Technology
At 121, Yoshinoya's digital transformation delivers rice bowls for a new age
As what many believe may be the world's oldest fast food chain, Yoshinoya -- with 105 U.S. locations --- is proving that you actually can teach that proverbial "old dog" new tricks.
July 16, 2020 by S.A. Whitehead — Food Editor, Net World Media Group
Proof now that the old adage that "You can't teach an old dog new tricks" is – as the old-timers say – a bunch of malarkey when it comes to great fast food chains. Earlier this week, we heard about
99-year-old U.S. privately owned chain, White Castle, becoming the nation's first fast food chain to deploy a robot in one of its kitchens, for instance. And now, a chain that may be the granddaddy of all QSRs, 121-year-old Yoshinoya Japanese Kitchen, has completed a total upgrade and enhancement of its digital "self" in the U.S.
It's part of the brand's expanding U.S. presence and includes a launch of Yoshinoya America's loyalty, mobile app and third-party delivery partnerships, under the company's recently named CMO Kim Freer. Formerly at that insanely rapidly grown pizza brand, Blaze Fast Fired Pizza, Freer has injected a healthy dose of digital sophistication into the Asian-rooted brand through Yoshinoya Rewards, app-based digital ordering and delivery platform providers, DoorDash, Postmates and Uber Eats.
Like many brands fighting to thrive in the current admittedly disrupted, but still increasingly all-digitalized restaurant landscape, Freer said Yoshinoya was ultra-pressed to speed its digital makeover into reality. The result of that effort not only gives the chain's U.S. customers new ways to order ahead for takeout and delivery, but it also builds on Yoshinoya's recent brand refresh, including features that permit customization and integration of digital menu boards. Customers can even now order via Yoshinoya's's Instagram page, by clicking the "Order Food" button for contactless delivery of orders in tamper-evident packaging.
QSRweb wanted to know more about the evolution of this historic brand, so we fielded a few questions Freer's way to find out what she and the brand are doing and where they're heading in the near future.
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| Yoshinoya CMO Kim Freer. (Photo provided) |
Q: Kim, you've come to the brand from a very different and much younger brand in Blaze Pizza. Does what you did and learned at that relatively new-to-the-scene pizza company help you at this cententarian of quick-service, Yoshinoya?
FREER:The restaurant industry is extremely competitive, so it's vitally important for brands to continue evolving and stay relevant. While Yoshinoya has a rich history, at the core the challenges among restaurants are the same.Blaze has built its brand primarily through dine-in occasions and, like Yoshinoya, has shifted its focus outside of the four walls to build share of stomach. Yoshinoya has predominately been enjoyed off-premise, so digital ordering is a natural transition for the brand.
Q: Okay, as CMO you are really kind of like the brand's "seller-in-chief," so how do you "sell" people on Yoshinoya and how do you use those ideas to form Yoshinoya's marketing strategy with the American audience?
FREER: Yoshinoya is known for its modern twist on a traditional rice bowl. Our team prepares each meal to order, providing fresh, flavorful food at a value that can't be beat. From classic options like the Original Beef, to inventive ones like Sweet Chili Shrimp, our menu offers a variety of choices for guests to choose from in building their bowl.
As evidenced in our name — Yoshinoya Japanese Kitchen — our marketing strategy focuses on highlighting the real cooking that happens in our restaurants. No microwaves here. Just real people, putting in the work to make insanely crave-able meals.
Q: I'm assuming the brand's offerings and approach are varied in the U.S., from its appeal and menu in Japan and elsewhere globally. So how does the fare at Yoshinoya America locations' fare differ from that at its Asian stores?
FREER: True to our roots, we serve the original Gyūdon Beef Bowl that Yoshinoya
was founded on, but also have Japanese-inspired bowls that appeal to a more traditional American palate, like Teriyaki Chicken. Additionally, our guests can customize their artisanal bowl by selecting their favorite combination of protein — like chicken, beef, tilapia or shrimp, veggies, and base — selecting from our award-winning steamed white or brown rice, noodles (at participating locations) or the Not So Fried rice. (That) features grilled red bell peppers, green onions, sweet corn and edamame mixed together in a savory sauce that's cooked, but never fried.
Q: So let's return to that all-important digital strategy again and have you give us an idea of the brand's objectives and overall approach to this increasingly important segment of the business?
FREER:Our goal is to provide a fast, seamless ordering experience for our guests. To do that, we've built a two-pronged digital ecosystem. First, we launched the company's first loyalty program, Yoshinoya Rewards, powered through mobile app and web that provides exclusive perks and allows guests to earn points for each purchase. In just a few taps, guests can easily order for pick-up or delivery.
Second, we partnered with third party delivery platform providers — DoorDash, Postmates and Uber Eats — to provide our guests with maximum accessibility. This digital framework was fast-tracked due to COVID and has quickly become a large part of our business. We are also actively exploring additional digital methods to continue elevating and streamlining the guest experience.
Q: Finally, at 121 years old, Yoshinoya has accumulated quite a history, so how does that lend itself to success in today's high-tech restaurant environment and how does it inform the way the brand approaches its use of tech?
FREER: It's a remarkable accomplishment and testament to the Yoshinoya brand to have remained an inherent part of the restaurant industry. The core principles of the restaurant business — providing delicious food and exceptional guest service — have also remained unchanged. The brand has and will continue to evolve, adapting to changing guest needs, and now with digital channels built, we have the tools to do so more quickly than ever.
About S.A. Whitehead
Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.
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