Innovative ways to pursue “undeveloped markets” in central urban areas is the topic of a feature in Nikkei Business (13 July). One example is family restaurants, which were first established in the suburbs, typically in independent buildings with parking facilities or at street level, thus enabling patrons to visibly confirm if the eatery is busy or not.
Since 2014, Gusto and Jonathan’s (brands of the Skylark Group) have been moving into locations that require patrons to take a lift, in some cases as high up as seven floors. Many of these restaurants have moved into spaces formerly occupied by izakaya (Japanese-style pub restaurants).
While some 77% of the Skylark Group’s restaurants are in suburban areas, it has hopes of opening more “floating” outlets, such as those situated on the upper floors of buildings in urban areas near railway stations with high pedestrian traffic. To succeed, they will also have to break the mould of being eateries for “parents plus children”, the typical patrons of family restaurants, and develop ways to appeal to a more diversified customer base.
The article also features sushi belt conveyer speciality chain Akindo Sushiro Co., Ltd. as an example of how chain restaurants can vary their product mix according to location and customer demographics. Its Akasaka branch focuses on set courses to appeal to the comparatively larger number of businessmen and foreign visitors who dine there. Outlets at other locations in Tokyo, however, patronised by a high percentage of young, working females, offer completely different menus.