Highly Probable Strategies from the On-Site Perspective. Highly Probable Strategy Directly-managed Overseas Strategy Department, Directly-managed Store Operations Division Hiroshi Suzuki Hiromasa

A world-class ramen strategy from a front-line perspective

After a career in strategic consulting and the overseas operations division of a major restaurant chain, I am beginning an exciting new challenge with gifts. In my previous job, I did a lot of business management work, and I often felt a distance from the front line. In such a situation, I felt that Gift offers an environment where I can create a business from scratch while dealing with the front line. I have also had a strong interest in ramen for some time and thought it had great potential as a Japanese food culture that could be accepted worldwide. When I encountered Gift, I was convinced that the brand would be a global success, not only because of its reasonably priced and delicious food, but also because of its appeal, including its heartwarming customer service and lively atmosphere.

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Winning in the Global Marketplace: A Site-Originated Strategy for Opening New Stores

Currently, I am in charge of the China business as a local manager in the Direct Management Overseas Strategy Department, responsible for everything from strategic planning to building a system and promoting the business. I build positioning, pricing, and store opening strategies for the countries in which we open stores from the ground up. I do not just develop theories on the desk, but I also experience actual store training and promote the business while valuing the viewpoint of the front line. For example, when expanding into China, do we consider it an everyday meal or a luxury meal? Is it a luxury meal? Do we open stores in the center of the city? Do we open stores in local places? We think through and strategize about these and other issues. The appeal of this division is that we are able to create stores and brands that are loved most by local customers by fusing the gift brand and ideas with overseas culture while respecting the brand and ideas of the gift.

Our goal for the future is first to make our China business a success. The first store in Shanghai is off to a good start, and I would like to build on this successful experience to expand Gift's ramen to more countries. My dream is to bring more smiles to people's faces through food. To achieve this goal, I will continue to achieve global growth while keeping the Gift philosophy in mind.