Yaba-ton Introduces SuiSui: The Fast Pass Service Revolutionizing Dining in Nagoya

Yaba-ton and the Innovative SuiSui Fast Pass Service

Yaba-ton, the renowned miso katsu restaurant representing the flavors of Nagoya, has recently implemented an innovative fast pass service called SuiSui. This decision follows their pilot trial at the Nagoya Station Esca location and has led to an expanded rollout across multiple other outlets including Nagoya Station Meitetsu Store, Sakae LACHIC, Sakae Centraise, Kanayoko Yokocho, and Ion Dome Front Store.

Addressing Customer Flow Challenges

With its popularity drawing long queues regularly, Yaba-ton faced significant challenges due to the constraints of seat capacity and turnover rates, which limited revenue potential. Additionally, this created issues for customers in time-sensitive situations, such as tourists rushing to catch a Shinkansen, families with children, and elderly guests who found it difficult to wait in line.

What is SuiSui?

SuiSui is a pioneering fast pass service specifically designed for busy restaurants that experience long wait times. Customers can pay a nominal fee to skip the queue and gain priority access to seating. This service transforms wait times into leisure hours, allowing guests to explore the local area or shop instead.

Benefits for Restaurants

For participating establishments, there is no financial burden to adopt SuiSui. Restaurants share the revenue generated from the service with SuiSui, allowing them to accumulate pure profit without significant changes to their operations. Moreover, SuiSui features a dynamic pricing model that adjusts fees based on day, time, and level of congestion, optimizing revenue based on customer demand.

Societal Impact

This service not only aims to eliminate missed opportunities for restaurants but also contributes to the digital transformation of tourism and encourages increased local consumption. By facilitating a new dining experience, SuiSui is creating a positive impact on the broader community.

Impressive Results from Implementation

Since its introduction, Yaba-ton has reported an additional monthly revenue of over ¥700,000, alongside creating up to an hour of disposable time for dining patrons. This effectively enhances the overall customer experience, allowing them to utilize this time for local shopping or sightseeing.

Insight from Leadership

Takuaki Suzuki, CEO of Yaba-ton, expressed his thoughts on this evolution: "For over 70 years, Yaba-ton has consistently focused on 'evolution' rather than 'change'. Our collaboration with SuiSui represents our ongoing evolution. Previously, wait times were seen as wasted moments, but SuiSui has redefined them as value-added experiences that benefit our staff and customers alike."

Participating Locations

The SuiSui service is currently available at various Yaba-ton locations, including:

- Nagoya Station Esca Store
- Nagoya Station Meitetsu Store
- Kanayoko Yokocho Store
- Sakae LACHIC Store
- Sakae Centraise Store
- Ion Dome Front Store

Looking Ahead

The vision for SuiSui is clear: to transform wait time into a valued commodity while enhancing dining opportunities and the tourist experience. By integrating Japan's vibrant culture of cuisine with its tourism sector, SuiSui aims to provide restaurants with new revenue streams while helping visitors make the most of their limited time. Additionally, this initiative serves as a key player in improving local economies and smartening tourist pathways.

As SuiSui evolves, it aspires to continue turning waiting time into cherished experiences for both restaurants and their patrons, ultimately crafting a richer and smarter dining experience.