Convenience Stores Launch New Onigiri Strategy

Aug 27, 2024 | News On Japan

TOKYO - As convenience stores continue to engage in fierce competition over their rice balls, a new lineup of gourmet onigiri has been announced, including a series developed by famous Japanese restaurants.

What is the reason behind this?

Eira Shirato, Manager of the Delica Food Department at FamilyMart, explains, "Our timeless favorites, 'Salmon Onigiri' and 'Tuna Onigiri,' have been reimagined by our partnered chefs and are now available as part of the 'Exquisite Onigiri Supervised by Renowned Restaurants' series."

The lineup includes four types of onigiri, such as one with tuna and smoked radish by the Japanese restaurant "Sanpi-Ryoron" and another with salmon and tartar sauce by the Western restaurant "Ueno Seiyoken."

Reporter: "These two onigiri both contain tuna, but there is about a 100-yen price difference."

The strategy this time is to differentiate by price. The onigiri launching this week will be in the 200-yen range, while those to be released next month will be priced in the upper 100-yen range.

Shirato added, "Customers seek onigiri at different price points depending on the occasion."

As the cost of raw materials like rice continues to rise, the average price of onigiri is also increasing. However, by expanding the range of popular salmon and tuna onigiri and varying the price points, FamilyMart aims to meet consumer demand.

Source: TBS

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