In a recent conversation with Irina Orlandini, Founder and CEO of SPAECIAL, we delved into her remarkable journey through the hospitality industry. With a career spanning over 18 years, Irina Orlandini has seen the ins and outs of the restaurant world, from her beginnings as a marketing director to establishing her own successful consultancy. Her story is a testament to the power of passion, perseverance, and a keen understanding of the market.
A Passion Ignited
Irina’s foray into the hospitality industry began as a marketing director for a restaurant group. Over the years, she held key positions with international brands such as TGI Fridays, Costa Coffee, and Papa John’s, serving as marketing director, brand director, and director of business development. These roles provided her with invaluable insights into the structured and systematic approach required to thrive in the competitive food and beverage (F&B) industry.
Reflecting on her early career, Irina shared, “I’ve learned what in marketing strategy and system are two things most important. Creativity and budgets are secondary. Back in the days in Russia, I couldn’t see any of that around myself. I thought I have so much knowledge to share with everyone.” This realisation became the catalyst for founding her consultancy in 2014.
With a wealth of experience and a mission to disseminate her knowledge, Irina Orlandini launched SPAECIAL. Her vision was clear: to help restaurants and hospitality businesses harness the power of effective marketing strategies. “My mission is to talk to as many people as possible, to deliver ideas and tools and principles,” she explained. Despite initial challenges, her consultancy quickly gained traction, celebrating its 10th anniversary this year.
In 2015, Irina published her first book, Battle for the Guest, which became an instant bestseller. The success of her book brought a surge of interest and invitations, significantly boosting her consultancy’s profile. However, Irina candidly admits that the journey wasn’t always smooth.
"The path of consultancy is not easy at all. The first three years, you do whatever comes in, and we worked on so many small projects before becoming market leaders."
Standing Out in the Crowd
When asked what sets SPAECIAL apart from other consultancy firms in the hospitality space, Irina highlighted the importance of strategy. “We care about the strategy before everything else. We won’t offer any solutions before the strategy is right,” she emphasised. This strategic approach ensures that her clients’ marketing efforts are precise and yield tangible results.
Moreover, SPAECIAL is committed to optimising clients’ budgets, focusing on cost-effective solutions that deliver maximum impact. Irina’s team is also passionate about making a positive difference in the world and the community. “We try to inject the business with a positive outlook on how they can make people’s lives better or do things differently in a beneficial way,” she said. This ethos extends beyond business success to encompass social and environmental responsibility.
Navigating Challenges
With over 550 consultancy cases across 92 cities, SPAECIAL has tackled numerous challenges. Irina recounted one particularly demanding project with a large coffee shop chain struggling to reinvent itself after a decade of stagnation. “It was a huge challenge because there was a lot of resistance from the team who had been there for many years,” she recalled. Despite the difficulties, Irina’s perseverance and the support of the chain’s CEO led to a successful transformation, resulting in double-digit business growth and a prestigious award for service transformation.
Insights from a Bestselling Author
Irina’s book, *Battle for the Guest*, offers crucial insights for hospitality today. She emphasised the importance of building a robust strategy supported by a systematic approach. “I don’t believe in competition as such. It’s a battle to be a better version of yourself every day and to build a better version of your business every day,” she explained. Her philosophy underscores the significance of continuous improvement and innovation.
For young entrepreneurs in the F&B space, Irina’s advice is simple yet profound: “Be curious, ask questions, don’t be shy. The worst question is the question unasked.” Her words encourage budding restaurateurs to seek knowledge, embrace curiosity, and never hesitate to learn from others.
Irina Orlandini’s journey from a marketing director to the founder of a successful consultancy is a story of resilience, passion, and a relentless pursuit of excellence. Her insights and experiences continue to inspire and guide the hospitality industry, proving that with the right strategy and a commitment to making a positive impact, success is not just attainable but sustainable.
As SPAECIAL celebrates its 10th anniversary, Irina looks forward to continuing her mission of spreading knowledge and helping businesses thrive in the dynamic world of hospitality. Her journey is a testament to the power of strategic thinking, innovation, and an unwavering dedication to making a difference.
