Characteristics of the target customer base
- Inbound tourists
Indian restaurants, in particular, target Indian tourists visiting Japan. By introducing multilingual support and prepayment systems, it is possible to provide services that transcend language barriers, and the ability to attract customers has increased. - Young people who use social media
Increasingly, restaurants are targeting young customers by posting information through social media such as Instagram and Facebook. In particular, reservations and information gathering via social media is common for Indian restaurants. - Health-conscious customers
South Asian cuisine uses a lot of spices and herbs, making it popular with health-conscious customers. In particular, restaurants that offer vegan and vegetarian menus target health-conscious customers. - High-end gourmet customers
There are also restaurants that target high-end gourmet customers, such as Michelin one-star restaurants. These restaurants are particular about the quality of their ingredients and cooking methods, providing a high-quality dining experience.
Summary of target customers
Customer demographics / characteristics and needs
Inbound tourists: Multilingual support, prepayment, cross-cultural experiences
Young people using SNS: Collecting information and making reservations on SNS, sensitive to trends
Health-conscious: Healthy ingredients and menus, vegan and vegetarian options
High-end gourmets: High-quality dining experiences, attention to ingredients and cooking methods
Proposal for future targeting strategy
- Strengthening multilingual support: In anticipation of an increase in inbound tourists, we will strengthen multilingual support into English, Chinese, and other languages.
- Utilizing social media marketing: We will use social media such as Instagram and TikTok to strengthen information dissemination to younger generations.
- Introduce healthy menus: In response to growing health consciousness, we will introduce vegan and gluten-free menus.
- Develop a luxury line: With the aim of receiving Michelin star ratings and other awards, we will develop luxury line menus and services.
By implementing these strategies, South Asian restaurants in Tokyo can cater to a diverse demographic and increase their customer base.