Major restaurant operator Skylark Holdings is stepping up its low-price strategy. It aims to expand its customer base by focusing on ¥176 draft beer and goboten udon in the ¥500 range, and acquired Kyushu-based Sukesan Udon in 2024.
The restaurant industry is seeing a growing shift toward low-price strategies as it is affected by higher raw-material costs and inflation. Skylark Holdings is keeping prices down to offer customers good value, and is working to attract younger customers and families.
Sukesan Udon is a Kyushu-based local chain that originated in Fukuoka, known for its soft noodles and affordable prices. As an inexpensive menu item, goboten udon is served in the ¥500 range, including tax, while oden is priced at just over ¥100 per item.
Skylark Holdings acquired Sukesan Udon for approximately ¥24 billion in 2024. Even after the acquisition, the company appears to be continuing its low-price strategy, including Sukesan Udon, as part of its broader pricing strategy.
As restaurant and retail companies continue to raise prices, they are seeking to retain customers through combinations of low-price strategies, bundled products and price points.