Interview with Hideki Hattori, owner of Ikinaya
Ikinaya is a highly unusual mobile vendor of Okayama’s famous ebimeshi.
We spoke with owner Hideki Hattori about how he started the business, what makes it special, and his plans for the future.
Drawing on his experience, he launches a mobile business specializing in body-friendly “ebimeshi”
How did you get started?
Hattori
I originally worked for many years as a cook at Indeira, a Western-style restaurant known for its ebimeshi.
I made ebimeshi there every day.
After that, I left the culinary world for a while, worked in caregiving, and then became a registered dietitian.
While working, I also occasionally set up at events on my days off, cooking and selling ebimeshi at outdoor stalls.
My ebimeshi was very well received. That gave me confidence, and considering my own health, I decided to go independent.
Rather than opening a permanent shop, I thought a mobile business modeled on my experience running outdoor stalls would be more efficient.
I thought that if I set up at a shop or another venue, its customers would stop by, helping me attract business.
So I opened Ikinaya in 2018.
Ebimeshi is unusual as a street-stall or mobile-vending offering. Why is that?
Hattori
Quite simply, ebimeshi is my strength and specialty.
I’ve made it almost every day for many years.
I didn’t think I could compete by simply making it. I felt I had to add something that was uniquely mine.
So I decided, “Let’s make ebimeshi with carefully selected ingredients that’s good for you!”
Actual customer traffic took time to build, contrary to initial expectations
What challenges did you face after opening?
Hattori
At first, I opened on the grounds of another business, expecting that it would bring in a reasonable number of customers.
But when I actually opened, no customers came at all. There were even days when not a single person showed up.
However, customers who bought ebimeshi from us really liked it and became regulars.
We also started getting more customers through word of mouth.
Little by little, our customer base grew through that cycle.
Now, rather than stopping by Ikinaya while visiting the venue where we’re set up, many customers come specifically for Ikinaya’s ebimeshi.
Was it difficult to prepare the food truck?
Hattori
Actually, it wasn’t that difficult.
I bought a used mobile-vending vehicle and converted it into a food truck myself.
It took time, but I enjoyed doing it, so it didn’t feel like a struggle.
I could also reuse all the cooking equipment and other supplies from my days running an outdoor stall.
That helped me save on startup costs.
Where did the name Ikinaya come from?
Hattori
It comes from the Ikina area on Ikina Island, in the Geiyo Islands of Kamijima Town, Ochi District, Ehime Prefecture.
I’m a fan of mini bikes, and I used to go often to Ikina Circuit on Ikina Island.
It was a place I felt attached to, so I chose it for the shop’s name.
Ikinaya’s ebimeshi is delicious, body-friendly, and made with carefully selected ingredients
What makes your food special?
Hattori
Our ebimeshi is made with carefully selected ingredients, and it’s good for you.
The rice, the main ingredient in ebimeshi, is made entirely from Akebono rice grown in Okayama Prefecture. We also add multigrain rice.
That makes it rich in minerals, vitamins, and dietary fiber, so it’s nutritionally well-balanced ebimeshi.
We’re also particular about our seasonings.
Our ebimeshi contains no margarine or chemical seasonings whatsoever.
We set out to make ebimeshi that’s not only delicious, but also good for you.
We’re also particular about the shrimp, the other star ingredient alongside the rice: we use a variety called “Aqua King.”
Aqua King shrimp are known for their especially firm, springy texture, so you can really taste the shrimp in the ebimeshi.
Carefully selected, natural-material containers keep ebimeshi delicious
What special considerations do you make as a takeout business?
Hattori
We’re particular about our containers.
Since it’s takeout, some time inevitably passes before the food is eaten.
We put a lot of thought into the containers we serve our ebimeshi in, so it stays delicious even after some time has passed.
The containers are water-resistant and oil-resistant, with just the right amount of ventilation, so even when filled with freshly made ebimeshi, they’re less likely to collect condensation or trap steam.
That helps keep the ebimeshi delicious even after some time has passed.
Another plus is that you can microwave the food in its container.
The containers are also made from plant-based materials, which is better for the natural environment.
And although they’re plant-based, they’re very sturdy.
The containers we used before were a little shallow, so the ebimeshi inside sometimes got squashed.
We switched to a deeper container made from the same material, so now the ebimeshi inside doesn’t get squashed.
He hopes to spread the word about delicious ebimeshi by setting up at events outside the prefecture
What are your plans for the future, or is there anything you’d like to try?
Hattori
The COVID-19 pandemic began in 2020.
We’ve had fewer event bookings, but sales have increased at shops where we set up.
At first, I was very worried, but demand for takeout grew, and fortunately that ended up being a positive for our business.
I think there will be more events once the pandemic settles down. When that happens, I’d like to actively set up not only within the prefecture, but outside it as well.
So far, our out-of-prefecture locations have been limited to nearby places such as Fukuyama and Shikoku.
I’d like to set up in more distant areas where people may not even know ebimeshi exists, and spread the word about this delicious Okayama specialty.
Also, through a connection, we’re collaborating with singer Anzu Sato, who will sing our commercial song.
I’d like Anzu Sato and Ikinaya to work together and make the most of the synergy between us.
- Come on over to Ikinaya! (Commercial)
- Ikinaya Lyrics (with vocals)
Enjoy Okayama’s famous ebimeshi from Ikinaya at home
Okayama’s famous ebimeshi has an irresistible, distinctive flavor and a wonderfully savory aroma.
It’s a real treat to be able to enjoy it at home.
And thanks to the specially selected container, you can enjoy it at home tasting just as delicious as when it was freshly made.
Demand for takeout has grown during the pandemic.
Ikinaya sets up at various locations, so check its social media and be sure to try its ebimeshi.
Ikinaya details
| Name | Ikinaya |
|---|---|
| Address | Main locations include Kurashiki City, Soja City, Hayashima Town, Tamano City, and Okayama City (see official social media for details). Based in Kojima |
| Contact | 090-8364-9822 |
| Parking | Available Parking availability and capacity vary by location |
| Hours | Varies by location (Most often from 11 a.m. to around 6 or 7 p.m.) |
| Closed | Wednesdays If there is an event on Wednesday, closed the following day |
| Payment methods |
|
| Reservations | Accepted |
| Seating | None |
| Website | Ikinaya Official Facebook |
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