Subway, the world’s second-largest fast-food chain, faces challenges in Japan due to cultural preferences and changing trends.
1@Old Man Friends Club ★.Nov. 29, 2024 (Fri) 13:37:20.60ID:cXMgCnFa9
Subway is a sandwich chain whose trademark is its green and yellow logo. In the United States, where Subway originated, it operates more than 20,000 stores as of 2023, making it the most popular chain in terms of number of stores among major food chains such as McDonald’s and Starbucks. With approximately 37,000 stores worldwide, it is the second largest fast food chain in the world after McDonald’s. Meanwhile, Subway’s operations in Japan peaked 10 years ago in 2014, when it had around 480 stores, and has since been shrinking. After the COVID-19 pandemic, the number of stores nationwide has now decreased to 178, less than 40% of its peak. [Omitted] ● Many people want a “pre-made product” So what is the reason why Subway is struggling to grow in Japan? I asked Shigemori. “One of the main reasons is that the way Subway orders are served does not suit the Japanese national character. This is because a large proportion of Japanese people tend to look for “finished products” such as standardized products and packaged goods. They also tend to prefer simple ordering methods and want to get their products quickly, while Subway is unique in that customers can customize their products by choosing the type of bread, toppings, sauces, etc. In America, the ability to express originality through personal customization is in line with the national character of valuing the individual, and has been embraced. These differences in the national character of Japanese and Americans are likely the reason for the large difference in the support rate for Subway in the two countries.” Continued in Gendai Business 2024/11/29.
>>1 There are so many options that it’s hard to understand at first glance, but it’s also a hassle to take the time to ask a staff member for confirmation when there are people in line, so maybe that’s why people avoid going there? People who don’t use the store regularly will panic a little when they see the type of bread available, not knowing which one to choose.
Yes, even the annoying ramen shops that keep telling you all about their particularities and trivia don’t just say “This is ours! If you don’t like it, don’t come!” They ask you how firm you want your noodles, how strong you want the flavor, and how oily you want them.
>>30 You can? It might be possible now because they use tablets to order, but when they had staff ordering, if you told them to leave it to them, they would make bread and dressing from the basic menu set by Subway.
It’s not that much of a hassle to just ask them to make it for you. It’s not because I don’t make it myself, but first of all the bread tastes bad. The bread was dry and tasteless, not suited to Japanese tastes. The fillings were all pretty much the same and there was no attempt to cater to Japanese tastes. I soon stopped going.
It’s fun because it’s raw vegetables and you can choose from a variety of options, but in the end it always ends up being the same. I no longer settle for the Milano sandwich at the nearby Doutor.
Umm, When you take it home, it’s all soggy with the water from the vegetables and you have to eat it on the spot When you order a takeaway set, make sure the bread is separate If there are two of you, you can order half and half Make a set product.
In that respect, it’s a good thing that the number of stores with semi-self-service registers is increasing. It reduces stress by eliminating the need to deal with troublesome interactions with store clerks regarding payment methods and point handling.
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