飲食業に想うこと。

私が1995年に最初に作った会社のビジネスは飲食だ。

どっぷり15年間、飲食業とフランチャイズ業にのめりこんだ。

レストランや焼肉、やき鳥、そば居酒屋等々10を越える業態に取り組み

マルチブランドフランチャイズビジネスを標榜した。

（マルチブランドフランチャイズ＝これも当時の私の造語だ。）

日本中に約500店舗を展開した。

経営理念は「感動共有業」

当時、こんな理念を掲げて経営している企業はほとんどなかった。

形だけの理念でなく、自分の飲食に対する思いをそのまま理念にした。

１、従業員同士が感動共有できるような場所

２、従業員と顧客が感動共有できるような場所

３、顧客同士が感動共有できるような場所

理念とは昇華していくもの　と教わった。

毎日毎日、3番目のステージに向けて何が必要か、どんなサービスが必要か

幹部と社員で理念のすりあわせを行なった。

会社規模や歴史に関係なく、想いのみで会社を作っていく感覚。

この経営理念は、周りの多くの会社に影響した。

当時、身も心も捧げた飲食ビジネス。

今はその業界を少しはなれたところから見ている。

そして思うこと。

当時の周りの会社、今伸びている会社。

どの企業が成長するか、どの企業が生き残るか、

上場した後に生き残っていく会社にある共通点は何か？

今では実によくわかる。

最近の日経MJにこんな記事があった。

外食する際に店舗を選ぶポイント。

行きたい店の条件　（三菱総研調べ）

価格より雰囲気・接客態度

１位　味

2位　雰囲気・接客態度

3位　価格

雰囲気・接客態度を重視する顧客が年々増えているという。

飲食、外食とはそもそも家でもできることの代替。

家で行なうこと以上に魅力がなければいかない。

魅力が無い店舗は一度は行っても2回目以降は行かない。

だから差別化が大事だ。

これから飲食業に必要となるもの、最近少しずついわれ始めているが

今後もっと顧客が重要視するもの。

それは　　衛生。

ANAの会長が言っていた。航空会社の第一次品質は「安全」であると。

至極当たり前のことだが、「本質」に立ち返らないと見えてこないものだ。

周りを飾る数々の虚飾、それにごまかされている顧客も多い。

飲食業の第一次品質は間違いなく　「安全」　だと言い切る企業がでてきてほしい。

その中にいるとなかなか見えてこないもの　＝「本質」

私の神戸オフィス（六甲アイランド）の近くにすばらしい店がある。

ラーメン屋の「皇蘭」だ。南京町の中華の皇蘭の系列だと思う。

一般の顧客は飲食業、外食業の衛生管理

（簡単に言うと、どれだけきれいで安全かということ）

について知る由も無い。

その店が衛生面でしっかりしているかどうかのポイントは間違いなく　「厨房のきれいさ」　だ。

厨房に掃除が行き届いているか、厨房器具がピカピカに磨かれているかが大事。

厨房がきれいな店は間違いなく安全だ。

言い切っても良い。

一番汚れるところであり、古くなれば汚くなるところ。

それが厨房。

でもこの店は何年も経っているが厨房はぴかぴかだ。

店のおやじの心意気という感じ。

飲食店を衛生という基準で顧客が店を選ぶ時代が必ずくる。

おしゃれなきらびやかな店舗ではなく、しっかりと衛生が行き届いた店舗。

これが大事。

体の成長のために、栄養を摂取するために「食べる」

ということから発想を変えると、食べる、飲むということは、唯一、

体の中に全くあたらしい物をとり入れるという　危険な行為　ともとれる。

一日に何回も何回も。

今までは顧客が店舗を信じきっていたのでそのような発想は全くなかったと思う。

昨今の使い回しや、様々な外食産業に絡む問題点。。。。。

飲食のみならず、会社を見ればその会社が良いかどうかがわかる。

在庫のおき方、整理の仕方、社員の机の上、

整理整頓できている企業で会社の数字成績がだめな企業は、

見たことも聞いたことも無い。

この衛生、環境整備ということは、1995年に私が起業する前に

「サンマルク」という企業から学んだ。

サンマルクの株式上場前の3~4年間FC関連のお手伝いをさせていただいた。

サンマルクはここ何年間もの間、日本の上場外食企業で売上対比営業利益率で1位だ。

当時の経験は、今となっては私の大きな財産だ。

だから、

顧客が衛生面で飲食店を選ぶ時代。

厨房見せてくれませんか？と顧客が質問する時代。

きっと、もうすぐです。

アセンティア･ホールディングス
Assentia Holdings,Inc.

土屋　晃　Akira Tsuchiya

English　↓

What I think of the food and beverage business!

The first business I created in 1995 was food and beverage.

For 15 years, I was completely immersed in the restaurant and franchise business.

I worked on more than 10 different types of businesses such as restaurants, yakiniku, yakitori, soba izakaya, etc.

He advocated a multi-brand franchise business (multi-brand franchise = also called "franchising").

(Multi-brand franchise = another term I coined at the time.)

He opened about 500 restaurants throughout Japan.

Management Philosophy: "Inspiration Sharing Business

At the time, few companies were operating under such a philosophy.

I did not want to make it a mere formality, but rather, I made it the philosophy of my thoughts on food and beverage as it is.

A place where employees can share their excitement with each other.

A place where employees and customers can share emotions.

A place where customers can share their excitement with each other.

I was taught that a philosophy is something to be sublimated.

Every day, we need to work together with our executives and employees to find out what is needed for the third stage and what kind of service is needed.

The philosophy was reviewed by the executives and employees.

It was as if we were building a company based solely on our thoughts, regardless of the size or history of the company.

This management philosophy influenced many companies around us.

At that time, I devoted myself to the restaurant business.

Now I am looking at the industry from a slightly different perspective.

And I think about it.

The companies around me at the time, the companies that are growing now.

Which companies will grow and which companies will survive?

What are the commonalities among the companies that survive after going public?

Now I can really understand.

In the recent Nikkei MJ, there was this article.

The key to choosing a restaurant when eating out.

Conditions of restaurants you want to go to (Mitsubishi Research Institute survey)

Atmosphere and customer service more important than price

No. 1 Taste

Atmosphere and customer service

3rd Price

The number of customers who place importance on atmosphere and customer service is increasing year by year.

Eating and drinking out is a substitute for something that can be done at home.

If it is not more attractive than what you can do at home, you will not go to a restaurant.

If a restaurant is not attractive, customers may go there once, but they will not go back a second time.

That is why differentiation is important.

What will be necessary for the restaurant business in the future, and what is starting to be said little by little these days

What customers will place more importance on in the future.

That is hygiene.

The chairman of ANA said, "The primary quality of an airline is safety. The primary quality of an airline company is safety.

This is an extremely obvious statement, but unless we go back to the "essence," we will not be able to see it.

There are many customers who are deceived by the numerous falsehoods that adorn the airline's surroundings.

I would like to see more companies that say that the primary quality of the food and beverage industry is "safety" without a doubt.

What is difficult to see when you are in a restaurant business is the "essence" of the business.

There is a wonderful restaurant near my office in Kobe (Rokko Island).

It is a ramen shop called "Koran. I think it is an affiliate of the Chinese restaurant Koran in Nankinmachi.

The general clientele is the restaurant and food service industry's sanitation management.

(Simply put, how clean and safe is it?)

(simply put, how clean and safe it is) in the restaurant and food service industry.

The key to whether a restaurant is hygienically sound or not is definitely the "cleanliness of the kitchen.

It is important that the kitchen is well cleaned and the kitchen utensils are shining and polished.

A restaurant with a clean kitchen is definitely safe.

It's safe to say.

It is the place that gets the dirtiest, and the older it gets, the dirtier it gets.

That is the kitchen.

But this restaurant has been around for many years, and the kitchen is still spick and span.

It is the spirit of the owner of the restaurant.

The time will surely come when customers will choose restaurants based on the criteria of hygiene.

It is important to have a restaurant that is well sanitized, not just a fancy, glitzy restaurant.

This is important.

Eating" for physical growth and nutrition

Eating and drinking are the only way to get nutrients for the body's growth,

Eating and drinking can be seen as a dangerous act, because it is the only way to introduce something completely new into the body.

Many times a day.

Until now, customers have been so convinced by the stores that they have never thought of this.

The problems associated with the recent use and various food service companies: 。。。。。

You can tell if a company is good or not by looking at the company, not just the food and beverage.

The way the inventory is placed, the way it is organized, the desks of the employees,

I have never seen or heard of a company that is so organized that the company's numerical performance is not good,

I have never seen or heard of such a company.

I learned about hygiene and environmental maintenance from a company called "St. Mark's" before I started my own business in 1995.

I learned about hygiene and environmental maintenance from a company called "St. Mark's" before I started my own business in 1995.

I assisted St. Mark's for 3~4 years before the company went public.

For many years now, St. Mark's has been the number one listed restaurant company in Japan in terms of operating profit to sales ratio.

The experience I gained back then is now my great asset.

Therefore,

This is an era when customers choose restaurants based on hygiene.

The time when customers ask, "Can you show me the kitchen? The age when customers ask, "Can I see your kitchen?

I am sure it will be soon.

Assentia Holdings,Inc.

Akira Tsuchiya