IFAJ World Congress JAPAN 2007 The Japanese Foodservice Industry in a Matured Market and Its Relationship with Japan s Agriculture 2007-09-18 Fujii Consulting Office Tokyo Jotaro Fujii
Summary Japanese foodservice businesses now face a great challenge in an aging society of less children and a shrinking population. Since the Japanese capital market was opened in 1975, the Japanese foodservice industry has grown significantly to post annual sales of 24 trillion yen. After a longtime recession of more than ten years, the Japanese economy has begun to turn around these days. However, it seems difficult for the foodservice industry to further tap an already matured market using the conventional chain operation systems. There are issues of concern to the industry. With reports of BSE outbreaks and various kinds of foods in disguise, more and more consumers have begun to lose confidence in food safety and to demand stricter control over the traceability of foods. Under these circumstances, the Basic Law on Food Education was enacted in 2006. Today, the self-sufficiency rate of food in Japan is as low as 40 percent. Therefore, on the one hand, the Japanese foodservice industry has no choice but to depend on food materials imported from overseas in order to maintain its business activities. On the other hand, however, the industry cannot overlook a change in Japan s agriculture, a growing movement to consume more local produce, and an increased interest in the so-called Slow Food among the public. I would like to propose what kind of relationship our industry should keep with the Japanese farmers so that the both parties can coexist in the future.
Food Service Industry Market Size is shrinking in the past ten years.
Recent Economic situation is in good condition,but Food Service Industry is still weak. The settlement of each company of the enterprise changes generally favorably in the economic recovery basis. However, it cuts down a eating out market itself. It cuts down 29 Trion yen from the market to the market 24 Trion yen in these past 9 years. From now on, Population ages, and youth population decreases that leads to more market shrinking.
A population decline
A change in consciousness in the consumer Nature Healing Tranquility Environment Safety Self-realization Increasing consciousness of Safety & Relief
Company must meet the each customers needs A mass marketing is the age when it isn't accepted. The age which the location fitted to the independent needs, clientele, work voice strategy are necessary for 1High value added-ization 2Brand-ization 3Addition effect-ization health, relief, safety
The structure change factor of the eating out market Society background A decrease in the change, household number of the population structure Health intention and the food market which matured The movement of the food education and the aging of the population The subject of the eating out market Very competitive market The diversification of the food market Change in value in the consumer
The various subjects which relate to the eating out business. 1 Food Safety 2 Environmental problem 3 Food Education SHOKUIKU 4 Ecosystem 5 Slow food movement
Food Business Mission New Cutomer Meal Solution Daily meal Life Style Change Meal solution Communication Meal Meal solution Enjoyment of time & atmosphere
Food market competition Food Marcket 内食 Food Material Processed food Food Safety Resources problem Overseas Growing Farmaers Eating Out Take Out Food
Restaurant Business Companies Strategy
MOS burager Restaurant Business& LOHAS お持ち帰り用ポリ袋を全店で廃止 2006 年 7 月より モスバーガー全店でお持ち帰り用ポリ袋を廃止し 紙製の 紙バッグ を使用しています これをはじめ お店で使用する容器 包装等の素材を石油製品から非石油製品へ 順次見直しを行なっています 食器 グラスの使用を徹底 創業当初より よりおいしく召し上がっていただくためのサービスのひとつとして 店内のお召し上がりには使い捨てではない食器やグラスで商品を提供しています このことはゴミを少なく抑える効果もあるため より一層徹底して食器の使用を推進しています 厨房シューズを塩ビフリー化 環境負荷の低減を勧めるために 2004 年 5 月までに数度にわたって直営店で 塩ビフリーシューズ の導入テストを実施 履き心地 耐水性 耐油性 防滑性などに問題がないことを確認した上で 2004 年 10 月からモスバーガー全店舗で このシューズを採用しています
Restaurant Business& LOHAS Sizeria 本物の食材 サイゼリヤは優れた食材を求めて世界中を駆け回り 生産現場での研究 開発を進めています
Ringer Hat Eat vegetable?
KURA Sushi Without addition
Akindo sushi No through out
Sky-Lark Coffee shop Traceability Company manufacture factory Independence control system ISO acquisition Store An allergy list, calorie, salt, the place of origin information, and so on are provided.
Royal Relief safety system search for food Delegation of authority to the spot
MOS food service モスでは おいしくて安全な野菜づくりに取り組んでいる生産者の方を応援し そして日本の農業を応援したいと考えています モスはお客さまに安心して召し上がって頂けるよう 生産者の顔が見える野菜 の提供を推進しており その野菜は出来るだけ農薬や化学肥料に頼らない方法で 生産者と協力しながら育てています 産地は全て モスの野菜担当スタッフが現地確認を行っています どの生産者が どこの畑で作った野菜であるかを把握しています 農薬 化学肥料の使用を継続的に改善 削減する姿勢のある産地と取り組んでいます どんな肥料 農薬が使われているかを確認しています 地域循環型の堆肥利用 リサイクル活動等 環境保全を積極的に推進します 農業後継者の育成に熱心な産地を応援します
Daisyo Izakaya Traceability
Food Business Strategy for Success Key Words Various Type of Restaurants Multi Brands Fashion Food ー Safety Stable Food supply
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