著者

口野 直隆 浜口 夏帆 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.4, pp.35-69, 2022-02-17

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In this paper, we have examined the potential for overseas expansion offood service companies in Japan that are suffering from market contractionand other factors. Specifically, I focused on Saizeriya from a group of majorfood service companies that have been expanding their business relativelysteadily, and studied what specific factors have enabled them to expandtheir business.From the earnings analysis, it was found that Saizeriya has beenexpanding its stores relatively steadily in China, Taiwan, Hong Kong, andSoutheast Asia. The reasons for this are as follows.(1)Store developmentand profitability in Asia and future issues, (2) foodstuff procurementstrategy, and(3)labor management strategy.In the following sections, we will examine how Saizeriya has used thesestrategies to expand in the restaurant markets of China, Taiwan, HongKong, and other countries, and discuss the key points of the overseasstrategies of Japanese restaurant companies.

著者

口野 直隆 浜口 夏帆 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.4, pp.3-34, 2022-02-17

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The environment surrounding the restaurant industry in Japan isbecoming increasingly severe every year. Aside from the immediateproblem of the rapid contraction of demand for food service due to thespread of the new coronavirus, the biggest long-term problem is theongoing contraction of the domestic market due to Japan's declining andaging population. In contrast, overseas markets are steadily expanding dueto population growth and rising incomes, showing a favorable contrast tothe Japanese market.For this reason, in recent years, an increasing number of restaurantcompanies have actually turned their attention to overseas markets,especially Asian markets, and many of them are planning andimplementing overseas expansion.In previous research, this research team examined the performance ofJapanese food service companies expanding overseas and the status ofstore development by company, with a particular focus on their expansioninto the Taiwanese market. In this section, we examine the current statusof what groups of food service companies are actually expanding overseasby comparing 2017 and 2021. As a result, it became clear that the overallsituation of overseas expansion is becoming more polarized, with the socalledleading large corporate groups expanding further and the smallerand medium-sized corporate groups decreasing and withdrawing. However, this paper left some unanswered questions as to whether thesemacroeconomic conditions are universally applicable to all types andsectors of food service companies or not.Therefore, in this paper, we will focus on a sector of the food serviceindustry where there is not much prior research on overseas market entry,unlike the fast food chains and Japanese restaurants such as Japanese-stylepubs, which have been the main focus of research so far. In this paper, wefocus on the case of UCC's expansion into Taiwan. As will be discussedlater in this paper, UCC's expansion into Taiwan is characterized by thefact that it is not only an overseas expansion as a food service companywith coffee shop business as its core business, but also a strategy toexpand sales of coffee bean-related products in the Taiwanese market as afood (processing) industry.

著者

口野 直隆 浜口 夏帆 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.3, pp.37-63, 2022-01-20

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The market size of the Japanese restaurant industry peaked at 29 trillionyen in 1997 and has been sluggish since then. Even more problematic isthat it is likely to decrease further in the future. According to the Japanesegovernment's announcement, due to the declining birthrate, Japan'spopulation is expected to reach 86.74 million by 2060, a significant decreasefrom the present. In other words, unlike the situation so far, it is predictedthat Japan will experience a serious population decline in the medium tolong term, which will inevitably reduce the market size of the Japanesefood service industry.Under these circumstances, the Japanese food service industry hasreached a time when it should seek new growth opportunities. The growthopportunity is, inevitably, to enter overseas markets where the populationis growing rapidly and income is rising significantly. In particular, the foodservice market in developing and emerging markets in Asia is likely todevelop significantly in the future.In this paper, based on this situation, we analyzed the actual situation ofthe overseas expansion of the Japanese restaurant industry, especiallyfocusing on the expansion into the Taiwanese market.

著者

口野 直隆 浜口 夏帆 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.4, pp.35-69, 2022-02-17

---

In this paper, we have examined the potential for overseas expansion offood service companies in Japan that are suffering from market contractionand other factors. Specifically, I focused on Saizeriya from a group of majorfood service companies that have been expanding their business relativelysteadily, and studied what specific factors have enabled them to expandtheir business.From the earnings analysis, it was found that Saizeriya has beenexpanding its stores relatively steadily in China, Taiwan, Hong Kong, andSoutheast Asia. The reasons for this are as follows.(1)Store developmentand profitability in Asia and future issues, (2) foodstuff procurementstrategy, and(3)labor management strategy.In the following sections, we will examine how Saizeriya has used thesestrategies to expand in the restaurant markets of China, Taiwan, HongKong, and other countries, and discuss the key points of the overseasstrategies of Japanese restaurant companies.