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What changes should restaurants have in After-Corona? –Listen to the long-established restaurants "Ebiya" and "LINE Delima"

The first online seminar was held on May 28 at CNET Japan. The theme is how to support restaurants with technology. Due to the influence of the new coronavirus, the restaurant industry is forced to close and close, and many stores are in a difficult situation. There is no doubt that how to utilize technology will be one of the keys to continue business while overcoming this crisis and adapting to the "new lifestyle".

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The seminar was welcomed by panelists, who have been practicing highly efficient and highly profitable management with their unique store visit prediction solution while running the long-established restaurant "Ebiya Oshokudo" in Ise City, Mie Prefecture. Haruki Odajima, President and CEO. And Hideo Fujii, the executive officer and CEO of O2O Company of LINE, which develops the food delivery service "LINE Delima" and the takeout service "LINE Pokeo". In addition, Mr. Fujii will be appointed as President and Representative Director of Demaekan in June.

 We talked about what kind of change the restaurant should make in the after-corona from the standpoint of the site and platformer. The day's moderator was Ryo Fujii, editor-in-chief of CNET Japan.

Store sales are almost zero–the reason why EBIYA didn't panic

 Everyone who achieves overwhelming sales and profit margins by predicting the number of customers with a highly accurate accuracy of 90% or more of the hit rate and using it for marketing and store management. However, even with the company that has made full use of such technology, it was impossible to avoid a drastic decrease in the number of customers due to this new coronavirus and the accompanying sharp decrease in sales.

Until February, just before the impact became apparent, the company achieved average sales of 105% year-on-year, but it decreased 75% in March, 95% in April, and finally in May. It fell 99% and fell into a situation where sales did not stand at all. Since the store is located in a tourist spot, the self-restraint from the end of March and the declaration of an emergency spread all over the country after April directly affected sales.

However, Mr. Odajima seems to have calmly looked at the situation without panicking. The traffic volume around the stores, which is constantly analyzed using the sensing function of the store visit prediction solution, decreased by 3.3% from the previous year in February, but decreased by 20.5% in March and decreased by 90.3% in April. In May, it was down 97%, and it can be seen that simply because there weren't many customers visiting the surrounding area, sales were down.

The data collected by the company shows that the number of customers is clearly decreasing.

The data collected by the company shows that the number of customers is clearly decreasing.

With such objective data, he said, "Even if sales do not come back [although self-restraint is over], it is possible to clearly distinguish between store problems and market problems. You can decide whether you should do it."

Then, how did the new coronavirus affect food delivery and takeout that do not provide meals in the store? LINE, which announced its investment in Demaekan in March, is also working with the Demaekan on the platform of its food delivery service "LINE Delima", and along with Takeaway service "LINE Pokeo", the market is in high demand. I am trying to strengthen the offensive. Of course, we also collect data on user trends related to delivery and takeout.

LINE offers delivery service "LINE Delima" and takeout service "LINE Pokeo"

LINE offers delivery service "LINE Delima" and takeout service "LINE Pokeo"

According to Mr. Fujii of LINE, since the announcement of the emergency situation in the first half of April, the number of inquiries about the opening of the delivery service from restaurants has increased rapidly, and the demand for user delivery has also been increasing from mid-April. It was said. As for takeout, not only the number of inquiries from restaurants and orders from users increased, but also the ratio of users in their 20s increased and the need to purchase family members increased It was said that the movement was seen.

Japan, where the market for delivery and takeout is still small compared to other countries. I think the amount of growth is large

Japan, where the market for delivery and takeout is still small compared to other countries. I think the amount of growth is large

What measures were taken by each person in the coronal disaster

While the main store operation was the main one, sales decreased significantly, but the delivery and takeout markets handled by LINE were activated, and in the past few months, both parties were taking some measures and measures to increase sales. I wonder.

First of all, Mr. Odajima's Ebiya and Daishokudo decided to simply "close". Even so, he said that he set the indicators based on the exact data and put into practice when to take a leave and when to resume business.

Specifically, we will determine which is more profitable compared to the same period of the previous year, which is the case of continuing the business as it is and the case of using the employment adjustment subsidy to promote benefits by the Ministry of Health, Labor and Welfare. Calculated from the balance. The company calculates the actual visitor entrance rate from the traffic volume in the surrounding area, and if the traffic volume in the surrounding area is less than 2000 people per day, it is best to stop the business and rely on the employment adjustment subsidy.

According to the data, it is best to take a leave and rely on a subsidy if the traffic is less than 2000 people.

According to the data, it is best to take a leave and rely on a subsidy if the traffic is less than 2000 people.

Regarding the subsequent resumption of business, as a result of taking into consideration the changes in the underlying data and circumstances, we decided to use a traffic volume of 1500 or more as a guideline. After actually exceeding the standard, when we resumed business on May 27, the surrounding stores were still closed, so it was more than expected that there are 5 times more visits than usual. Mr. Odajima said, "Having data worked effectively. It was good that I was able to take an early leave because I was running sly and the cache was disappearing due to the continued deficit." I strongly felt that I had a "," he recalled.

In addition, even if the store is closed, it is possible that the management of the restaurant itself will be impossible depending on the future situation, and in the event of an emergency, various skill improvement training will be conducted so that employees can move smoothly to other industries. I was there. We have prepared various programs such as business administration, idea training, customer service, data analysis, English, Chinese, psychology, and of course, online training. Eventually, he is thinking of offering this training program as a service to the outside.

Skill improvement training for all employees, including part-time workers, during the holidays

Skill improvement training for all employees, including part-time workers, during the holidays

The program is tight all day long

The program is tight all day long

On the other hand, LINE has strengthened cooperation with each local government that has launched a subsidy system to promote the use of delivery and takeout. By indirectly participating in discount coupons that can be used when using delivery/takeout, we indirectly supported restaurants. As a result, the transaction volume in the area where the cooperation campaign with the local government was carried out increased compared to other areas, and in some areas, LINE Derima showed an increase of 300% compared to before the start.

Regarding delivery, we also worked on "contactless delivery" from the viewpoint of infection prevention. By allowing the user to fill in the remarks column when placing an order, it is possible to deal with so-called "delivery", which has led to the promotion of cashless payments such as LINE Pay. From the flow of stay homes, the amount of advertisements on TV commercials in the Demaekan building was increased, and diffusion promotion on YouTube and SNS was also developed for young people, aiming to popularize delivery to the general public.

Cooperating with local governments that independently provide subsidies for delivery and takeout, LINE responds with coupons etc.

Cooperating with local governments that independently provide subsidies for delivery and takeout, LINE responds with coupons etc.

LINE official account now shows that delivery/takeout is supported in the restaurant profile information

LINE official account now shows that delivery/takeout is supported in the restaurant profile information


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