Mamma Mia Group. How to build a family business in Kazakhstan and attract new customers via Wolt

weproject.media and Gorod24, together with Wolt, have launched a series of interviews with restaurateurs from Central Asia — people who shape the gastronomic landscape of their cities. The first interview featured an entrepreneur from Tashkent — Evgeny Pak. Today, we introduce you to Zulfia Batyrova, co-owner of the Mamma Mia Group restaurant chain. Read the interview about a family business that grew out of a love for hospitality and became part of Almaty’s urban life.

Zulfia Batyrova, Almaty, co-owner of Mamma Mia Group, @mammamia_kz, @zuzushka111 About ourselves Our restaurant is a family business. It was founded by my mother, Flyura Mukhtarovna Batyrova, together with her sister — Muslima Mukhtarovna. They entered the restaurant industry out of a love for hospitality and the ability to create a warm, home-like atmosphere. Later, our brother-in-law Azat Bitanov joined the development of the chain and made a tremendous contribution to its systematic growth and scaling. Thus, the family idea gradually grew into a sustainable restaurant chain while preserving its soul and core values. About the project We wanted to create a format that would feel close and understandable to the residents of Almaty: warm, family-oriented, and cozy. Italian cuisine perfectly matched this idea — simple, emotional, and bringing people together at one table. Our city appreciates comfort and familiar flavors, and that is exactly what we built into our concept. Our main difference is the feeling of care and home. In our family, it has always been important not just to serve delicious food, but to create an atmosphere where people feel calm and comfortable. Guests return for this feeling: consistent quality, attention to details, and unique warmth that cannot be imitated. It is also worth noting that, unlike many family restaurants, our chain has truly become a family for many employees. Some of them have been part of our team for more than 20 years! In recent years, guests have become more conscious and demanding. Today, consistency in quality, speed, convenience, fair pricing, and clear service are essential. People value predictability: whether dining in or ordering delivery, they expect the same high-quality experience. About experience with Wolt We have been working with Wolt online delivery service since 2020. It was during the lockdown period and we told our guests: «We are here with you, no matter what!». It gave us the opportunity to expand our reach and become part of our customers’ everyday routine — at home, in the office, on an ordinary weekday — not only during restaurant visits. A part of our Wolt audience has never visited us offline but has remained loyal to our delivery service for many years. This means that the atmosphere and quality we work on truly speak for themselves. Delivery strengthens brand recognition and increases the frequency of contact with guests. Many guests first discover us through delivery and later visit the restaurant, and vice versa. We were pleasantly surprised by how delivery helps maintain loyalty and orders repetition. Thanks to online delivery, we have gained a new audience — office clients and guests who value comfort and time-saving solutions. Delivery has become a full-fledged communication channel with our guests, not just an additional service. About the restaurant business The main challenges include rising raw materials costs, logistics, staffing, and the constant need to balance quality and pricing. Today, the restaurant business requires flexibility, a systematic approach, and quick adaptability to market changes. We promote a culture of family gatherings and meaningful communication. Our restaurants are places where different generations and friends come together, holidays are celebrated, and families with children enjoy their time. In the age of technology, we focus on live communication, hugs, delicious food, and the exchange of energy. We truly value that among so many places, guests choose us. It is important for us that the restaurant becomes part of the city’s life, not a simple place to eat. About plans We continue to develop the chain by strengthening processes, improving service, digital tools, delivery, and our loyalty programs. For us, it is important to grow without compromising quality and to preserve what our guests love us for — sincerity and consistency in everything. Recommendations First and foremost, it is important to clearly understand why you matter to your guests and what value you bring. From the very beginning, build a system and standards instead of relying solely on inspiration. And of course, run your business with heart, but with rational calculation — a restaurant is not about emotions without economics.