Case Studies

We aimed to construct a next-generation restaurant by overseeing the comprehensive development of a new brand, from the development of the flagship store in the new brand development to its subsequent expansion.

 

Expansion of New Food Culture (Farm to Table)

Around 2008, during the economic downturn caused by the Lehman Shock, there was a period where major restaurant chains faced challenges due to economic stagnation and market saturation. The distinguished Royal Group, achieving its first public listing as a food and beverage company, also sought new perspectives in developing restaurant formats.

Simultaneously, in the United States, traditionally known for fast-food chains, there emerged a trend centered on ‘Farm to Table’ concepts, particularly on the West Coast, where restaurants and food retail establishments focused on sourcing ingredients directly from farms. This movement prompted a reevaluation of business models based on food sourcing practices. Similar trends were anticipated to emerge in Japan.

 

What is the future direction of the restaurant business?

We first established the following challenges, shared them with the client, and engaged in discussions to outline the desired business format and brand image as a foundational concept.

● What is the value that ‘food’ is expected to provide in the future?
● How can we leverage the strengths and traditions of the Royal Group to shape the future of restaurants?
● What kind of experience should be provided through menu offerings, store design, and operations?
●What should be the ideal presence of a store that is indispensable to the community, rather than thriving solely on its own?

 

While collaborating with the client, we provided comprehensive support from establishing the brand concept to business commercialization (store development), planning strategies, and concept development to achieve the growth of the brand. This included planning, developing business models, and design aspects.

 

“Exploring what a next-generation flagship should be.”

We conducted thorough research and analysis of the relationship with our existing brands, social conditions, global food and beverage industry trends, and the unique characteristics and strengths of the Royal Group. Together, we explored what kind of restaurant would be a flagship in the food and beverage business 10 years from now.

Creation of a Sustainable Community

Rather than simply creating concepts that follow current trends, we established the following three initiatives based on the founding principles of the Royal Group, while anticipating the needs of modern and future consumers.

VISIBLE FOOD: Providing ingredients in a visible form to ensure safe and reliable food.
RECYCLE STYLE: Creating stores and operations that minimize environmental impact.
LOCAL COMMUNITY: Collaborating with local residents, businesses, and organizations to aim for mutual development.

As a conceptual keyword for our activities and societal proposals, we established “SUSTAINABLE COMMUNITY.” This concept has become a guiding principle for menu development, store design, and operations.

 

 

 

 

 

 

 

Theme 2. RECYCLE STYLE (Initiatives in Recycling)

We implemented initiatives such as installing recycling machines in our stores to recycle kitchen scraps into fertilizer materials during the cooking process. In our interior construction, we utilized reclaimed wood and second-hand furniture to minimize environmental impact. Additionally, we introduced packaging materials made from unusable rice, furthering our commitment to using recycled materials and resources (Apple Cycle) in our operations.

 

 

 

Theme 3. LOCAL COMMUNITY (Coexistence with the Local Community)

To become a store beloved by the community for the long term, we not only provide daily food offerings but also create a space that expands the activities and lifestyles of local residents. We established venues such as promotional events and workshops for neighboring businesses to foster a sense of community within the area.

 

 

 

■ Architecture and Interior Design

Utilizing the existing architecture, we carried out a complete exterior renovation. We created a facade that harmonizes with the environment of the Jingu Gaien entrance, symbolized by rows of ginkgo trees, and designed a terrace environment that seamlessly connects the exterior and interior.

We developed a food menu with the theme of “New Western Cuisine (EAST-WEST)

With roots tracing back to the Yokohama Grand Hotel, the Royal Group has a history of introducing high-quality Western cuisine customized for the Japanese market. Under the theme “east-west,” we have undertaken the development of a menu that reexamines the fusion of Western and Japanese culinary cultures in a modern context.

■ Hosting a Farmers Market (First Year)

We will hold a morning market on the terrace in front of the store, where customers can actually pick up and purchase the ingredients used in our café and restaurant. This initiative allows customers to directly buy freshly harvested vegetables.

■ Utilization as a Promotion Space

Not only do we provide food and beverages, but we also offer local customers the joy of experiencing new information and culture. We have realized a new way to enjoy cafés by connecting companies with their customers.

■ Communication design

I was responsible for photographing and coordinating menu pictures, as well as designing applications such as menu books and open flyers, meticulously constructing the realization of the concept down to the smallest detail.

■ Expansion to multiple stores.

We have collaborated with developers at various locations such as urban parks, hotels, large-scale redevelopment buildings, and residential areas. By customizing to fit each facility, we have expanded to major cities nationwide with stores tailored to the optimal market. Our company has been responsible for proposal support, store design, and graphic design for all our stores involved in the expansion.