Revolutionizing Dining with the Dual-Brand Strategy: Garden Co., Ltd.

Revolutionary Dining Strategy: The Dual-Brand Approach of Garden Co., Ltd.

Garden Co., Ltd., headquartered in Shinjuku, Tokyo, led by CEO Ken Kawashima, is set to change the face of dining with its innovative business model known as the "Dual-Brand Strategy." This approach is exemplified by the company's flagship restaurant, "Yusoba Sohonten," which is designed to complement and leverage the existing network of the ramen chain "Ikakukaya." Following a successful soft launch of three revamped locations on April 28, 2023, the company has decided to expedite its goal of opening 30 Yusoba locations by a mere one-and-a-half months ahead of schedule, targeting completion by June 2026.

The Dual-Brand Strategy Explained

The essence of Garden's Dual-Brand Strategy lies in utilizing the prime location, operational foundation, and established customer base from existing Ikakukaya outlets. By introducing Yusoba Sohonten products and branding into these existing spaces, the company creates a unique hybrid dining experience that merges two popular food brands under one roof. This operational model allows Garden to minimize initial investments typically associated with opening new restaurants while maximizing profitability through effective cost management.

Traditional restaurant openings involve significant upfront costs, including deposits and renovations. However, by adopting the Dual-Brand Strategy, Garden is strategically reducing these financial barriers. Operating within the existing framework of Ikakukaya, the company can absorb fixed costs such as rent and employee salaries while seeing the revenue from Yusoba as direct profit—accounting mainly for the cost of ingredients. This streamlined economic model contributes to faster expansion and improved investment efficiency.

The plan focuses primarily on densely populated areas near train stations and busy commercial districts, enabling rapid scaling. In just about a month and a half, Garden aims to establish around 30 locations, mainly across the Tokyo metropolitan area.

About Ikakukaya

Ikakukaya, known for its enticing slogan, "Once you try it, you’ll be hooked; try it twice, and you can't forget it; try it three times, and you can’t stop!" serves a unique style of Yokohama-style ramen. The restaurant prides itself on its medium-thick noodles, which boast flavorful wheat aromas, paired with its rich and creamy tonkotsu broth. With over 100 locations across Japan, Ikakukaya is dedicated to delivering high-quality ramen experiences to a diverse clientele.

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About Yusoba Sohonten

Yusoba Sohonten specializes in yusoba—a dish featuring chewy, al dente noodles and a house-made sauce crafted to achieve the perfect flavor balance. Diners have the flexibility to enjoy the standard offering or personalize their bowls with various toppings and seasonings, ensuring a unique taste experience every time. Yusoba is a healthier alternative to traditional ramen but remains hearty and satisfying.

About Garden Co., Ltd.

The mission of Garden Co., Ltd. is to create spaces that foster happiness, energy, and smiles for all involved. The company has successfully expanded its operations through M&A, revitalizing over 12 firms. Since venturing into the dining industry in 2006, Garden has launched several restaurant brands, including Ikakukaya, Yamashita Honki Udon, Manbaken, and Takadaya, among others. With a strategic focus on prime locations, the company aims to further grow its flagship brands and continue expanding its presence in the dining sector.