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🍴 | Hokkaido Local Rotation Zushi!Attractiveness and strategy that is second to none


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Hokkaido local rotation sushi!Attractiveness and strategy that is second to none

 
If you write the contents roughly
Although it is a revolving sushi restaurant, it also wants to have the function of a family restaurant, which is rarely found in the area.
 

The theme of this time is not rotating.There are many sushi restaurants in Hokkaido, and each one creates its own charm.among them… → Continue reading

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Conveyor belt sushi

Conveyor belt sushiWhat is (Kaitenzushi)?sushiTurn the small plate with the above in front of the customer's eyes (or beside the customer)Belt (lane)A method in which customers can freely select their favorite sushi by placing it on (circulating)sushi place[1].

Overview

The plate on which the sushi is placed is placed on the belt and rotates around the store, so it is called conveyor belt sushi.From the customer's point of view, you can freely choose a plate that looks delicious to your own eyes.Another major feature of conveyor belt sushi is that the price is relatively low compared to conventional counter-type sushi restaurants (“non-rotating sushi restaurants”).

Many stores have several prices depending on the color and pattern of the plates, but some stores have the same price for all plates.If you tell us that you want to pay (payment) after meals, the staff will count the number of dishes (for each color and pattern) and settle.

On the store side, the types that are widely popular, the types that the store wants to recommend in particular, the types that are low in cost and make a lot of money on the store side, and the types that purchased a lot of ingredients on that day are mainly listed in the lane. ..Customers can take as many dishes as they like and eat only the dishes that look delicious to their own eyes.If you don't get the kind of sushi you want, you can order it.Furthermore, even if the type of sushi is already on the lane, you may order a new sushi and have it squeezed to eat "freshly sushi".Items ordered by customers are placed on, for example, colored plates indicating seats or plates with seat numbers so that customers can see which customer ordered them, and they are carried on the lane. (In addition, even in a conveyor belt sushi restaurant, in a restaurant where there is a staff (sushi chef) at the counter and faces the customer (face-to-face type), the customer can order by looking at the craftsman's face. You can also see the sushi being held in front of the restaurant and receive the plate with the freshly sushi directly from the craftsman.)

Menus other than sushi include side dishes such as salads and cakes.DessertThere are also stores that usually put such things on the lane.But warmSoupIt is very important that cold drinks and ice cream are at a certain temperature, for example, it is not allowed to go around the lane for 5 to 10 minutes and cool down, or conversely warm up and melt. Therefore, basically, it does not go around on the lane, and it is common to order by yourself when the customer wants it.

Gully,Wasabi,Soy sauceIs basically placed in the audience seats (on the table or on the counter).To be considerate of children and reduce processeswasabiIn some stores, which are based on holding without a squeeze, there are wasabi that can be used free of charge around the lane.Some major conveyor belt sushi chain stores take the form of removing rust on all dishes and adding the desired amount of wasabi just before the customer eats it.[2].

History

1958(Showa33 years),Higashi Osaka City OfGenroku Sangyo Genroku sushi that goes around the originIt started as the first store of[3].

Owner of a standing sushi restaurant in OsakaYoshiaki ShiraishiBut,beerInspired by the manufacturing belt conveyor, we devised a "conveyor swivel dining table" for the purpose of efficiently handling orders from a large number of customers at low cost.1958(Showa 33),OsakaFuse City(CurrentHigashi Osaka City)ofKintetsuFuse StationThe first conveyor belt sushi restaurant at the north exitGenroku sushi"(Genroku Sangyo) Opened. "Conveyor swirl dining table"1962(37)12/6Registered as a utility model under the name of Yoshiaki Shiraishi as "Cooking table with conveyor" (Registration No. 579776).

For Genroku sushi, which had been operating stores in western Japan,MiyagiCompanies ofHeiroku sushi(Current:Yakiniku Sakai Holdings) Acquired a business right contract for Genroku sushi in eastern Japan, 10 years after the opening of the first store1968(Showa 43),MiyagiSendai cityOf Genroku sushiFranchiseThe store opened. According to Genroku Sangyo, this is "the first sushi restaurant in East Japan."1970Held in (45)Japan World ExpositionWhen Genroku sushi was exhibited and commended, the name recognition increased at once.[4]In response to the trend toward higher-class sushi restaurants, we have captured the needs of popular customers with their low price, ease of use, and clear accounting.1975(Showa 50)North KantoGenroku Sushi Franchise Operator (Yuanji Sushi(Predecessor company) began opening stores in the suburbs, which became an opportunity to increase the number of suburban stores.the 1970sSince then, the Genroku sushi franchise has spread nationwide and exceeded 200 restaurants at its peak.

さ ら に,1978When the right to "cooking table with conveyor" expired in (53), new entrants such as the current major companies entered the market one after another, and competition intensified.In addition, the company that was developing the Genroku sushi franchise also became independent with its own store name brand.

Genroku Sangyo uses the names of restaurants such as "turn", "turn", and "rotate".Trademark registrationHowever, the situation that the name of "Katenzushi" cannot be used at other stores that have been late,1997In (9), Genroku Sangyo restaurantThe use of "rotation" in.Prior to the release of use, other stores operated under names that did not conflict with trademarks, such as "flowing sushi" and "round sushi."[Source required].

Conveyor belt sushi requires a large capital investment in equipment, so unlike the normal restaurant business,investmentCalled a "business," large-capitalized companies often make large investments and succeed, and small-capitalized small stores find it difficult to survive.for that reasonChain storeAnd stores with capital power survive, and in the market, only companies with capital power survive, and othersselectionHas been done.Bankruptcy of conveyor belt sushi company2013(HeiseiOver 25 cases for 5 consecutive years since 20 years)[5].

In-store layout

There are two types of in-store layout as follows.

  • A sushi chef is located in the same room as the eating and drinking space, and conveyors and audience seats are arranged so as to surround it.Face-to-face typeStore
  • The eating and drinking space and the kitchen are separated, and only the conveyor and the audience seats extending from the kitchen are installed in the eating and drinking space.Non-face-to-face typeStore

The former face-to-face type has a shape similar to that of a conventional counter-type sushi restaurant (“non-rotating sushi restaurant”), and all early conveyor belt sushi restaurants took this form, but because they cook in front of customers. Inexperienced sushi chefs and machines are difficult to introduce, and the latter non-face-to-face type has increased overwhelmingly, especially at low-priced restaurants, and the latter is the latter for both the top and second largest chains in the current conveyor belt sushi industry. be.In the case of non-face-to-face stores, the number of staff members that customers come in contact with is limited to a small number of waiters, so the audience seats areLCD touch panel(Or, it used to be an intercom) is installed, and individual orders and calls to the wait staff at the time of payment can be made with this.According to national statistics, conveyor belt sushi restaurants that push low prices such as 100 yen per plate to the front are mainly non-face-to-face arrangements, and the quality of sushi ingredients is set at a price of several hundred yen per plate. Most of the stores that have pushed the relatively high price to the front are face-to-face stores. (In addition, even in face-to-face stores, there is an example of a store where a clerk such as a part-time job who has no experience as a craftsman is holding a customer service by using a sushi ball manufacturing robot shaped like a sushi tub, and it is a low-priced store. It is mainly used in face-to-face stores.)

The audience seats in non-face-to-face stores are generally "counter seats" with counters installed facing the front of the lane (there are no craftsmen in front of you, even if you say counter seats), and a box beside the lane. There is a "box seat" where a table and a sofa are installed to create a space like this.The counter seats are mainly for single customers, and the box seats are for groups of 1 to 2 or more (mainly families). Stores that are expected to have a large number of visitors (such as stores in front of the station) have a high ratio of counter seats, and stores with many families such as suburban stores are designed to have a relatively high ratio of box seats. Is common.

In the early intercom type, even if you put the sushi made by receiving an order on the lane, there is a drawback that it will be taken by other customers by the time it reaches the customer who ordered, so there are advantages and disadvantages depending on the seat. Was done[6]..For this reason, some measures have been taken, such as placing a tag indicating that the item is an ordered item when placing it on the lane, or providing a lane dedicated to the ordered item in combination with the touch panel type. 2020Maruha NichiroSurvey of[7]Then, 73.8% of the respondents answered that they often eat the ingredients that they order and hold, and the percentage of women in particular is close to 8%.In response to this trend, an increasing number of stores are abolishing rotating lanes and switching to all touch panel orders.[8][9].

How low-priced stores work

Before the introduction of conveyor belt sushi, the average customer price at a general sushi restaurant was around 5,000 yen.On the other hand, in conveyor belt sushi, which is often set at 100 yen per plate, it is basic to make a profit by the number of seats and the number of rotations even if it is low.[3].

About 30% of general restaurants, but at sushi restaurantsUni,TunaThen, if one plate is 100 yen, the cost rate will be around 80%.[3]..Around 48% on average (Sushiro48.3%)[10]And this is usuallyPersonnel expensesAnd since various expenses are required to be 50% or more, it is not possible to make a profit only with high-cost material. For this reason, the Tsuna Mayo, which is said to have a cost ratio of 20% or less, is commonly used at sushi restaurantscorn,Kappa roll,EggPlace menus such as miso soup with a cost rate of 10%[3]..Another reason to focus on menus other than sushi while claiming to be a sushi restaurant is to give consideration to customers who are not good at raw fish, which is included in a certain percentage of group customers.[11].. Maruha Nichiro Survey in 2020[7]Then, more than 2% of the customers order two or more side menu items.

We are targeting families in order to provide as many customers as possible with such low-cost menus.[3]..Children's preferencePotato fries,Fried chicken,Ramen,DessertThe variety is abundant and these prices are set higher than sushi.For this reason, the location of the conveyor belt sushi restaurant isPrivate carFamily can come to the storeSuburb,New residential areaThere are many[3]..In addition, the rice isMech robotBy just squeezing it with and putting the processed material on it, there is no sushi chefTouch panelIt has been devised to take orders at and reduce labor costs and waste loss.[3].


Facility

Cooking equipment

Initially, sushi itself was held by humans like traditional sushi restaurants, but since the 1990s after the collapse of the bubble, mechanization has progressed in the restaurant industry to reduce labor costs, and conveyor belt sushi restaurants also cook and mold sushi rice. A robot cooker that automatically performs sushi has been introduced.[12]..As a manufactureraudio-TechnicaEtc. have entered[12].

Conveyor

Almost 100% of conveyors that rotate sushiIshikawaIs manufactured inKanazawa OfIshino ManufacturingAbout 60% (sold by Northern Japan Kako)Baishan CityIn YokoeJapan CrescentHas a share of about 40%.1974In (49), Ishino Seisakusho developed an "automatic tea supply function conveyor", and thereafter "hot water conveyor" and "limited express (express).Shinkansen) Lane staffless conveyor ”(ordered items are transported on a different conveyor than usual),“ freshness management system ”(automatic discharge of dishes after a certain period of time), and other new mechanisms have been developed by both companies. Is[13].

In face-to-face stores, many conveyors with plates rotate clockwise, which is to make it easier for right-handed people with chopsticks at the counter seats. This does not apply to box seats and non-face-to-face stores. In addition, there are stores where you can take the items that flow from both the left and right in the front and back two rows from both the inner and outer loops. Conveyor belt lengthJapanThe longest is 147m and the shortest in Japan is 5m.

dish

As a measure to improve work efficiency, mainly in low-priced stores, various original equipments are being actively introduced in addition to ordinary conveyors. In order to efficiently collect used dishes, some stores have a dish collection groove inside the counter.Each customer seat has a dish slot, and when the dishes are thrown in, the number is automatically calculated and the price is displayed. It is supposed to be done. In some cases, there is a function that automatically pulls the plate according to the number of plates that have been put in, in order to let the customers voluntarily put them in.

Furthermore, on the back of the plateTwo-dimensional barcode,IC tagBy adding, freshness management (collecting sushi that has been flowing on the conveyor for a certain period of time), sales analysis (analyzing which items are selling well to reduce missing items and disposal), accounting Information processing is also progressing, such as improving processing efficiency (if you read the plate with an IC tag reader, you can instantly and accurately calculate the charges).

There are also places where unannounced checks of store images are done so that there is no outage. There are shops where you can just choose freshly made items on the conveyor, or a shop where you can order by touching the fish you are looking for and selecting it by touching the fish you want. There are various things.

Tea supply device

It is a self-service tea making device that produces hot water when you press a button.[14][15]..The buttons are set hard enough to prevent infants from accidentally pressing them.[15].

At the beginning of conveyor belt sushi, tea was sushi in the same lane as sushi.This is dangerous because it collapses, so Genroku Sushi asked Ishino Seisakusho to improve it.Ishino Seisakusho applied a device that injects sauce into ramen, developed a tea supply device, and retrofitted it on the existing lane of Genroku Sushi.After that, Genroku Sushi requested Ishino Seisakusho for a sushi conveyor with a tea supply device when the new store opened.Ishino Seisakusho has also developed this sushi conveyor machine with a hot water supply and tea supply device, and obtained a utility model patent.Taking this opportunity, Ishino Seisakusho will change its direction from the subcontracting processing industry to the food machinery manufacturing industry, and will work on the development of limited express lanes and the weight reduction of conveyors.[13].


application

Install only a high-speed lane that directly communicates with the kitchen without providing a carousel,Touch panelThe completely custom-style conveyor belt sushi technology is applied to ordinary sushi restaurants.

In China and other countries,Fire potThe business format called "rotary hot pot" that carries the ingredients of "is popular" is widespread, and stores of the same business format have opened in Japan.[16]. In this business format, an IH stove for one person is embedded in the counter in advance, and the customer chooses the base soup, puts the pot on the stove, takes the favorite ingredient from the conveyor and puts it in the pot.


Development of conveyor belt sushi chain

Japan

In Japan, the industry leaderSushiro"(Akindo Sushiro), 2nd placeKura Sushi"(Kura Sushi), "Kappa Sushi"(Kappa Create)"Hama Sushi"(ZenshoThe group's four major 100-yen uniform stores have more than 4 stores nationwide.

Many other conveyor belt sushi chains are competing with each other, such as chains that mainly set prices for several hundred yen per plate and chains that run this in parallel with 100-yen uniform stores.These store developments are mainly unevenly distributed in the area around the head office location and hometown.Gatten sushiIs close to halfSaitama,Choshimaru"Or"Seafood Misaki PortAll stores are located in the Kanto region,Yuanji SushiIsKanto region,atomIsChubu region,Heiroku sushiIsMiyagiThe top chain of stores varies greatly depending on the region, such as the majority of stores concentrated in each. One-third of Hama Sushi storesKanto regionIs unevenly distributed in."Genroku sushi", the origin of conveyor belt sushiOsakaとHyogoWe directly manage 10 stores according to the number of stores in this section.2016(As of July 28, 5).

The conveyor belt sushi chain is also developing a sushi restaurant (non-rotating sushi) where the arrangement remains the same, the rotating conveyor is eliminated, and only direct high-speed lanes are installed, and the sushi is cooked after ordering.

Top chains in Japan
((Note) This is not the current number of stores. It is old data and is the data as of May 2016, 28. Since then, the number of stores in each chain has changed significantly.) This table shows Some of the regular sushi restaurants run by the Kaiten Sushi brand are also mixed. )
Store nameMain officeNumber of domestic stores
Hama SushiTokyo436
SushiroOsaka427
Kura SushiOsaka372
Kappa SushiKanagawa338
Gatten sushi, Hakotaro[Note 1], Dimal fisheriesSaitama112
ChoshimaruChiba090
Yuanji Sushi, Fish bowl, sushiTochigi073[Note 2]
Nigiri Tokubei, Seafood AtomAichi064
Seafood Misaki PortTokyo062
Heiroku sushiMiyagi060

Introducing high-end conveyor belt sushi

It's a revolving sushi restaurant that sells cheaply, but in recent years, some revolving sushi restaurants sell high-quality items. As a location, we have stores in fishing ports and prime locations such as cities and prefectural offices along the sea, and there are many products that sell fish and high-quality fish that can be caught in the near sea. We have set up a store where customers can easily order, point services, and sell menus such as desserts and croquettes to make it easy for families to enter.

In addition, some companies are developing a gourmet-oriented business that sets it apart from low-priced routes.HyogoMainly in the westRikimaru11 stores under the name ""Kansai FoodsIn the storeIkesuInstalled across the countryFishing portAnd localBanshuHarimaBy using fresh fish caught in front, we perform directing in front of the customers, such as judging, not only cheapnessfoodSucceeded in the intentional conveyor belt sushi line[17][18].

Dissemination outside Japan

the 1990sThe end of the,United Kingdom OfUKConveyor belt sushi has become very popular. What spurred popularity was "Yo! SushiAt a chain store called "1997ToSohoOpened in the UK, then opened one after another in the UK,1999ToPaddington StationIt attracted attention because it opened a conveyor belt sushi restaurant on the platform of the campus. Following its opening, it has become very popular and the founder, Simon Woodroffe, is reported to have gained a large foothold in the British restaurant industry. As for sushi, "Weekly Sunday Times" has been evaluated as "the best in London".

Similar to Japan, it uses a system that distinguishes the price of a product by the color of the plate. In addition to sushi on the conveyor,sashimi,tempura,stir-fried udon,Cutlet curry,Sake,DorayakiFrom Japanese food,Black tea,Bread,cake,fruit,AlsoRed peppersChicken ramen with chickenFried chicken,GyozaAs a Japanese restaurant, we have devised a menu to suit local tastes. Most of the sushi offered is back rolls like California rolls.

Currently in LondonHarvey NicholsAnd in luxury department stores such as Selfridges,Heathrow International AirportWe have opened more than 20 stores, includingFranceAnd in the Middle EastDubaiIn addition to advancing to2006Announced that it will open a new storeThe United States of AmericaThere are many indications that they are aiming for expansion. Also,Australia"Sushitrain" has been chained.

In Taiwan, the local company SUSHI EXPRESS is in Hong Kong.TaiwanandChugokuWe are developing a conveyor belt sushi chain on the mainland. South KoreaBut you can see a conveyor belt sushi restaurant.

Genki sushi is also available in Japanese chainsHawaii,AsiaIn addition to opening dozens of stores in the United States, MARINEPOLIS has opened more than ten stores under the name "SUSHI LAND" in the continental United States.

At the same time, overseas demand for cooking robots is increasing.[12].

Sushi type

Say "seed".Also, I read it in reverse as "news" as a signature used by craftsmen.About the typeSushi#Sushi typeSee.There are some types of sushi that are not originally used as sushi in conveyor belt sushi, and the ones that are unique to conveyor belt sushi are listed.

  • Fish (bintro, crab bite, eel, salmon)
  • Meat (kalbi, char siu, hamburger, roast beef, bacon, teriyaki chicken, ham, sausage)
  • Fried food (tempura, cutlet, fried shrimp, fried chicken)
  • Others (salad, corn, tuna mayonnaise)

otherRestaurant industryKnown for its high cost rate of 35% -40%[19].. Also, imported foods are easily affected by exchange rates.[5].

Fish substitute

Originally, the average cost ratio of the restaurant industry, such as family restaurants, is around 30%, compared to around 50% at general sushi restaurants. Therefore, at some inexpensive storesFish substituteIs used[20][21].

2003(15)JAS methodIt is stipulated that these names will not be used after the revision.[22].

2005(17) Weekly magazine article (Weekly women, 2005 March 3 issue)Fair Trade Commission"Many consumers have the perception that in the case of conveyor belt sushi, "there is no way you can do the real thing at such a low price"," and replied that the exclusion order could not be issued.[23]..In response to this article, Kura Corporation said, "It misleads us that all 100-yen conveyor belt sushi restaurants use alternative ingredients."Restitution for DamagesA claim lawsuit was filed, but the article was dismissed as "the article does not specify Kura Sushi" because the material type and the number of stores mentioned in the article were different from those of Kura Sushi.

Examples of fish substitutes listed in the above article

Hygienic safety

Food and drinkBacteriologyContinually investigating social safetyTokyo Kasei Gakuin UniversityReport of the research group[24]According to the report, for multiple types of unheated material offered at the two stores,Food hygieneAs a result of investigating from scientific knowledge, the number of bacteriaFood Sanitation ActWas less than the standard value ofE. coliThe herd was detected in the material offered at both stores. Especially,Food poisoningFecal system that is said to indicate the possibility of fecal contamination regulated by the Food Sanitation Law because it may causeColiforms (Escherichia coli)[25] Was detected[24]In addition,Vibrio parahaemolyticus (Vibrio parahaemolyticus) It has been pointed out that the causative bacteria of food poisoning have been isolated and identified, and there is a problem in safety.[24].

Other

The southernmost conveyor belt sushi restaurant in JapanOkinawaIshigakiTo MaeriexistTo do.

footnote

[How to use footnotes]

注 釈

  1. ^ Group company Yoshisen (Hokkaido) Is deployed
  2. ^ Excludes stores without rotating lanes

Source

  1. ^ Digital Daijisen [Conveyor belt sushi]
  2. ^ Why is the major conveyor belt sushi chain “all dishes without rust”? I asked "Kappa Sushi", "Kura Sushi", and "Sushiro" | Pouch
  3. ^ a b c d e f g "Conveyor belt sushi "Even 1 yen per plate is profitable"”. Toyo Keizai. April 2020, 11Browse.
  4. ^ Okamoto, p.113
  5. ^ a b Read the data January-July 2018 Bankruptcy status of Sushi Shop - Tokyo Shoko Research 2018 (Heisei 30)/8/8
  6. ^ Okamoto, p.114
  7. ^ a b "Conveyor belt sushi consumer fact-finding 2020"Maruha Nichiro
  8. ^ "Hama sushi" is no longer available in the lane ... With the new corona, conveyor belt sushi will no longer turn! ??Asagei Biz
  9. ^ Six years after the "non-rotating sushi" route, Genki Sushi realized the "unexpected effect"ITmedia Business Online
  10. ^ "PRESIDENTOnline-Can kappa sushi come back for "1 yen per dish"?". April 2020, 11Browse.
  11. ^ Okamoto, p.125 ~ 126
  12. ^ a b c "[That famous company's expansion into different fields] The reason why audio-technica, an audio maker, succeeded in "sushi"". Rikunabi NEXT Journal (September 2015, 1). April 2021, 2Browse.
  13. ^ a b Kirari Company Introduction from Chubu Vol.107 Ishino Seisakusho Co., Ltd. Chubu Bureau of Economy, Trade and Industry, Ministry of Economy, Trade and Industry June 29, 6 Retrieved November 23, 2021
  14. ^ Is the hot water button at the conveyor belt sushi restaurant really hard? Daily Portal Z Maruko Kosakai 2013-04-25 Retrieved November 2021, 11
  15. ^ a b Isn't the hot water button for tea at the conveyor belt sushi restaurant too hard?Answers from conveyor belt sushi restaurants that are too convincing Businness Journal Monju Samehada 2015-02-25 Retrieved November 2021, 11
  16. ^ What exactly is a "rotating hot pot" that is not a "rolling sushi"? - Nikkan Sports-2018(30) April 12
  17. ^ "Harima's lunch delicious restaurant" (Maruhari express 2014(Issued May 26, 5)
  18. ^ "Kansai Foods Co., Ltd. Official Site-Company Profile". April 2020, 11Browse.
  19. ^ The reason why Kappa Sushi, which used to be No. 1 in the industry, is losing -(December 2016, 28)
  20. ^ "Conveyor belt sushi full of fake products, additives are a matter of course. Special feature: Don't eat 2010" Shukan Gendai (June 2010, 6) Retrieved January 8, 2021
  21. ^ Nikkei Business Online "I'm not surprised by that" camouflage "-" Sunfish named bream, sea snake named Anago "" (November 2007, 19) [Broken link]
  22. ^ Fisheries Agency "Guidelines for naming seafood" Archived August 2013, 7, at the Wayback Machine. (PDF files : 195KB)
  23. ^ "Pursuit of" misrepresentation "! Disperse the" secret of the story "of" conveyor belt sushi "! "Weekly women, July 2005, 3 Issue
  24. ^ a b c Kiyoaki Satsuta, Kaori Ono, Mariko Shibata and others,Bacteriological Studies on the Safety of Food and Drink (Part 11)-Aiming at Kaitenzushi Items- (PDF 1.50 MB) Bulletin of Tokyo Kasei Gakuin University No. 51 p.31 --43
  25. ^ About fecal coliforms and E. coli --Food Analysis and Development Center

References

Related item

Not family restaurant


     

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