Because unique and very unconventional restaurants—what we call “niche restaurants”—are essential in today’s society.
Overview of the Services Offered by the Niche Restaurant Marketing Planning Office
We provide marketing services to help increase the sales of niche restaurants. Specifically, we offer two types of proposals.
1) Strategy Proposals Based on Research and Analysis
We conduct research and analysis tailored to each niche restaurant, using insights from the niche restaurant business. From this, we propose the best strategies to improve sales.
2) Execution Plans Based on the Strategy
We make suggestions about important menu items, provide articles for online media to communicate with customers, and create in-store promotional kits to help increase sales.
Information on This Website
1) Articles on Niches and Niche Marketing
The concept of “niche” comes from ecology. It’s a way of thinking that is not only important for marketing and business but also for living well in society.
However, in Japan, the idea of a niche is often misunderstood as just a “gap.” It’s not widely understood as an important concept. In business, a niche should be seen as an exclusive position that others cannot easily compete with.
This website offers various articles to deepen the understanding of niches and niche marketing.
2) Categories and Strategies for Niche Restaurants
“Niche restaurant” is not yet a recognized category in the restaurant business, mainly because there is no clear definition. We have selected several niche restaurants and classified them into eight categories based on two factors: the specificity of their customer base and the potential for market growth. This makes it easier to understand niche restaurants.
We also propose strategies and specific tactics based on case studies and marketing insights from niche restaurants.
3) Case Studies of Niche Restaurants
The eight categories are:
- Healthy food,
- Restaurants offering new societal proposals,
- Enthusiast-driven food,
- Specialized demand,
- Time-related (e.g., nostalgic) food,
- Food from specific regions (e.g., foreign cuisines),
- Restaurants aiming for market growth, and
- Ambiguous niche restaurants with neither growth potential nor a specific customer base.
We introduce examples of restaurants in each category.
4) Predictions for Future Niche Restaurants
Based on the eight categories and social needs, we predict what kinds of niche restaurants will emerge in the future. We hope these predictions will help foster new niche restaurants, contributing to the evolution of the restaurant business in Japan and its growth as a major industry.
The Current State, Problems, and Challenges of Japan’s Restaurant Business
1) Current State of Japanese Restaurants
Japan’s restaurant and food service industry is worth 32.2 trillion yen (about 226.8 billion USD). There are 550,443 establishments, employing 4.01 million people (Ministry of Economy, Trade and Industry, July 2024).
However, due to the declining birthrate, aging population, and stagnant incomes, further growth is not expected.
2) Characteristics and Problems of Japanese Restaurants
Japanese people have a deep interest in food and take pride in their culinary techniques. As a result, restaurants in Japan offer high-quality food and a wide variety of cuisine. This is evident from the large number of tourists visiting Japan to experience Japanese food.
On the other hand, Japan’s restaurant business has the lowest productivity of any industry in the country. Restaurant owners believe that “customers are happy with lower prices,” and this has led to a focus on cheaper menus. Additionally, they offer free services like water, tea, and free rice refills.
They also face tough price competition from large fast food and other restaurant chains. As a result, the restaurant business in Japan has become a low-profit industry.
3) The Path for Independent Restaurants—Niche
This is where the concept of niche, or unique positioning, becomes important.
In a niche market, you don’t compete with other restaurants. Since your customer base is limited, communication with customers is simpler and clearer. Menus in a niche restaurant are also unique. Most importantly, you don’t have to engage in price competition, allowing you to secure solid profits.
Spreading this way of thinking is my mission.
Future Challenges for the Niche Restaurant Marketing Planning Office
1) Researching Niche Restaurants Overseas
We need to compare overseas examples with those in Japan. Japanese niche restaurants might be unique, or they might not be. We won’t know until we compare.
We need to investigate whether niche restaurants exist in major cities in the U.S., Europe, and Southeast Asia, and if so, what kind of restaurants they are.
2) Establishing Sales Improvement Methods for Japanese Niche Restaurants
We aim to support restaurants run by people who come to Japan from abroad. Even if they have great potential, they may struggle with communication methods.
Currently, we are supporting a restaurant from Cambodia, and this support has led to improved sales. Through this experience, we are learning which methods are most effective.
*If you are currently running a niche restaurant, feel free to contact us. We are open to offering free support for case studies and information exchange. With the help of ChatGPT, we can communicate in English to some extent.
