Although today, "fast, delicious and cheap" can no longer give a fast food brand an absolute competitive advantage, in the era when Yoshinoya just started to stir up, it really achieved the goal of 1 store annual sales 1 100 million yen with only a bowl of beef rice.

Yoshinoya's first store moved to Tsukiji area after the Great Kanto Earthquake in 1926, which later became the famous Tsukiji No.1 store. The diners here are mostly the staff of the seafood trading market. For them, efficiency is money, and there is no more time left for eating.

In order to sell more beef rice, founder Song Tian Mizuho decided to get rid of the original ingredients such as shredded konjac, green onions, bamboo shoots and tofu, and only kept beef and sweet onions, which greatly improved the production efficiency.

1965, the business hours of Tsukiji Store are from 5: 00 a.m. to 0: 00 p.m. 1 p.m. In the busiest time, customers even eat standing up, and they turn over the tables every six or seven minutes on average. In a store with only 20 seats, we sold an average of 1000 beef rice a day, and successfully achieved the goal of annual sales of 1 100 million yen.

Later, the crowded seats in Yoshinoya's store were mostly to improve space utilization and maintain the business model of "fast simultaneous rotation". But at the same time, this design also makes many female customers who pursue dining experience feel uncomfortable.

It is even suggested that Yoshinoya poured gravy on beef rice in order to make it soft, and he could only eat it with chopsticks. Such a vulgar way of eating will naturally "dissuade" some diners who chew slowly.

Whether this is the means used by Yoshinoya to pursue the turnover rate is beyond examination. However, the name "men's fast food restaurant" has not faded with Yoshinoya until today.

Let's say "delicious".

Hideyoshi Abe, then president of Yoshinoya Holding Group, once mentioned that in Japan in 1970, beef was still a luxury food, and the ingredients on many family tables were mainly pork and chicken, so the happiness was self-evident.

Because the beef used by Yoshinoya is grain-fed cattle from the United States, in 2003, when mad cow disease broke out, they had to take off beef rice and urgently develop new dishes. When the imported cattle were finally lifted, a mother donated 2 million yen in cash to Yoshinoya, hoping that Yoshinoya would once again put on the shelves the beef rice that her dead son loved most.

But tastes vary from person to person, and marketing is indispensable to making a name.

As we all know, behind every time-honored brand, there is a story of xian and bian, and Yoshinoya, who has a history of 100 years, is no exception.

The founder's surname is Song Tian. Why is the store called "Yoshino"? That's because Song Tian "borrowed" a Japanese12nd century legend to prove the authenticity of his own beef rice. When General Yuan Yijing and his concubine took refuge in yoshinoyama, they taught the local residents the skills of cooking beef, which made it a local delicacy.

Imagine, in the era when food is not so rich, passing by a shop called "Dongpo Meat", how much would you want to stop and have a taste?

However, the Yoshinoya Tsukiji store initially faced the market personnel who handled fresh ingredients every day, and the taste was much more critical than the average person. Even though most of the ingredients were cut off, his beef rice still won many repeat customers.

The most useful method is just the stupidest. They remembered the looks and tastes of the regulars, and introduced juicy beef rice, beef rice with little sauce, beef rice with big bowl and beef rice with red meat in Tsukiji store, and gave them the "old-fashioned" food at the first time when the regulars came to the door, which greatly saved the time of communication and waiting.

The location and customers of Tsukiji store also decided Yoshinoya's initial position of parity and closeness to the people. To put it another way, even if customers come and go with thick pockets, this group of people know exactly how much it costs in a bowl of rice. If it is not the real price, it is difficult to go through a hundred years.