth without proportional team growth. The structure scales — the chaos doesn't.
Next Step
Limited number of projects per quarter. No pitch decks. A direct conversation about your venue and what’s actually wrong.
