Blue Eternity, More More, Eva, and Orlovskie Baths behind each of these projects is not just a concept, but a whole approach to life.
In this interview, restaurateur Alexander Orlov tells us why the city needs a bathhouse, how to turn karaoke into a real show, and why it is important not to lose heart in business, even when scaling up.
What peculiarities of the local market do you take into account when launching projects?
First of all, we look at what is missing on the market, what concepts are not represented. We study existing projects, be it restaurants, bathhouses or other projects. We talk to people, we ask questions, we listen. This is the first step. The second – it is important to understand what location is relevant, how the city is organized. It is necessary to first study it and the tastes of the audience, to understand what is already presented, and what can work and what cannot.
What inspired you about the Azerbaijani audience?
It's a very beautiful city. Incredibly nice, open and hospitable people. Real foodies! We immediately realized that everything must be delicious, and we had to make projects with an element of surprise. People here know about food, about gastronomy, and we decided to create formats that had never been presented before.
You succeeded. What difficulties did you encounter in Azerbaijan? And what was a pleasant surprise?
In general, the difficulties are the same as everywhere else.For example, the range of available products isn't very wide. The same situation applies for staff. But we are working on it: we hire, train, and grow specialists within the team.
Orlovskie Baths are set to open in Baku by the end of the year. How do you envision them? What’s the essence of this project? It’s more than just a bathhouse, isn’t it?
A bathhouse is, first and foremost, rest for the body. It’s a way to relieve stress, disconnect from worries, and rejuvenate. It’s 3 to 4 hours of complete relaxation, anti-stress, and recharge. Especially if you go with friends – it’s a perfect opportunity to socialize, spend quality time, and recharge your energy. For me, the bathhouse is a kind of ritual of renewal. Enjoying delicious food, cleansing physically and spiritually, rejuvenating, and promoting wellness – that’s the core of the bath culture we aim to cultivate in Baku.
Is franchising more about scale or trust? What kind of person do you need to trust to hand over your project?
It’s both scale and trust.
Why scale? Because by trusting partners, we can expand and enter new markets, including international ones. For example, we’ve recently started developing our franchise in Central Asia.
Why trust? Because we don’t just represent a brand – we represent high service standards, unique cuisine, and atmosphere. The franchisee must meet these standards and values. Currently, we’re entering markets in Kyrgyzstan, Kazakhstan, Uzbekistan, and possibly Azerbaijan.
We also participate in exhibitions, and the interest in our projects is strong. The franchise fee varies between 6 and 8%, depending on the concept. Our offerings include Orlovskie Baths as well as Uzbek and Kazakh restaurants. The key is that the franchisee must be knowledgeable and share our values.
The name of the karaoke, Blue Eternity, references a legendary song. Why this particular choice? What meaning do you attach to it?
The name wasn’t chosen by chance: the restaurant itself is called More More – which, as many know, is also a line from that very song. Both Blue Eternity and More More pay tribute to the work of a great Azerbaijani artist whom I deeply respect and admire. So, it felt only natural to name the karaoke in his honor here in Baku.
How do you envision the karaoke of the future? Is it a place of nostalgia or a new form of club culture?
It’s more of a hybrid – a club and a place where people can sing, dance, and continue the evening after dinner. For those who don’t want to go to a club but also don’t want the night to end. After all, a club is a different format.Karaoke is about company, fun, and emotions. Whether celebrating a birthday or just hanging out with friends, people want to keep the good times going. Our karaoke will feature backing vocals, DJs, hosts, and a full show program. You’ll even be able to request songs out of turn. Everything is designed so that guests don’t just sing – they become part of the show.
You open businesses in different countries. How do you maintain your signature style and not lose the “soul” during scaling?
The key is attention to detail. Full immersion. And, of course, strong local teams who are just as deeply involved as we are.
