Characteristics
- A transportation hub for the Shinkansen, JR, and Keikyu lines. Many business travelers, tourists, and businessmen.
- There are many office buildings and luxury hotels in the surrounding area.
Customer attraction strategy
- Targeting office workers with a limited lunch time slot (12pm-2pm).
- Emphasis on speed with cashless payment and ready-to-serve menu (curry, rice bowls, bento boxes).
- Corresponds to inbound tourists with English menus and QR code menus.
- Dinnertime offers high-priced menus for business travelers (local sake x Japanese cuisine, wagyu beef, etc.) and set courses for entertaining.
Shinagawa Station is one of Tokyo’s leading hubs, with access to the Tokaido Shinkansen and Narita and Haneda airports, and is a bustling area of business travelers and tourists every day. With this in mind, clear targeting by time of day is key to restaurant strategies. For weekday lunches, you should attract office workers with menus that emphasize speed, such as bento boxes, rice bowls, and curries that can be eaten in a short time. In the evening and after, it is effective to offer high-priced course meals for business travelers and tourists from other regions, and a composition that meets the demand for entertaining and dining out, centered on Japanese beef and local sake. English menus, cashless payment, and collaboration with review sites for overseas travelers are also directly linked to attracting customers.