February 25, 2018

Advancement of full-scale Japanese cuisine into the US will begin from now

The story told by Mr. Fujita Ichiro, Fujita International representative, at the Tokyo Franchise Show the other day was full of hopes.

The point that the information dissemination ability of people born after 1980 supports the franchise publicity in the future is not limited only to the United States. The basic perception is that good content spread in word of mouth.

■ Born in Japan

■ Successful in Japan

■Trust in Japan

That seems to be important on branding. Japan is quite credible in terms of food safety.

The thing that we should not forget is that the people who immigrated to the United States from China, Myanmar, Cambodia, and South Korea have a great contribution in spreading Japanese food.

The same can be said for French and Italian restaurants in Japan. In addition, it is the same for the people of the US who visited Japan by business or military duties.

It is said that 500 to 1000 stores are the basis for the standards of the successful franchisors in the US.

“Kumon” focusing on mathematics can be said to be the most successful model in the US.

“Ikinari Steak” that entered the US as it is in Japan’s style will be an attention in the future. Ramen brands are also increasingly popular. Sushi seems to have a corner at any supermarket, it is a result of the efforts of the predecessors.

Japanese foods expected to expand to the US in the future:

■ Tempura/Tendon

■ Japanese beef yakiniku

■ Okonomiyaki/Takoyaki

■ Onigiri

Recently we also received an inquiry about “onigiri” from a company in Thai. It seems that foreign tourists have eaten “onigiri” at Japanese convenience stores and hope to eat/sell them in the same way in their countries.

It is said that the difference in precision, volume and contents of US and Japanese operating manuals is about the same as that of major league and Japanese professional baseball. On the other hand, as with Japanese professional baseball players now, there is a possibility that Japanese franchises can also be adopted in major league countries.

There are considerable differences between the US in which the franchise law exists independently, such as an example of the first priority right, originated from the illegal acts of the 1970s, and Japan without Francis’ law.

Mr. Fujita’s idea of “once joining the franchise in the US and thinking about entering the US after studying thoroughly” is very convincing.

We are also consulted about advancing to Japan from Asian countries. In the same way, we recommend to experience a Japanese franchise as franchisee and studying differences in climate, culture and law, then spreading own brand in Japan.


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