朝だとお得？「モーニングブーム」再到来　モスバーガーやケンタッキーも…各社が“朝”に注力するワケ【Nスタ解説】｜TBS NEWS DIG

From soba noodle shops to family restaurants and even fast food chains... restaurant chains are currently focusing on "breakfast." Why is the "morning boom" making a comeback? ■The Morning Boom Changes "Morning Mos Burger"! Anchor Maiko Hibi: Actually, it seems that the "morning boom" is currently in its fourth wave. Fast food chains have also announced they will be focusing on breakfast. Mos Burger, known for its "Morning Mos Burger" available from opening until 10:30 AM, will be revamping its menu as follows: ▼"Morning Vegetable Burger ~Aurora Sauce~" Drink Set 540 yen (Approximately 900 stores nationwide) Previously, the tomatoes in the morning burgers were half the thickness, but this will be changed to the same thickness as the regular menu items. This seems to have benefits for both customers and stores, as it allows for simultaneous preparation of lunch and breakfast items. ▼ "Morning Mos Plate" Drink Set 610 yen (Approximately 200 stores nationwide) Normally, toast is 6 slices, but in the Chubu region, including Nagoya City, 4 slices will be used. This is a service limited to areas where the "morning culture" is deeply rooted. Furthermore, the number of morning menu items will be increased from 5 to 6, with the aim of strengthening morning usage. (Sales start from the 18th) ■ Kentucky Fried Chicken to Enter the Market Aiming for "Just the Right Amount of Satisfaction" Kentucky Fried Chicken has also announced its entry into the morning market. While the menu will be announced later, the aim is to "bring the Kentucky style to mornings," focusing on ▼ease of handling, ▼not too heavy, and ▼just the right amount of satisfaction. ■ The 4th Morning Boom: "Emphasis on Time and Cost Performance" Hibiki, Caster: Let's look back at the morning booms so far. [Previous Morning Booms] ▼1st Wave: 1950s - "The Birth of Coffee Shop Culture" "Morning" spread mainly in coffee shops in Nagoya. ▼2nd Wave: 1980s - "Spread to Family Restaurants" Family restaurants expanded nationwide. "Eating breakfast out" became common in households. ▼3rd Wave: 2010s - "A Special Dining Experience" Led by foreign-owned pancake shops, etc. "Morning" that people "make a special trip to eat" becomes established. ▼4th Wave: Present "Prioritizing time" in precious morning hours. "Prioritizing cost-effectiveness" due to rising prices. *According to Daisuke Miwa, a restaurant business analyst. ■Silver Salmon Set Meal for 470 Yen: Affordable Morning Menu Nakau, known for its Oyakodon (chicken and egg rice bowl), offers 24 different morning menu items. Prices range from 320 yen to 690 yen, making it very affordable. ▼Silver Salmon Breakfast (Regular Size) 470 yen ▼Haikara Udon with Bacon and Egg (Regular Size) 450 yen ■Related to "Morning" Due to COVID-19 and the Evolution of IT? Hibiki (Caster): Why are companies focusing on "morning" now? According to Daisuke Miwa, a restaurant business analyst, the review of late-night operations since the COVID-19 pandemic, and the rise in late-night wages, have made profiting from idle time a challenge. Therefore, they are focusing on "morning" as a promising area. Previously, morning operations were considered "labor-intensive" and had "low average customer spending," but now efficiency improvements using IT are progressing. ▼Orders can be placed via touch panel, and ▼serving robots deliver food, making it easier to predict profits with a minimal staff, thus increasing opportunities for morning operations. ▼TBS NEWS DIG Official Website: https://newsdig.tbs.co.jp/ ▼Please subscribe to our channel! @tbsnewsdig ▼For information, please visit "TBS Insiders" https://www.tbs.co.jp/news_sp/tbs-ins... ▼For video, please visit "TBS Scoop Submission" https://www.tbs.co.jp/news_sp/toukou.... #News #news #TBS #newsdig