In 2021, the impacts of COVID-19 continued, with many consumers continuing to avoid unnecessary outings and remaining secluded at home for much of the time. Mainstream consumer foodservice foodservice players showed dynamic growth in the review period by going down the take-out/home delivery route, and during the pandemic luxury players caught onto this momentum and introduced luxury take-out bento boxes, or lunch boxes.
With overall consumer foodservice experiencing a challenging environment due to COVID-19, luxury foodservice brands have been seeking new business models to showcase their food offering. For instance, in September 2021, department store Matsuya partnered with Bvlgari restaurant to introduce a limited number of luxury osechi, which is a traditional new year dish consumed by people in Japan.
Whilst luxury foodservice restaurants are usually visited by consumers for their name and brand image, and especially the luxury experience, the food itself has also received rave reviews. This indicates that luxury foodservice players in Japan are going beyond their brand image, positioning themselves as high-quality full-service restaurants, which also suggests a strong presence and further growth expectations in the future.
While not yet having become fully established restaurants, luxury pop-up restaurants and cafés were observed in the review period, as a way to raise consumers’ awareness, as well as test out the future potential of opening an official permanent foodservice outlet in Japan. For instance, in 2021 Fendi partnered with Anniversaire Café to open Fendi Caffe by Anniversaire from November 2021 to January 2022, which had a peacock blue and psychedelic orange interior.
Despite the overall challenging environment for the consumer foodservice industry in Japan, new outlet openings continued, which also supported the growth of luxury foodservice, as well as showing the potential of investing in Japan for luxury brand players. For instance, in October 2021 Gucci opened its restaurant Gucci Osteria da Massimo Bottura Tokyo on the highest floor of its store in Ginza, Tokyo, offering Japanese-inspired Italian meals such as Wagyu Milano Style.
Various initiatives were introduced by luxury foodservice players during the pandemic which echoed the country’s movement towards sustainability, even in the difficult environment. In 2021, the concept of sustainability gained momentum in Japan thanks to the strong push from the Japanese government to promote SDGs (Sustainable Development Goals) and setting the goal of becoming a carbon-neutral society by 2050.
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Understand the latest market trends and future growth opportunities for the Luxury Foodservice industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Includes luxury chained cafés/bars and chained full-service restaurants (outlets) and their corresponding sales. Chained foodservice outlets are considered luxury only if they are owned by International Luxury and Fashion houses.
See All of Our DefinitionsThis report originates from Passport, our Luxury Foodservice research and analysis database.
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