Interview with the owner of Ikina-ya, Hattori Hideki
Ikina-ya, which conducts mobile sales of the very rare Okayama specialty, Ebi-meshi.
I spoke with the owner, Hattori Hideki, about the background of the business, the shop's commitment, and future prospects.
Utilizing experience, started a mobile sales specializing in body-friendly "Ebi-meshi"
I want to know about the background of the business.
Hattori (honorific omitted)
Originally, I worked as a cook for many years at a Western-style restaurant called "Indeira," which had Ebi-meshi as its signature dish.
I made Ebi-meshi there every day.
After that, I temporarily left the culinary world, worked in nursing, and became a nutritionist.
While working, I occasionally participated in events on my days off, cooking and selling Ebi-meshi at stalls.
At that time, my Ebi-meshi was very well received.
I felt a sense of achievement and, considering my own health, decided to become independent.
However, I thought that a mobile sales format, utilizing my previous stall experience, would be more efficient than setting up a store.
I believed that if I set up at stores, customers who came to those stores would stop by, allowing me to attract customers.
So, in 2018 (the first year of Reiwa), I opened Ikina-ya.
Ebi-meshi at stalls and mobile sales is rare; why is that?
Hattori
Simply put, my strength and specialty is Ebi-meshi.
I have been making Ebi-meshi almost every day for many years.
I thought that just making it wouldn't be enough to compete.
I needed to add something unique to my Ebi-meshi.
So, I decided to create "Ebi-meshi that is particular about ingredients and is body-friendly!"
Contrary to pre-opening customer expectations, actual customer acquisition took time
Did you face any difficulties after opening?
Hattori
Initially, I opened the business with the judgment that I could attract a certain number of customers by setting up within the store's premises.
However, when I actually set up the shop, no customers came at all.
There were days with zero customers.
However, customers who bought Ebi-meshi from my shop really liked it and became repeat customers.
Then, the number of customers who came through word of mouth began to increase.
Through this cycle, the number of customers gradually increased.
Now, many customers come specifically for Ikina-ya's Ebi-meshi, rather than just stopping by while visiting the store where I set up.
Was preparing the kitchen car difficult?
Hattori
Actually, it wasn't that difficult.
I purchased a used vehicle for mobile sales and personally modified it to a kitchen car specification.
It took time, but I enjoyed the process, so it didn't feel like a struggle.
I could reuse all the cooking utensils from my stall days.
So, I was able to save on startup costs.
What is the origin of the name Ikina-ya?
Hattori
It comes from Ikina Island in the Geiyo Islands, located in Kamijima-cho, Ochi-gun, Ehime Prefecture.
I have a hobby of riding mini bikes and often went to the Ikina Circuit on Ikina Island.
Since it is a place I have fond memories of, I decided to use it as the shop's name.
Ikina-ya's Ebi-meshi is particular about ingredients, delicious and body-friendly
Please tell me about the shop's commitment.
Hattori
Our Ebi-meshi is particular about ingredients and is also body-friendly.
The main rice used in Ebi-meshi is 100% Akebono rice from Okayama Prefecture.
We also add mixed grain rice.
As a result, it is rich in minerals, vitamins, and dietary fiber, making it a nutritionally balanced Ebi-meshi.
We are also particular about seasonings.
Our Ebi-meshi does not use any margarine or chemical seasonings.
We aimed for an Ebi-meshi that is not only delicious but also body-friendly.
Additionally, the shrimp, which is another main ingredient alongside the rice, is a type called Aqua King.
Aqua King is characterized by its strongly firm texture, allowing the shrimp to be distinctly felt within the Ebi-meshi.
Containers that keep Ebi-meshi delicious, with a focus on natural materials
What are the unique features of a takeout shop?
Hattori
It's the focus on the containers.
Since it's takeout, there will inevitably be some time before eating.
To ensure that Ebi-meshi can be enjoyed deliciously even after some time has passed, we are very particular about the containers used to serve it.
Our containers are water-resistant, oil-resistant, and have appropriate breathability, so even when freshly made Ebi-meshi is placed inside, it is less likely to condense or become steamy.
Therefore, even after some time, the Ebi-meshi can be kept delicious.
Also, the containers can be heated in the microwave, which is another point.
Furthermore, the containers are made from plant-based materials, taking into consideration the natural environment.
Even though they are plant-based, they are very durable.
The containers we used previously were a bit shallow, which sometimes pressed down on the Ebi-meshi inside.
Therefore, we changed to deeper containers made from the same material, so now the Ebi-meshi inside is not pressed down.
In the future, I want to expand to events outside the prefecture and spread the deliciousness of Ebi-meshi
Please tell me about your future prospects and what you would like to do.
Hattori
Since 2020 (the second year of Reiwa), the COVID-19 pandemic has spread.
While event participation has decreased, sales at stores have increased.
Initially, I was very anxious, but the demand for takeout sales has increased, which has fortunately turned out to be a positive for our shop.
I believe that once the pandemic settles down, events will increase as well.
At that time, I would like to actively participate in events not only within the prefecture but also outside the prefecture.
Until now, my participation outside the prefecture has only been in nearby areas like Fukuyama and Shikoku.
I want to set up in distant areas where people are not even aware of Ebi-meshi, and spread the deliciousness of Okayama's specialty Ebi-meshi.
Additionally, I have had the opportunity to collaborate with singer Sato Anzu, who will sing a commercial song for us.
I want to work together with Sato Anzu and Ikina-ya to create a synergistic effect.
- Ikina-ya is here! (CM)
- Ikina-ya Lyrics (with singing)
Ikina-ya's Okayama specialty Ebi-meshi that can be enjoyed at home
The fragrant flavor and indescribably unique taste of Okayama's specialty, Ebi-meshi, is irresistible.
It is very delightful to be able to enjoy such Ebi-meshi at home.
Moreover, the commitment to the containers allows you to enjoy the freshness even after bringing it home.
The demand for takeout has increased during the pandemic.
Ikina-ya sets up in various locations, so please check on social media and be sure to try Ikina-ya's Ebi-meshi.
Data on Ikina-ya
| Name | Ikina-ya |
|---|---|
| Address | Main sales locations include Kurashiki City, Soja City, Hayashima Town, Tamano City, Okayama City, etc. (For details, refer to the official social media). Base is Kojima. |
| Contact | 090-8364-9822 |
| Parking | Available The availability and number of parking spaces vary by sales location. |
| Business Hours | Depends on the sales location (Mostly from 11 AM to around 6 or 7 PM) |
| Regular Holiday | Wednesday If there is an event on Wednesday, the shop will be closed the following day. |
| Payment Methods |
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| Reservation Availability | Yes |
| Seating | None |
| Website | Ikina-ya Official Facebook |
