Kruzhka

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The sign of the Kruzhka in Belorusskaya, which later closed on 21 March 2006.

Kruzhka (Russian:Кружка) is a chain of "beer restaurants" in Moscow.

1 Style
- 1.1 Advertising
2 Menu
- 2.1 Service
3 Locations
4 External links

[edit] Style

Kruzhka restaurants can usually be identified by the orange КРУЖКА signs outside which are often illuminated and difficult to miss. "Kruzhka" is Russian for mug. The orange theme continues inside, where the brick walls and wooden furniture give most Kruzhka restaurants a somewhat rugged character.

It is common in Moscow and other Russian cities for there to often be relatively little difference between bars, restaurants, clubs and cafes, and Kruzhka continues this trend. These "Beer restaurants" tend to be popular with students, although the cheap food and beer available attracts foreign Expats as well as Russians. However, the does not mean that Kruzhka have a particularlly "Western" character.

Sports events, such as Russian football internationals, are regularly shown in many Kruzhka either on televisions or big screen (alternatively French music channels are, for some reason, also put on quite a lot). This can mean that at certain times Kruzhka are best avoided; as unfortuantely drunk, excited Russia sport fans tend to become drunk, disappointed Russian sport fans. This, depending on perspective, can sometimes make the chain's restaurants either dangerous or interesting.

[edit] Advertising

In late 2005 a television advert was created to highlight the advantages of going to Kruzhka for Russian fans. The ad shows a Russian man excitedly returning home to watch an important football match (clips show Russia's 1 - 0 victory over Wales at the Millennium Stadium which meant Russia qualified for Euro 2004). However, he finds both of the televisions in his flat are already in use; his wife is tearfully watching a soap opera, while his daughter is jumping around watching a T.A.T.u. concert. Where can watch he the match? Kruzhka! [1]

[edit] Menu

The majority of items available at Kruzhka are relatively cheap (only the pricey Courvoisier Cognac is over 300 roubles). This is one of the major appeals of the chain. However, the quality of the food can sometimes be inconsistent.

Most dishes tend to be some kind of Kebab (Shashlik) or Shaurma, usually with potato fries and / or Sauerkraut. Sauces like Ketchup and Mayonnaise are included free with most meals, which is not always the case in Moscow. Perhaps a slightly more unusual offering is Grilled trout for 160 roubles. Kruzhka attempted to cash in on the fashion for Japanese food in Moscow by putting Sushi on the menu at it's Arbat Restaurant in December 2004. However, this item was removed from the menu a year later, apparently because it took too long to prepare. For desert, various flavours of ice cream (including cherry, peach, and black-currant), as well as cake are available. Customers can also choose to take-away any dish on the menu.

The most famous drink on offer is a "Kruzhka" of beer, which at 40 roubles for half a litre is one of the most popular items on the menu. Other beers on tap include Sibirskaya Korona and Staropramen. A wide range of spirits and non-alcoholic drinks (including Mors, a traditional Russian juice drink) are also available.

[edit] Service

Kruzhka are not fast food restaurants like Mcdonalds or KFC, nor are they self service "cafeteria" style restaurants, which can be found at places like Kaferii and Moo-Moo and were common in Soviet times. Instead orders are taken by orange t-shirt wearing waiters and waitresses and food is served at your table. As in many cafes and restaurants these jobs are relatively poorly paid, and so are usually taken by young people or Gastarbeiter (Russian:Гастарбайтер) from the former Soviet republics. Menus are available in English as well as Russian.

[edit] Locations

The first Kruzhka opened in Konkovo in April 2002. From there it spread throughout Moscow and has recently begun expanding into the Moscow suburbs. The chain now has over 20 locations. This kind of expansion has been experienced by other restaurants chains, as the popularity of eating out in Moscow has increased dramatically. Despite arguably being slightly down market of other restaurant chains such as Moo-Moo (Russian:My-My), many Kruzhka can be found in surprisingly prime locations. For example, there is one on the Arbat and another very close to Lokomotiv Stadium. In March 2006 a large Kruzhka opened at Ploshchad Revolutsii, about 200 metres from Red Square. In a move that seems targeted to the many tourists present in the area, this Kruzhka was unusual (for Moscow) in that it included a non smoking room. However, this area is often relatively empty. Many Kruzhka are close to Metro stations. This, together with their distinctive signs, give the restaurants a ubiquitous presence in the city. In July 2006 the first Kruzhka outside of Moscow was opened in the Black Sea resort of Sochi.