‘Hanamaru Udon’ Withdraws From Overseas, ‘Marugame Seimen’ Accelerates Overseas Store Openings… The Difference Between Light and Dark Is Determining ‘Location’ | SmartFLASH[光文社週刊誌]

“Hanamaru Udon” to withdraw from China. The number of overseas stores will be zero (the picture is a domestic store)

Hanamaru, a subsidiary of Yoshinoya HoldingsUdon‘ withdraws from China. On the other hand, Marugame Seimen, operated by Toridol Holdings,abroadWe are accelerating the opening of stores.

eat outsidecompanyWheremanagementRyusuke Suzuki, a journalist who has interviewed many people and written many books on Class B foodies, speaks.

“A few years ago, when I visited the Hanamaru Udon headquarters, I was told that the company had grown in China in the materials supplied. This was at the beginning of 2011.

At the time, the two companies had a strong sense of competitiveness when it came to opening stores overseas, and it left me with the impression that officials from both companies recognized each other as ” good rivals. »

With the withdrawal of China, the number of overseas Hanamaru Udon stores will be nil. Marugame Seimen, on the other hand, is also struggling in mainland China, but has 214 stores overseas. Where does the difference come from?

“Overseas Marugame Seimen looks like a completely different store in Japan with its menu and interior design expertise.

For example, at the Texas branch, they serve the locally popular katsu sandwiches, and while catering to the needs of each region, they are creative with seasonings and toppings, and successfully promote “udon” itself. .

On the other hand, Hanamaru Udon has developed a wide range of “Japanese food” such as Japanese-style oden and overseas eel. It may have distracted them from the important ‘udon’ and left them with a half-baked impression.” (Mr. Suzuki, hereafter the same)

Apparently, “localization” is the key to the success of restaurant chains that expand overseas. The same can be said not only for udon but also for Chinese cuisine.

“”Gyoza no Ohsho” was opened in Dalian, China in 2005. It attracted attention because “Japan’s Chinese City Representative Challenges Mainland China”. We dissolved the local branch and we In China, boiled dumplings are the standard for dumplings, but that’s the result of sticking to pan-fried dumplings.

Ajisen Ramen has 65 stores in Japan, but since the 1990s it has expanded overseas and has over 700 stores, including 650 in China.

“The company leaves everything else to local franchise owners, except for the flavor of the ramen. As a result, we created the floor that accepts pork bone ramen, which is unfamiliar in China. .

The difference between Hanamaru Udon, which focuses on Japanese cuisine, and Gyoza no Ohsho, which focuses on grilled dumplings, is whether they listen to the voices of the locals.

( SmartFLASH

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