Mulit-branding strategy with stereoscopic marketing and coverage
“Daikiya—”, a company specializing in cooking cuisine, focuses on the development of the Japanese cuisine market. Since the opening of its first Daikiya branded restaurant in 2010, it has set up a precedent of Japanese all-you-can-eat in Hong Kong. So far, it owns total nine brands, which comprise 8 all-you-can-eat brands and a high-class a-la-carte brand; and operates fourteen restaurants in Hong Kong. All these restaurants are situated in the populated and, convenient regions like MongKok, Tsim Sha Tsui, Causeway Bay, Sha Tin, Yuen Long and Kwun Tong.
According to the CIC Report, we ranked first in the Japanese all-you-can-eat cuisine restaurant market in Hong Kong in terms of revenue in 2018 with a market share of approximately 37.1%. Our total management area is 7,761 sq. meters. Meanwhile in order to have better quality of the ingredients, we also operated two workshops in Hong Kong to support our restaurant’s operations and serve food pre-processing and storage functions.
Daikiya adopts a multi-branding strategy, in order to satisfy different groups of customers. For many years, we have established a stereoscopic marketing system, made segmentation of the market and had bold innovations on the menus. Our nine brands with different aspects have successfully covered various consumers.