3月 11

ラーメン二郎の驚異の行列の秘密

ジロオカ @ 15:57:45

ネットでラーメン二郎で検索していると次の用語が飛び交っている。
「二郎はラーメンではない。二郎という食べ物だ!」
「ラーメンが好きなわけではない、二郎が好きなのだ!」

ビジネス情報誌「ダイヤモンド」でもラーメン二郎について記事が書かれている。ダイヤモンドオンラインで記事は誰でも読むことはできるが、ここで紹介しておきましょう。

 ラーメン二郎は、いわゆる行列のできるラーメン店の流れにはまったく逆行している。素材に対するこだわりがあるとはいえないし、店は決してきれいではない。サービスらしいサービスがあるわけではなく、一見(ルビ=いちげん)にとっては難しいルールもある。その上、ラーメン業界は新規参入が容易で、競争は厳しい。にもかかわらず、二郎はニューウェーブの店よりも集客力があるし、最近では女性客も増えている。この強さの秘密はどこにあるのだろうか。

 バリューチェーンという経営分析手法では、ビジネスの上流から下流までのうち、どこで価値を生むかを考える。ニューウェーブの店では上流(素材の調達)から下流(顧客へのサービス、マーケティング)まで均等に力を入れているのに対して、二郎の場合、上流、下流とも切り落とし、ラーメンの製造という部分にだけ特化している。量が多くて脂っこく、値段も安いという昔からのスタイルを徹底的に守ることによって差別化がなされている。また、雑につくっているようでいて、完全に真似することは難しい。流れに逆らうことでオンリーワンになっているのだ。

 独特の注文ルールも、ネットの普及で敷居が幾分低くなり、むしろ二郎という独特の「経験」を楽しめる場として、新しい客の獲得につながっている。逆張り戦略も徹底すれば成功するという好例が、二郎なのではないだろうか。

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