Full-Service Restaurants in Japan

PROSPECTS

Hit by trend towards eating at home

Rising labour and ingredients costs and unfavourable demographic trends have presented considerable challenges to full-service restaurants, significantly constraining growth at the end of the review period. Indeed, in 2018, the category saw its most marked decline in transactions of the review period.

Fast casual style dining expands

In an uncertain economic environment, pricing remains a key factor in consumer demand. However, with intense competition in consumer foodservice, cheap meals alone are not enough to attract consumers, with the perception of quality remaining important.

Optimising operations with digital solutions

In their efforts to improve operational efficiency and address the issue of the labour shortage, an increasing number of full-service restaurants introduced digital devices in 2018. As well as lowering operational costs, these players expect this investment to improve the customer experience and open new channels for selling their meals.

COMPETITIVE LANDSCAPE

Working to attract consumers in a challenging environment

Many of the leading players focused heavily on offering value-for-money towards the end of the review period. Leading player, Skylark, began to roll out low-priced menus, while seeking to reduce costs by cutting back on night opening.

Embracing digital culture

Facing the challenges posed by the trend towards eating at home and the expansion of rival formats, the leading full-service restaurant operators will continue to work hard to attract consumers in the forecast period. Modernising restaurants in order to adapt to changing consumer lifestyles and, particularly, the increasingly embedded character of digital devices and media in everyday routines will be an important feature of the category’s development.

Ikinari! Steak aggressively expands its outlet network

Ikinari! Steak maintained its dynamic growth in 2018 as it continued its aggressive opening of new outlets. The expansion of its outlet network helped to raise consumer awareness of the brand, which is benefiting from the increasing popularity of low-carb diets amongst Japanese consumers.

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