Welcome to FISH FOOD TIMES
Jan. 2018 issue No.169
The style of fish shop sushi
There is a boom in SUSHI in the world.
I would like to write down the thought that "I want the president who runs the supermarket to read" this time.
In Japan today, there are still many companies that have continued on the traditional selling method of "selling all sushi items to the prepared food department store" without selling sushi items at supermarket fish shops yet, but that to the fact, I feel a big question: "Why are you still so?"
Food called sushi has gained popularity as the world common language SUSHI everywhere in the world and has been eaten around the world to know that momentum will stay.
This is not up to date, but the following articles have also been published in the past.
The number of stores in overseas SUSHI restaurants estimated to exceed 30,000, reversing the total number of establishments in Japan. With growing health-oriented worldwide and improving disposable income in emerging countries, it has grown to scale with the world's largest hamburger chain store network. In addition to the conventional luxury feeling, prices have been reduced and diversification of menus has progressed, and suddenly spread rapidly. It is also starting to get citizenship in how to enjoy with fast food sense such as take-out, and the market is likely to maintain double-digit annual growth in the future. October 17, 2012 From articles of Minato newspaper |
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According to the above article, according to a survey of business offices and corporate statistics of the Statistics Bureau of the Ministry of Internal Affairs and Communications, "There are less than 10% less sushi shops in Japan than in 2006", but this is a family business It is estimated that the number of family-run sushi shops is decreasing, and the total sales scale of sushi is not decreasing.
Thereafter, as of 2017, the number of Japanese restaurants including overseas sushi surveyed by the Ministry of Foreign Affairs and estimated by the Ministry of Foreign Affairs was about 118,000, an increase of 33% compared to 2015. Approximately 70,000 stores, the largest number in Asia, increased by 53% in the Middle East, increased by 58% to 950 stores, and in Latin America by 48%, to 4,600 stores, which has greatly expanded in the area where Japanese restaurants were few, and that worldwide Japanese food boom It is SUSHI that has become the centerpiece to lead the way.
The current state of prepared foods sushi in Japan
It is needless to say that the popularity of sushi is similar in Japan, and it is supported by all generations regardless of age, sex and age. However, for example, riding on the super is the flow of the retail industry, speaking of whether the stretched increasing the sushi sales in the prepared foods department, it is not necessarily so.
The reason why supermarkets in Japan are not able to grow sales of sushi merchandise steadily as their needs increase is that "we can not provide the center sushi as an attractive product according to the level that customers demand." More precisely because it can not be "structural problems".
Originally a historical supermarket, the sushi product has been handled in the prepared food category as a cooked rice product in line with lunch boxes and rice balls, such as rolled sushi, inari sushi and chirashi sushi. And in recent years it will not be necessary to explain what nigirisushi came to handle also in the prepared foods department. Normally it is just removing the frozen sushineta of the bottom left image made by an external manufacturer from the vacuum container and simply putting it on the machine rice ball. It is based on the bottom right image "It is not nigirisushi of sushi shop but nosesushi which put sushineta on rice ball".
Nigirisushi of super prepared foods division put sushineta on rice ball according to the manual in which sushi's unexperienced sushi who is called part like this work recorded images and processes with the same sense as other rice items It is normal to go. Basically, the part does not have any authority, it just silently carries out what was instructed, so once the standardized product is just put on the sales floor the same way every day.
Sometimes the number increases at bargain sale, irregular products are planned at events such as Setsubun, Hina Matsuri, Bon festival, New Year 's Day, but basically it does not deviate largely from the form that frozen sushineta is the subject.
I wonder if nosesushi called nigirisushi who put such defrosted sushineta on riceboll can be accepted by the customers who have tasted the tongue sooner or later · · · · · · · · · As long as we do not do something special, we will only maintain its sales at the present.
Some companies that felt a sense of crisis at such a product level are using "aquaculture fish of unfrozen raw fish" because they want to shed even a little from frozen sushineta. For example, prepared foods sushi in the bottom picture is an item I made in the guidance of nigirisushi in the prepared foods department by the author. Because it uses three types of fish, raw cultured greater amberjack, raw salmon, raw cultured red sea bream, in the upper stage of the container, it is attractive as it is compared with the product of frozen sushineta of the upper image It should be a good product.
Normally, sushineta of cultured fish of these raw fish purchases sushineta which was cut by external subcontracting companies and centers in the company, and it is the reason why cutting fresh farmed fish themselves in the work area of the prepared food department It is inferred that it will remain in a very small number. So at least for raising the level of nigirisushi goods in prepared food deparatment, we want to evaluate the fact that there are some stores that are trying to cut raw farmed fish in store and put them in sushi goods.
However, there are limits to the method of cultured fish there. First of all, the problem that the markup ratio declines when trying to maintain an attractive selling price, due to the high stopping purchase price of recent aquaculture fish, then secondly the item of cultured fish is a representative Because it is limited to fish species, there is a limit to developing value-added products that can raise the selling price. And thirdly, unavoidable challenges such as consumption expiration and freshness management resulting from being fresh fish rather than frozen, problems of losses and profit rates derived therefrom, will inevitably come out.
In other words, the strengthening of nigirisushi in the prepared foods division is structurally impossible from the above-mentioned point, so there are limits to extending sales of prepared foods sushi beyond now You should notice. But strangely many of the supermarket managers in Japan do not realize that "sales of nigirisushi in the prepared foods division have limitations on future sales" or do not know anything about the current nigirisushi selling style ,there are still many phenomena that I think that I do not feel, in the supermarkets all over Japan.
the fish shop sush
SUSHI food that is supported not only in Japan but also in world men and women of all ages has various variations such as ROLL SUSHI and Chirashi sushi and there are charms not only in the form of Nigiri Sushi, so in Japan and in the world We believe that sales will still grow. And as the top batter who has contributed to raising the sales in the past, the first thing you have to mention is the rotating sushi shop.
Roots of rotating sushi is "Genroku sushi 1 shop round" of Genroku Industry Co., Ltd. opened in Higashiosaka city in April 1958. Mr. Yoshiaki Shiraishi, founder of Genroku Industries Co., Ltd., the creator of rotating sushi, gained hints on the belt conveyor used in the manufacture of the beer factory and developed the "swing type meal table". Ring sushi shop has made a sushi which was synonymous with high-class food until now as a simple mass food, built the foundation of today's rotating sushi shop industry, has made a great contribution to the popularization of sushi.
And after the rotating sushi shop it will be "fish shop sushi". Another historical position is not clear whether who started the fish-store's sushi first. When I checked a little bit, it was written in the company history that Uoriki Co., Ltd. in Tachikawa, Tokyo, started selling Edomae sushi in October 1990, and no other clear description can be found at the present time . So for now I will assume that "Uoriki" initially started fish shop sushi in Japan.
Well, the reader seemed strange that the word "鮨" came out suddenly and the word "寿司" started using the word "寿司" although I used the letters of "鮨" so far It might be. This is a belief that the author should use the word "鮨" which is expressed as "delicious fish" in the case of the fish store, and I strongly encourage the use of "鮨" at the fishery guidance related parties of the author In the author 's article to announce on the magazine of the monthly food commerce which is a defect industry standard paper of the super industry, we ask the editor "鮨 of sushi character instead of 寿司".
The reason why we stick to the character of "鮨" like this is that in the past I was involved in issuing FISH FOOD TIMES in the paper version as editor since January 1991. After all, that paper version eventually became a grief of discontinued publication in November 1995, but in the 43th issue of August 1994 I used the word "fish shop sushi" for the first time. Actually, the word "fish shop sushi" is a coined word that the author invented at that time thought by myself.
As mentioned above, fish shop sushi store specializing in fish called Uoriki began selling sushi in sashimi-like containers packed as one of the items, which was well received, so even at other fish specialty shops In the same way, they started to tackle fish shop sushi, which is estimated to be growing as a major pillar of sales in sales of companies called fish shop companies now. On the other hand, we can not stop talking about "Kozo sushi", which once again established a time with similar takeout sushi.
Kozo sushi is the predecessor of "Super Sushi · sushi masu" founded in 1964. Kozo sushi Headquarters, which began chain development in 1970, counted 2000 stores directly managed and franchise merchants in the 1980s, 1991 Sales of the entire chain exceeded 100 billion yen, and in the first half of the 1990s the operating profit was around 800 million yen. However, in the 2000s, after losing sales competition and falling into a deficit constitution, after repeatedly doing business collaboration and capital alliance, etc., it seems that it is now in such a severe situation that the company's survival is suspicious.
I have taught the supermarket division at one time, which was one of the large scale franchisees of Kozo sushi, but I thought that its manufacturing and selling methods as seen from inside did not change from prepared foods sushi at all I remembered that what was different was not only inside the supermarket but only the independent franchise compact stores.
The factor that Kozo sushi lost the competition and became candle flickering in the wind is that it shares it with the supermarket which steadily increases the number of stores even if it is almost the same as the prepared foods sushi in the product contents utilizing frozen sushineta and center functions In terms of store purchase style at stores, it seems that scooped feet to the delivery sushi chain due to convenience. And as a cause of the majority, the rise of "rotating sushi shop chain" and "the steady business expansion of the fish shop sushi by fishmonger companies" was confronted with the difference in basic product contents, and that momentum was cut off It seems to be in.
Attitude to tackle the fish shop sushi and its example
I'd like to leave rotating sushi shop on one side, let's write about the merit of the fish shop sushi.
It seems that it was thought that the circumstance that supermarket manager started "nigiri sushi" as part of cooked rice is because it is a product using the same vinegared rice. When thinking about what to do with sushineta to put on it, it is presumed that there was no problem since there was conveniently cut frozen sushineta. Most supermarket managers thought in the same way that it seems that the situation that nationwide "nigiri sushi also sells in the prepared foods department" like this is born in the same way.
On the other hand, those who use "fish shop sushi" as fish-based raw materials Sushi is a rice ball loaded with sashimi usutsukuri selling by fishmen like Uoriki. So I guess you thought that fish shop would introduce vinegared rice to the workplace and merge it with usutsukuri sashimi, you could sell takeout nigiri sushi. And as a result of selling these items, the freshness of sushineta using fresh fish and the rich variety not found in frozen sushineta were evaluated and became popular, so now it seems that it has become a big pillar in sales of fishmaker.
By the way, do you think that either of the above mentioned will remain as a selling form supported by customers in the future?
Nigiri sushi of prepared foods which operates basically as the same mechanism as Kozo sushi is probably going to survive as a base product that is cheap and easy to purchase. However, in terms of continuing to expand sales, we should not think that we can have great expectations. It is a reasonable conclusion to believe that fish shop sushi will be able to draw a big outlook in the future, and it seems that it is a decisive judgment for management to make a measure that can find out the winner.
However, I think "I have worked on fish shop sushi in the past but I failed", so I think that some presidents may respond that nigiri sushi also sells in the prepared foods department now. However, it is probably because the fish shop sushi is operated with exactly the same feeling as nigiri sushi in the prepared foods department at nominal frozen sushineta, or the person in charge of fishery department has increased extra work As not wanting to be involved, it is not caused by the fact that nothing involved in the work of sushi, leaving it to a small number of part, and having a fish shop sushi sales place without any attraction.
In other words, if you try to make the fish shop sushi successful, sushi that seems difficult for the prepared foods department to do the same is lining up at the fish shop. Such "serious, authentic fish shop sushi" must be realized in the fish shop.
If you seriously tackle fish shop sushi, I think that management would like to hear what kind of results await, so let me introduce two examples of my current leadership name down the company name.
One of them is Company A, a regular chain company with two-digit number of stores, and the other one as Company B in a single store.
All company A's sales in the fisheries division of November in all, the sushi product group sales composition ratio is 22.3% in total, company B also has 30.1% of the sushi product group sales composition ratio, and both companies have the sushi product group in the fishery sector It is the top sales position among the sales.
A company started the guidance of the fisheries department by the author and became the 11th year in 2018 and does not have the exact figure of 10 years ago, but at that time only one store of sushi products in the fishery department Because it was in a state of fine detail, I remember that the sales of sushi was nearly zero in all the stores. And now it is not possible to divide the sushi product sales composition ratio by 20% on average for all stores, 22.3% results in November in which there are no event events that can boost the sales of sushi products is the lowest sales structure in the year It can be seen as a ratio.
Ten years ago, the composition ratio of the fisheries department within company A was about 5 to 6%, but now the composition ratio of sales in the fishery department based on all stores in fiscal 2017 is 10.07% in the first half cumulative results. The biggest reason why we could raise the fishery department sales composition ratio inside the company was steadily increasing sales of sushi product group and sashimi product group. Among them, the sushi product group has grown to almost the top sales ratio, which is at least 22%, which was almost zero in all stores, so the sushi products are the largest increase in sales of the fisheries department It is a group of contributing products.
Next, Company B decided to withdraw the tenant's fish shop six years ago, and accordingly it will switch to the fishery department directly, and before I start it, the company B should design the workplace design and commercialization manual etc. I received an offer from the company as a leader of the company under the included consulting. Its direct-management fishery department has been growing to just double the sales at the beginning as of the full five years now.
Among the fishery divisions of company B, the composition ratio of sales of sushi product group exceeds 30% on average as described above, but this figure is not a lie but a real figure. It is a fish shop that has historically been only five years old, but the first thing that is characteristic of this shop is "There is no day when sushi and sashimi dish special orders do not enter." When I write such a thing, it may be denied by the saying, "Such a foolish supermarket fish shop is impossible!", But this writer does not intend to say a lie at all either. Especially on an average day without any event, it is only fact that it is a fact that customer orders from 3,000 yen to 4,000 yen are on the phone almost like every day, so you only have to trust.
In addition, I will refer to the special ordering dishes of sushi and sashimi in case of company A. At the beginning, the special ordering dishes of sushi and sashimi, which started terribly starting from the level of 3,000 yen, now orders from 7,000 yen to 8,000 yen are not uncommon in each store, and orders are to be introduced one after the other, and Bon Festival and New Year's Day It continues to grow its sales year by year. The special ordering dishes have become a selling situation where the special ordering dishes can overwhelm other companies and differentiate it so much that the sales of the special ordering dishes relationship can not be ascertained, but this is also true.
fish shop sushi can bring customers beyond the commercial area
The companies A and B do not necessarily maintain a high level in terms of profit margin, they are only average. But what we can say in common with both companies is "The customer's evaluation of the fish section is very high, especially the evaluation of sushi items is very high, so that the fish section can be seen from distant areas beyond the commercial area, It is becoming a differentiation division of shops that can attract customers with the charm of sushi. "
Another thing common to both companies is that they have the ability to sell products that can differentiate themselves with the technology and sense of sushi and sashimi. For this reason even white fresh fish, which is often difficult to put out with high purchase price, can purchase positively without hesitation. One of the features is that both companies have the technique of converting those high class fish into sushi and sashimi and converting them into "money".
For example, ordinary fish shops purchase fresh bluefin tuna, whose prices hesitate to buy from 3,000 yen to 4,000 yen / kg, both companies purchase aquaculture raw bluefin tuna as a regular purchase in units of one fish and look like the image below It is common to both companies that we develop sushi and sashimi using regular raw bluefin tuna as regular assortment.
On the other hand, it also has the power to expand such as delicious "Assorted sushi plate of fish of the season" which can not be defeated to sushi specialty shops by using fresh fish of season as in fish shop sushi of the crowd picture.
| Assorted sushi plate of fish of the season | |
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| Upper stage | bluefin tuna's medium-fatty tuna, amberjack, bonito, hot snapper hot water frost, natural red sea bream |
| Lower stage | Oval squid, horse mackerel, sea urchin, turban shell |
The merit of fish shop sushi that can change the profit structure of the fisheries department
I would like to ask super administrators here. In the fish section, when comparing the case of expanding one item to various SKUs and the case of keeping the SKU as small as possible, which one can be considered a method effective for the markup ratio mix? The answer is, although it takes time and effort, it will not be dared to explain that it is more advantageous to expand SKU as much as possible for markup ratio mix.
For example, fresh fish squirrels, which have a strong tendency of recovering resources throughout the country for several years and have a remarkable tendency towards resource recovery and weak market prices, are SKU expanded as what kind of goods in the fish section of your store Is it?
No way, I'd like to pack it as a circle, then label it and say "Customers, please leave this as they are." And the fish shop sushi which is also in the image of the beginning of the book, has been assorted?
| Assorted sushi plate with plenty of sardins | |
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| Upper stage | Sardine 5 kan |
| Lower stage | Raw tuna, red sea bream, raw salmon, yellowtail, bonito |
Among the fish handled by the current fishery department, it is sardine which the author thinks is the most interesting fish. In the past FISH FOOD TIES, about the sardine in the past two years ago at No. 142 in all items of sardine (sashimi & sushi) October issue of Heisei 20, judged from the numerical data of several years until then, and as in the following sentence, "I'm forecasting that sardines will be an interesting thing from now on." Also refer to sardines as in the April 2016 issue of the monthly food commercial magazine.
While not forgive prejudge whether now or ahead, continue to increase the catch of sardine, for example for saury, when viewed from the many years of the movements up to now, there is a greater anxiety in the future. However, for sardine and mackerel, there are things you feel is visible a little bright situation to catch this ahead. Kawasaki Ken's Tohoku University professor emeritus announced the concept of "regime shift (conversion of the basic structure)" in 1985. Like mass media of that inflame, but this than disappear from the earth was expressed as either not "illusion of fish sardines" is, there is also a theory that repeat a large increase or decrease in the approximately 100-year cycle, rather than far from several decades Unit . It is where some very interesting what will happened multi-catch of fish species sardine that was also known as the grass of the sea in the future. At least, I can say at the moment is that should not despise fish that so delicious sardine as a lowly subordinate fish. If you capture the timing of this year's saury of poor catch, it might be a good opportunity to review the sardine. |
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And now it is becoming the situation as predicted two years ago. At that time, introduce various commercialization methods using sardine, introduce markup ratio mix by bringing cheap fish such as sardine to various SKU such as sushi and sashimi, and as a result, tell them that this will lead to big profit It was aimed.
For example, if you set the pack containing 10 kan of the upper image "Assorted sushi plate with plenty of sardins" on the line of that idea to a selling price of around 500 yen, if calculated from the recent sardine market price, the markup ratio is almost 50% can be secured. Customers can appreciate fresh and delicious fish shop sushi with cost performance around 1 kan 50 yen, and the seller side also has enough markup ratio aspect, which is what makes it "win-win relationship".
It is the real pleasure of fish shop sushi that you can make full use of "the merit of being able to mix value by SKU product" like this.
However, there are also managers who can answer about this as well, "This can be done easily if you shift departments to the prepared foods department what you pre-processed in the fisheries department." However, as long as there is structure of the profit and loss according to structure, it never gives good results as it is structurally impossible.
Please think carefully. Do you think that the person in charge of fisheries department will spend time and effort on cheap fish like sardine and they will hand it as "Please use this" for the prepared food department. If you are doing just such "just cherry pick the most bits", if you do something like subcontracting that takes time and effort to work, sell sashimi products such as sashimi, open items and no skin for sashimi products, and they refuse only if they do not purchase the quantities they hand to the prepared foods department.
Everyone knows that the raw fish 's work in the fisheries department "when kitchen knife working on raw fish, markup ratio will be increased by that amount", so if you take time and effort on cheap raw fish like sardine, It is usual to think about linking to the profits of ourselves. If a manager who can read the decent psychology of such a fisheries department, "If so, try selling the sardine until the commercialization of the sushi" to give a global judgment.
In the recent fisheries department, sales are sluggish at any supermarket in the whole country and I often hear that fishery personnel are humiliating thought, but as I mentioned above, it is a company that the author is involved in, and sales of fish shop sushi products Companies that succeed are somewhat shaken by the moon, but sales are steadily growing steadily in the year.
Sushi is a field that seems to be still deeply related to fish while still leaving a large growth margin from now. If the fishery department seriously tackles fish shop sushi as "an instant food product following sashimi products", it can make many times its sales compared to Nigiri sushi which is currently sold in the prepared foods division.
And if so, the fishery department can get the means to expand the SKU called fish shop sushi, it will be possible to raise the total markup ratio, which is expected to improve the gross profit margin.
President who is still planning to improve the sales of Nagiri Sushi in the prepared foods department, how was the author picked up what I have mentioned so far? Alright, I want you to realize that limit soon. If you continue doing a dependency on the prepared foods department of yet-sushi sushi in the future, you will be stealing the share of sushi products more quickly to the company that noticed the problem quickly.
Everyone should understand the merit of fish shop sushi and steer soon in the direction to realize it.
Well, there are still many things I would like to write about fish shop sushi, but I'd like to close this month's issue soon. This month's issue has been written assuming readers of top supermarket managers in Japan. However, even if the top president did not necessarily read, if a person who can proverbs to the president as the position reads this month's issue, and at the meeting to discuss the direction of the company for the new fiscal year , I would be happy if you refer to the above content as much as possible.
This year as well, we will continue to disseminate fish information every month, thank you for your patronage.
An opinion and the communication are to iinfo@fish food times
Date of updating 1 Jan. 2018
