【異端】「おにぎり専門店でスニーカーのビジネスモデルは通用する」熱狂を生む天才アトモス創業者の挑戦に密着（本明秀文／大塚おにぎりぼんご／新宿おにぎりまんま／呪術廻戦／RIEHATA／atmos）

Summary

The transcript discusses the growing trend of onigiri (rice balls) shops in Tokyo, particularly in新宿 (Shinjuku), and how their business model differs from traditional retail, such as the speaker's previous sneaker business. It highlights the low initial investment required for onigiri shops, the emphasis on quality ingredients, and the appeal of a takeaway model. The conversation touches on the importance of location and creating a unique customer experience, drawing parallels to the speaker's success in the sneaker industry. It also explores the idea of adapting successful business strategies from one industry to another, emphasizing collaboration, quality control, and creating desirable products that resonate with customers.

Takeaways

• 🍙 The popularity of onigiri (rice balls) has led to a trend of onigiri specialty stores, offering a variety of fillings and a unique dining experience.
• 👟 The business model used for selling sneakers can be applied to the onigiri industry, emphasizing collaboration and quality management.
• 💰 Initial investment for an onigiri business is relatively low, requiring only basic ingredients and equipment, making it an accessible business opportunity.
• 📈 Success in the onigiri business hinges on securing a location with high foot traffic, as this can significantly impact profitability.
• 🛍️ The takeout nature of onigiri makes it well-suited for a business model focused on takeaway and delivery services.
• 🤝 Collaborations, such as with well-known sneaker brands like atmos, can help create a buzz and attract customers to onigiri stores.
• 📉 The importance of quality control is highlighted, with a focus on not betraying customers' trust and maintaining a high standard of ingredients.
• 📈 The potential for profitability in the onigiri business is noted, though it is not considered a get-rich-quick scheme and requires strategic planning.
• 🏪 The script mentions that onigiri stores can be scaled up, but the focus should remain on maintaining a unique dining experience rather than just expanding for the sake of it.
• 🌟 Creating 'hero products' or signature onigiri that customers recognize and seek out is a strategy for building brand recognition and loyalty.
• 🛒 The role of online sales (EC) in modern business is discussed, with the idea that a successful business model should incorporate both physical stores and online sales.

Q & A

Why did Mr. Tomioka decide to start a business selling onigiri?

Mr. Tomioka was inspired by the quality and taste of onigiri he had at a place in Otsuka and saw a business opportunity in offering a higher quality and more luxurious version of the convenience store staple.

What is the appeal of onigiri as a business model?

Onigiri require minimal initial investment and equipment, making it easy to start. The focus is on quality ingredients and rice, which do not necessitate a large space or complex machinery.

How does the popularity of onigiri shops relate to the current food trends?

Onigiri shops are part of a trend towards specialty stores that focus on a single type of food, offering a unique and high-quality experience that differentiates them from convenience stores.

What is the significance of location in the success of an onigiri shop?

A location with high foot traffic is crucial for attracting customers. The business model relies on a high volume of sales in a busy area.

How does Mr. Tomioka's experience in the sneaker business influence his approach to selling onigiri?

Mr. Tomioka applies principles from his sneaker business, such as collaboration, quality control, and creating desirable products, to his onigiri business to ensure customer satisfaction and loyalty.

What is the average price of an onigiri at Mr. Tomioka's shop compared to convenience stores?

The average price of an onigiri at his shop is around 420 to 430 yen, which is more than double the price of a typical convenience store onigiri.

Why did Mr. Tomioka choose to focus on a takeout model for his onigiri business?

The takeout model aligns with the onigiri's simplicity and allows for a focus on quality without the need for extensive infrastructure or services associated with sit-down dining.

How does Mr. Tomioka's approach to business strategy differ from simply trying to maximize profit?

Rather than just focusing on profit, Mr. Tomioka emphasizes creating a unique customer experience and building a 'believer business' where customers are loyal and attracted to the quality and uniqueness of the product.

What is the importance of creating a unique experience in the current competitive onigiri industry?

A unique experience is essential to stand out in a crowded market. It helps to create a brand and customer loyalty, which can lead to better long-term success than simply having more physical stores.

How does Mr. Tomioka view the role of online sales in his business model?

Online sales are crucial in the current business environment. Mr. Tomioka believes that a business without an online component is at a significant disadvantage.

What is the significance of creating 'hero products' in Mr. Tomioka's business strategy?

Hero products are key items that become widely recognized and sought after. They help to build the brand's reputation and attract customers, contributing to the overall success of the business.

How does Mr. Tomioka's approach to business reflect his views on the importance of customer satisfaction?

Mr. Tomioka's approach is customer-centric, focusing on quality and creating products that meet customer desires. He believes that customer satisfaction is the key to building a successful and sustainable business.