Sushiro, which has the largest market share of conveyor belt sushi in Japan, entered Hong Kong in August 2019 and has opened 19 branches so far. Its popularity remains undiminished. Last year, it sold 44 million dishes of sushi, equivalent to 1,500 IFC (International Financial Center) ).
In 2023, Sushiro has "settled" for more than three years. His Hong Kong general manager, Kazuo Araya, lamented in an interview with "Hong Kong 01": "Hong Kong people are greedy for freshness, and Sushiro is no longer "expensive"!" In response Hong Kong people's "three-year itch", Kazuo Araya summed up the characteristics of Hong Kong people, developed a set of secrets for attacking Hong Kong, and even used three words to describe Hong Kong people.
Hong Kong Sushi Lang sold 44 million plates of sushi last year, equivalent to 1,500 IFC seats.
(Photo by Ou Jiale)
In recent years, Sushi Lang, which has been aggressively attacking Hong Kong, and its parent company, FOOD & LIFE Companies, doubled its total revenue last year year-on-year, thanks to the continuous expansion of overseas branches.
As of the end of last year, the total number of Sushi Lang's overseas stores reached 100, and there were about 630 in Japan.
The group plans to open up to 60 overseas stores within one year by the end of September this year, and will open up to 22 stores in Japan during the same period. The number of new overseas stores will surpass Japan for the first time.
Hong Kong Sushi Lang also contributed a lot. The number of branches accounts for one-fifth of the total number of overseas stores. Last year, a total of 44 million dishes of sushi were sold, which is equivalent to 1,500 IFC (International Financial Center)!
As the saying goes, "Know yourself, know your enemy, and win a hundred battles." Its general manager, Kazuo Araya, has only been in Hong Kong for three years, and he has already mastered the habits of Hong Kong people.
Kazuo Araya, the general manager of Hong Kong Sushi Lang, summed up the characteristics of Hong Kong people and developed a set of secrets for attacking Hong Kong.
(Photo by Ou Jiale)
More than half of the stores have not paid back their costs and will continue to open 5 or 6 stores this year
When it comes to Hong Kong people, apart from the widely recognized "Fast Speed" and "Too much money", there is nothing more than "greedy for novelty".
Thinking back to when Sushi Lang first entered Hong Kong, there must have been long queues at Sushi Lang’s stores. However, Sushi Lang now has 19 stores in Hong Kong. Araya Kazuo couldn’t help but sigh: “Sushi Lang is no longer “expensive”!” He revealed that currently, customers have to queue up except for dinner time , there is basically no need to line up at other times, and the Christmas business has decreased by 30% year-on-year.
It’s no wonder that Hong Kong people return home enthusiastically. “Everyone is very familiar with our brand, and Hong Kong has entered the stage of returning to normal. Many Hong Kong people go out to travel, and the enthusiasm is less than before. In the past, the doors were full as soon as they opened. , and the house is full before 11:30 in the morning." Araya Kazuo explained.
When asked whether he would slow down the pace of opening stores, he said that the initial investment in Hong Kong is higher than other regions, and more than half of the stores have not returned their capital, but they will continue to invest. This year, they plan to open 5 to 6 stores in Hong Kong, including San Po Kong , Sha Tin, Tsim Sha Tsui and other areas, "There are still a lot of customers who need us, and they are embarrassed to make customers line up again. I hope that customers can come to (Sushiro) to eat at any time."
Sushi Lang plans to open 5 to 6 more stores in Hong Kong this year.
(Photo by Ou Jiale)
Hong Kong people have a soft spot for salmon
In response to the "three-year itch" of Hong Kong people, there must be changes.
Kazuo Araya pointed out that Sushiro launches limited-time products every month, and will formulate menus according to seasons or sales conditions. For example, hot food will be served in winter, and products with increased quantity and no price increase will be launched during festivals. Among them, thick-cut large tuna belly is the most popular. A popular limited-time product.
"At this stage, customers like traditional sushi, but it doesn't make sense to only make (traditional sushi) in the future. We will increase creative products," Ariya Kazuo said. At the same time, he is considering launching joint cooperation products, winter seafood pots, etc., or launching a lucky draw to give away tickets. "Hong Kong people like novelty. If we keep doing things step by step, we might get tired of sushiro."
Although Hong Kong people are "greedy for freshness", they also have a special liking for salmon. Kazuo Araya said that compared with other places, the taste of Hong Kong people is closest to that of Japanese people. The top three most popular products of Sushi Lang in Hong Kong are salmon, Hamachi, medium tuna, and Japanese sushi lang are hamachi, tuna, shrimp and avocado, but salmon is not among the top three.
Hong Kong people’s love for salmon is unquestionable. Even foodie Chua Lam clarified on his social networking site at the end of last year that he also eats salmon. I also eat salmon, if it’s delicious.” He even said that “the most delicious bite I’ve ever eaten” was wild salmon from the Atlantic Ocean.
To live up to the Hong Kong people, Sushiro pointed out that his own salmon also comes from Atlantic Norway.
In response to the "three-year itch" of Hong Kong people, Kazuo Araya pointed out that Sushiro launches limited-time products every month.
(Photo by Ou Jiale)
Yan's own dessert Hong Kong branch limited
In addition to being "greedy for freshness", another characteristic of Hong Kong people is that they love "grind seats". Kazuo Araya said bluntly that Sushi Lang stipulates that the dining time is at most 60 minutes, and Hong Kong people will sit "full" in the shop for 60 minutes, "generally 20 minutes." The food will be finished by the left and right, but Hong Kong people will sit more patiently, enjoying the process of eating slowly, pouring money and eating desserts.”
He also said with a smile: "The guests have been waiting for a long time, and (Sushiro) hope that he can sit down and enjoy it." Although not every guest will "finish" with desserts, those who "finish" with desserts are naturally fond of desserts This last dish is very important, so Sushi Lang has his own insistence on making desserts. All products are developed by Japanese Sushi Lang. The dessert chef will develop exclusive products based on the market trends and match them with local tastes. For example, matcha fern cake parfait and chocolate raspberry parfait are unique products of Sushi Lang in Hong Kong.
The revolving sushi belt is the most expensive equipment in Sushiro's shop, and the cost is enough to open a small izakaya.
(Photo by Ou Jiale)
The cost of conveyor belt sushi is enough to open an izakaya
In order to fully immerse the guests in the 60-minute meal time, Araya Kazuo believes that the revolving sushi belt is also essential, although the revolving sushi belt is the most expensive equipment in Sushiro's shop, and the cost is enough to open a small Sugitama (an izakaya owned by Sushiro) ), but under the epidemic, the revolving sushi belt has become a "viewing" device.
"Hong Kong people don't like to carry the food on the sushi conveyor belt. Instead, they often order food on the tablet. (So) we will reduce the display of physical objects and replace them with menu cards. At the same time, the distance between each sushi plate will be increased." Kazuo Araya said : "However, it is a kind of enjoyment to watch the conveyor belt sushi roll, it is better than not."
Araya and Nan use three words to describe Hong Kong people: full of energy, sense of responsibility, and courage to express themselves.
(Photo by Ou Jiale)
Three words to describe Hong Kong people: "If you have an opinion, you will definitely speak up"
As the helmsman of Hong Kong Sushi Lang, Kazuo Araya has contributed a lot. With just three years of practice, he has become half a "Hong Kong Hand". After speaking so many "bad things" about Hong Kong people with reporters, he finally used three words to describe Hong Kong people : Full of energy, sense of responsibility, dare to express.
Kazuo Araya explained that the employees of Hong Kong Sushiro are full of vitality (spirit and health), full of energy, and very responsible. At the same time, they dare to express themselves. The same is true for Sushiro's customers, "If you have your own opinions, you will definitely speak!"
Regarding the opinions of the guests, Kazuo Araya said in a humble tone that is always Japanese, "The guests express their opinions and prove that they have expectations for you. (We) will cherish (this opportunity) and make improvements."
He pointed out that he would visit the store in person on a regular basis to conduct random checks on the quality of the sushi in the store, emphasizing that "Sushiro hopes to become a part of Hong Kong people's life".
Some people in Sushi Lang's Japanese store played pranks, and the market value of the parent company dropped by 16.8 billion yen. Sushi Lang's 11 new products debuted in February!
Matsuba crab with crab paste/crab meat chawanmushi/raw chocolate cake
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