Xidan shopping district adds another first store in Beijing
2024-08-22
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On August 21, the first Beijing store of Japanese conveyor belt sushi brand "Sushiro" opened in Xidan Joy City. At 12 noon that day, just one hour after the opening, more than 240 tables had been booked, and the waiting time was more than two and a half hours.
"The sushi I've been missing since I came back from Tokyo is finally in Beijing!" After hearing the news of the opening of the first store in Beijing, two consumers came early in the morning to line up and waited for nearly half an hour before finally getting a seat. The large electronic screen next to the booth became a "virtual conveyor belt", and various dishes were transmitted and flowed on the screen in a form close to the real thing. Consumers can order food by touching the picture of the dish, and then the food is presented to the table via the conveyor chain.
It is reported that the "digital conveyor system" used in the store is different from the traditional physical conveyor system. It simplifies the ordering process of traditional conveyor belt sushi and can better guarantee the quality of food. In addition, there is a row of single dining seats in the store. There are partitions on both sides of the table, and there is a large screen for ordering directly in front of it. Diners do not need to communicate with the staff during the whole process, and it is also affectionately called "i-friendly restaurant" by many diners.
The reporter learned that this brand originated from Japan and was founded in 1984. It currently has more than 800 directly-operated stores in Asia, including markets such as China, Thailand, and Singapore.
After entering the Beijing market, the restaurant has adapted to the current competition of "quality-price ratio" in the catering consumption market and has set prices relatively close to the people. The reporter noticed at the Xidan Joy City store that there are more than 200 dishes on the menu, including bluefin tuna, salmon, sweet shrimp, ramen, tempura, steamed chawanmushi, etc. The price of sushi starts at 10 yuan per plate and does not exceed 28 yuan, of which 10 yuan items account for 60%.
Kazunari Matsuda, the managing director of Beijing Sushiro, said in an interview with reporters that the first store in Beijing is an important part of the brand's internationalization strategy. There are currently no specific plans for future store expansion in Beijing and mainland China, "this will be based on customer feedback, including the first store in Beijing, and business performance."
