From a Desk Doodle to a City's Fave: Shawarma "Insane"
Born in the Halls of Tomsk Polytechnic University
"In Tomsk, no decent television program could be found": the conquest of the nation and ascension to a federal network by a Siberian entrepreneurial venture.
Eugene Golov and David Kalitov, Oil and Gas Department students, shared a desk. For years, David would nag, "We gotta open a shawarma spot." Inspired by David's persistence, they took the leap and, after finishing their Master's, dived headfirst into their culinary adventure.
"David was insistent. We had our PhDs lined up, but he wouldn't let it go. And I, well, I'm easy to convince. That's how this all began", recalled Eugene.
David hailed from North Ossetia, where shawarma held special significance. They noticed a lack of good shawarma in Tomsk and thought this could be their niche. Gathering their determination, student-aged Eugene and David opened their first spot on South Square, an area bursting with energy from various Tomsk universities. Demand was sky-high, but with a lockdown hitting just three weeks after their opening, they faced a tough challenge.
From "SOCHNO" to "Insane"
The business initially went by the name, "SOCHNO." They were ready to patent it, but the cost was roughly 30,000 rubles, a chunk of money they didn't have. After multiple locations popped up with the same name, they had an option: to sue, a heavy and expensive process, or opt for another name.
"We considered the legal route. But it's a long shot. Instead, we opted to focus elsewhere and rebrand. We tossed around different adjectives to describe our shawarma, and 'Insane' stood out. It’s a fitting title for our brand, if I do say so myself," said Eugene.
The change took hold, and business boomed, hitting Tomsk and beyond.
"Our customers feel an electric vibe stepping into 'Insane.'. It's a blend of modern street-food energy, sleek design, and atmospheric buzz. Our signature color, orange, stands for vitality, openness, and drive. People dine here not just to eat, but to fuel up. From school-kids to office workers, everyone wants a dose of 'Insane' energy in their day. I reckon it's our catchiest name yet, and I'm glad we made the switch," said Eugene.
Beyond Tomsk: Expansion Across the Land
Now, "Insane" has branches in Novosibirsk, Kemerovo, Irkutsk, Moscow, and more cities—evolving into a bona fide franchise. The brand found a place in St. Petersburg, a city known for its traditional shawarma, showcasing a job well done.
"Not just anyone can join us:" Scaling the Business & Building a Team
With over 300 cooks and 50 managers, "Insane" boasts a massive crew.
"We had no idea about managing teams and scaling a business. We lost a few heads due to overwork. But some people have stuck with us since day one, back when we were grilling meat on a spit. Meanwhile, we emphasize our home city’s growth as part of our values," explained Eugene.
They decided to expand to other cities when "Insane" was already popular in Tomsk.
"We view our franchise as more than a plug-and-play business setup. It's a partnership. We carefully select our franchisees because it's essential that each new partner embodies our brand philosophy and appreciates our product. Our goal isn't to market franchises like hotcakes – we aim to create a nationwide community of strong entrepreneurs," explained a co-founder.
Essentials for Quality Shawarma
According to Eugene, choosing top-notch products isn't enough. Consistency is crucial, from suppliers to cooks.
He recalled an instance where one branch ran out of sour cream for the signature sauce. The supplier wouldn't deliver that night, insisting on resolving the issue the following day. Eugene and David couldn't run the store without the sauce, so they argued relentlessly, forcing the supplier to deliver late at night.
"The 'Insane' shawarma must be the same across all branches, period. That's our principle and main goal. You should be able to crave 'Insane' shawarma anywhere, anytime. It's the core idea behind our brand," said Eugene.
From the opening on South Square, the recipes haven't changed, except for the cooking method for the meat, which switched from the classic spit to oven-grilled chicken breast.
"Consistency is key. Our philosophy: quality with no compromises. We have a quality control department that monitors our products across every branch to maintain the 'Insane' experience. We want our customers to get exactly the 'Insane' Shawarma we're famous for, no matter where they are," said Eugene.
A Bright Future: Plans for Growth and International Expansion
With an active expansion in other Russian cities, the creators continue to focus on Tomsk's growth and plan to open more local locations. Their sights are set on venturing abroad, starting with CIS countries, as they aim to make "Insane" synonymous with Russian street food beyond their borders.
"From a stall in Tomsk to a household name: 'Insane' Shawarma has only just begun. Right now, we're well-known in Tomsk and major Russian cities. Tomorrow, our goal is for 'Insane' to embody the spirit of Russian street food beyond our borders. It's important for us to preserve the essence of what started it all in Tomsk," said Eugene.
- Eugene and David, both with backgrounds in Oil and Gas, dived into the culinary world, fueled by their passion for cooking and entrepreneurship.
- After initial struggles, including a name dispute and a lockdown, "Insane" shawarma gained popularity in various cities across Russia, expanding into a franchise.
- With a team of over 300 cooks and 50 managers, "Insane" emphasizes the importance of skilled leaders and entrepreneurs who embody their brand philosophy.
- From quality control departments to cooking methods, maintaining consistency in their food products and customer experience is essential for Eugene and David, ensuring each "Insane" Shawarma tastes the same, no matter the location.
- With plans for growth in other Russian cities and international expansion into CIS countries, Eugene aims to make "Insane" Shawarma synonymous with Russian street food on a global scale, preserving the essence of its origins in Tomsk.
