Among major Family Restaurants chains, two distinct price strategies have emerged. Riding on the back of economic recovery, higher-end restaurants like 「Dennis」 and 「Royal Host」, have introduced higher price/higher quality items on their menus. On the other hand, lower-end restuarants like 「Saizeriya」and 「Gusto」have continued to offer price-for-value items.
「Dennis」has introduced special house items which are priced on average 160yen higher than standard items. Since last Autumn, even though prices had risen about 2~4%, orders for these higher priced items have increased. Similar strategy and results can be seen in 「Royal Host」too. Going forward, both restuarants have pledged to concentrate on more high-quality items with higher price tags.
On the other hand, 「Saizeriya」has offered 100yen cheaper lunches (at 500yen) since April. 「Gusto」is also contiuing its low-price strategy. Once these low-price restaurants have cleaned up their balance sheets, getting rid of lose making shops, they are looking to opening up new stores next year.
Will it be continued deflation or inflation for Abenomics?
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