What I think in Southeast Asia!
This time, starting with the franchise business seminar in Ho Chi Minh City on the 20th, we have seen malls and restaurant stores in Bangkok, Singapore, and so many other countries and cities. I have seen stores owned by local companies, Japanese franchise chains, and stores that look like they are made in Japan. I have seen many different types of stores.
I think that even though some famous Japanese restaurants have opened overseas, their tastes are completely different from those of their Japanese counterparts.
If they are franchisees, or if they carry the same sign, the head office has the responsibility to provide guidance to the franchisees regarding the taste, atmosphere, and service. This is quite natural as long as they are operating under the same sign.
It should be the same whether the restaurant is in Japan or overseas.
The people of the country believe that the taste of the restaurant is the taste of the chain.
If it is not good, the chain is imprinted as "tasteless.
And that will not disappear for years to come.
For the headquarters, it is the same as losing the competition in the country.
It will be irreversible for decades to come.
At the time of establishment, the founder loves the brand as if it were his own child.
He would look forward to the growth of his three children (three stores) or ten children (ten stores), and at times he would harshly discipline them to encourage their growth.
At some point, they lose interest in their growth, and the chain declines.
The children, who have lost the interest of their parents, become delinquent and do whatever they want, as they please.
Tastes and menus change on their own, and the essential axis of the restaurant becomes blurred, and it becomes hard to tell what the restaurant is about.
This is a common pattern of decline.
If it is in Japan, it is not so bad, but if it is overseas and the children misbehave, it is out of control.
This is because they cannot see what is appropriate and there is no way to guide them.
Especially for children who have gone abroad, people around them say to them, "You can't do this in this country. People in this country like this kind of taste and this kind of menu. The foster parents are not happy. The foster parents were not happy. They start thinking, "That's the way it is.
No matter where you go, there is a fundamental principle that must not be allowed to waver. It is the essence.
I felt this way when I ate dishes from famous Japanese restaurants here, which are so different from each other.
The same signboard is crying out. The reputation of this brand in this country can no longer be compensated for.
When I talk about this, I am often told that there are examples of Japanese cuisine that have been successfully adapted for overseas consumption. For example, Kumamoto's Ajisen Ramen. In China, it has become a Japanese-style restaurant, similar to an izakaya (Japanese-style pub).
What I felt when I met Dessie (the female founder of Ajisen in China) twice is that she is not doing whatever she wants at all.
From my point of view, Dessy is not out of touch with the essence of the business. I feel that.
People who don't know much about it say that it is a success story customized for their country, or that they have to change their business model to suit their country. I don't agree with them.
At any rate, there is no success in the future if the core of the business and business model that must be protected and developed remains unchanged.
In Asia, there have been no full-fledged Japanese restaurant chains.
Local companies were able to do business only in name and in Japanese style ・・・・.
From now on, it will be different. I believe that this earthquake is a good opportunity to let people know the real taste of Japan.
Sailing into the headwind!
More and more Asian people are visiting Japan, and they are beginning to know the true taste of Japan.
They are beginning to feel that the Japanese pasta, ramen, and sushi they used to eat are different from what they are used to.
There is a great opportunity here. Only Japanese people who know the real thing can do it.
Do you see? It's right there.
Assentia Holdings Inc
Akira