Dragoş Petrescu, owner of City Grill, has left behind the stagewhere each targeted segment, fast-food, beer or coffee, waspackaged into a new brand and thrown onto a rising market thatasked for diversification. He is not giving up the createdconcepts, but is considering betting more on strong brands.
"So far, I've focused on tapping into each segment and I havethus come to eight brands in the portfolio. I've realised, though,that we're lessening the strength of our name if we go on creatinga brand for each segment created. We actually need four or fivestrong brands, and starting 2011 we'll consider resizing ourportfolio," Dragoş Petrescu told ZF.
The group could thus be made up of Hanu' Berarilor beer stores,City Grill restaurant unit, with the recently created and takenover brands Back Werk, Cantina Sport Bar and Bundetot due to befurther developed separately, just like Caru' cu Bere, the mostimportant restaurant managed by the businessman.
Petrescu will focus his business, which reached 12.4m euros lastyear, on the segments where people are still willing to spend,namely beer stores, shawarma shops, bakeries and slow-foodrestaurants, with medium to small prices.
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