Where the money flows from into City Grill group

Dragoș Petrescu, owner of City Grill, has left behind the stage where each targeted segment, fast-food, beer or coffee, was packaged into a new brand and thrown onto a rising market that asked for diversification. He is not giving up the created concepts, but is considering betting more on strong brands.

“So far, I’ve focused on tapping into each segment and I have thus come to eight brands in the portfolio. I’ve realised, though, that we’re lessening the strength of our name if we go on creating a brand for each segment created. We actually need four or five strong brands, and starting 2011 we’ll consider resizing our portfolio,” Dragoș Petrescu told ZF.
The group could thus be made up of Hanu’ Berarilor beer stores, City Grill restaurant unit, with the recently created and taken over brands Back Werk, Cantina Sport Bar and Bundetot due to be further developed separately, just like Caru’ cu Bere, the most important restaurant managed by the businessman.
Petrescu will focus his business, which reached 12.4m euros last year, on the segments where people are still willing to spend, namely beer stores, shawarma shops, bakeries and slow-food restaurants, with medium to small prices.