Vegan Cafe Ogurtci

business consultant

Strategy creation

Onboarded a full-cycle SMM specialist

Increased offline sales

Request
The café was looking for a social media manager who could also take on sales, event coordination, and the launch of new menu items.

Result
I recruited and trained a versatile SMM specialist — taught her sales techniques, visual storytelling, and how to build loyalty even with the most challenging clients. She’s now been successfully running the café’s social media for over 1.5 years. In parallel, I created a motivation system, structured the salary model, and outlined a growth strategy for social media. As a result, the café’s online presence became vibrant and relatable, and targeted sales tripled over the same period.

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Vegan Café
Ogurtci

The vegetarian café Ogurtci is a legendary place in St. Petersburg where there is room for everyone.

Dogs, children, sensitive individuals, people with special needs—everyone is welcome. Year after year, the café accustoms St. Petersburg residents and fans from other regions to a new normal, a model of the accepting society in which we would all like to live.

Meet
Ogurtci

Reflecting such a deep identity on social media and structuring it is, to put it mildly, not easy.

In addition to media tasks, the SMM manager at Ogurtci café is involved in a wide variety of activities, such as printing menus, organizing events, coordinating information flows among employees, and taking orders for cakes.

The challenge

Solution

That is why we wrote the job posting with a test task very carefully and distributed it exclusively through our social networks—we needed a loyal like-minded person.

We quickly gathered a good response and chose the calm and thoughtful Olya.

Do you understand how important it is to find the right person for such a project, not only in terms of values, but also in terms of skills, so that they can fit into the team?

Olya's training and onboarding took place under extreme conditions — the café was undergoing renovations, and she had to help sell certificates and desserts.

Olya stoically endured hundreds of my corrections and instructions on visuals, fonts, and framing, and together we “put our hands” on successful angles for shooting.

Onboarding

Once we had calibrated our tone of voice and familiarized ourselves with the café's lifestyle, we set about generating KPIs in three areas:

KPI

sales

coverage growth

community engagement

We agreed to update and discuss targets every month. At the start, this allowed us to focus our efforts on specific metrics and create content that achieved its goals.

A short film about the Ogurtci parent organization, “28 Minutes,” which inspires, gives strength, and offers hope.

The Other People Project

watch on Kinopoisk

My favorite moment from Olina's adaptation is the haters.

Imagine you come to the most welcoming café ever, and on your first day you receive threats like “we'll report you” in private messages and comments...

But that's reality, and you have to know how to deal with it. We worked through the conflict messages together and used this material to teach Olya how to turn aggressive customers into loyal ones.

Haters 🤡

For 1.5 years now, the café has been speaking with Olin's voice, receiving tons of support, hundreds of supportive comments, viral reels, understandable aesthetic content, and a threefold increase in targeted sales — I'm as proud as if it were my own achievement!

The result