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00:00The smell of charcoal is inviting, and the fresh taste of the sea is appetizing.
00:10The name of the Izakaya chain, which has been a great success in recent years, is Robata Cover.
00:18Some of you may have seen this sign before.
00:25However, do you know that this Izakaya started in a small town in Shimane Prefecture and has now grown to 30 stores all over the country?
00:40Why was the Izakaya of the company, which was born in the corner of the mountain, able to succeed in Shinjuku, Tokyo, where there are many restaurants?
00:53And the place where the company landed as a stage for further challenges is Los Angeles, USA.
01:03How will the company fight in this foreign country?
01:09On the other side of the success, there was a unique strategy unique to the local area, and a long-term commitment to the president of Mazda.
01:22This time, we will find out if the company, which has jumped from the local area to the world due to aging and population decline, was so.
01:53This time, the stage is Yasugi City, Shimane Prefecture, which is located on the border with Tottori Prefecture.
02:02The company's headquarters is the Cover House Holdings, which has 30 restaurants, such as Izakaya Robata Cover, all over the country.
02:13Wow, that's amazing.
02:16The co-star of the success is President Kouki Mazda.
02:24President Mazda used to work at a small izakaya that his mother started 40 years ago.
02:33However, when he was entrusted with the big challenge of opening the second store, everything began to change.
02:41It's cute.
02:44I think it was the opportunity to open a store in Yonago City, Tottori Prefecture next door.
02:52Yonago City, which has a large population and is located next to Yasugi City.
02:57Based on the success of the first store, President Mazda thought that if he brought in the style as it was, it would be born, and opened the second store.
03:08However...
03:25Unexpectedly, the business of the second store fell into the abyss.
03:32Why didn't the style that was successful in Yasugi City work in Yonago City?
03:40President Mazda kept looking for the cause.
03:46I was prepared to listen to all the customers' voices and do everything.
03:55It was a time when smartphones were not popular yet.
03:59President Mazda set up a questionnaire in the store to hear the voices of customers directly.
04:06I thought it was hard to write.
04:08I was told that if I wrote even one piece, I would be treated to a draft beer.
04:11I was told that if I wrote even one piece, I would be treated to a draft beer.
04:18Then, it was written that President Mazda did not expect it.
04:27The freshness is good, but there is only sashimi.
04:31He wanted to eat grilled fish.
04:34There were many negative comments about the fresh sashimi he offered with confidence.
04:44What my wife wants to eat is, of course, fresh, but it's not this fish.
04:49It also depends on the time of the day.
04:53It's different on weekdays and weekends.
04:55Everything is different, depending on the season.
04:57It's different from what I want to sell and what I can sell.
05:02In Yasugi City, there were few stores that offered fresh sashimi.
05:10In Yonagoshi City, where there are many restaurants, there are already stores that sell sashimi.
05:15Freshness alone was not enough.
05:18In Yonagoshi City, there were few stores that offered fresh sashimi.
05:22So, President Mazda decided to buy sashimi from a fish store.
05:28In order to deliver what the customers really want,
05:31he bought sashimi from a fish store in Sakai Minato City.
05:39In addition, the menu has been reformed.
05:43Fish dishes that were only sashimi,
05:45are now served with beer in summer.
05:51In winter, they serve simmered fish.
05:53He answered the needs of customers with dishes that have changed every season.
06:00I often order simmered fish, but it's delicious.
06:03I like sashimi, of course,
06:05but my favorite way to cook fish is grilled fish.
06:12The strategy of picking up the voice of the customers was a great success.
06:18Yonagoshi City, which is strict with the taste of fish,
06:20has also begun to move forward step by step.
06:26After this success as a model, new stores have been opened one after another.
06:32With 11 stores in the Sanin region,
06:35the largest izakaya chain has been established as a local company.
06:43However, in Somobura, which seems to be in full swing,
06:47President Matsuda had a sense of crisis.
06:53We have been facing population decline and aging problems for a long time.
06:57When I was asked if I could protect it, I didn't have the confidence to protect it.
07:03When President Matsuda was 30 years old, he went to Oshobu.
07:08It was a challenge to go to Shinjuku, Tokyo.
07:17However, this decision caused unexpected difficulties,
07:21and the company's existence was threatened.
07:28It's amazing.
07:30But the way Sanin spreads is interesting.
07:36It's like Los Angeles.
07:38I'm curious.
07:41We have President Matsuda of Kaba House Holdings in the studio.
07:48I've actually been to Kaba.
07:52There is a place called Takashimaya in Shinjuku, Tokyo.
07:56There is a sign next to it.
07:59It's a sign that looks like Kaba.
08:02Who is that?
08:05It's a man who was the manager of my company when my company was founded 40 years ago.
08:14What does he do now?
08:17I don't know.
08:19I see.
08:20It's rare to name a part-time worker.
08:24He may think,
08:26I have a lot of names and faces.
08:29It's interesting.
08:30He started working at the second store when he was 22 years old.
08:34He must have had a lot of difficult experiences.
08:38Yes.
08:40I had a meeting until it got bright.
08:43I had a meeting every day.
08:45It was open until 3 p.m.
08:47It was a meeting time from 3 p.m. to 10 p.m.
08:50In the morning?
08:51Yes.
08:52He exchanged various opinions and developed the menu.
08:56It's great that Sanin became the largest izakaya chain.
09:02He went to Tokyo by himself.
09:04He said he would go to Shinjuku.
09:07His company was in a pinch because of that.
09:11He was able to face his customers and develop the menu.
09:17It's a success story.
09:20I think he can do it.
09:22It's a big pinch.
09:23I'm curious about it.
09:24Let's see what it is.
09:27Eight years after his success in Yonagoshi, Tottori Prefecture.
09:3130-year-old president MATSUDA is in danger of population decline in Sanin.
09:36He decides to go to Tokyo, Shinjuku, a hot spot for restaurants.
09:43With Sanin Kaisen as his biggest weapon.
09:46He secured a ticket to Shinjuku Station.
09:51His target is a company employee on his way home.
09:54In 2004, he finally opened a shop.
09:59However.
10:00What is it?
10:02More than the number of customers at Yonagoshi,
10:08there were no customers.
10:10From the east exit of Shinjuku Station to our shop for two minutes,
10:14there were hundreds of stores.
10:20Of course, the price was low.
10:22There was no element to win.
10:24Of course, the rent was higher than Sanin.
10:28I thought I'd do my best until the last minute,
10:31but I was forced to withdraw.
10:35The solution was not found.
10:37President MATSUDA continued his business activities in front of the store.
10:43At that time, a passerby said,
10:46It was a word that seemed to doubt the ears.
10:51What is that word?
10:55It's really shocking.
11:01In 2004, he opened a shop in two minutes from Shinjuku Station.
11:09However, the number of customers did not increase,
11:12and he continued his business activities in front of the store.
11:16At that time, a passerby said,
11:18It was a word that seemed to doubt the ears.
11:23A passerby said,
11:25What is that word?
11:28It's really shocking.
11:33It's really shocking.
11:36President MATSUDA challenged Sanin.
11:40However, the reality was harsh.
11:42Some people didn't even know the word Sanin.
11:50In addition, the fact that Shimane and Tottori are facing the sea,
11:54and that there are delicious seafood,
11:57were not recognized.
11:59Really?
12:02However, the company took this pinch in the wrong hand.
12:07The fact that no one knew was the biggest weapon,
12:11and he came up with a strategy to discriminate against OTECHAIN.
12:18OTECHAIN didn't use Sanin fish in Tokyo at that time,
12:22so I wanted people to understand the deliciousness of Sanin by looking at it.
12:26There is a big shell of Okinoshima in the store.
12:29The shell of Okinoshima is packed in a jar.
12:32It's not a signboard, but it gives more impact than a signboard.
12:35At that time, people in Tokyo couldn't eat such a big shell of Okinoshima.
12:40So I thought, what is this?
12:42It had a great impact.
12:44Great.
12:45In addition, he developed a strategy to make Sanin visible,
12:50such as displaying the rolling net used in the store.
12:54When he pushed Sanin, which was low in fame at that time,
12:58he succeeded in attracting attention and attracting customers.
13:06The biggest topic was that he boldly launched Sanin dishes on the menu.
13:15For example, the fried chicken of the old lady.
13:18I can't imagine it just by the name,
13:21but actually, this is the fried chicken of TANAKA GENGE,
13:25a deep-sea fish that Sanin is fond of.
13:28He dared to use a local nickname to attract attention.
13:33This fish looks fat.
13:37The strategy to make Sanin visible was thoroughly devised.
13:41For example, he used Fukuryusui from Daisen in Tottori Prefecture for the rice water.
13:47He pursued the local charm to the last detail.
13:51It looks delicious.
13:53I want to eat it.
13:55Just by commenting,
13:57I want to eat it.
13:59The evaluation changes completely.
14:02I wanted to make a shop that was particular about Sanin,
14:05which others couldn't imitate thoroughly.
14:10The company was particular about not only the menu,
14:13but also the pursuit of taste.
14:16In Tokyo at that time,
14:18there were few shops that offered fresh Sanin fish.
14:24It looks delicious.
14:26So, he ate the fish that was watered in Sakai-minato City, Tottori Prefecture on that day.
14:34He used a surprising method to offer it at a shop at night.
14:39It was his first attempt to eat fish from Sakai-minato City as an izakaya chain.
14:47The pursuit of Sanin and its freshness was perfect.
14:54In Shinjuku, where many chain stores are,
14:56the company was able to sell more than 100 million yen per year.
15:03I was able to express something that other stores couldn't.
15:12I was happy.
15:15Now, he has opened 12 shops in Kanto,
15:18and has grown beyond the sales of Sanin.
15:23How is it?
15:24It looks delicious.
15:26The successful company in Shinjuku
15:28will continue to challenge.
15:31The stage is Los Angeles, USA.
15:39The freshness of the fish can't be described in words.
15:44What will he challenge?
15:50It was shocking.
15:52Yamakage.
15:54You don't have much knowledge.
15:57I was surprised.
15:59It's not just one or two people, but hundreds of people.
16:02What is Yamakage Kaesen?
16:04He didn't change the menu name.
16:10I want to change it.
16:13Mr. Yashima, what kind of menu do you have?
16:18I brought the menu to the studio.
16:25Sanin's fish.
16:27It's big.
16:31I was surprised when I thought it was fried.
16:36What is Itadaki?
16:39It is a dish that is spread around the Sakaminato fishing port in Tottori Prefecture.
16:44It is a dish that is wrapped in deep-flavored rice and deep-flavored fried tofu.
16:52It looks delicious.
16:54I want to eat it.
16:59Higanabe.
17:01It is a dish that is spread around Oda City in Shimane Prefecture.
17:06It is Sukiyaki with seafood.
17:09It has a strong taste and is sweet and salty.
17:12It's like Sukiyaki.
17:15It's boiled sea bream.
17:17There are many places where you can eat it in Sanin.
17:21It is as delicious as boiled abalone.
17:27I can speak like Sanin from the conversation.
17:34I often say thank you.
17:37Sanin says it gradually.
17:41We say it together.
17:44But it's still Sanin and Tokyo.
17:49After that, I went to Los Angeles.
17:53This is not YAMAKAGE.
17:59What is the weapon of the company overseas?
18:09In 2015, the company will open in Los Angeles, USA.
18:16This is amazing.
18:20In Japan, the company was able to meet the needs of customers.
18:24The company was able to successfully differentiate from other stores.
18:30Based on this experience in Los Angeles, the company took on a new challenge.
18:36How did you do it?
18:38There were a number of people who didn't eat meat.
18:42Vegetarians and vegans.
18:45There were few stores that could express it in Japanese food.
18:49That's what I was aiming for.
18:53Vegan food is a dish made from plant-based ingredients without using any animal ingredients.
19:03In recent years, the number of people in the United States has increased.
19:08There are more and more people who choose to eat without meat or dairy products.
19:16The company focused on this need.
19:20The company took on the challenge of providing vegan food that incorporates elements of Japanese food.
19:28Meat dumplings made with soy meat along with local chefs.
19:32Meat dumplings made with plant-based ingredients.
19:35The company developed new Japanese vegan dishes one after another.
19:42Their unique menu is well-received.
19:47However, Mr. Matsuda was still looking for something missing.
19:51He was aiming for further evolution.
19:55I've seen a lot of fried food and dumplings.
19:59I'm particularly interested in ramen.
20:02Vegan ramen.
20:06The company focused on the development of vegan ramen,
20:10which is a fusion of Japanese ramen and vegan ramen, which is very popular in the United States.
20:15The company developed vegan ramen.
20:22It uses no animal ingredients such as pork bones, chicken skins, and seafood.
20:30It uses vegetables, mushrooms, and seaweed.
20:34The soup is made with plant-based ingredients.
20:38The ingredients are not char siu or horse mackerel.
20:42It's mainly vegetables, which are served in vivid colors.
20:47The ramen, which captures the hearts of people with a beautiful appearance and a healthy mind, was born.
20:55It's done. It's completely vegan.
20:57Salt, soy sauce, pork bone, and noodles.
21:01I don't think there's anything missing.
21:03I don't even know which one is vegan.
21:07Tantanmen is particularly popular.
21:09I think minced meat is the most popular.
21:12It's all vegan, too.
21:16This vegan ramen was very popular in Los Angeles, where many people live.
21:23Because it doesn't use any animal ingredients,
21:26it's a popular menu that people from all over the world come to.
21:36I wanted to see how you guys enjoyed everything you ordered today.
21:39It was really good.
21:40Really good? What was your favorite ramen?
21:42So I come here often, and I ordered truffle ramen.
21:46Truffle ramen is my favorite.
21:47You come here often?
21:48I do.
21:49The company felt satisfied with the big hit of vegan ramen,
21:53and is trying to take this success as a stepping stone to take a new step to expand business in the United States.
22:01It feels like now is the only time.
22:03I'd like to open 10 stores in 5 years.
22:09Izakaya started in a small town in Shimane Prefecture,
22:12and has been recognized all over the world.
22:20The success came from listening to the customers,
22:23and continuing to challenge without fear of change.
22:28And the challenge will continue.
22:35It's amazing.
22:36I always order vegan ramen.
22:39You always come here!
22:41I have a regular customer.
22:42You have a regular customer.
22:44Didn't you sell your signature in the United States?
22:48At first, I really wanted to do it.
22:51If I could bring my signature, it would be great.
22:56But the transportation and the cost...
22:59At the time, exporting Japanese ingredients to the United States was a big challenge.
23:09I had to give up.
23:11Recently, vegan food has become an essential part of the store's menu.
23:20I think it's become an essential element.
23:24What do you think about vegan food in Japan?
23:2840% of our customers order vegan food.
23:33But it has to be delicious.
23:36That's vegan.
23:38It's about how you think about it.
23:41I think it's amazing that you have a store that fulfills that.
23:46Mr. Yashima, please tell us about today's topic.
23:51Today's topic is...
23:55If you're going to take a back seat, do it right!
23:58When I saw Mr. Matsuda meet someone who had a different opinion,
24:03he was able to gather a lot of data about the customer's opinion.
24:08He was able to prepare a lot of information.
24:12I think that's the smartest thing to do.
24:17I'm looking forward to the future.
24:22Thank you very much for today.