The Gastro Bar / Pub

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The gastro bar/pub, “3 Legs”, is originally planned as a passion project of the owners of “AV metal group” in the city center of Dnipropetrovsk in Ukraine. The main objective is “to rejuvenate the culture in beer drinking.” It was opened on the 14th of July 2014 and since then has become very successful and popular. The idea was to create the atmosphere of the classic English pub. Denis Belenko, a popular interior designer, designed the pub to resemble Harry Potter’s beer house. His company creates a unique customized design for each place. “We make the place feel like home to the customer and that’s when he will stay for another beer” – explains Belenko as to why all his projects are so successful. In order to understand the strategy of “3 Legs”, the five elements of strategy should be investigated: the pub performs in only few arenas, the menu consists mostly of customized dishes and a large variety of beer and whiskey, the pub is relatively expensive according to Foursquare and TripAdvisor, the prices of imported crafted beers are higher than local ones, and in order to keep the total bill in a reasonable range, all the dishes are made from local products. Its primary target is the upper middle class and beer/whiskey lovers. The main vehicle is internal development: new sorts of alcohol, theme nights and monthly celebration of “3 Leg Day”. The differentiators of 3 Legs are customized dishes, unique sorts of craft beer and whiskey, high quality service, and

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