British pubs a hit in frugal Japan
According to the Nikkei, there is a renowned British cultural export that is proving popular among Japanese youth - the pub. But it isn’t just the boisterous British atmosphere that is a hit. It is also the Western-styled sales strategies.
Head of operations for The Hub Co., Motosuke Inoue, believes their success can be put down to the light-hearted British atmosphere and the cash-on-delivery payment system. Both the exterior and interior of their establishments mimic traditional English pubs, while drinks can be paid for individually, lending it the illusion of cheaper value. This is especially popular among frugal younger Japanese.
The difference is remarkable: drinks account for 20% more of sales-per-customer than they do at Japanese bars.
British pubs, according to The Japan Times, are also popular places to socialize, to partake in British pastimes and cuisines, as well as a place to emerge yourself in an English-speaking environment.
The success of British pubs comes at a time when domestic shipment of beer in Japan plunged to a record low. According to yearly statistics, beer sales have fallen 12.9% year-on-year. Analysts attribute this to the lower beer consumption-rate by Japanese in their 20s and 30s, and an increase in taxes on beer sales.
British pubs in Japan, however, are not exact translations of the UK version. Customer-care remains pivotal, and staff may still see you off at the door, smiling.
The Hub is a subsidiary of Royal Holdings Co., with some 50 pubs spread across Japan.