BOSS MAGAZINE > Olena Vykhrystiuk
OLENA VYKHRYSTIUK
UKRAINOCHKA IS NOT JUST A BUSINESS, IT’S A MISSION
Strong, determined, and ambitious – Olena Vykhrystiuk, the founder and CEO of Ukrainochka, is a woman who has not only built a successful business but has also shaped an entire philosophy of Ukrainian commerce.
Mrs. Olena, what inspired you to create the Ukrainochka chain?
Miller's leaThe idea was born in 2001 when I opened my first store in Vinnytsia. It has been a fascinating journey through Ukraine’s history, navigating two revolutions, a pandemic, and the full-scale war. But the real push to establish a national brand came in 2006 when I realised that Ukrainian culture and gastronomy are not just part of our history – they are our pride. We wanted to create not just a store but a place where every customer feels at home. It is important to me that people do not just buy products but feel a connection to their culture and Ukrainian traditions.
Why the name “Ukrainochka”? What does it represent?
Ukrainochka is about our identity. It’s not just a name; it’s an idea. We wanted our stores to be a place where people experience hospitality, quality, and the true Ukrainian spirit. Our slogan, “Working with hospitality and soul,” is not just words – we put our heart into every stage of our work, which is why customers keep returning to us.
What principles did you establish at the core of your business?
We operate on three main principles: quality, service, and traditions. Each of our products is not just an item – it is a piece of Ukrainian culture. We strive to make our stores convey the warmth of a Ukrainian home. That’s why we carefully select our suppliers, develop unique recipes, and create a special atmosphere in every store.
How does Ukrainochka differ from other retail brands?
The key difference is our unique approach to customer service. We treat our customers like family, creating an atmosphere of trust and respect. Additionally, we have our own production facilities, allowing us to maintain high product quality. We also support local producers because we believe in developing Ukraine’s economy and backing national entrepreneurs. Recently, we launched the first Ukrainian Wine Boutique, bringing together incredible local winemakers in one place.
Tell us more about your business.
Our company currently consists of eight delicatessen markets in the charming city of Vinnytsia, in central Ukraine – a place where Austrian and Polish influences intertwine with ancient Ukrainian culture and rich traditions. We also operate our own culinary production facility, an eco-farm in the Vinnytsia region, a distribution company, and a franchise programme that has been successfully tested in practice.
Mrs. Olena, your journey is truly inspiring. How did you start?
It all began with a small shop, but I always saw something bigger in it. My key principle has always been to build a business not just for profit but for change. Step by step, we expanded, opening new stores and implementing unique business models. Today, Ukrainochka consists of eight delicatessen markets, our own production facilities, and a franchise programme. For me, it’s not just about business growth but also about preserving the values that form the foundation of our company.
What challenges did you have to overcome along the way?
Business is a challenge. Crisis periods, competition, economic fluctuations – all require constant adaptation. But the most important thing is believing in the idea and having a strong team to support it.
Was there anything that fundamentally changed your approach to business?
Yes, the war. It taught us to appreciate our culture even more, to support people, and to work harder for Ukraine’s future.
What qualities do you believe are essential for a successful leader?
A leader is not just someone who manages but someone who inspires. Honesty, responsibility, and continuous self-improvement are crucial.
Where do you find inspiration?
People – their stories, their support, and their faith in Ukrainochka give me the strength to move forward. I am inspired by the opportunity to change the world around me, create opportunities for others, and help Ukrainian businesses grow.
Mrs. Olena, you recently launched a franchise. Tell us about its potential.
We want Ukrainochka to become not only a national but also an international brand. Our franchise is a ready-made business with 24 years of experience, proven business processes, a unique product range, and strong support. We assist our partners at every stage, creating all the conditions for their success.
Why should investors consider the Ukrainochka franchise?
Firstly, it is profitable. Our business model has stood the test of time, with a return on investment starting from 12 months. Secondly, our product is unique – Ukrainian traditions are highly valued worldwide. We offer investors not only a profitable business but also the opportunity to be part of an important mission – promoting Ukrainian culture beyond its borders.
Why is it important to invest in Ukrainian business now?
Every new store creates jobs, supports the economy, and strengthens Ukraine’s presence in global markets. Supporting Ukrainian businesses means contributing to the country’s future.
What support do franchise partners receive?
They receive everything they need – from staff training to marketing support and software solutions. Our team is always available to assist with any questions and ensure stable franchise development. We are ready to send a team of our top managers to open a new store and provide guidance during the first two months.
Launch Stages
Business is a challenge. Crisis periods, competition, economic fluctuations – all require constant adaptation. But the most important thing is believing in the idea and having a strong team to The process of launching a franchised location consists of the following stages:
Agreement
- Receiving and reviewing the application.
- Decision-making on partnership.
- Selection of location and signing of the lease agreement (if premises are not available at the time of application).
- Signing of the Commercial Concession Agreement and transfer of standards.
Implementation
- Approval of the design project.
- Assistance in selecting contractors for renovation work and suppliers of specialized equipment, furniture, and other material assets for the franchise location.
- Construction and renovation work, installation of equipment, and furnishing of the franchise location.
- Improvement of the surrounding area.
- Ordering products.
- Searching for, selecting, and training personnel.
- Preparation for opening.
- Technical and official opening.