Marketing Analysis of introducing Foodservice Concepts in the U. S. into Japan

神奈川県茅ヶ崎市This research is focused on the problem about (1) what is going on in the foodservice industry in the U.S. by notifying foodservice concepts in the U.S., especially in New York City, and (2) how Japanese company should analyze and adopt such concepts. First of all, the significance of analyzing foodservice in the U.S. is discussed. Then, the major foodservice concepts and the description of stores are scrutinized. Major concepts are fallen into such categories as: reasonable, casual, cheap-gourmet, comfort, retro-chic, healthy. "Reasonable" is revealing in the foodservice industry in the U.S. since recession. Although U.S. economy has been strong, the average expense per person has not been raised for years. Consumers in the U.S. prefer casual dining to formal dining. Such preference is named consumer's needs for "Casual." "Cheap-gourmet" is consumer's needs for gourmet food in small expense. "Comfort" is consumer's needs for comfort food. The ambiguous anxiety is still existing among the consumer's in the U.S., and such anxiety is considered to be the reason why consumers are seeking for comfort in food. "Retro-chic" is consumer's needs for the old and stylish. "Healthy" is long lasting needs for health. Then the foodservice stores are distributed on the Price-Trend map. Finally, the expectation of dinner house, the most successful concept in the U.S., is discussed as the symbolic case of introducing foodservice concepts in the U.S. into Japan