30 Oct 2023
If talking about famous ramen from Japan. or anyone who goes to Japan Don’t miss having to stand in line. Sometimes the queue is longer than 1 hour.
It’s probably impossible to escape “Exam Ramen” or the ramen chain whose real name is “Ichiran”.
And recently, the original exam ramen shop is coming to Thailand.
Because Ichiran has announced that it will open Ichiran Ramen Pop-Up or pop-up store in Thailand. At Central World, 3rd floor, Nippon Market zone, from 11-26 November.
It is said that even though it was only a short period of time, it received quite a bit of attention from Thai people.
Until many people went to the comments asking for Ichiran to open in Thailand permanently.
So what is it about Ichiran, the famous ramen chain, that makes everyone want to eat it?
MarketThink will take you to get to know this brand. and take apart the brand strategy together..
Ichiran is a ramen chain from Japan. which started in 1960 or 63 years ago
Formerly known as “Futaba Ramen,” it was a small ramen shop on the side of the road in Hakata City, the original town of Tonkatsu Ramen. Located in Fukuoka Prefecture. before changing to the name Ichiran in 1966
After Ichiran has been serving deliciousness in a small restaurant for almost 30 years
In 1993, owner Manabu Yoshitomi decided to renovate the store with a new concept. To serve as a model for expanding branches to other cities in the future.
This new concept is divided into 5 originals, which is what made Ichiran famous, differentiated it from other ramen brands, and made it known as “test ramen”.
So what are the 5 originals from Ichiran?
1. 100% real pork bone broth
Having said that, Ichiran is different from other ramen shops in that they focus on selling only Tonkatsu Ramen. or pork bone broth ramen alone
Because they want to dedicate themselves to developing the taste of what they are good at to have the highest quality.
Ichiran’s pork bone broth is boiled from real pork bones to give the soup a natural aroma.
Importantly, Ichiran does not use ingredients that contain trans fats. which causes heart disease and high cholesterol
Ichiran also adds collagen to the soup. which has properties in helping maintain bones as well
And to avoid the Tonkatsu soup recipe which is the essence of the ramen leaks out
So there are only 4 people in the world.. Who knows the secret recipe for making Ichiran’s tonkatsu soup.
2. Red hot sauce that is a secret recipe
Red hot sauce that is a secret recipe That can only be found in Ichiran’s ramen.
By this spicy sauce Made from more than 30 ingredients that were left to cure. When put in ramen It will help complement the flavor and make it spicy, intense, and more deliciously mellow.
3. Designing the restaurant to be suitable for eating alone.
The main turning point that makes Ichiran different from other ramen shops is the design of the shop in the form of a partition. Suitable for eating alone.
The reason why Ichiran designed the store like this is because Ichiran wants customers to be able to enjoy the ramen in front of them as much as possible. Without the chaotic atmosphere of the shop disturbing you.
In addition, Mr. Manabu Yoshitomi also saw a pain point from seeing a group of female customers who came to eat ramen in the shop. There is often a feeling of uneasiness. When I had to eat ramen next to other customers because I was worried that I would be stared at when I inhaled the noodles. Therefore, you must always use your hands to cover your mouth.
For this reason, Mr. Manabu Yoshitomi intends to design and develop Find a way to make customers able to come in and eat ramen with peace of mind. So it turned out to be a separate stall suitable for sitting and eating alone.
which the look of the enclosure That makes customers sit and eat alone. It looks similar to a customer sitting and taking an exam.
This is the reason why many people call Ichiran “examination ramen”.
4. Food ordering format
besides the seat which is designed so that many people call it Ramen exam
Another gimmick that makes Ichiran even more of a ramen test is the process of ordering ramen.
When you sit in your private seat, Ichiran will have a piece of paper similar to an exam paper. For customers to circle to Customize their own ramen. What kind of ramen do you want, whether it’s the level of spiciness? Level of softness of the noodles Do you add garlic or other vegetables?
and after ordering Ramen noodles that the chef has cooked. Will be put into the bowl within 30 seconds.
And after adding soup to the bowl Ramen is served to customers within 15 seconds, or the rule known as the “15 Second Standard.”
All of this is to ensure that The ramen that will be served to customers is fresh, delicious, and of the same quality in every bowl.
5. Kae-Dama system
Ending with the Kae-Dama system, one of the unique characteristics of Hakata style ramen.
Simply put, kaedama means ordering more ramen noodles. to eat with the remaining ramen soup In case you are not full yet
By Mr. Manabu Yoshitomi designed the Kaedama system. To be able to easily order lines
Just take the tray that is placed on the table. Place it on the table in the specified frame. Just this, the employee will immediately know that they are asking for more lines without the customer having to call the employee and waste time.
Another interesting gimmick. And in some Ichiran branches, there are various signs hanging on the sides of the tables.
which the sign says It’s said that The restaurant is too noisy, I don’t know how to order food. What must I do?
When the hanging plaque is placed Employees will immediately know what kind of assistance the customer needs.
At this point, you can see why Ichiran is a ramen shop that many people want to try.
If briefly summarized, Ichiran’s key strategy is to create a unique experience for customers. Also known as “Experiential Marketing”
Whether it is designed for customers to eat with peace of mind It feels similar to taking an exam.
There are various systems that are well thought out. By taking the customer as the center To facilitate in various aspects
Plus the ramen has good taste. Meticulous in doing
This makes Ichiran one of the ramen chains that many customers remember and are attracted to.
This is the point that makes Ichiran’s income not ordinary at all.
Year 2019, revenue 6,940 million baht
Year 2020, income 4,480 million baht
Year 2021, income 4,630 million baht
Year 2022, revenue 5,640 million baht
Even during the epidemic Some sales will be lost. This was because tourists were unable to travel to Japan, but in the following years, incomes began to recover.
While in terms of the number of branches, Ichiran currently has 86 branches, most of which are branches in Japan.
It also has branches in the United States, Hong Kong, and Taiwan.
As mentioned above, Ichiran is coming to open a Pop-Up in Thailand in mid-November.
Previously, Ichiran has also opened Pop-Ups in several countries, including Malaysia, Indonesia, and Singapore.
Opening a Pop-Up is another interesting strategy.
Because Ichiran will be able to test the market to see that it has received good feedback. Or how much do customers like it?
Maybe if Ichiran opens a Pop-Up in Thailand and gets a good response.
Ichiran may decide to open a permanent branch in Thailand..
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refer:
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2023-10-30 10:41:23
