|
|
|
|
|
|
The Great American Roast Beef Wagon Rolls Into Japanese Supermarkets
By Terrence Barber
Back in 1996, the U.S.
Agricultural Trade Offices in Japan (ATO Japan) decided to approach the President of Ralse
Co. of Hokkaido, influential leader of one of Japan’s top regional supermarket
chains, with an idea that might appeal to regional chains throughout Japan: offering
customers a home meal replacement (HMR) format.
It was a bid to "light a fire" under traditional Japanese approaches to the retail deli section of the supermarket and to leverage trends favoring takeout foods.
After continuous
experimentation and planning, the concept became a reality. On March 20, ATO Tokyo’s
Nobuo Haruta and Ralse managers combined forceswith the U.S. Meat Export Federation to
kick off The Great American Roast Beef Wagon marketing campaign, featuring hotel-quality
roast beef HMR meals,. Premier Sapporo Park Hotel provided demonstration chefs, who
prepared and served roast beef meals, styled after those served in American gourmet delis.
Supplies sold out in record time, far beyond expectations, reflecting enthusiasm for these products in a highly representative regional urban consumer market.
Ralse repeated the trial before rolling the concept out to numerous key stores during May’s Great American Food Fair.
The Great American Roast Beef Wagon concept leverages demand for HMR beef, cross-merchandising select complementary foods and beverages, including wine, juices, sandwiches, salads, soups, sauces, spices, fruits, vegetables, grains, cheeses, seafood and meats offering an appealing marketing platform for American high-value foods.
_____________________________
The author is the Executive Director of the U.S. Agricultural Trade Offices
(Tokyo/Osaka) in Japan. ATO Tokyo Tel: (81-3) 3224-5115; Fax: (81-3) 3582-6429; E-Mail: ATOTokyo@fas.usda.gov; Homepage: http://www.usato.or.jp
|
|