The "Saizeriya" family restaurant chain, which started in Tokyo, Japan in the late 1960s, is facing a new turning point after overcoming a period of stagnation. When founder Daioko Tegatke opened the first store, no customers came, and the business was on the verge of closure. However, on the advice of his mother, he reduced all menu prices by 70%, which attracted new customers.

Saizeriya has since become a popular restaurant in Japan with its concept of being "affordable but delicious." However, realizing that price competitiveness alone has its limits, the company is now focusing on improving taste and service.

Current president Hideharu Matsuda said, "We will move toward a 'fast casual' concept that is more affordable than family restaurants and more meticulous than fast food." He also announced plans to expand the number of domestic stores to 2,000. To achieve this, the company is developing new menus and investing in service training.

In a survey conducted by Saizeriya in February, 61.5% of respondents said they use the restaurant because of its "low prices." However, the company is not relying solely on price competitiveness but is differentiating itself through taste and service to make a comeback.

In particular, the company plans to maintain the price of its main menu items, "Milanese Pork Cutlet" and "Milanese Doria," at ¥400 and ¥300, respectively, while upgrading the cooking methods and taste to improve customer satisfaction. The company also plans to strengthen in-store service training, aiming to enhance its competitiveness with both low prices and improved taste and service quality.

Although Saizeriya faced a challenging situation in its early days, it became a leading family restaurant chain in Japan through bold pricing policies and taste differentiation. It remains to be seen whether this latest strategy to improve menus and service will be a stepping stone to further growth, not only in Japan but also globally.