FamilyMart has announced that it will invest approximately 2 billion yen to install a new molding machine in order to renew its main product, Onigiri(the company’s product name is “Omusubi”). The aim is to create a fluffy texture that is closer to that of handmade products than conventional products. Since the beginning of this year, 7-Eleven and Lawson have also carried out large-scale reforms to their rice balls. Why are major convenience store chains now focusing on “onigiri”? I searched for the background.
The convenience store industry has overcome the coronavirus pandemic and is on a recovery trend. Each chain, centered on the three major companies, is focusing on original products, but their standard product, ‘onigiri’ (rice balls), is receiving renewed attention. Since March of this year, industry-leading 7-Eleven has been selling rice balls made under the supervision of Yachidaime Gihei, a long-established rice wholesaler in Kyoto. They utilize the know-how of a long-established company, such as by milling the rice at a low temperature using their own unique technology, selecting rice with good grain quality, and blending it to bring out its sweetness. Starting in April, the traditional hand-rolled rice balls have also been completely revamped under the supervision of Gihei Hachidai, marking an unprecedented complete model change.
Lawson has revamped its high-priced “Ginshari Onigiri” series since April of this year. Using a three-dimensional molding method, a first in the convenience store industry, the onigiri is molded evenly and three-dimensionally from four directions, creating a fluffy texture that feels as if it was held by a human hand.
It appears that Family Mart’s introduction of a new machine is a response to the evolution of the rice balls of its two rival companies. What are the reasons behind convenience stores’ current focus on onigiri? Yoji Shinoda, CEO of Believe-UP, who primarily provides consulting for the retail industry.
Source: Business Journal
https://biz-journal.jp/company/post_358862.html
