The secret to growth in the era of ramen inflation is “family-friendly” and “limited menu items

Miso Boom” is About to Arrive!

Ippudo restaurants in Ginza are now filled with foreign tourists. Ippudo is also capturing inbound demand, and Tenka Ippin is attracting core customers. We followed the “secret strategies” of these chain restaurants that are growing in this age of ramen inflation.

The first part is here: “Breaking through the 1,000-yen barrier: Japan’s high-end lunches attracting foreign tourists in the era of ramen inflation” (Japanese only)

Rairaitei also has its roots in Kyoto. Although it is not as well known in the Tokyo metropolitan area as the “best ramen chain,” Rairaitei has 246 outlets in Japan, more than any of the other four chains mentioned above.

The company’s head office is in Shiga Prefecture, but its roots date back to when founder Toshinori Mameda, 56, took over a ramen restaurant in Kyoto City, selling “Kyoto-style soy sauce flavored chicken broth. The greatest feature of the restaurant is its “goodwill sharing” system, which is rare among major companies. President Mameda owns several luxury foreign cars such as Ferraris and Mercedes Benzes, and actively promotes his own lifestyle of living in a luxurious house to show his employees his dream. He then trains them to become store owners and entrusts them with new stores. This is how Raigai-tei has expanded its power. Because of the high quality of its employees, the taste is not blurred even if the soup is cooked at each store instead of relying on a central kitchen. The fact that the company mainly operates roadside restaurants with spacious storefronts and parking lots, and offers a full set meal menu, is another advantage over Tenka Ippin in terms of support from the family segment.

While Ippudo and Ichiran target inbound customers and Tenka Ippin targets its core fans, Rairautei aims to segregate itself by attracting families. If you think of it as coming to a family restaurant rather than a ramen shop, you will not feel that the price is too high, even if it is over 1,000 yen per person.

Marugen Ramen, a 219-store chain operated by Monogatari Corporation, which also operates Yakiniku Kingu, is another roadside and family-oriented chain. Economic journalist Takai Naoyuki explains.

In many cases, Marugen Ramen is located in close proximity to Yakiniku Kingu, which is also a roadside restaurant chain. In addition to its signature “Meat Soba” (792 yen), the chain offers a wide variety of ramen dishes, including soy sauce and pork, miso, salt, and tantanmen, as well as side dishes such as gyoza, fried rice, and fried chicken. The children’s menu also includes a toy freebie. The strength of this restaurant is that customers can enjoy the taste of a specialty restaurant in an atmosphere similar to a family restaurant. We can also take advantage of the economies of scale of a giant corporation to ensure stable procurement of ingredients.”

The ramen industry is dominated by restaurants originating from Fukuoka and Kyoto, but chains originating from the Kanto region are also doing well. The most representative is Kagetsu Arashi, which operates a total of 218 stores in Japan and overseas, mostly franchised, and features a monthly menu in collaboration with famous restaurants. The company’s product lineup has been well received by customers, who never get tired of it.

Machida Shoten (166 stores), with its first store in Machida City, Tokyo, is a successful chain of Iekei-Ramen, which is rare in Japan.

Tadokoro Shoten, a chain originating from Chiba Prefecture, has 184 outlets nationwide as a “Hokkaido Miso Ramen” restaurant. The founder was born and raised in a long-established miso store and opened a miso ramen restaurant. Nationwide, a major chain of miso ramen restaurants is rare.

Perhaps in response to this, “Chikara no Gen Holdings,” which operates Ippudo, acquired “Rise,” which operates miso ramen restaurants, in April of this year. Miso” may become more popular in the future.

Inbound, rabid fans, or family? Will they differentiate themselves with a limited menu or compete in a new market? In the era of ramen inflation, where the “1000-yen barrier” has long since been breached, strong individuality is required in order to continue to grow.

The first part is here: ” Breaking the 1,000-yen barrier: Japan’s upscale lunches attracting foreign tourists in the age of ramen inflation “.

From the April 25-May 2, 2025 issue of FRIDAY