Practice of market analysis and trade area analysis ~Ramen Jiro as an example~

In this blog, we have introduced various methods of market analysis and trade area analysis that can be done for free, but let's actually do something using them.So, I would like to take up the case of Mr. Ramen Jiro. What does it look like when you look at "Ramen Jiro" from the perspective of opening a store?This is the story.I've been eating a lot less lately, probably because I've gotten older, but when I was younger, this ramen shop was very indebted.

Let's take a look at the store network of Ramen Jiro.The shop called Honten is located in Mita, Minato-ku, Tokyo.Currently, there are 41 stores, 1 stores in Tokyo and 3 prefectures, and the range of stores seems to be expanding from Sapporo in Hokkaido in the north to Kyoto in the west. "It seems" is because it is difficult to find information that lists all the stores of Ramen Jiro's store network, and the source of this information isThis is Takumen.com's pageI used this as a reference.

Evaluate Ramen Jiro's store network

I would like to confirm how we are expanding our store network in Tokyo and three prefectures in the Tokyo metropolitan area centered on the Mita Main Store.

What I introduced when I wanted to check where a chain store is located was how to plot the store address information on a map.Looking at this, there are 32 stores in the Kanto region, centered on Mita, where the head office is located, and in the north is Sapporo in Miyagi Prefecture, Sendai City in Miyagi Prefecture, Fukushima Prefecture, Niigata Prefecture, and in the west is Kyoto. I understand.Since it is a ramen shop with a very long history and a solid fan following, I think it would not be strange to develop a nationwide store network.

Since it will be a bit wide when it comes to all over Japan, let's first plot the stores in the Tokyo metropolitan area on the map.I hadn't imagined this until I made the map, but when I drew a circle little by little with the Mita Main Store in the center, I got the impression that the stores were neatly scattered in concentric circles. received.It's not about where each store is located, but how the entire store network looks when viewed as a store network.

Ramen Jiro's store opening strategy, which can be imagined from this map, seems to expand radially from the Mita main store.I felt that the stores were opened with similar intervals and distances between the stores in the concentric circles.In other words, it can be imagined that consideration is given to avoid overlapping or duplicating the commercial areas of each store.

There are also chain stores that open stores in the immediate vicinity of existing stores while overlapping trade areas.The opening of stores such as supermarkets and convenience stores also has such an aspect.On the other hand, Ramen Jiro seems to be a little different.It may be the same when you think about the feeling when you use it and the mental state of the user.Just because there is a shop in close proximity, I don't think it's the kind of place you'd want to go to repeatedly.It can be read from the situation of this Ramen Jiro store opening that it seems that the store is opened so as not to overlap the commercial area, taking into account the characteristics of what is sold.

Comparison with the store network of the competing chain “Butayama”

As a shop that seems to be conscious of such Ramen Jiro, there seems to be a ramen shop called "Butayama" that is being chased by the store network recently.Let's add the store opening situation of that company to the map above.It is a company that has several ramen business categories, but this is one of them.Then you can see that the way of development is different from Ramen Jiro.We are opening stores in such a way that the number of stores is densely packed in a relatively small area.There is also a way to open a store like this.

"Butayama" seems to have 20 stores now.Half of Ramen Jiro.There are 12 stores in Tokyo and 7 in Kanagawa.If you think they are concentrating their stores in a small area, they already have one store in Osaka.Ramen Jiro was opened by opening the distance between the stores, opening the intervals, but this company, for example, has two stores in Ota Ward, Tokyo, and two stores in Nakahara Ward, Kawasaki City. There is also an aspect that the stores are concentrated relatively close to each other, such as two stores in the ward.At the moment, I get the impression that the store opening policy is not well understood.I would like to continue to watch what happens after this.

So far, I have talked about my impression of the overall store network, but from the next time, I would like to explain the method of analyzing existing stores by taking Ramen Jiro stores as an example.Continued in next blogso.

Our YouTube channelI also uploaded a mini lecture.Please also take a look.