Roskaczci's venture will mirror Russia's Milchen project
In the vibrant city of Yekaterinburg, a significant shift is underway in the restaurant industry. The launch of the "Service-Country" project, a venture aimed at evaluating and recognising leaders in customer service, has already commenced.
Initiated in 2023, the project has received support from local authorities, "Opora Rossii," and the "My Business" center, and has since expanded its horizons to include hotels and catering establishments. The project's main goal is to identify and celebrate excellence in service, a crucial aspect in today's competitive hospitality landscape.
The project's announcement was made by Maxim Protasov, the head of Rospotrebnadzor, who compared it to the renowned Michelin guide. The rating mechanism, according to Protasov, will primarily involve self-assessment by the restaurant itself, followed by on-site or online audits by Rospotrebnadzor. Aggregators of user reviews will also play a role, with customer evaluations influencing the restaurant's rating.
The expansion of the "Service-Country" project to include Vietnamese restaurants, such as the one recently opened by An Nguyen, signifies a growing appreciation for diverse culinary traditions. Nguyen, who refers to himself as being in the restaurant market, revealed that the reason behind opening a Vietnamese restaurant in Yekaterinburg was to introduce the city's residents to the rich flavours and culture of Vietnam.
The restaurant market in Yekaterinburg, particularly in relation to Ural cuisine, has been a topic of discussion. However, there is a growing interest in exploring culinary horizons, as evidenced by the influx of Asian cuisines.
Mikhail Arakelov, a prominent figure in the industry, expressed confidence in the market's future change and implied that he has set a precedent in the market. Demand for gastronomic tours in Russia has increased sevenfold compared to the pre-pandemic period, with a third of Russian tourists studying local cuisine during their travels.
Interestingly, the article suggests a connection between the restaurant market in Yekaterinburg and the Asian region, although specific details about this connection remain unclear.
On a broader scale, the Ministry of Industry and Trade sees great potential in developing Russian national cuisine and plans to create a standard for Russian cuisine. Currently, there is no such term or detailed description at the state level in Russia, although national dishes are an integral part of the country's cultural heritage.
As of mid-2025, there is no publicly detailed record or analysis of the "Service-Country" project's expansion in Russia, including its timeline, involvement of hotels, or its impact on the restaurant industry. However, the project's launch in Yekaterinburg marks an exciting step forward for the city's restaurant scene and the broader hospitality industry.
In light of the expansion of the "Service-Country" project, it's reasonable to anticipate a focus on evaluating the customer service standards in various businesses, including restaurants and catering establishments, given the project's inclusion of the food-and-drink sector. The project's broadened horizons could potentially influence the dining lifestyle of Yekaterinburg residents, as they learn to appreciate diverse culinary traditions, such as Vietnamese cuisine.
