Kobe Bussan and UNIT Join Forces for Premium Karubi Brand's Influencer Marketing

Kobe Bussan and UNIT's New Marketing Initiative

In a groundbreaking collaboration, Kobe Bussan Inc., known for its extensive operations in the food industry with over 1,000 locations of the 'Gyomu Super' chain, is teaming up with UNIT, a specialized influencer PR firm based in Shibuya, Tokyo, led by CEO Tsuyoshi Okano. Together, they are launching a marketing campaign aimed at elevating the visibility and customer experience of the 'Premium Karubi' brand, a popular chain offering all-you-can-eat BBQ with an impressive dessert buffet.

Background of the Collaboration

The restaurant sector of Kobe Bussan encompasses 24 established locations of 'Premium Karubi', which is steadily expanding throughout the Greater Tokyo area. One of its unique selling propositions is the combination of high-quality yakiniku and house-made gelato crafted by a dedicated pastry chef. This innovative restaurant concept goes beyond typical all-you-can-eat experiences, offering a unique value that sets it apart in a competitive market. However, conveying this multifaceted appeal visually and intuitively to attract new customers has been an ongoing challenge.

To tackle this issue, both companies recognized the potential of influencer marketing—leveraging its significant reach and persuasive power to generate buzz about the restaurant. By activating high-quality user-generated content (UGC) through carefully curated influencer posts, they aim to maximize freshness and relevance of the information shared about the brand.

Overview of the Initiative

Since its founding in 2011, UNIT has focused on supporting customer acquisition for restaurants and food brands through web marketing tailored specifically for the gourmet food industry. This partnership utilizes UNIT's expertise in influencer PR, strategically developing a recognizable and attractive business presence for 'Premium Karubi' that drives foot traffic.

Influencer Strategy

To create a buzzworthy experience, UNIT employs a dual strategy of influencer utilization based on objectives:
1. Premier Influencers (High Recognition):
- Role: Extend information reach to a broader audience.
- KPI: Impression numbers (IMPs)
2. Unit Influencers (Area Specific):
- Role: Build positive associations among interested patrons.
- KPI: Volume of posts

By using Instagram as the primary platform, the campaign will combine the broad visibility achieved through premier influencers with the localized favorability developed by area-specific influencers. This two-pronged approach will highlight the affordability and value of the all-you-can-eat experience, the uniqueness of the homemade gelato and dessert buffet, and the stylish ambiance of the restaurant. The goal is to create strong motivation for visits and encourage an increase in customer-generated content.

Note: Specific numerical goals and performance metrics of the campaign remain confidential.

About 'Premium Karubi'

'Premium Karubi' is an all-you-can-eat BBQ and dessert buffet chain operated by Kobe Bussan, embodying the concept of being “the happiest yakiniku restaurant in Japan.” The establishment features an enticing variety of select-quality meat available for unlimited consumption over a 100-minute dining period, accompanied by house-made gelato and a dessert buffet crafted by dedicated pastry chefs. The current network includes 24 locations, primarily concentrated in the capital region.

For more information, visit the official website.

About Kobe Bussan

Company Details

- Name: Kobe Bussan Inc.
- Headquarters: 125-1 Hirano, Kakogawa, Hyogo Prefecture
- Representative: Hirokazu Numata, President
- Business Activities:

1. Management of Gyomu Super, buffet restaurants, BBQ shops, and ready-made meal stores through direct operations and franchises, including training and support for affiliate store management.
2. Development and import of products for overseas markets and domestic production by company-owned factories.
3. Operation of power plants utilizing renewable energy.

About 'Unit'

Company Details

- Name: UNIT Inc.
- Location: 3-13-12 Jingumae, Shibuya, Tokyo
- Representative: Tsuyoshi Okano, President
- Established: 2011
- Business Activities: Planning, development, and management of media specific to restaurants, consulting support for customer acquisition, and operation of the influencer platform 'Unit'.