The Saizeriya chain keeps expanding its network in Japan, leveraging a low-cost formula that attracts different targets. A homely style and atmosphere, constantly reasonable prices and a wide range of dishes for all occasions, many of which are directly inspired by the most traditional Italian recipes. These are the hallmarks that, not surprisingly, render this restaurant chain an icon of Italian cuisine in Japan, even though it has adapted various recipes of the Belpaese to local consumers’ tastes and needs. It currently has over 1,100 branches in the country, serving an average of 186 million customers a year, while registering a steady increase in footfall and profits.
Italy is what Japanese consumers like
Saizeriya also present with subsidiaries in China, Hong Kong, Taiwan, and Singapore, where it intends to continue expanding rapidly. Its strong point is a successful formula that attracts different customer targets, starting from young students and families with children. In its stores, on the other hand, a complete meal, including first and second course, along with salad, soup, and a glass of wine or beer, generally costs just over five euro. The dishes included in the price, range from 300 to 500 yen, are particularly popular, like the rice gratin Doria alla Milanese. Most customers spend around 600 yen for lunch, while they spend almost a thousand yen at dinner on average, which often includes salad and dessert. Obviously, Italian wine is also successful, with consumptions of around 20,000 liters a day. The cooperative, Cantina Cliternia, of Molise has been supplying the chain for over twenty years. It prepares 15 thousand bottles of 1.5 liters per day for its Japanese customers, with weekly deliveries.
