円卓コンフィデンシャル 2024年12月6日 「攻めるカフェチェーン」集結！差別化サバイバル
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00:00Thank you for joining us for another episode of Confidential.
00:04Let's get started with today's theme.
00:07We're going to raise the coffee chain, which is essential for everyday life.
00:11Of course, due to COVID-19, the number of customers has decreased dramatically.
00:15We've heard that it's been a tough time.
00:17But recently, it's come back to normal.
00:20And there are more and more coffee shops.
00:22There are more and more coffee shops that we've never seen before.
00:24Yes, yes, yes. I can see that it's very active.
00:27As COVID-19 calms down,
00:29the number of coffee shops, high-end stores, low-priced stores,
00:33urban and suburban shops, etc.
00:36are becoming more and more diversified.
00:38The purpose of beauty salons is also diversified.
00:41On the other hand, the competition for customers,
00:44such as Chinese-style chains, is getting more and more fierce.
00:47A clear discrimination has entered the Sengoku period,
00:50when the survival of the fittest is at stake.
00:53This time, among them,
00:55there is a cafe chain that launches its own strategy.
00:59It's a business to compete where you can win.
01:01If you think you're good at this coffee shop,
01:03I believe you can win.
01:06Businesspersons who fight every day
01:10are surrounded by a single common ground,
01:14beyond the cliff.
01:18In a world with a diameter of 3 meters,
01:23the true story is being told.
01:26What lies beyond that is the present of Japan,
01:29or
01:33the encounter with Entaku Confidential.
01:41This time, among the coffee chains,
01:44there is a cafe chain that launches its own strategy.
01:49I'm looking forward to it.
01:50This time, there are a lot of people.
01:52There's a lot of pressure.
01:53It's amazing.
01:54To be honest, the staff didn't expect so many people to gather.
01:57If you ask these people, there's no doubt.
02:00That's great.
02:01First of all,
02:03Mr. Kiyamu Yokokawa, president of Takakura Machi Coffee.
02:07Nice to meet you.
02:10Mr. Yokokawa is also a very famous person when I do economic news.
02:13He's like a charismatic legend in the Japanese food chain industry.
02:19Mr. Yokokawa is one of the founders of Skylark and Jonas.
02:23How old are you?
02:24I'm not that old.
02:26Oh, I see.
02:27I think I'm 87.
02:30I joined Tsukiji when I was 17.
02:33I studied business for four years.
02:36Then I opened an ice shop, made Skylark, made Jonas, and opened Takakura.
02:41It was all packed in a few seconds.
02:43It's amazing.
02:44It was all planned by five people.
02:46Mr. Yokokawa is a very famous person in the industry.
02:48He's the only one who doesn't know him.
02:50He's the only one who doesn't know him.
02:54Mr. Yokokawa, who created Skylark and Jonas, started the cafe chain.
02:59It is Takakura Machi Coffee, which has been increasing its presence in recent years
03:03on the roadside where many shops are cutting down.
03:08It opened in 2013.
03:10Currently, it has 40 shops in the Kanto area.
03:14Not only can you enjoy coffee in a relaxing space,
03:18but there are many customers who are looking forward to it, and the food is also sold.
03:22Among them, Ricotta Pancake is the face of the shop now.
03:26And next,
03:28there is no one in the coffee industry who doesn't know him.
03:31He is often called Dr. Ame.
03:33He is Mr. Suzuki Taro, who is the CEO of Sasa Coffee.
03:36Nice to meet you.
03:38I haven't become a doctor yet.
03:41In terms of education?
03:43In terms of education, I'm going to be a doctor soon.
03:46Really?
03:47Are you studying?
03:49I'm a college student now.
03:52I'm going to raise the value of coffee beans at Tsukuba University.
04:00Sasa Coffee was born in Hitachinaka City, Ibaraki Prefecture in 1969.
04:06In recent years, it has also moved to the center of Tokyo, such as Marunouchi and Shinbashi.
04:12Currently, it has spread to 17 shops.
04:17The reason why it is so popular is that it is the second generation of Mr. Suzuki's coffee beans,
04:21which can be said to be his favorite.
04:26Currently, he is studying for further promotion at the university.
04:30In the industry, Mr. Suzuki is often called a geisha hunter.
04:33Geisha is a type of coffee beans.
04:35It's a type of coffee beans.
04:37A geisha is a coffee bean from Ethiopia.
04:42It is of high rarity and is world-famous.
04:49Mr. Suzuki was shown by such a geisha.
04:54It was a revolutionary taste.
04:57The world has changed dramatically.
05:00Geisha is a geisha village in Ethiopia.
05:03Geisha village is the origin.
05:05I will go there.
05:07I will go there until I meet a geisha.
05:10I will go to a coffee tasting party where coffee is grown.
05:15If I want to go, I will go.
05:19Mr. Suzuki's love for geisha never stops.
05:25There are many Japanese people in Hawaii.
05:28It's a coffee that doesn't stop.
05:31It's wonderful.
05:33You know a lot about coffee.
05:36Please call me an otaku.
05:39Here is another one.
05:43Mr. Suzuki, you have a variety of coffee.
05:47This is the best coffee in Panama.
05:53It cost 64 million yen at that time.
05:58It's 40 kg.
06:00It's 1.6 million yen per kg.
06:03It's about $ 10,000.
06:06It's like a gold mine.
06:09This is the president of TOA FOOD SERVICE.
06:14This is the president of TOA FOOD SERVICE.
06:16Nice to meet you.
06:19Tsubakiya Coffee is an old-fashioned cafe that makes you feel the romance of Taisho.
06:27Currently, there are 52 shops in three prefectures.
06:33It is popular with adults who are particular about coffee and want a calm space.
06:43Mr. Kanno has loved coffee since he was a student.
06:48The person he respects is the person who is still fighting in the food industry.
06:53Mr. Kanno, there is a person who has an identity in this.
06:58This is President Kiyama Yokohama.
07:0020 years ago, there was a Japanese Food Service Association.
07:03When I was the president,
07:05At that time, there were many difficulties in the food industry.
07:13However, I still have the impression that I am fighting with the government and the government.
07:20You can see love.
07:22Thank you very much.
07:24I'm a little nervous today.
07:27Mr. Tsubakiya, when I was a student, I went to a shop in Shibuya.
07:33In Shibuya, people don't feel calm no matter where they go.
07:37However, when I wanted to talk to everyone at night, I went to a shop and had a cup of coffee with everyone.
07:45It's a calm shop.
07:48Next is Mr. Kazutaka Abe, who is the representative of Konatsu Coffee.
07:57What kind of concept is this shop?
07:59We are doing it with the concept of Hawaii, which is the closest.
08:03Hawaii?
08:05Konatsu Coffee, which is like a private house in Hawaii, suddenly appears on the roadside.
08:13It started in 2013 and continues to increase 45 stores nationwide.
08:20The sales are like being in Hawaii.
08:23Comfortable space and local food.
08:27Pancakes are the most popular.
08:30And the coffee is a fragrant Hawaiian powder coffee.
08:37Konatsu Coffee's parent company is Toridoru, which is famous for marugame seimen.
08:42Mr. Abe actually had a surprising career before joining Toridoru.
08:47Before that, I was in the restaurant industry for a long time.
08:51Recently, I worked at a company called Global Dining for about 17 years.
08:57I was in charge of cooking.
08:59You've been to a lot of places.
09:01I'm in charge of coffee now.
09:05And the other one is economic journalist Mr. Naoyuki Takai.
09:12He has a long history of interviewing and has been in the cafe chain for many years.
09:18He has written many books on the industry.
09:22He is also familiar with the food industry.
09:25Recently, he published a book on the popular ramen chain Sugakiya.
09:32So, let's go to the military-style corner with these members.
09:37It's a little old-fashioned, but it's tough.
09:40Let's go with coffee.
09:42Dochokkyu.
09:43Dochokkyu is the most difficult.
09:45When I'm in trouble, I run away to history.
09:47When I'm in trouble, I run away to history.
09:49There was a time when the Edo Shogunate provided coffee to the soldiers dispatched by the Shogunate.
09:58Suzuki-san's soldier is the happiest.
10:01What do you think of this?
10:02It's amazing.
10:03Then Suzuki-san...
10:06In 1867, Tokugawa Yoshinobu drank coffee in Osaka Castle at the time of the opening of Kobe.
10:15At almost the same time, Tokugawa Yoshinobu's younger brother, Akitake, went to Paris.
10:22In the ship, Shibusawa Ichi-san was drinking coffee.
10:26He mixed coffee beans with milk and sugar and drank it.
10:31It was refreshing.
10:34The coffee from the Edo period is so exciting.
10:38It's a lot of knowledge.
10:39Now, let's move on to the main subject.
10:43First of all, the cafe industry is on the verge of change, and there are more and more shops.
10:48How should we look at the current situation?
10:50Let's start with that.
10:51Takai-san, how should we look at this?
10:55This is a full-service self-cafe.
10:58Starbucks is a self-service cafe.
11:01The people who came here today are all full-service, right?
11:06There is a list of coffee chains that you have prepared today.
11:11If you look at this, you can see where the coffee chains of today's guests are located.
11:17For example, in Takakura-machi, there is a cafe.
11:20It's a restaurant.
11:21It says it's a rest area.
11:22It says it's a place you can't see.
11:24KONAZU is also a restaurant.
11:26SEIMA CAFE HAWAII.
11:27SUWASAWA is a cafe.
11:29There is also a coffee shop in DOCHOKYU.
11:33This list is actually made by Mr. YOKOKAWA.
11:37This is a list prepared by Mr. YOKOKAWA.
11:41Mr. YOKOKAWA has done such a thing.
11:43I know what Mr. YOSO is doing.
11:46I have to do what I have to do.
11:48In that sense, I'm investigating.
11:51You can't compete with your rival's strength and lose.
11:56It's a business to compete where you can win.
11:59In that sense, marketing is very important.
12:03Mr. Iwakiya, what do you think of this classification?
12:06In terms of our positioning, there is a daily life that gives you comfort.
12:13I think it's a place where you can get into a particular coffee shop.
12:17I see.
12:18It's a little to the right.
12:19Based on this classification, I will explain the concept of each company's strategy.
12:24Mr. YOKOKAWA.
12:26What is the concept of TAKAKURA MATCHI COFFEE?
12:30I don't say this is the concept.
12:33It's a place where you can have fun.
12:37TAKAKURA MATCHI COFFEE.
12:39The beginning of the company was a meeting.
12:43About 11 years ago, there was only a thin pancake.
12:47I was looking for a fluffy pancake, and I found ODAIBA.
12:51I tried it and it was delicious.
12:53So I started to make a coffee and pancake shop.
12:56It's not a family restaurant or a restaurant.
13:00So I named it a cafe.
13:03In Japan, everything is called a cafe.
13:06When I'm in trouble, I call it a cafe.
13:08There is a cat cafe, a dog cafe, and a bird cafe.
13:14It's a cafe that doesn't fall into classification.
13:17So I call it a cafe.
13:19It's a convenient word.
13:20This table shows the invisible value.
13:23Is this the value of TAKAKURA MATCHI COFFEE?
13:25No, it's not TAKAKURA MATCHI COFFEE.
13:27The person who came here today is a successful person.
13:30It's an invisible value.
13:32What is that invisible value?
13:35When I visit TAKAKURA MATCHI COFFEE, I feel like I'm using the space luxuriously.
13:41The width of the passage, the width of the chairs, and the height of the ceiling.
13:46You have to make the ceiling high.
13:49If you don't let the customer's voice escape, the next person's voice will be noisy.
13:52You can see the value of coffee and TAKAKURA MATCHI COFFEE.
13:56But you can't see the value of having fun or being in a good mood.
14:01I think it will be a game from now on how to attach the invisible value to other products.
14:06I think it will be what consumers in the future will be looking for.
14:10I have a quiz for IZUWA and KOJIMA.
14:13The layout of this store is also very unique.
14:16You are particular about one thing, including this store, so that other customers can spend comfortably.
14:24What is that?
14:27Can you tell by looking at this?
14:29I don't think I can see it.
14:31I can't see this either.
14:33It's an invisible value.
14:34That's right.
14:35What are you particular about?
14:36Is it a hint to relax comfortably?
14:39Yes.
14:42I choose a song with a lot of BGM.
14:46That's good.
14:47I choose a song with an alpha wave.
14:48That's great.
14:49I choose the luxury of the speaker.
14:52I see.
14:53Next, YOKOGASA.
14:54There is one thing that makes the ceiling high.
14:57YOKOGASA
15:00It's pretty high.
15:01YOKOGASA
15:05Entaku Confidential. Check out the original content for a limited time.
15:13Entaku Confidential
15:22YOKOGASA
15:25At Takakura-machi Coffee, we have devised a way to make customers feel comfortable.
15:31What is that?
15:33What is the answer of YOKOGASA?
15:35There is one thing that makes the ceiling high.
15:38We make the air inside rotate six times per hour.
15:43The freshness is the amount of oxygen.
15:46The amount of oxygen is reduced when there are 100 people.
15:51Then the room will be full.
15:53The air does not enter even if the air is inserted.
15:55The air does not enter unless it is pulled out.
15:57The air is pulled out in the kitchen.
15:59The floor air passes through the kitchen and escapes outside.
16:02The smell does not stay inside.
16:05Have you been careful about that before COVID-19?
16:08Actually, I've been doing it since I started using it.
16:11I see.
16:12In order to make customers feel comfortable, there are various conditions.
16:16One of them is the height of the floor material and ceiling.
16:19The air is the beginning of the invisible value.
16:22I see.
16:23When you go to a store, people who think it feels good
16:26often think, I see, when they hear what you just said.
16:29I didn't realize it, but it was like that.
16:33How much of the invisible value can be attached to the product
16:36is probably the game from now on.
16:38I think it will be what consumers in the future will be looking for.
16:43Next, let's take a closer look at the concept of Tsubakiya Coffee.
16:49Why did you choose the store concept Taisho?
16:53This is a maid cafe in Taisho.
16:57I'm wearing a white apron.
16:59Oh, is it a maid cafe?
17:00With this image, it feels a little calm.
17:03That's the premise.
17:05The uniform is also nice.
17:07This is Akiba-style.
17:09Akiba-style is after us.
17:12We are in the lead.
17:14It's been 30 years since we met first.
17:16Are you particular about the taste of coffee and how to put it in?
17:19Of course.
17:20Now, in October, we will re-create a new roasting facility.
17:25After roasting from there, it will be disposed of by logistics within 2 to 3 days.
17:30And we will serve high-fragrance coffee to customers.
17:33I was in charge of the Saifon competition for about 10 years.
17:40I put delicious coffee in Saifon.
17:43Mr. Tsubakiya came out in the main story.
17:46He won many competitions in Saifon.
17:49Mr. Tsubakiya is the best.
17:54Tsubakiya was established in 1996.
17:56Yes, it was established in 1998.
17:58This is interesting in the history of the cafe.
18:001996 is the year when Starbucks was established.
18:04In the same year, this old-fashioned era was born.
18:10It's interesting that it was born at the same time.
18:14The concept of Konazu Coffee is to make people feel like Hawaii in Japan.
18:22What do you think when you say, please imagine Hawaii?
18:26I think everyone has their own image of Hawaii.
18:32When you arrive at the airport, you will be greeted with a bow.
18:38Konazu Coffee reproduces that in every scene.
18:43We make a space for that.
18:46It's Hawaii from the seasoning on the table.
18:51It's big.
18:53The mustard is big.
18:55When I go to the U.S., they bring ketchup and mustard.
19:00I had that image.
19:02Here is a quiz.
19:04What is the thing that Konazu Coffee is particular about when they make a cafe?
19:09It's Hawaii.
19:11We make the window facing south.
19:14Because the sunlight comes in.
19:17We often call Mr. Kazushige to make Hawaii.
19:22Mr. Kazushige has a lot of work.
19:24Speaking of Mr. Kazushige, it's Hawaii.
19:28We make 100 stores and 100 layouts.
19:32We don't have 100 stores yet, but we want to make a space where each store is different.
19:39Isn't that inefficient?
19:41Yes, I think it's inefficient.
19:43However, that inefficiency leads to the comfort of customers and the value of Konazu Coffee.
19:50So, even if customers come to Konazu Coffee, I think they can enjoy it.
19:58Mr. Okawa, how do you see Konazu Coffee?
20:01I went there yesterday.
20:03Really?
20:04I went there for 3 days.
20:06I went there from afternoon.
20:08I went there for 3 days.
20:09I went there for 3 days.
20:21Mr. Okawa, how do you see Konazu Coffee?
20:25I went there yesterday.
20:26Really?
20:28I went there for 3 days.
20:30I went there from afternoon.
20:34I went there for 3 days.
20:36I went there for 3 days.
20:38I went there for 3 days.
20:39I have to see it.
20:41I have to see how the store changes after a few years.
20:45When the number of stores increases, the quality of the store decreases.
20:48I see.
20:49Even if the number of stores increases, it's a good company if the quality doesn't decrease.
20:53I see.
20:54You have to give feedback to your own business.
20:56Yes.
20:57If I think it's good there, I don't have to copy what's bad.
21:00I have to bring something good and think about how to put it in my store.
21:02I have to think about how to put it in my store.
21:05If I don't do that, the quality of the store will decrease.
21:11Next is the concept of Saza Coffee.
21:14Mr. Suzuki is particular about beans.
21:18He has a strategy.
21:21There are many kinds of coffee shops.
21:23There are coffee shops where people line up and drink coffee.
21:29I believe that people buy coffee if they think it's good.
21:35Is it beans?
21:36Yes, it's beans.
21:37I want people to buy beans.
21:39I want people to make better coffee than me at home.
21:42There are coffee shops to sell beans.
21:44That's right.
21:45I see.
21:46It's like a showroom.
21:47What?
21:48It's like a showroom.
21:49That's right.
21:50There is still a lot to talk about.
21:57Mr. Suzuki is particular about Saza Coffee.
22:00The price of a cup of Saza Coffee is very high.
22:02Well.
22:05Mr. Suzuki, what should I do?
22:06Is this gelatin?
22:08Is it okay?
22:09The price of each chain is very high.
22:11The price of each chain is very high.
22:13It's a luxury.
22:15About 90% of customers order food.
22:17In this case, it's 100 yen each.
22:20The business person's stay is too long.
22:245 hours? 6 hours?
22:26The average stay is more than 2 hours.
22:29I told him not to go to the coffee shop.
22:31I told him not to go to the coffee shop.
22:32I told him not to go to the coffee shop.
22:33I told him not to go to the coffee shop.
22:34The original content of the delivery will be delivered in Teletubbies.
22:41This program is delivered by Teletubbies and Tver.
22:46I have a question for the president.
22:48The 8th generation is the top runner in the food industry with sales of more than 1 trillion yen.
22:53Mr. Fujie Taro from Ajinomoto.
22:56It's called Gyoza X.
22:58It's growing in Japan, but it's growing more overseas.
23:01And the price is about three times higher.
23:03Compared to the sales of Japanese gyoza in Japan in 1923 and American gyoza in Europe,
23:08the sales of gyoza in Japan have decreased.
23:12And he has his own management policy.
23:16Mr. Fujie said he wouldn't make a mid-term management plan.
23:19I've made a mid-term management plan many times, but I've never achieved it.
23:25So I thought I'd give it a try.
23:28Now I have a challenge and ambitious goal for 2030.
23:34I'm going to climb Everest.
23:37He also talks about the potential of Amino's business.
23:41Amino has a lot of fetishes.
23:43I want to do a lot of research.
23:46I'm starting to understand the risks of living habits in Amino's balance in the blood.
23:53Is that so?
23:54I'm doing it as a risk diagnosis service.
23:58I can find out about cancer early on.
24:03He also talks about how to make a hit product using overseas secrets and data.
24:09He has a lot of secrets.
24:12Teletubbies is distributing it.
24:16Next time on Entaku Confidential.
24:18The cafe chain is attacking.
24:20It's a strategy to attack too much.
24:23We have to retreat or beat the other party.
24:26I won't show it to anyone else.
24:28It depends.