Floreasca Fish Market is reopened under a new concept, after an investment of EUR 300,000

Mihai-Alexandru Cristea 16/05/2023 | 13:41

The Wild Culinary Studio Group, which operates Fish Market brand, will reopen ‘Raionul de Pește’ restaurant in Floreasca in May, after a 300,000 euro investment aimed at an exclusive restaurant positioning, with a new design concept under the signature of the famous designer Karim Rashid.


The group has set out to structure its business activities so that each activity in the portfolio has its own identity with clearly defined functionalities, which allows for differentiated sales and communication strategies.

Thus, ‘Raionul de Pește’ in Floreasca will operate exclusively as a high-ranked restaurant, with an innovative vision of the food and beverage menu, but also with a new aesthetic approach by the well-known designer Karim Rashid. The company expects at least 15% growth for this location in the near future. Turnover of the two locations combined under the ‘Raionul de Pește’ brand amounted to 5,140,000 Romanian lei in 2022, up about 12% compared to 2021.

The new restaurant in Floreasca aims to highlight the wide-ranging offer and product portfolio for which Wild Culinary Studio is well-known, especially rare varieties of wild fish. The number of supplier partners for fresh fish and seafood has increased significantly in recent years. While initially the collaboration was limited to Greece, now ‘Raionul de Pește’ also supplies on a weekly basis from France and Italy. One of the newest partners is the famous Gillardeau company, which supplies oysters considered among connoisseurs to be the best in the world. Maison Gillardeau’s clients include the Élysée Palace and numerous Michelin-starred restaurants. Gillardeau oysters continue to be on offer at the ‘Raionul de Pește’ Floreasca, supplied twice a week.

‘We carefully considered all the suggestions we received from customers and concluded that we need more comfort for them, a bolder approach and a space 100% dedicated to a restaurant. We want to offer a complete and refined oeno-gastronomic experience to our customers, distinguished by intense flavours and bold approaches to pairings. This repositioning also means a new approach to business activities, with growth strategies on every level’, said Florin Munteanu, shareholder of the restaurant, a major player in the HoReCa market for over 10 years.

The new menu of ‘Raionul de Pește Floreasca’ is divided into three areas – classic, gourmet and exclusive. The Classic menu features the restaurant’s most popular dishes, including the street food area. The two new menus bring a more innovative approach, coming with recommendations for pairings with champagnes, wines and cocktails for a full sensory experience.

‘The positioning of Raionul de Pește Floreasca with its exclusive restaurant activity gives us the opportunity to develop each activity of the business in a differentiated way. Therefore, the 100-seat ‘Raionul de Pește Floreasca’ will operate as a premium fish and seafood restaurant. ‘Raionul de Pește Dorobanți’ will continue to operate as a retail outlet for fresh fish and seafood from the Aegean and Mediterranean, with a limited menu of dishes, but with the possibility to choose and cook fish on the spot from the showcase. We are planning to diversify the portfolio with Black Sea fish and freshwater fish. Our portfolio and segmentation of activities will allow us to develop the HoReCa and supermarket/hypermarket distribution side as well as the online sales side’, says shareholder Adrian Slosman.

The Gourmet menu represents a complex approach to the concept of cooking with fresh fish in the showcase, where the focus will be on special fish cuts, with recommended pairings of side dishes, sauces, as well as wines or cocktails.

The Exclusive Menu is signed by Chef Raul Gliguță and highlights the multitude of styles in which fish and seafood can be cooked, but also the versatility of champagne in culinary combinations. It includes a tasting menu of 6 dishes, available by reservation only and with a dedicated serving area.

For those who love raw fish and seafood, the new restaurant offers an expansive menu inspired by Mediterranean, Japanese and South American gastronomic cultures.

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