トントンマン
The world is full of unexpected hits and things that become de facto standards. One of the most typical examples of this is convenience stores. When a 7-Eleven opened near my house when I was in high school, I remember thinking, "Who would use such an expensive store like this?" I still remember that feeling. Probably, even 7-Eleven itself was still in the trial and error phase at that time, and it wasn't particularly popular. But if I could time travel from that time to the present, I think the high school student me would be shocked to see the streets filled with convenience stores like 7-Eleven. The founder of convenience stores probably couldn't accurately predict the current appearance of convenience stores from the beginning, and in that sense, I think the key to prosperity was capturing the waves of each era well rather than just founding the store. So, thinking about what kind of business will be popular in the future, for example, 20 years from now, is unimaginable. The 100-yen shop business is also a good example of this. Did anyone predict that there would be so many 100-yen shops in every town like today? The founder of a certain famous 100-yen shop famously predicted that his store would go out of business in the future, but this "going out of business" implies that it is impossible for the same business style to last forever. The day before, I had a regular online drinking party with my university classmates, and I realized how reassuring 100-yen shops are as a source of snacks for such occasions. The variety of affordable snacks suitable for solo drinking is unmatched, and it can be seen as a product lineup that fits the trend from material consumption to experience consumption. The world of restaurants has also become cashless and QR code-based ordering systems have become common, showing that the times are evolving steadily. On this day, I visited a newly opened restaurant in 2023 called an American diner, and it seemed to have some innovative initiatives, so I was looking forward to it. The restaurant is located along Yasukuni Street, near the Ogawamachi intersection, in a semi-basement of a building. In this location, a hamburger shop called "NY BURGER" was operating until just before, and before that, there were ramen and soba restaurants registered on Tabelog, so it seems to be a place with a lot of turnover. On this day after the Bon holiday, my pending work in the morning was smoothly completed, so I was able to have an early lunch and arrived at the restaurant around 11:40 a.m. The entrance is located a few steps down from the sidewalk of Yasukuni Street, and I entered through the automatic door. The restaurant has a capacity of 33 seats, with 2 counter seats and 28 table seats. It was an early hour, but the restaurant was surprisingly busy, with about half of the seats filled. The interior of the restaurant has a bright and open atmosphere with slightly older American pop music playing, and the clientele is mainly young people. The staff greeted me and directed me to an available table, so I sat at a 2-person table that was vacant. There was a lunch menu and a set drink menu on the table. The lunch menu consists of American-style dishes such as roast steak, fried chicken plate, beef curry, hamburger and chicken combo, taco rice, and hamburgers. The prices range from 800 yen to 900 yen, designed to give change from a 1,000 yen bill. There are also topping options such as roast steak, fried chicken, hamburger, sausage, and chicken steak, each priced at 350 yen. With these prices, it's easy to feel like adding toppings. Lunch drinks can be added for an additional 100 yen, making it an affordable option. I ordered the taco rice for 800 yen and added roast steak for 350 yen. In total, it came to 1,150 yen for lunch. The waiting time was about 4 minutes.