Is there a future beyond cheapness? A challenge to regain the appeal of dining out once more.

Our company supports "April Dream," an initiative that makes April 1st a day to broadcast dreams.
This press release is the dream of "Tamago Dining Tamago to Tamago."

I always felt a sense of discomfort.

Our representative joined a major restaurant chain company as a new graduate, and over about 10 years, experienced a wide range of roles from store manager and area manager to being responsible for store opening strategies, branding, and corporate profit.

While working in the restaurant chain, everyone was thinking about "how to buy cheap and sell high."

To achieve this, ingredients were changed to imported ones, price reduction negotiations with suppliers were repeated, and "superficial ingenuities" accumulated.

I understood that this worked as a business.
But I kept thinking, "Is this really okay?"

The world-class Japanese dining out culture shouldn't originally be like this.

A single egg changed everything.

The turning point was the raw egg on rice (tamago kake gohan) I ate at a contracted poultry farm.

Just an egg and rice.
That was it, yet it was incredibly delicious.

"With this, we can compete."
That's what I thought.

Eggs are one of the most commoditized ingredients.
In supermarkets, they are a staple for special sales and treated as the honor student of pricing.

But truly good things are different.
The value can still be redefined.

I was convinced of this.

Breaking the norm.

We will fight against the dining out industry that only pursues cheapness.

There is a limit beyond efficiency and cost reduction.
And, that is just too uninteresting.

That is why we will raise the value and compete at an appropriate price without selling cheap.

We use good ingredients, receive fair compensation for them, and rightfully return profits to our employees and business partners.

I believe that accumulating these efforts will raise the value of dining out once again.

Regaining the appeal of dining out once more.

I was raised by the food service industry.

I believe this job is my true calling.

Even so, the food service industry is currently said to be "unpopular."

Precisely because it is an era where AI and DX attract attention, I believe there is still great potential in the value created by human hands and the experiences of people facing people.

Dining out has a world-class power.

I want to regain that appeal once more.

As a step towards that.

"Tamago Dining Tamago to Tamago" is
the first step of that challenge.

Redefining value through the most familiar ingredient, the egg.

Just a bowl of raw egg on rice becomes a dish that moves people's emotions.

We want to realize such experiences in as many places as possible.

A single egg can change the world.
Believing this, we will continue our challenge.

Store Overview

Store Name: Tamago Dining Tamago to Tamago

Location: 3-8-6 Motomachidori, Chuo-ku, Kobe City, Hyogo Prefecture

Access: 4-minute walk from JR/Hanshin "Motomachi Station"

Business Hours: Weekdays 11:00-21:00 / Weekends and Holidays 10:30-21:00

Regular Holiday: None (Irregular holidays)

Official Website: https://www.tamagototamago.com

Instagram: @tamagototamago

Gourmet Site: https://tabelog.com/hyogo/A2801/A280102/28072982/

Operating Company: Soba Partners Co., Ltd.