October 30, 2012 01:03 PM
Horse meat restaurant "Bakurou" Appealing horse meat culture to the world.
Mr. Sawai Keizo Bakurou Ltd., CEO[Japan]
By Shinpei Sakai Reported on October 11
Keywords : Bakurou Ltd. Horsemeat Mr. Sawai Keizo the group of NTC Deriba Ltd.
Today, there is a company spending their effort on penetrating horse meat which is still considered as less popular meat kind into food industry. Bakurou Ltd., under the group NTC Deriba Ltd., who owns 70% share of horse meat in Kanto region. They manage 5 branches horse meat restaurants "Bakurou". Since raw beef trading is restricted in July, Trade-able fresh horse meat is grabbing its attention in the market. We have interviewed Bakurou Ltd., CEO Mr. Sawai to tell us more about his market.
Bakurou Ltd., CEO Mr.Sawai Keizo
"Baniku Tonya Bakuro" at Shinbashi. Casual environment in hints of Showa flavors
Ningyocho branch. Concept is Edo era.
CEO Mr. Sawai is horse meat specialist who worked for NTC Deriba for 15 years as sales man and still contributing in its distributing business. He intends to explore horse meat culture in Kanto, compete with other regions in Japan where horse meats are more familiarized.
"Okawari meat" (Horse meat Shabu Shabu / Sukiyaki) from 819 yen (from S$12)
Horse meat contains 4 times richer in minerals and one third of calories compare to beef. Horse meat is the only meat recognized by ministry of health to be consumed fresh which supports the safety evidence.
When company has just founded 5 years ago, Horse meat is only recognized as rare delicacy food and Kanto region categorized it as luxury food therefore horse meat consumption was low. Horse meat is recognized as expensive goods which are only consumed at special occasion such as business dinner. Mr. Sawai told us he was shocked when he found out how horse meat's market price and selling price difference was huge. Horse meat positioning should be between beef and pork. He realized it is impossible to create a culture by having horse meat as luxury item.
He started off F&B business to familiarize the horse meat in the market. At his first Kanda branch, he targeted at business man at the area. Concept was "Go Japan! Horse meat Dojo". He created the atmosphere for stressful business man to visit relax and easily. He marketed in different style according to region's characteristics. Every branch carries different main dish which is not only Basashi (Horse meat Sashimi), but include Sakura Nabe and Shabu shabu style was introduced.
Daily special assortment 5 kinds 1580yen (S$24)
"Otaguri Miso Nikomi" (horse meat Motsu) 550yen (S$8.40)
Mr. Sakai said "Good thing about horse meat is that you can enjoy the taste safely even it is fresh. Europeans recognizes horse meat as one of major meat kind and you can enjoy them in different cooking methods. There is over 1,000 horse meat butchers only in French speaking regions. Japanese also should enjoy horse meat in wider variety of cooking method."
He is intending to expand into BBQ style, Asian restaurants and steak house instead of only restricting to Japanese style restaurant. Unique dish such as "Bakuniya Minced cutlet" 399yen is very juicy and delicious.
Bakurou nabe for one person 1,280yen (S$19.60)
Premium Sakuraniku Carpaccio 880yen(S$13.50)
Ningyocho special! Limited to 5 dishes per day. "Sakura meat Kurofune steak" 1,200yen (S$18.40)
Every branch has different main dishes to push which helps to appeal different sides of horse meats. Budget for each person is about 4,000yen (S$61). Customer will get shocked on the price because they have strong impression that horse meats are luxury items. Mr. Sawai intention is not to sell the meat cheap however luxury branding horse meat supports to make Bakurou price feels reasonable. There is no trick on pricing. They are simply offering tasty horse meat at reasonable actual price.
Mr. Sawai's target is to make 10 outlets within Kanto religion in next 3 years. It may sound modest but he is trying to make each branch perfect with accuracy on quality as well as staff education without any compromise.
Recently safety concerns on fresh meat have gone worse. Even comparably safe horse meats are also affected. Japan horse meat association has founded in March this year. Mr. Sawai is aggressively involved in the group to appeal safety issues on horse meat. He says his mission is to appeal on horse meat enchantment to the market.
