トントンマン
The term "specialization" as a key success factor (KSF) in the izakaya industry began to be recognized around when? There was a time when comprehensive izakaya chains dominated the industry as leaders, but that has since changed. "Kushi Katsu Tanaka," which opened its first store in 2008, and "Torikizoku," which expanded to the Kanto region in 2005, are considered to have played a role in this shift. However, the emergence of this specialization can also be attributed to the maturation of the market and the increasing sophistication of consumer needs. Within this specialization, "gyoza" can be seen as a genre that is both old and new. The iconic "Gyoza no Ohsho" first emerged in 1967, over half a century ago. In that sense, the current gyoza boom in specialized izakayas could be seen as a second gyoza boom. Natty Swanky Co., Ltd., which operates our restaurant, was founded by Yuji Iseki and Ryuya Tanaka in 2001. Initially, Tanaka focused on ramen shops, while Iseki focused on dining bars and other alcohol-related businesses. However, the company faced a turning point in 2011 when they opened the first store of "Nikujiru Gyoza Seisakujo Dandadan Sakaba" in Chofu. This specialized izakaya concept focused on gyoza was a huge success, attracting over 100 customers daily to the small 18-seat store. Despite facing the unfortunate event of the Great East Japan Earthquake shortly after, they managed to overcome it and achieve growth. They currently operate 90 stores, including 64 in Tokyo, 20 in the Kanto region, and 6 in other regions (Aichi, Fukuoka, Miyagi). In March 2019, they successfully listed on the Tokyo Stock Exchange Mothers. Our restaurant, located in the Palm Shopping Street in Musashikoyama, opened on February 7, 2020. Known for its high rent and high turnover of shops, opening at this time (aside from the impact of COVID-19) shows the chain's momentum. We visited during lunch hours, starting from 11:30 am, to purchase a takeout bento. Although takeout gyoza has been available even before the COVID-19 pandemic, the bento menu seemed somewhat hastily put together. The bento options include gyoza, chashu, yurinchi, and mapo tofu bentos for ¥650 each, and a gyoza and chashu bento for ¥700. While seemingly reasonable, compared to the recent trend of bento specialty shops offering options below ¥300, the prices are not particularly cheap. Additionally, the gyoza set meal for dine-in, which includes gyoza, chashu, an onsen egg, and soup for ¥700, does not offer much cost savings compared to the bento. This raises a point for consideration, as popular takeout bentos typically offer a sense of affordability compared to dine-in options. We purchased the gyoza and chashu bento, and were informed that it would take 7-8 minutes to be ready.