«Ginza Lion» bar advertisement. Effective marketing is bound to succeed.

A brief history of «Ginza Lion» chain bars.

The first bar of famous «Ginza Lion» chain bars was opened over 100 years ago.

The first bar of famous «Ginza Lion» chain bars was opened over 100 years ago.

Today Japanese chain of «Ginza Lion» consists of 228 bars.

The first bar of this famous chain was opened on August 10, 1911 on Ginza, the main street of Tokyo.

The history of its foundation is associated with a famous Japanese restaurateur m-r. Ueda Kitamura. When his friends, artists, returned from Europe, they told him about French café and bars, where intellectuals used to spend their time.

He was so impressed by their stories of magnificent atmosphere of those unusual restaurants, and unforgettable taste of dishes. Inspired by his friends’ stories, he opens the first European cuisine café «Lion», right on the main street of Tokyo.

Pretty soon the café becomes well-known, and “Sapporo” brewery takes notice of it. In order to promote its beer, the company purchases the café and establishes a beer bar, which started the chain of «Ginza Lion» bars, offering a vast assortment of beer and European cuisine dishes.

Today “Sapporo” company owns several world’s famous brands, which produce 38 varieties of beer in total. “Sapporo” company beer promotion remains the main concept of «Ginza Lion» bars for decades.

«Ginza Lion» bar display window – a landmark of Tokyo.

«Ginza Lion» chain bars display windows.

«Ginza Lion» chain bars display windows.

A splendid display window of «Ginza Lion» bar has become one Tokyo’s landmarks decades ago. The display window constantly attracts attention of citizens and numerous tourists, for it is filled with replicas of food and beer, which look exactly the same as real items which you can have in the bar. A vast assortment of European dishes, as well as variety of beer by “Sapporo” company, presented in the display window, tempt visitors to come in and have a “delicious” time.

«Ginza Lion» is full of visitors at any time of day or night. International popularity contributed to lots of new bars not only in different districts of Tokyo, but in the other cities of Japan too.

According to Japanese marketing specialists, «Ginza Lion» chain bars got their popularity due to competent marketing strategy, which uses display windows as its major instrument. Bar advertisement by means of display case with food and drinks replicas, increases number of visitors and income. .

«Ginza Lion» is located on a busy street of Shinjuku business ward.

«Ginza Lion» is located on a busy street of Shinjuku business ward.

A vast assortment in «Ginza Lion» menu for the tourists in Tokyo airport.

A vast assortment in «Ginza Lion» menu for the tourists in Tokyo airport.

«Ginza Lion» in Shibuya ward, a popular place where young people can have a delicious quick meal.

«Ginza Lion» in Shibuya ward, a popular place where young people can have a delicious quick meal.

A display window of "Ginza Lion" bar in Ueno ward attracts tourists’ attention from the distance.

A display window of “Ginza Lion” bar in Ueno ward attracts tourists’ attention from the distance.

Bar advertisement by means of display window, meets 10 marketing goals simultaneously:

  • Attracts new clients immediately.

Outstanding display window, filled with delicious-looking “meals” and “drinks”, attracts clients’ attention. According to Japanese marketing specialists’ research, 4 out of 10 people who came closer to the display window just to have a look, eventually enter the bar.

  • Increases average bill.

It is pretty common that clients enter the bar just to have a couple glasses of beer. However they order beer snacks when see a variety of delicious snacks in the display window.

 

 

  • Reduces time of client servicing.

 

Clients choose snacks by the display window and spend less time to order at the table. So they finish their meal and leave the bar faster, which contributes to more intense customers flow per day.

  • Dispel clients’ doubts.

Replicas demonstrate real size of food portions and volume of beer glasses. A tablet in front of each dish and glass provides the name and cost.

It makes it easy for clients to decide which dishes to order, and to estimate their expenses. So they enter the bar and make an order with no doubts.

  • Increases clients’ loyalty.

«Ginza Lion» bar display case suggests a vast assortment of dishes and drinks. Usually a visitor can’t try all dishes and drinks within one visit. That’s why visitors keep coming back to enjoy taste of different kind of beer and order different dishes, which look so delicious in the display window.

  • Save marketing budget.

All classic bar marketing instruments require monthly investment. Whereas useful life of Japanese food replicas, made of high-quality silicone, is 30-50 years. Bar owners don’t have to pay for advertisement monthly.

  • Distinguishes from competitors.

When clients have a choice, they prefer bars with clear prices and a vast assortment in the menu. Having all of that, «Ginza Lion» bar occupies a big share of market.

  • Decorates display window.

A display case, full of bright replicas of various food and drinks, decorates bar’s façade. Bright illumination makes the bar noticeable even after dark.

  • Improves quality of client servicing.

Clients love high-quality service. Visible menu in the display case make it pleasant and fascinating to choose food and drinks. Visitors also like to study visible menu, while waiting in a line.

  • Establishes positive image.

It became more frequent that people communicate in social network and on forums. Positive feedback from the clients, as well as personal reference of friends, attract more visitors to «Ginza Lion» bar. Eventually they become regular customers.

«Ginza Lion» chain bars display windows.

Bright illumination makes the bar noticeable even after dark.

Bright illumination makes the bar noticeable even after dark.

All kinds of beer, which can be ordered in the bar, are presented in the display case.

All kinds of beer, which can be ordered in the bar, are presented in the display case.

Clients prefer bars with clear prices and vast assortment in the menu.

Clients prefer bars with clear prices and vast assortment in the menu.

Visible menu in the display case make it pleasant and fascinating to choose food and drinks.

Visible menu in the display case make it pleasant and fascinating to choose food and drinks.

It’s been for decades already that bar advertisement by means of display case remains a business card of the bar.

Popularity of «Ginza Lion» bars contributed to the fact that Sapporo beer becomes one of the most popular drinks among adults in Japan.

In order to promote its product to the international market, “Sapporo” company plans to open «Ginza Lion» beer bars in other countries. First of them was opened in Singapore in January 2013.

24.11.2014/ Myronowa Irina

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