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ランキングと口コミで探せるグルメサイト
グルメキュレーションサイト
毎日の外食が楽しくなるグルメ情報
日本一自由なブランディングコンサルタント
渡辺シンスケです。
先日は大阪心斎橋にある
鮨 Shizuku
へ。
最初は毎月
訪問させていただいていたのですが
すっかり予約が取れなくなり
今は1年以上先でしか
予約が取れないのではないでしょうか。
鮨 Shizukuの特徴は
元々大将だった三上さんによる
マニアックすぎる創作鮨。
イカ一貫を500回包丁で叩き
切れ目を入れていたり
(最初は300回くらいだったような)
宝石箱と呼ばれる中に
いろんな隠し味の素が入っており
それを鮨の中に忍ばせて
いろんな味を楽しめたり。
とりあえずオーソドックスなお鮨は
ほぼ出てこないのです笑
ただ味は絶品。
新しいハーモニーが
かなり楽しめます。
創作すぎて
「こんなのお鮨じゃない」
という方も定期的に現れるそうです。
しかし私からしたら
お鮨屋さんがこれがうちのお鮨です
と提供されたらそれはもうお鮨でしょう。
そしてお金を払う側が
美味しいものとサービスに
お金を払う価値があると思えば
ああであるべきこうであるべき
とかは関係なく
ビジネスとして
成立していると思ってます。
ですから私は
なんちゃってグルメ評論家
みたいな人は大嫌いで
ここでは唯一無二の
美味なお鮨が食べられる
それでいいじゃないか
と思っていつも訪問しています。
ブランディングは
良いように見せる
儲かってるように見せる
ではありません。
【差別化して記憶に残ってもらう】
ことがブランディングです。
お鮨は正直
ブランディングが
難しい分野だと思います。
なぜかというと
高級、美味しいのが当たり前だからです。
ということは
ギャップを作りにくいので
ギャップでブランディングするのは
難しいです。
でも鮨 Shizukuは
想定内のお鮨が
全く出てこない。
ようはギャップだらけです笑
もれなく他のお鮨屋さんと
差別化できるので
印象に残りまた来たいという人が増え
予約困難店になっているのでしょうね。