Interview with Mr. Fujii, President of Kobunsha Co., Ltd.
Asamade-ya started from a food stall in front of my house.
I asked the founder and president, Mr. Fujii, about his thoughts on the shop.
About the Birth of Asamade-ya
Please tell us about the history of the shop.
Fujii
We opened 23 years ago in 2000.
At that time, I had taken out a mortgage to buy a house in Tsurajima.
When I was thinking about what I could do without spending much money to pay off that mortgage, I noticed the garage in front of my house.
I thought, "That's it, I'll do ramen here."
That was the start of the history of Asamade-ya.
What was it like when you first started?
Fujii
I thought a lot about how to make a profit.
However, I couldn't cook at all.
So, I gathered part-timers and instructed them to imitate what was popular.
For example, the "Taiwan Mazesoba" that was popular at the time.
Since I started with such a light attitude, the taste of the food was not good at all.
So, how have you been able to continue until now?
Fujii
If there are people running restaurants, about 10 out of 10 will compete on taste.
That's why I thought, let's compete with something different.
That is, "time."
Specifically, I named the shop "Asamade-ya" and literally operated until morning.
While not competing on taste, I won't serve bad food.
And I will create a space that everyone can easily enter.
With that concept, I started the shop, and in the first month, I achieved sales beyond my expectations.
I was surprised by this.
Interestingly, the sales did not drop in the following month or the month after that.
About Asamade-ya Terrace 102
Please tell us about the new store "Asamade-ya Terrace 102."
Fujii
Asamade-ya Terrace 102 is a shop that combines the traditional "Asamade-ya" and "Achi Terrace 102 Soup Curry Dining".
Until now, Asamade-ya had a customer base that was mostly people working on-site.
However, at Asamade-ya Terrace 102, female customers and families have started to come, broadening the customer base.
Why do you think the customer base has expanded?
Fujii
I think it's because we created a shop where customers can enjoy conversation.
The selling points of the traditional Asamade-ya were "time" and "space".
We added the element of "conversation".
Asamade-ya Terrace 102 is a place to enjoy time, space, and conversation.
As part of this initiative, we established "Deburingu Time".
Deburingu Time refers to the time between lunch and izakaya time, from 3 PM to 5 PM.
During that time, we cannot provide food, but we plan to offer a drink bar and sweets.
I hope people can enjoy conversation in a café-like atmosphere.
What other features do you have?
Fujii
The highlight is BBQ on the terrace.
By opening the windows and integrating the inside and outside, we can accommodate about 70 people for a party.
For the BBQ, we prepare sets for customers to do it themselves.
I believe that by gathering people and allowing them to move freely, it creates "conversation".
A BBQ where you sit and don't move is just like grilled meat.
The essence of BBQ is the freedom of conversation and movement.
About Popular Products
Please tell us about your popular products.
Fujii
The popular items are soup curry and okonomiyaki.
Both were created by me.
When I went to Okayama City Central Wholesale Market, I found a small soup curry shop.
The name of that shop was "Soup Curry Watanabe".
It was not a big shop, but it was popular and bustling with customers.
I thought this was interesting, so I immediately went home and studied soup curry on YouTube.
Nowadays, you can learn anything from YouTube.
What I created is the soup curry that is also served at Achi Terrace 102 Soup Curry Dining.
However, if it's just soup curry, there won't be any orders for alcohol.
Also, soup curry itself was not very well known among the people of Kurashiki.
So, I came up with okonomiyaki.
I thought that with okonomiyaki, anyone could easily come in.
The okonomiyaki we serve is Kansai-style.
This is because, while Hiroshima-style requires someone to be present while cooking, Kansai-style can be cooked and left covered.
In other words, you can do other tasks during that time.
However, Kansai-style tends to become powdery, so I adjusted the amount of flour to improve it.
Is there anything you would like to try in the future?
Fujii
Next, I am thinking of opening a taiyaki shop.
At first, I was considering takoyaki, but a friend recommended taiyaki.
People don't usually buy 3 or 4 takoyaki, but for taiyaki, those who like it might buy 10.
When I actually went to see "Japan's Best Taiyaki" in Takebe-cho, Okayama City, I saw people buying multiple taiyaki.
That convinced me, and I decided to open a taiyaki shop.
However, I plan to make taiyaki for gifts.
Usually, the motivation for buying taiyaki is because you want to eat it yourself.
However, by making it for gifts, I can change the motivation for purchase.
I am currently thinking about how to make it enjoyable for those who bring it.
I want to expand this taiyaki shop nationwide.
Conclusion
Asamade-ya Terrace 102 opened on June 30, 2023.
Mr. Fujii's statement that he "does not compete on taste" left a strong impression.
Listening to Mr. Fujii, I realized that he is always thinking carefully about everything he does.
That is why I believe he has been able to run Asamade-ya for 23 years.
The interior is bright and spacious, and the menu is diverse.
If you visit Mizushima or want to drink until morning, why not give it a try if you have the opportunity?
Data for Asamadeya Terrace 102
| Name | Asamadeya Terrace 102 |
|---|---|
| Address | 15-17 Nishisaei-cho, Mizushima, Kurashiki City, Okayama Prefecture |
| Contact | 086-444-0770 |
| Parking | Available 13 parking spaces |
| Business Hours | 11:00 AM – 3:00 AM 【Details】 ・11:00 AM – 3:00 PM: Lunch time ・3:00 PM – 5:00 PM: Chatting time ・5:00 PM – 3:00 AM: Izakaya time |
| Regular Holiday | Wednesday |
| Payment Methods |
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| Reservation | Available Reservations can be made by calling the store directly. |
| Seating | 40 seats inside the store By integrating the terrace seats and the inside, it can accommodate 70 people. |
| Smoking | Completely non-smoking (smoking area available outdoors) |
| Toilet | Western-style toilet |
| Website | Asamadeya | Official Instagram |
