PRESS-RELEASE
DIXY GROUP STORES CALCULATE THE COST OF BLINY PANCAKES
Moscow, Russian Federation, 19 February 2015
Sales of ingredients for the making of bliny pancakes and various stuffings for them increase
substantially in all the divisions of DIXY Group during the Maslenitsa week. The company’s analysts
have reviewed customer preferences and calculated the costs of a basic set for the making of the chief
treat of the week. A set of products for the making of bliny pancakes with condensed milk – a package
of flour, ten eggs, a carton of milk, vegetable oil and a can of condensed milk – will cost a DIXY
customer from 198 rubles.
In DIXY “neighborhood” stores demand for flour traditionally grows by almost 80% during the Maslenitsa
week compared to the daily average sales, milk sales increase by 12%. Among the various kinds of bliny
stuffing, customers opt for condensed milk, and its sales triple, sales of honey show a rise of 20% and those of
red caviar - of 50%. An analysis of sales during the holiday week indicates that even those who do not bake
pancakes themselves indulge in traditional gluttony. In the neighborhood stores, sales of frozen pancakes
increase by one-quarter. Increasingly often, customers opt for goods under the D-brand, showing a rise in the
sales of private-label flour and honey are 8% higher than those of comparable categories. On the eve of the
holidays, DIXY offers new products under the D-brand in fresh category- butter, milk and cottage cheese.
In Victoria supermarkets, sales of flour during the Maslenitsa week increase by 150%. For stuffing the
customers prefer red caviar: its sales grow by 70%, as well as jams and jellies with a 50-percent rise in sales.
Sales of bliny pancakes cooked-in-store in Victoria supermarkets during the week almost triple. At the time,
the range of products offered at the supermarkets includes over 20 different names of bliny pancakes,
featuring new types of this season —with liver, cherries, ham and cheese.
Customers of Megamart compact hypermarkets are saying goodbye to winter mostly with sweet bliny
pancakes: sales of condensed milk during the Maslenitsa week increase more than twofold. Leading other
types of delicious stuffing is red caviar, and its sales rise by nearly 70%. Compared to average daily figures,
sales of flour double and those of milk increase by 13% and of eggs- by 9%. In anticipation of Maslenitsa, the
range of cooked-in-store treats offered in Megamart also features both traditional bliny and variously stuffed
bliny cakes.
OJSC DIXY Group (MOEX: DIXY) is one of Russia’s leading retailers of foods and everyday products.
The first DIXY store was opened in Moscow in 1999, and after that the Company has been experiencing the period of the
intensive organic development, followed by the major acquisition of Victoria Group in June 2011.
As of January 31, 2015, the Company operated 2,225 stores, including 2,095 DIXY neighborhood stores, 94 Victoria
stores, 1 CASH store, and 35 compact hypermarkets MegaMart and MiniMart.
The Company operates in Central, Northwestern, Volga and Urals federal districts of Russia, and in Kaliningrad and
Kaliningrad region.
As of January 31, 2015, the Company had a total of 755,915 square meters of selling space.
In 2014, the Company’s total revenue amounted to RUR 229 bln (USD 6.0 bln).
The Company is the third largest national food retailer by revenue, selling area, and number of stores.
The Company employs over 50,000 people.
In May 2007, the Company raised USD 360 mln in its IPO on the RTS and MICEX. A controlling stake of 54.4% in
OJSC DIXY Group is owned by Mercury Group of Companies, a diversified holding company.
The Russian business magazine Expert rates DIXY Group as one of the Top-100 largest Russian companies.
For further enquiries, please, contact:
Anastasia Orlova
PR Director
DIXY Group of Companies
Tel.: +7 495 933 1450 ext. 2132
Fax: +7 495 933 0259
Mob.: +7 916 953 20 56
E-mail: [email protected]
[email protected]
http://www.dixy.ru/