Shifting strategy to lure local customers<\/p>\n
Rudijanto, Contributor, Jakarta<\/p>\n
With the departure of a significant number of Japanese
\nexpatriates, the owners of Japanese restaurants, which have
\nmushroomed throughout Indonesia since the early '70s, have mostly
\nshifted their strategy, location and even name and cooking
\nconcept to lure local customers.<\/p>\n
Yoshiko restaurant, for example, decided to move from the
\ncentral business district (CBD) to the residential area in
\nKebayoran Baru district. This change in location marks the
\nrestaurant's shift in strategy and concept.<\/p>\n
"We moved here five years ago. Previously, we were known as a
\nvery exclusive restaurant with high-end customers. Since the
\nmarket is shrinking, we are now targeting more the middle-up
\nmarket, mainly young executives" said the restaurant's owner.<\/p>\n
Not only that, Yoshiko restaurant even changed its name to
\nStrattoria Yoshiko. The inclusion of the Italian name means that
\nthe restaurant's previous concept of pure and traditional
\nJapanese restaurant has changed into Japanese and Italian
\nrestaurant.<\/p>\n
The Yoshiko restaurant pampers the Japanese with truly
\nJapanese cuisine that reminds them of the food they had savored
\nat home.<\/p>\n
The rapid spread of Japanese cuisine in Indonesia took place
\nin the early 1970s when Japanese investment started to flood
\nIndonesia.<\/p>\n
Accompanying this huge investment, Japanese engineers and
\nsupporting personnel came to stay in Jakarta. These tough and
\nhardworking people certainly need food that is suitable to their
\ntaste.<\/p>\n
But the good era when large numbers of Japanese investors and
\nexecutives stayed in the country ended when the economic
\nsituation in Indonesia deteriorated following the economic
\ncrisis. The shrinking business has forced many Japanese to leave
\nthe country.<\/p>\n
Currently, Jakarta has dozens of Japanese restaurants in major
\nhotels such as Crown Plaza and Le Meridien, and high-rise office
\nbuildings such as Plaza Bapindo, Summit Mas, and Plaza BBD. This
\nchoice of location around the CBD is not too surprising since
\nmany Japanese expatriates work and stay in and around the CBD.<\/p>\n
The shift in target market from Japanese to locals constitutes
\na natural consequence of the dwindling Japanese customers. Almost
\nall Japanese restaurants in Jakarta are doing so as their
\nstrategy to survive and tap new local customers.<\/p>\n
"Previously, we are aiming at Japanese customers but due to
\nvarious economic and security reasons that have forced the
\ndeparture of the Japanese, we have changed our focus to develop
\nlocal customers," Mega Datulong of Manjiro Restaurant in
\nJakarta's Crown Hotel said.<\/p>\n
Other restaurants may still have bigger numbers of Japanese
\ncustomers, especially those Japanese visitors, but such
\nrestaurants are starting to think of tapping the potential local
\nmarket.<\/p>\n
"We want to develop more local customers now, especially the
\nmiddle-upper segment," noted Friska Eliana of Kyoka Restaurant
\nthat is located at Plaza Bappindo I, another of Central Jakarta's
\nhigh-rise office buildings.<\/p>\n
This shift in customer target has consequences in the pricing
\npolicy as well as the menu of the restaurants in their effort to
\nadjust to local tastes.<\/p>\n
"We offer special menu with lots of fried stuff such as fried
\nrice. We do this as we notice that many local customers prefer
\nfried food. With this special menu, we expect the locals to like
\nour restaurant," Friska added.<\/p>\n
The adjustment to local taste is not only limited to offering
\nfried menu but even to the adjustment in ingredients as well.<\/p>\n
Mega of Manjiro restaurant also admitted that her restaurant
\nhas made several adjustments to accommodate local tastes. But she
\nemphasized that the restaurant still imported most of its
\ningredients.<\/p>\n
"There are adjustments, for instance in Miso Paste of which we
\nhave reduced certain ingredient that gives it particular taste.
\nWe reduce it because many local customers do not like its
\nflavor," said Mega.<\/p>\n
Another Japanese restaurant in the CBD area, Basara, even
\ncooks certain Japanese menu in a way that suits its customers'
\nrequests.<\/p>\n
"We still offer a standard Japanese menu but we are open for
\nadjustments requested by our customers. After knowing the
\nstandard Japanese menu, some locals prefer to add more sweet
\ntaste or reduce certain taste. Thus, we accommodate their
\nrequests," said Arief Herwanto of Basara restaurant.<\/p>\n
Basara restaurant itself is the new name of Chikuyo Tei
\nrestaurant. Located in Sudirman Road's Summit Mas Building, the
\nrestaurant has changed its name in March last year as a sign in
\nthe change of business concept and strategy. Basara is the brand
\nof a new Japanese franchiser.<\/p>\n
While other Japanese restaurants feel the need to adjust their
\nmenu to suit local customers, Rio of Stattoria Yoshiko believes
\nthe opposite. Instead of shifting more to aim at local customers,
\nhe does not feel the need to adjust the taste.<\/p>\n
"We stick to the Japanese menu because we want to be different
\nwith other Japanese restaurants here. Thus, there is no
\nadjustment in ingredients. All ingredients are authentically
\nJapanese ones. Japanese customers often told us that the taste of
\nfood here is the same as what he ate in Japan," Rio said.<\/p>\n
Since the prices of Japanese food are between Rp 65,000 up to
\nRp 1 million per set-menu, those dining at Japanese restaurants
\nare among the well-to-do members of society, at least for local
\ncustomers.<\/p>\n
The market is small. This has made the competition among
\nJapanese restaurants in attracting local customers very tough.
\nBut all players seem not to be deterred by the competition.<\/p>\n
"We are not afraid of the competition because we have our
\nspecialty, for instance Unagi with imported eels from Japan,"
\nsays Friska.<\/p>\n
Grilled Unagi is a delicacy in Japan, popular not only for its
\nflavor but also for its stamina-giving properties. Unagi combines
\na rich flavor with an appetizing texture, crisp on the outside
\nbut tender on the inside.<\/p>\n
With each Japanese restaurant having its own specialty,
\ncustomers have clearer option to select the restaurant to pamper
\ntheir love for Japanese food or, simply, for adjusted Japanese
\nfood that suits their local taste.<\/p>",
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