Can "Online Restaurants" Become a New Food Culture?

We wanted to help restaurants hit hard by the pandemic!

It was early April, just as the novel coronavirus began to rage across Japan, shortly before the government declared a state of emergency. We at Dentsu Inc.'s "Food Lifestyle Lab" (hereafter, Food Lab) held an emergency online meeting.

The theme: "What can Food Lab do right now?"

Many people are struggling due to the pandemic.
Staying home isn't just about staying indoors; it's also crucial to stay healthy and stay smiling.
Could "food" be part of the solution?
Is there something we can do...?
Members began sharing various comments and ideas one after another.

Among them, the question arose: Is there any way we can help the restaurant industry, which has been hit hardest (it's no exaggeration to say) by the pandemic (see our previous article " Not Just Remote Drinking Parties?! How COVID Changed Our Eating Habits ")? Restaurants aren't just places that serve delicious meals to customers; they are also the bearers of Japanese food culture... The "Online Restaurant" project was born from these voices within the lab.

Restaurants are facing not only reduced sales due to closures during the voluntary restraint period, but also lower customer numbers even after the state of emergency was lifted, due to social distancing measures and reduced seating capacity. We hear the situation is particularly severe in office districts and city centers, where remote work continues.

Despite the significant drop in sales, the reality is that restaurants face increased costs for infection prevention measures like partitions, along with additional tasks like disinfecting the premises and taking customers' temperatures. This situation is clearly leading to the exhaustion of restaurants.

On the other hand, we want to dine out too. For special anniversaries or gatherings with close friends, we still want to go to a restaurant. With stay-at-home life significantly increasing cooking at home, there's also a desire to occasionally escape the fatigue of home cooking.

"Online Restaurant" was born from trial and error to solve these dual challenges and explore new ways to enjoy food.

What if we could share the same dining experience together, even when apart...?

As mentioned in our previous article, "remote drinking parties" became a new norm during the pandemic. Beyond just drinking parties, the push for remote work rapidly expanded and normalized online communication.

The advantage of remote drinking parties is that everyone can casually eat whatever they like, whenever they like, and as much as they like. However, unlike real-life gatherings at restaurants, the downside is the lack of that physical shared experience—like tasting the same dish and exclaiming, "This is delicious!" together (drinking parties often get lively and bring people together through moments like this, right?).

Now, imagine this:

Even though it's through a screen, what if you could all enjoy the chef's dishes together, just like you were at a restaurant, while hearing the chef talk about the food? Wouldn't that be a wonderful shared dining experience?

A new option. Online has its own merits.

I suspect many people currently do remote drinking parties out of necessity—because they can't go to a restaurant or gather in person. However, once you actually try a remote drinking party, you realize it has unique advantages too.

As mentioned earlier, being able to eat whatever you like is one such benefit. But what I feel is the biggest advantage is that people living far away can join in too.

In a remote drinking party I actually had with mom friends, we were able to catch up with a friend who had moved to London. At an online family gathering, my father and cousin who live far away could talk while seeing each other's faces and knowing everyone was well. This is something we never did before the pandemic.

While "online" was largely introduced out of necessity during the pandemic, it has arguably become a new communication option.

Will all communication return to in-person after the pandemic ends? Probably not. It's likely that online dining experiences will become another new option.

Take Father's Day, for example. Previously, sending your dad, who lived far away due to work, his favorite beer might have been the extent of it. Now, you could add another option: booking an online restaurant reservation to enjoy a meal together while seeing each other's faces for the first time in ages.

For grandmothers who used to enjoy dining out as a hobby but now can't go due to mobility issues, you could book an online restaurant on Respect for the Aged Day and enjoy the restaurant's flavors together.

Yes, online services have given us new options for dining experiences.

One shared vision, each with their own strengths. Realized through "co-creation."

As you can see from the illustration above, the mechanism of online restaurants is very simple. However, it's not just about "ordering food" and "eating remotely." This initiative was originally designed to solve challenges faced by both restaurants and customers, meticulously crafted to create a win-win situation for both sides.

During the pandemic, the situation changes by the minute. Above all, speed is essential. To make this happen, we needed partners who shared our vision, understood our purpose, and were willing to collaborate in the same direction.

First, we consulted with Mr. Junichi Kobayashi, CEO of Kobayashi Rice, who manages numerous popular restaurants and also edits food magazines. He shared the realities and honest opinions of restaurants, and together we planned and developed a system that could support them.

USEN Media, Inc., which operates "Hitosara "—a media platform showcasing chefs' faces—agreed with the project's purpose and kindly handled the implementation announcements and reservation acceptance. For the food delivery system, we utilized " REACH STOCK," an EC procurement service connecting producers and restaurants operated by USEN, Inc., also part of the USEN-NEXT GROUP.

Furthermore, J-Oil Mills, who supported the project's vision, stepped forward as a sponsor to cover the shipping fees and system usage costs that are often a barrier when ordering food online. This support will significantly enrich the online restaurant experience.

Produced by the aforementioned Mr. Kobayashi, the first participating restaurant for this initiative is Quindi, an Italian restaurant in Yoyogi-Uehara. They have consistently supported producers with respect and empathy, value seasonal ingredients, and actively address food loss and sustainability.

Italian Restaurant, "Quindi" (Yoyogi-Uehara, Tokyo)

The online restaurant logo was developed originally by Shokurabo's art director. To help diners enjoy a little restaurant atmosphere at home, our creator members are currently brainstorming ideas for packaging and the online event.

Dentsu Live Inc., centered around Shokurabo members, will handle everything from detailed planning and coordination to the implementation process and day-of operations.

What matters most is solving social issues and ensuring sustainability

While we're starting to move toward realization by each leveraging our areas of expertise and contributing, what I value most in this process is that "it benefits everyone involved."

Donations and volunteer work to support those in need are truly wonderful. Especially during emergencies, diverse forms of support are essential. However, in the long term, one-sided support is not sustainable. It becomes dependent on the circumstances of the supporting party. If the support stops, that's the end of it.

Rather than having a few individuals strain themselves to continue serving, we need to create and maintain systems that generate value. I believe what we corporate professionals should be doing now is CSV (Creating Shared Value) in the era of living with COVID-19 and preparing for the post-COVID-19 world. Specifically, drawing on experiences during the pandemic, we should address social issues in preparation for second and third waves. We should utilize the "resources" each company possesses and solve these issues through "action," while also contributing to the company's business. This approach aligns perfectly with the concept of the SDGs (United Nations Sustainable Development Goals).

This online restaurant initiative can be positioned as one business model that solves social issues while making them sustainable.

Can the "Online Restaurant" become a new food culture?

The novel coronavirus forced changes upon our lives, inflicting damage both economically and on our physical and mental health. And this continues even now.

However, we are overcoming these challenges and beginning to establish new norms. The online restaurant is one such example—a novel dining experience born precisely because of our current times. As our eating habits evolve due to COVID-19, we aim for this to become a new food culture.

The first installment of the online restaurant project will be held on September 21st, Respect for the Aged Day.
Experience a special menu crafted by Quindi's chef around the theme "End of Summer, Beginning of Autumn," featuring ingredients known as "encounter foods" – the first signs of the season and lingering flavors of the past.

The chef's creations inspired by "End of Summer, Beginning of Autumn" will be delivered to your home. The set includes three courses: appetizer, pasta, and main dish. Each reservation also includes a complimentary bottle of "AJINOMOTO Olive Oil Extra Virgin." Participants enjoy the meal at the cost of the food alone, with no additional charges for delivery or system usage fees.

On the day, hear directly from the chef about the producers, ingredients, and his culinary philosophy. You'll also receive tips on using the extra virgin olive oil generously featured in the dishes.

Antipasto: Akashi Momiji Sea Bream and Shimanto Chestnut Terrine with Deisai Ginger Aroma
Primo Piatto: Egg-rich extra-fine tagliatelle with Piedmont truffles
Second Course: Simmered Nakijin Aguu Pork with Pineapple Enzyme

 

 The antipasto, "Akashi Momiji Sea Bream and Shimanto Chestnut Terrine with Deishi Ginger Aroma," is finished with extra virgin olive oil for an even richer fragrance.
*Due to ingredient availability, the photo shows mackerel, but the dish you receive will feature wild Akashiura-caught red sea bream ("Momiji Tai").

Our online restaurant is completed with your participation as our final co-creators. Reservations are now being accepted at "Hitosara." We look forward to welcoming many of you.