Mistakes, Wins, and Advice from Elena Tsoi, Owner of Kese

Elena Tsoi, owner of the Kese food corner, shares her experiences — the good, the bad, and the brutally honest — about running a food business in Kazakhstan. Her micro-restaurant is part of Platforma, a newly opened food market at Abylai Khan and Zhambyl in Almaty, home to 26 food corners offering everything from sushi to beshbarmak.

IDEA

"The idea came out of nowhere — I heard about the new food space opening and just got fired up. Right away, I knew the concept: comforting, everyday food that I personally would want to eat daily."

Elena entered the food industry by accident. She left a banking career and ended up working for ABR, a well-known restaurant group — and that’s where her journey began.

CONCEPT

"Kese is all about homemade-style food — not strictly Kazakh or Central Asian. I wanted it to appeal to Almaty locals, and Almaty is incredibly diverse: Russians, Germans, Koreans, Kazakhs. That’s why our menu includes dishes like German-style noodles."

She points out an unexpected culinary fact:

"Kespé, the Kazakh noodle dish, was actually first described in an 18th-century German cookbook."

Kese’s boldest move? Serving besbarmak in a food court.

"People might say it’s not like mom’s or grandma’s — that besh must be eaten at home. But our version isn’t about family gatherings — it’s for when you just want besh. No fuss, just flavor."

5 FAILURES:

1. Romanticism 

"The first big mistake was being romantic. I ignored the pessimistic scenario in the business plan — I literally moved it into another folder on my computer. I thought: my location is great, I know the product, I can run ops — what could go wrong? Turns out, plenty."

2. No Financial Cushion 

"I believed in the product so much I spent all my savings. I didn’t leave any backup for the 'bad days' — and in food service, those days are guaranteed. Never start this kind of business without a financial parachute."

3. No Delegation 

"I micromanaged everything: I controlled procurement because I didn’t trust others to pick good meat. I created the whole menu myself and didn’t let the chef have any input. Eventually, I burned out. That’s on me."

4. Weak Marketing 

"I didn’t understand marketing. I hired an expensive agency but couldn’t give them a clear brief. Their work was vague. Maybe their issues were internal, but in the end, my business paid the price."

5. Unprepared for Failure 

"This ties back to the first point — I just wasn’t mentally prepared for things to go wrong. Business is full of reasons to fail. If you’re not ready for that or don’t have the will to push through, you’re in trouble."

5 WINS:

1. I Created a Good Product 

"No, it’s not haute cuisine, but it’s consistent, tasty, and comforting. That’s something I’m proud of. In a hectic world, people want food that grounds them. Ours does that."

2. I Achieved Consistency 

"From day one. The big win is that I don’t depend on a 'celebrity' chef. I control the product and can maintain it myself. That gives me peace of mind."

3. I Have Loyal Customers 

"Some order beshbarmak to take on trains. Others send our food to loved ones in hospitals. That kind of emotional support means everything."

4. I Feel Aligned With My Work 

"Even with all the pressure, I feel like I’m in the right place. Daily quality checks don’t feel exhausting — they feel like part of something that’s mine."

5. I Learned 

"Delegation failures forced me to dive into areas I didn’t know before. Now I understand how things work — even if only on the surface. That makes collaboration easier."

5 PIECES OF ADVICE:

1. Embrace Routine and Discipline 

"Business isn’t a medal for a single performance — it’s a marathon. Routine keeps you grounded and helps you push through tough days."

2. Don’t Be Afraid to Quit 

"Sometimes you have to walk away. Passion fuels the start, but business is cold-blooded. Know when to let go — and save yourself for your next project."

3. Start With a Real Product 

"You can’t survive in food service without a strong product. Marketing hype fades, but a good dish builds loyalty."

4. An Idea Is Not a Product 

"You can have the world’s best idea — it means nothing unless it survives the daily grind. Bet on tested concepts or be ready for painful lessons."

5. Have — and Be Ready to Lose — Money 

"Always have a financial backup. Multiply your planned net profit by 12. If you can afford to lose that, great. Set it aside — and be ready to part with it."