Former advertiser, rentier, chef and owner of a family of restaurants. All these are milestones in the biography of Dima Borisov, who after the crisis decided to invest $11 million in his dream and launch “the Dima Borisov family of restaurants.” Many colleagues joke that if you constantly post news regarding the opening of a new establishment of a Kyiv restaurateur, your news feeds will be filled with messages on gastronomic topics. Dima Borisov kindly agreed to talk with the observer and told him what a restaurant means to him, why he believes only in personalized communication on social networks, what needs to be done to promote an establishment, and also what services should be used for these purposes.

Why did you decide to get into the restaurant business? Can you be called a specialized investor who understands the risks involved or a connoisseur of good food, service and presentation?

A restaurant cannot be called a business. Yes, some money is generated, profitability standards are met. This is a living organism, which is very unstable in terms of feedback from guests. Until recently, in Ukraine it was possible to invest $1 million in a restaurant that would be part of a chain and wait for a return on investment from 5 to 10 years, because 50% of all operating income goes to the owners of the chain. The market results showed that this is not effective. Everyone around them is making money, except investors. According to world practice, 95% of restaurants are family businesses. This is a personalized business when the visitor goes to a specific person, be it the owner or the cook. For me this is my favorite thing. I came to the restaurant because I have been immersed in gastronomy since childhood and eventually became a chef. My gastronomic tastes were raised by my grandmother. I liked planting different crops, taking an in-depth approach to this process and enjoying it.

I didn't just get into the restaurant business. At the time of the crisis in 2008, I had about $11 million in “notional capital.” I was actively involved in real estate, building cottage communities. When the crisis struck, there was nothing to do. Then I decided to throw all my energy into my favorite business, which I constantly put off. For almost a year, my friends and I had parties at my house on Osokorki, I have a lot of friends, I cook. At some point, my wife began to give me a hard time and therefore, in February 2010, I opened the Badger restaurant. I am a chef, and I build the entire restaurant concept around a restaurant, not a restaurant project.

How many restaurants are included in the “Dima Borisov family of restaurants”?

Currently operating “Badsuk”, Foodtourist, GastroRock, “Botsad”, Oxota Na Ovets, BabyRock, Pivbar. There are fundamental things that, in my opinion, should be in a restaurant. Firstly, this is personification. You know who you're going to. Everyone knows my bosses, everyone knows Dima Borisov. You can work this way if you manage up to 10 restaurants. In Kyiv, I definitely won’t have more than ten restaurants, although we have more than 20 unimplemented formats. Secondly, a unique gastronomic menu. For example, at Foodtourist you can order borscht in a head of cabbage. This is the foundation of a marketing approach, when you clearly work with demand and audience. The restaurant is your home, and the guests are your friends.

Are you already experiencing a return on investment?

Yes, sure. They used to say that a restaurant takes 3-6 months to “promote”. Bullshit is everything. In fact, already in the first month you receive planned indicators. If we talk about Oxota Na Ovets, the return on investment is planned a year after opening. As for other establishments, this period is six months. The average profitability of a restaurant in the Ukrainian market is less than 15%. For me it is significantly higher, because I grow 90% of my food myself.

When you were planning to promote your restaurants, were social networks positioned as the main channel of communication with the audience?

They were not positioned and are not positioned. For me, Facebook is my online diary and personalized communication with friends and subscribers. I will never believe that Facebook can work effectively as a communication channel. I’m not ready to outsource communication to digital agencies that don’t speak my language. This makes no sense. The next day, half of my friends will ban me, because they will see by comma that this is not Dima Borisov. The utopian nature of advertisers, who switched to digital after the death of the advertising market, lies in the fact that they sell brands a pseudo-communication channel. This doesn't work because the power of social media is that it is personal communication between two individuals. Why is Facebook actively developing? Because it's 100% honest. Effective communication using a social network means only honest, personal communication with a friend. It so happened that I like to describe my life, constantly be in touch, use gadgets. I'm just describing my life. This is also an opportunity to invite guests to your restaurants.

You have 4.9 thousand friends and 3.7 thousand subscribers on Facebook. Is this audience enough to fill the “restaurants of Dima Borisov’s family”?

This spring, I decided to go crazy and make a representative sample of restaurants that were open at that time. I got a figure of 17% of guests who know Dima Borisov, follow his accounts on social networks and visit his establishments. I think now this figure is even lower. At the Oxota Na Ovets restaurant, 98% of people shy away when I say hello to them. They don't know who I am. These are stars, politicians who come to me through word of mouth. Unfortunately, for such fundamental values ​​as personalization and a well-thought-out strategy for years, there is no competitive environment among real restaurants. My conditional competitors are Savely Libkin and Sergey Gusovsky. Because once they truly communicate with their guests sincerely, they are public and people go to their restaurants. But we work in different cities and in different segments.

But 17% is not enough...

Agree. The rest of the guests come based on recommendations. I also have a layer of 2-3% of people who spread negative information about me or my restaurants. Sometimes, even without ever visiting me. And in Kyiv there’s nowhere else to go. There are only “restaurant projects” everywhere. Before the opening of Barsuk, I had been to at most 5 restaurants in Kyiv. And that's by chance.

Have you resorted to direct advertising?

No. Conventionally, there is a promo, for example, our joint program in the evening show on “Prosto Radio”. Or on the TET TV channel the program “Crutons”, on which we cook and discuss gastronomic and gastronomic topics. Yes, it makes sense to communicate to attract guests, but there is no point in direct advertising, because I have problems with seating. Demand exceeds supply. At the same time, the restaurant does not earn enough money to spend it on “pseudo-advertising.”

How do you feel about advertising on social networks?

I don’t believe in it and don’t see the point in it, because I myself create a marketing message at the moment I want, with a certain intonation and contacts, and attract friends with the tag. If we are talking about a mass segment brand, then this thing works. But this does not apply to monobrands and personal restaurants.

It’s hard to disagree with the fact that after some time, demand will not exceed supply...

I don't think so. Any product that is created must get better every day. Any growth strategy should be built around improving what you do. This is infinity.

The topic of discount cards is well developed in Ukraine. What are you planning to implement in your restaurants?

This is not the case in Europe. We have currently launched a special mobile application gastroFamily, which allows you to get points for a check at a restaurant. Points can be exchanged for a glass of lemonade, lunch, steak, bottle of wine, corporate event, etc. The application will be available for all popular mobile phone platforms.

In addition to the Facebook page, you have a personal website. Do you also communicate with the audience through it?

No. The site acts as a personal business card, which tells about me, lists the services and services provided.

Do you have a VKontakte page?

No. This is a completely different audience that cannot afford to go to restaurants.

Do you involve bloggers in promoting your restaurants?

I work only with Tema Travkin. For me he acts as a technical expert. I can figure out my own social media pages, but there are a lot of technical nuances. We need to create a team of technicians who will deal with these issues. But for now, I don't need it.

That is, no one is involved in promoting your restaurants’ Facebook pages?

No. Again, my personal presence on the social network is off the charts. Everyone turns to me and wants personal communication with me. This is an indicator of a personalized communication channel. True, we recently conducted an experiment. In the Botsad gastro-cafe there lives a pig, Nasturtsia, who communicates with users on Facebook under her name Nasturtsia Botsadovskaya. I see that activity has increased. But this is banter.

Do you think the location-based service Foursquare is attractive for the restaurant business?

I think yes. However, this service is designed for innovators and increases the audience by only 20%. This is a very specific audience. Most visitors will not come to a restaurant to check in and get a drink. I think that Foursquare as a service could be interesting for a Ukrainian restaurant. First, it's free. Secondly, it is focused on the restaurant or product. The only negative is the pseudo value. If you bought something and received a bonus for it, this is value, but if you simply noted that you are here, it is not. At the same time, last year GastroRock was in first place among restaurants in Ukrainian Foursquare for check-ins.

Is there a key to success for a restaurant that communicates with its audience through social networks?

Exists. This is personal and honest communication with the guest. I can’t imagine Steve Jobs putting someone on his page and forcing them to respond to letters and messages.

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Not many people know that the famous journalist and presenter Dmitry Borisov participates not only in the production of Evening News, but has been the general producer of Channel One for several years. World Wide Web". Among other things, several documentaries were released under his leadership.

Every day this young man spares no effort and energy to ensure that his goals are achieved. He does a good job because he really loves his job. Fortunately, a lot is known about his creative biography, but Dmitry Borisov tries not to talk about his personal life, but the TV presenter does not yet have a wife and children.

Borisov Dmitry Dmitrievich was born on August 15, 1985 in the Ukrainian city of Chernivtsi in Ukraine. His parents were philologists: his mother was a teacher of the Russian language, and his father is still the head of the Museum of the History of Literature named after V.I. Dalia. By the way, his parents first met within the walls of their native university. Since then they have been happily married.

Even as a child, the whole family had to move to Moscow due to the terrible disaster at the Chernobyl nuclear power plant. Some time later they move to the small Lithuanian town of Panevezys. They lived there for some time, and then moved to Siberia, since Dmitry's father needed to get a degree.

Having visited many cities, the parents again decided to return to Moscow, where the future TV presenter went to first grade. He loved reading books and listening to the radio. It seemed to him that this was some kind of magical world into which he could be transported and there would be a completely different reality. Therefore, he realized early on what he wanted to do in life. Once, when Dima was 15 years old, he sent a letter to the editor-in-chief on the radio, in which his own program plan was described, listing: timing, concepts, descriptions, etc.

Many did not take this idea seriously, but surprisingly, they liked the plan very much, and he was invited to talk. As a result, the guy was offered the position of news anchor.

It was extremely difficult for him to combine work and study, but all his aspirations were not in vain. Soon he became the host of one of the music programs that he had to carry out at night. After graduating from school, Dmitry decided to enter the Russian State University for the Humanities in the department of philology.

Television career

Due to the fact that the professional biography of Dmitry Borisov began early, he very quickly reached the desired heights in his career, but he had to wait a little with his personal life. Very soon the guy became a news presenter on Echo radio. Once Borisov admitted to reporters that for a long time he was ashamed to name his age, because all his colleagues were much older. But after a while, he realized that his youth was only a plus: he had already achieved good results, but his peers were just mastering their professional field.

In the early spring of 2006, Borisov was invited to Channel One as an evening news anchor. A year later, the guy graduated from the university and received a diploma in philology. But he wanted to have a complete education, so he decides to go to graduate school.

It is worth noting that the young man always did an excellent job with his studies, which never prevented him from achieving his professional goals. Once the guy admitted: “Even at school, there were no problems with studying, the lessons took only the first half of my day. The teachers always supported me and helped me often. Basically, the first broadcasts took place from Sunday to Monday. A little later, of course, it was more difficult. According to my schedule, I had about 10 interviews a day, which covered a variety of topics.

But when I entered university, the lack of free time was very noticeable. My classes began at 9:00 in the morning, and at 9:20 I just finished the broadcast. Therefore, I had to rush headlong to catch at least some class. I received knowledge while half asleep, but despite this I am glad that my life turned out this way.”

Further professional growth

In 2008, Dmitry Borisov was awarded in the “Best Presenter of the Season” category. Thanks to this title, the TV presenter was able not only to assert himself, but also to take an honorable place among other members of the Channel One team.

In 2009, he was invited to one of the roles in the feature film “Black Lightning.” Apparently our hero liked this role so much that a year later he starred in a similar role in the crime drama “Escape.” The TV presenter also continued to tell news on television and radio. In addition, he became interested in creating his own blog on LiveJournal and Twitter, which very quickly gained a huge number of subscribers.

Dmitry works as the host of the “Let Them Talk” program

This activity also did not go unnoticed, and in 2011 Borisov was awarded for the best microblog.

In addition, Dmitry becomes a permanent TV presenter of the famous program “Time” on Channel One: “I have a very dynamic lifestyle, I always achieve what I want most. After the first broadcast, I realized that this was mine,” Dmitry shared with reporters.

Sports Olympics

Thanks to his sporty lifestyle, the TV presenter took part in the Olympic torch relay. He had to run several distances, since the person to whom he was supposed to pass the fire never showed up. After the gala event, Dmitry bought the torch as a souvenir and plans to one day show the souvenir to his children and grandchildren.

Also, many experts were very grateful to Borisov and noted his contribution to the preparation and holding of the Olympic Games. Therefore, they decided to award him the Order of Merit for the Fatherland, first degree.

Personal life

But, if a lot is known about the creative biography of Dmitry Borisov, the TV presenter very carefully hides his personal life: not a single source contains information that he has a relationship, wife or children.

Several times rumors surfaced in the press that the announcer was dating a famous woman. They met back in 2009 during a broadcast on radio “Echo of Moscow”. They were often seen together at various events. Several times their joint photos appeared in well-known publications, in which Dmitry hugs the girl around the waist. They were very joyful and happy, which is why journalists followed their relationship so closely.

With Yulia Savicheva

In 2012, during a live radio broadcast, Borisov sang a lyrical song. According to many fans, it was performed specifically for Savicheva. Then they attended an event together in honor of the release of the singer’s new album, “Heartbeat.” At that moment, there came a new wave of interest in the personal life of the announcer Dmitry Borisov (see joint photos below). New details emerged in the press that the young people were going to secretly legitimize their relationship.

For a long time they did not comment on these guesses, but Yulia’s wedding with Alexander Arshinov put everything in place: all this time they were connected only by friendship.

After this, the public became less and less interested in the personal life of TV presenter Dmitry Borisov. It is only known that today he is not married and has no children.

scandalous news

In 2015, many fans congratulated the presenter on his 30th anniversary, which he celebrated with close friends and family. Based on reliable sources, at the beginning of the evening the company went to one of the capital's Time Out bars, and then they continued the celebration in an Italian restaurant, where a colleague and friend was able to congratulate him.

After a while, Dmitry shared a little with journalists: “It turns out that every year I become happier and luckier. I can't say what exactly this happiness manifests itself in. It resembles a small patchwork quilt that consists of different small pieces. The most important rule to be happy is to never stop smiling! It always works for me, and my mood improves 100%."

In addition, recently TV presenter Anfisa Chekhova was able to discourage her fans with a new photo in which Dmitry hugged her.

Most likely, they simply met at some social event, since the frame clearly shows that the TV presenter is holding a glass of champagne in his hands. But soon another photo appeared, which aroused even greater interest among the public. The public immediately began to speculate that Chekhova had recently been experiencing a rift in her personal life. Despite the fact that the presenters do not comment on this information in any way, we can only believe that they have the usual warm and friendly relations.

About space

Borisov: When I turned 40, I gave myself a 50-year gift to go into space. I paid 10 thousand dollars to one company - it costs 120 in total, you have to pay it gradually. They have 8 clinics around the world, one in Israel. I passed all the checks there, and I am an astronaut: I was allowed to fly after 10 years. Now I have to get tested every two years. It’s strange to live your life without flying into space in the 21st century.

The doctors said I was amazing. They gave loads and spun them in a centrifuge. I get out of there, and they ask me: “What is your emotional state?” “Nothing,” I say. They put it somewhere, twisted it, I ... [don't care]. They say I have a low stress threshold. And I told them: “Have you ever been given ... [beaten] by Soviet cops? You are now in a Soviet hospital, ... go to understand whether it is emotional. Emotionally, in principle, the fact that I have a day off today is the only one this year. I really wasn't impressed by your experiments."

About the theater

Borisov: Is this recorded?

Kesoyan: Yes.

Borisov: Then now I'll erase everything, I can.

Kesoyan: Stop doing that.

Borisov: I think the interview took place.

Kesoyan: Yes, in principle, you can already turn around now.

Borisov: I'll tell you that Dima Sergeev and I (co-owner of the Ginza Project restaurant group. - Note ed.) we will make a new institution. He's very talented, thoughtful - awesome dude.

Kesoyan: Aren't you tired of all this yet?

Borisov: From what? I haven't opened anything in Moscow for three years. Vice versa! I came here for a week at the end of January and caught a crazy wave here. Not mine, not even ours. Not even of our generation. Some kind of stranger. And during this time we opened...

Kesoyan: What kind of brothels?

Borisov:"Bardelli"! This is Galya and her husband Johan. Three-story premises. The bar there is made by Roma Gracious. I was brought to his Tea Room, and I tried the best cocktail in my life. Some kind of small white dry dry. I don't know what it was, but it justifies the existence of the whole bar culture. I don’t like mixed drinks - I like vodka, whiskey, wine, sake. And Roma agreed to make a bar for us in this Bardeli. The first floor is a bar, the second is a restaurant and a huge roof.

And the half-open kitchen is also the second floor of Bardeli

© Nadezhda Panina

3 out of 8

Bar on the ground floor

© Nadezhda Panina

4 out of 8

Vegetarian thali: cinnamon-clove broccoli, endive, kohlrabi, charcoal carrots, fennel curry with cheese-apple kofta, dal, homemade yogurt raita with chat masala, mint sauce, basmati rice with saffron and green cardamom and nan charcoal-grilled whole grain spelt with herbs and garlic

© Nadezhda Panina

5 out of 8

Starters for vegetarian dinners: churumuri, khandvi (chickpeas on yoghurt with curry leaves and coconut), saffron flatbread with spicy sauce, potato wedges and chilli chutney and charcoal paneer marinated with fenugreek and mustard oil.

© Nadezhda Panina

6 out of 8

Non-Vegetarian Lamb Dinner Thali: Dal, Homemade Yogurt Raita with Chat Masala, Mint Sauce, Basmati Rice with Saffron and Green Cardamom, Lamb Rib Hello Goa! in chili sauce, spicy Ciao Maharaj lamb seekh kebab and charcoal-grilled whole grain spelt nan with herbs and garlic

© Nadezhda Panina

7 out of 8

Indian kulfi ice cream with Kashmiri saffron and pistachios

© Nadezhda Panina

8 out of 8

Kesoyan: Wait, how did these guys agree to the presence of alcohol - they are so enlightened.

Borisov: They are interested because we are not creating a tavern for them, but a theater. For example, we have red chairs, plastic, like standing at a kiosk. Because the theater. Because the play is interesting to stage.

Kesoyan: And what will you put there?

Borisov: This whole place is a performance. “The Strait” is a performance, of course. And “Jean-Jacques” is a performance. Any establishment in general is a performance. That's why I insist on treating the waiter and bartender with respect, because they are actors. If you are not doing catering, but are applying for a city place, then this is a theater.

Kesoyan: There is a certain fake moment in the theater.

Borisov: What about in a restaurant?

Kesoyan: But this cannot happen in a restaurant.

Borisov: The restaurant is a prop. Let's take "Pushkin". What's this? Absolutely a sham.

Kesoyan: But food cannot be a sham.

Borisov: Do you think that if good theater is not real?

Kesoyan: Theater was created in order to put a person in certain conditions and pull him out of mediocrity.

Borisov: I think that the theater was created so that ... who consider themselves actors, do something worthy there. And then it turned out that the public still needed it.

Kesoyan: The average person gets hooked on any spectacle.

Borisov: And what's wrong with that? Even the word itself is beautiful - "everyman". From the word "life". Come on, write the word "philistine"! This is now, it seems to me, an important word. Go to Nikitsky Boulevard - there are tens of thousands of people every day. Trees are still growing on Tverskaya now - I like it very much. There is nothing nicer than the people on Tverskaya.

Kesoyan: I don't think people are assholes. I think that these are quite simple and funny people.

Borisov: I consider the townsfolk to be my partners. You have something derogatory in that word. But for me it’s the other way around...

Borisov at the table with Philip Dzyadko and Elena Kamenskaya

About TV

Borisov: I collect ashtrays. Do you see how I live? Like a typical man in the street. There are no more bohemia in the 21st century. And there is nothing more disgusting than the phrase: “I haven’t watched TV for five years, seven years, two years now.”

Kesoyan: Why?

Borisov: Because it's vulgar. Because - don't look - you're an asshole.

Kesoyan: We will not be published in Afisha - they don't watch TV there.

Borisov: But the founder of Afisha, Ilya Tsentsiper, I’m sure, is watching TV. Because a person who does not watch TV does not understand what is happening in the world. For example, I don’t step into shit that’s lying on the street on purpose. By chance - if I'm walking down the street. I know there is shit lying on the street. For example, I don’t run down the street looking for maniacs. Or I don’t run around on the street looking for shit. But to pretend that this does not exist is vulgarity.

Kesoyan: Do you think TV is just a source of information?

Borisov: Pretending that you are a bohemian and living in an ivory tower is vulgarity! You don't watch TV, TV watches you. Look what lies in front of me.

Kesoyan: Yes, there is a notepad in front of you!

Borisov: Log into Facebook through your phone. I do not have Facebook.

Kesoyan: What does Facebook have to do with it?

Borisov: I have a notepad and a phone with friends' numbers. And I am a layman. What did people do when they didn't have a TV? Did you listen to the radio? Do you know that every person in the Soviet world has a radio point and we still pay for it. And the end of the Russian world will come when everyone turns on this radio station. They’ll just say “Good morning” and we’ll wake up in another country. And then Sveta Kesoyan will throw away her iPhone. And Mamut will close Afisha. It will be enough just to hear: “Good morning, Russians.” But what saves us from turning on the radio is the existence of people like Lyuba Arkus and the magazine. How long have you been reading the magazine “Seance”?

Kesoyan: I haven't seen him for a long time.

Borisov: I'll give it to you - I have two license plates in my car. Or Khrzhanovsky, who is ruining his film in London, he saves us from turning on the radio. Lenya Fedorov, who recorded an album in Tel Aviv before my ears. Or he made the installation “Swallow Seagull” in our “Strait” with the architect Brodsky... Brodsky saves. Excellent people save us from turning on the radio.

Sandwiches with fried mackerel, smoked salmon, egg salad, herring, beef tartare, each 150 rub.

2 of 7

Porcini mushroom soup with noodles, 320 rub.

3 out of 7

Baked chicken with burnt butter, 750 rub.

4 out of 7

Dumplings with pork, 390 rub.

5 out of 7

Grilled mackerel, 560 rub.

6 out of 7

Stewed beef brisket with mint pearl barley, 580 rub.

7 out of 7

About the metaphysical baguette

Borisov: Yesterday my daughter said to me: “If at school they ask what dad does, can I say that my dad opened a brothel?”

Kesoyan: Haven't you asked yet?

Borisov: No, and this is happiness. Her question means that we have instilled in our children a passion for the Russian language - even for such stupid, semi-decent images. But if your children start making jokes on a linguistic level, you can feel like a parent. Yesterday I allowed her to watch TV: if she has developed irony, then everything is possible. In the same theater there is evaluation, work with the subject. And of course, the entire restaurant business is also a theater. Or working with an object.

Kesoyan: You are often accused of not eating in your places.

Borisov: Well, yes, they scolded “Jean-Jacques” about the food. In John Donne, Vasya Utkin and I became friends with Sebby Canyon, who created the Voronezh restaurant. He is a fourth generation Australian butcher. And somehow some punks came to us at night - we scattered them on Nikitsky. A hell of a lot of years ago, when the first “Jean-Jacques” opened, the chef of “White Square” made our menu. What's his name?

Kesoyan: Eric Le Provost.

Borisov: That’s why we blew everything up within a year. "Jean-Jacques" should be what it is. A place that in any country in the world, in any metropolis, is a maximum of 100 meters from any entrance of a residential building. We must return there, to this point - “Jean-Jacques” was invented that way.

I came up with it when I lived in West Berlin - very unfashionable at that time. I went to the Paris Bar - this is still a legendary place - and thought, why the hell should I live in my beloved hometown without leaving my apartment? Why can't my girlfriend go out to the corner cafe in her pajamas? When UGG boots appeared, they confirmed my idea that you can go everywhere in restaurants in slippers: I put them on my bare feet and went and sipped some coffee. This is the whole idea of ​​"Jean-Jacques".

There is a problem - where can I get a good baguette in the morning? But it will come from somewhere. If you need a baguette, it will appear. I am sure that even in Soviet times, without even knowing what a baguette was, there were people who woke up every morning, perhaps in some metaphysical way, with a baguette. If they needed him.

Mitya Borisov with partners and comrades

Lara Katsova, TV presenter, brand chef

Igor Gurovich, designer

Elena Kamenskaya, art critic

Vasily Utkin, "editor-in-chief" of John Donne pubs

Dmitry Borisov is called a restaurateur, and also a producer, because no other word has been invented for what he does. Borisov is a master at producing communication in public catering establishments. Ten years ago, in the OGI Project, he came up with the idea of ​​​​combining a cafe with a bookstore, and Moscow intellectuals who had previously sat in kitchens went there. In “Apartment 44” not only the design is reminiscent of an old intelligentsia apartment, but the atmosphere there is the same. And both cafes “Jean-Jacques” are French brasserie, only on Moscow boulevards. Borisov’s talents also found other uses: in 2007, as an expert on the urban environment, he was invited to the position of creative director of the Big City magazine. Dmitry Borisov's successes should not be surprising, since the main consumer of all his products is himself: his favorite ways to spend time are drinking in his circle and reading good literature. Member of the Snob project since December 2008.

The city where I live

Moscow

Where he was born

Moscow

Who was born to

Father - Vadim Borisov, a famous historian.

Where and what did you study?

He entered the history department of the Russian State University for the Humanities, but left his studies in the 3rd year (at age 20)

“It’s not because I didn’t like the story. On the contrary, I have great respect for history, my father is a historian, it just happened that way. Dima Itskovich and I had our own production group...there was no time to study.”

Where and how did you work?

Co-owner of a production company (together with Dmitry Itskovich), worked with the groups “Leningrad”, “Vopli Vidoplyasova”, “Auktsion”. In 2004, together with Evgeniy Gindilis, he founded the film company “TWINDY”.

He participated as the founder and (co) owner in the organization of the OGI Project club, the United Humanitarian Publishing House (OGI), and the Apshu club (together with his sisters and D. Yampolsky). He opened the restaurant company “Buffo”, the chain of French cafes “Jean-Jacques” and the revived club “Mayak” together with Yampolsky.

“I don’t want to be like a businessman! And I’m not a restaurateur... Maybe a producer... Although that’s also a stupid word.”

“...those who beat me as a child for being red-haired are not my audience. And those in which there is no aggression, but some thoughts, or even better - actions, are mine. That's why I make restaurants for them. ...I am not interested in anyone except them, except these people. Those who are sick, crazy, crazy with money or completely brainless - all this is not for me.”

“I am in the business of correcting urban anomalies. The fact that there was no cheap European cuisine in Moscow is an anomaly, I corrected it, made “Jean-Jacques”. The fact that in Russia there is not a single signature restaurant with a Russian chef is also an anomaly. Stalik wrote a cookbook, it is now a bestseller. So we made it his signature restaurant; a huge plate of pilaf costs 450 rubles. It is expensive? It's adequate."

In 2007, he became creative director of Bolshoy Gorod magazine.

“Actually, they didn’t call me there to change the content; I don’t understand anything about the content. I, as was said, am a major specialist in the urban environment. I know how this urban landscape is structured, where the holes are gnawed in it through which information can be delivered.”

I'm interested

literature, poetry

I love

Chinese cuisine

drinking with friends

“I like to drink with my friend Dima Yampolsky and the Totibadze brothers.”

visit your restaurants and pay the same as other visitors

Well, I don't like it

“... I hate anise, I also don’t like egg-coffee liqueurs and Vietnamese liqueurs, all these stinking vodkas and liqueurs with snakes.”

fascists

“Whoever I would never drink with is the fascists. It doesn’t matter whether they are Russian, Jewish or German. Never".

Family

In 2005, daughter Masha was born. In the summer of 2008, he married Vogue magazine editor Marusa Sevastyanova.

Brother - Nikolai Borisov, journalist, worked for the Vedomosti newspaper, Forbes magazine, co-owner of two home restaurants "Apartment 44" in Moscow. Sisters - Anna and Maria Karelsky, co-owners of the Moscow club "Apshu".

And generally speaking

“...what upsets me most now... is that there are no twenty-year-old people who can break me from my business. Copy as much as you like. We once started selling books in restaurants - now everyone sells them. But I’m no longer there, because it was important for me that this should appear in principle, and not that I should be the only one doing it. And there are no young people who will come up with a new format that will finish me off.”

“They called me into politics. Both right and left. But I don't need it. Now there are no politicians in Russia with whom I share the same path. Their stories are deeply uninteresting to me... I myself am a civil society. Our restaurants are civil society. ...all my life I’ve been making restaurants for normal people.”

Alexander Brodsky, architect: “Mitya is one of my favorite friends. Over the past few years, he has become a very important part of Moscow life. Not only because it opens nice and successful places. He always gathers nice and good people, the right companies. All the stories that happen to him are of an alcoholic nature, but these are not depressive-alcoholic stories, everything always happens there in the best optimistic way.”

Katya Metelitsa, journalist and prose writer: “Borisov loves to lie to himself all sorts of stories, he does it all the time. And he has a few favorites - about how he starred in Yeralash. Although it was paradoxically never filmed there. He partially restored historical justice with these stories. And then one day he began to tell some fresh people about Yeralash, and his girlfriend Karina Kabanova calmly says: "Mitya is lying now." Borisov's face became like that of a baby, when they hit him on the head, take away the lollipop and still say that there is no God.

Dmitry Borisov is a professional TV journalist and host of the evening news on the First Federal Channel. He became widely known after he took the place of Andrei Malakhov in the program "Let them talk."

Childhood and adolescence

Dmitry was born on August 15, 1985 in Ukrainian Chernivtsi, in a family of philologists. Parents often changed their place of residence, so in early childhood the boy had a chance to travel around the world. He managed to live in the Lithuanian Panevezys, then spent several years in Siberia, and went to the first class already in Moscow.

While still a schoolboy, Dmitry became interested in journalism. He read a lot, was the editor of the school newspaper, and already in high school he managed to get a job at the Ekho Moskvy radio station. A 16-year-old boy wrote a letter to the management in which he proposed the idea of ​​a new program. Of course, they did not immediately trust him to make the transfer, but they took him to the information department.

Soon, Borisov was assigned to host a daily news program, and in the evenings his voice could be heard on the Sunday music program Silver (later Argentum, Fellow Travelers).

Career

In 2006, Dmitry was invited to Channel One as a news anchor. By that time, he had acquired considerable experience working on air, so his new colleagues were extremely surprised by such high professionalism at such a young age.

At the same time, Borisov graduated from the Faculty of History and Philology of the Russian Humanitarian University, where his father still teaches, and entered graduate school. Studying did not prevent him from becoming the best TV presenter of the season in 2008, and in 2009 a finalist for the TEFI award. Two years later he was entrusted with hosting the “Time” program.

Before the 2014 Olympic Games, the presenter took part in the torchbearer relay in Moscow; during the Olympics, together with Kirill Nabutov, Andrei Malakhov and Ivan Urgant, he joined the Channel One team that covered the main events of the games.

In 2015, Dmitry headed the channel’s subsidiary, Channel One. World Wide Web,” which broadcasts Russian programs to other countries.

But Borisov gained widespread fame in August 2017, when he replaced Andrei Malakhov in the super-popular talk show “Let Them Talk.” Skeptics predicted “creative suicide” for Dmitry in this situation, but, as the broadcasts of the first updated programs showed, Borisov managed to keep the program afloat. Moreover, he was “matched” to this position by Andrei himself, who is a good friend of Dmitry and has been looking for a worthy replacement for a long time. Malakhov himself went to the Rossiya channel, which provided him with greater freedom for creativity, coupled with a high salary.

Personal life of Dmitry Borisov

Little is known about the off-screen life of the slender, handsome presenter. In 2009, he had a high-profile romantic story with singer Yulia Savicheva. Dmitry was so in love that he even dedicated a song to the artist and performed it publicly on air.

However, things never came to a wedding, and in 2014 Yulia became the wife of Alexander Arshinov, to whom she later gave birth to a child. Since then, Dmitry has no longer been seen in any serious relationships with girls; he often appears in the company of a small decorative dog. Dmitry Borisov now Having taken over the post of host of “Let Them Talk,” Dmitry Borisov promised viewers to refresh the format of the program.

Dmitry Borisov kicked out the political scientist from “Let Them Talk”

In one of the first episodes, he kicked out of the studio the Ukrainian political scientist Dmitry Suvorov, who spoke approvingly about the deaths of Givi, Motorola and Rada deputy Irina Berezhnaya. Borisov asked him to leave the studio for disrespect, and he left amid cries of “Shame.”