Created in 1998 by
Grégory Marciano (the current CEO), Hervé Louis and Adrien de
Schompré, Sushi Shop became France's no. 1 global brand in the
Japanese food catering and home delivery. This company was at first
created in order to make Japanese gastronomy available for everyone
by mixing japanese culture with french "savoir - faire".
With a turnover of 150 million euros in 2013, Sushi Shop keeps
growing itself and by the end of 2014, Sushi Shop's CEO hopes to have
more than 200 outlets in France and to “become the the european
leader in Japanese fast food” - Grégory Marciano.
A
concept launched at the right time
As in 1998 there
were no similar types of offer on the french market and all Japanese
restaurants were owned by famous Japanese companies and were also
focused on the very high end, whereas Sushi Shop's founder tend to
centralize their company on the offer of french sushi with creative
creation and a home delivery service (which now represents more than
80 % of Sushi Shop's turnover).
That's why
concerning the creative part of Sushi Shop, on the one hand, the
company made the choice to propose high quality products and on the
other hand to create a sort of high end gastronomy home delivery with
new flavours and new components. Especially with the collaboration of
famous starred chiefs like Jean François Liège or Joel Robuchon who
try to combine french gastronomy with the japanese one in order to
create new original flavours. By focusing the brand image on high end
products and service, Sushi Shop also wanted to collaborate with
famous people who are close to this image like Kate Moss and also
create sophisticated , stylish packaging such as Kenzo Takada or
Lenny Kravitz.
In addition, Sushi
Shop was able to take advantage of the social trend about the fact
that fast food restaurant was taking priority over traditional
restaurants as people have less and less time to eat. Moreover, there
was also the fact that nowadays people are giving a huge importance
to healthy food and eating a balanced diet are the principal values
shared by Japanese food and culture.
A
worldwide success
Sushi Shop is
already set up in foreign countries like Belgium, Dubai, Italy,
Spain, Germany (2014) and in 2012 in New York city, where the made in
France sushi has seduced everyone. Now, for the company, the growth
will now rely on a foreign devolpment of Sushi Shop. According to
the company's founders, Sushi Shop has now reached the maximum
capacity on the french market in which there are only few cities
where they could set up a Sushi Shop outlet.
Sushi
Shop diversification
Sushi Shop's
founders are trying to diversify their offer and to set up a new
company (Bottega Romana) in a new market (Pizza) by proposing a new
way of eating pizzas. This concept is to propose portions of pizza
(20cm x 10cm) from 3.90 € to 6.90 € that consumers can eat in the
restaurant or at home with the home delivery service.
Sushi Shop and
Bottega Romana's founders now hope to open roughly 20 shops in France
in 2015 as they already have established one in Paris and Toulouse.
Will this new
concept meet the same success as Sushi Shop ? The founders seem
optimistics whereas a few doubts can be put forward concerning this
foreseeable success.
Mihindou Hindet P.
Hi Pierrick, as you may know pizza restaurants and pizza delivery are very present in France, it is a "saturated" market with a lot of competition and as you say in your article Sushi Shop was launched in the french market when "there were no similar type of offer" so do you think that the new concept, Bottega Romana, will have the same success that Sushi Shop has known ?
ReplyDeleteEmmanuelle P.
Hi Pierrick,
ReplyDeleteThis company diversifies its products to reach a greater number of consumers. But I'm not sure that this new concept of pizza will become as popular as Sushi Shops are. Do you think, if this idea would not work, they will open a Spanish food restaurant?
Neymat
Hi Pierrick !
ReplyDeleteIf you had the money, would you like to enter the sushi market where there are more and more competitors ? Would you have any strategies to do so ?
Hi everyone,
ReplyDeleteFirst, to answer at Emmanuelle and Neymat's questions, I think that Bottega Romana is completely new and different as there are no similar fast food restaurants which offer portions of pizza with high end products. That's why, despite the fact that there are a few pizza restaurants which propose home delivery service like Bottega Romana, the focuse on high end products and and brand image of quality will allow Bottega Romana to set itself up in this market. This brand image is the key to meet the same success as Sushi Shop did.
However, Sushi Shop's founders still don't have the plan to open a Spanish food restaurant, but it could be an other idea to diversify their activity and branch into a new market.
Concerning your question Samuel, I think it's a bit too late to branch into the sushi market as there are already a lot of competitors and it will be a suicide to create a company in this market. However, I still think that by focusing your brand image on high end products, people will go in your restaurant even if the prices are a little bit higher than the competitors as now people really want to eat good and healthy products. Nevertheless, I think Neymat's idea to open a Spanish fast food restaurant could be really interesting as it's a market with a huge potential as there is no competitors.
Great tips regrading catering packaging. You provided the best information which helps us a lot. Thanks for sharing the wonderful information.
ReplyDelete