マクドナルド、ゼンショー、ワタミなど外食のチェーン店が苦戦しているようである。
ゼンショーは深夜1名で運営させて強盗に狙われ、ワタミは従業員を自殺に追い込むほどに酷使し、それを競争優位の源泉として低価格に反映させることでビジネスモデルを確立してきたところ、社会的に問題しされて対応を余儀なくされた結果既存の成功パターンが成立しなくなったということであり、よく理解できる。この2社についてはビジネスモデルを根本から考え直す必要があるだろう。
一方でマクドナルドが不振、というのは非常に違和感を感じるところである。というのも、マクドナルドは基本的にそこそこ混んでいる。中国鶏肉の問題はあったが、問題以前は週末になるとドライブスルーが渋滞を招き、席にもなかなか座れないので足が遠のいていたのだが、今でもそれなりに店は込んでおり、ボタンの掛け違いではないかと思われる。
マクドナルドの商品が素晴らしいかどうかは別として、長く日本に根付いた商品であり、時折食べたくなると人も多いのだろう。また子供には魅力的なおもちゃが貰えるセットがあるようで、子供に頼まれて会社での昼食にそのセットを食べている若い会社員も多い。米国ではおもちゃを餌に子供に不健康なファーストフードを食べさせることは問題だとして法律で規制するような動きもあったが、それはさておき魅力的なコンテンツを持っていると言っていいだろう。
経営上は2点の疑問があり、大きくは1点に集約される。
1点目は固定費の問題である。それなりに客が入っているにも関わらず十分な収益が上がらないということであれば、固定費が高すぎるのであろう。ここ数年、マクドナルドの店舗は次々と心地良いスタイルに変わっていった。それ自体は素晴らしいと思うのだが、回収できなければ意味がない。1000円で買ったものを500円で売ればいくらでも売れるのと同様、分不相応な快適さを提供すれば集客はできる。ただそれを源泉とした集客にはビジネスとしての価値はない。
原田氏が社長をしていた際、まず集客を増やし、その後単価を上げるという戦略をとって一時的に大成功した。その手腕は素晴らしいと思うが、結果的にブームの渦中というレベルの集客がなければ固定費が回収できないスタイルであったとすれば長期的に正しい戦略ではなかったと言わざるを得ない。当時のレベルを維持する自信があったのかもしれないが、健康食ではなく、我慢できるのであれば食べない方がいいというカテゴリであるため長くブームが続くのは考えにくい。それにしても成功は成功だったと思うが、好調で緩んだ部分で固定費を少し上げ過ぎた部分があったのではないかと思われる。
2点目は低価格商品と高価格商品の格差である。100円で買えるようなものがある一方で、通常商品はセットで600円、700円という価格帯であり、落差が激しい。通常商品は値上げしていっているように思うが、低価格商品が据え置かれているためそちらにシフトする圧力となり、結果的に客単価は下がっているのではないだろうか。
通常商品のハンバーガーを1つ買うと400円ぐらいである。400円の商品価値が無いとは思わないのだが、それであれば落ち着いた場所でゆっくりと食べたい。しかし店内は低価格商品を買って長く滞在する客で混雑している。通常価格帯で買っていた客は、低価格商品に移行するか、もしくは他の店に逃げてしまうだろう。低価格商品を買う客が多いため見た目は賑わっており、それで収益が出ていれば良いが、出ていないとすればビジネスモデルとして成立していないということだろう。
解決策としては、低価格商品を止めるのがいいのではないかと思われる。単にやめると空席率が上がり、閑散として余計に集客力が下がるかもしれないが、クーポンなど他の方法で集客することでカバーできるのではないか。できなければ低価格商品をやめられないかもしれないが、仮に低価格商品しか販売されない場合、結果的に1000円のコストで500円の売上をえるような状態になり、収益の悪化に歯止めはかからないだろう。
高額のヒット商品がブームになれば一時的に業績が良くなる可能性もあるが、モデルとして永続するのは難しい。根本を考え直す必要がある。集客できるオリジナルな商材を持っているのは間違いなく、あとはやり方次第である。
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