Jiro Ono's fame in sushi reached its peak at 20 1 1. His sushi skills are perfect, and in the past few decades, he has continuously cultivated new apprentices with superb skills. But the oldest Michelin-starred chef in the world has been unable to open a real branch. So, why can't Jiro Ono open a branch in Beijing or even Japan? For top sushi restaurants, raw materials are one of the core competitiveness of the supply chain. Chefs at Tsukiji Central Seafood Wholesale Market in Tokyo personally select the raw materials of Erlang Xiaoye every morning. Because of the high demand for raw materials in Jiro Ono, even Tsukiji market, the largest seafood market in Japan, doesn't have much raw materials to meet its demand. As for the Beijing branch, the raw materials of this supply chain are even more difficult to cover.

Generally speaking, Jiro Ono not only sells sushi, but also sells stories about Jiro Ono. In fact, most diners attracted by this name can't tell the subtle differences between Jiro Ono and his disciples in craftsmanship. However, the sushi restaurant run by Jiro Ono and the branch without Jiro are two different experiences for diners. At present, most sushi in Ginza is made by Jiro's eldest son. Jiro is only on-site supervision, but it is of great significance to diners.

In Japan, sushi restaurants are a very competitive industry, and the competition among top sushi restaurants is even fiercer. In 20 13, there have been four Michelin-certified sushi restaurants in Japan. Jiro Xiao Ye is one of them. In addition, there are Akihito's apprentice Shiro Watanabe's Shui Gu Sushi, Saito Sushi and Wujishou. Of course, there are many other top sushi restaurants recognized by diners. In such a competitive environment, it is obvious that Jiro Ono, which emphasizes perfection and high quality, will not easily open a branch. Once his ability cannot be balanced, the brand he has built for decades may be affected. Even the sushi empire he built will collapse.

Sushi is a big market with a large number of consumers in Japan. Jiro Ono has excellent brands and superb technology, but Jiro Ono has not achieved much commercial success. One of the core problems is that his positioning is too top-notch, putting himself in a narrow market segment, which limits his growth space. For 85-year-old Jiro Ono, the biggest problem at present is not to open a branch, but how to continue the brand and attraction of Ginza. Although his reputation has improved at present, most people worry that Jiro Yoshijima, who is about to rent a house, may see his reputation plummet after he retires in Jiro Ono. As far as sushi production technology and division of labor are concerned, Jiro Ono has left a good accumulation for Jiro Kikujima. Every link in the store is the responsibility of employees who have been trained for many years.

However, for the most important brands, it is too late for Jiro Ono to let go. The success of this sushi restaurant has much to do with Jiro Ono. In fact, when participating in the Michelin restaurant evaluation, it was not Jiro Ono who made sushi on the spot, but his eldest son Yoshikazu Ono. As a manager, Jiro Ono didn't do many things in advance, but passively, so he missed the best opportunity. Before the age of 70, Jiro Ono personally went to the market to choose ingredients for sushi restaurants, only to find that he was unable to do so. Jiro Ono doesn't know how to give the job to his eldest son. Letting go is the biggest obstacle facing the successor. When making sushi and eating sushi, Jiro Ono attaches great importance to timing, and the tradition of sushi restaurants should also be passed on.