A Smart Experience at Toriiwaro, a Restaurant That Only Serves Oyakodon
The weather has truly turned to autumn. This summer, it was a struggle to go anywhere without sweating, but at this temperature, I can go anywhere and spend my time without feeling much fatigue, which is comfortable. There is a restaurant perfect for this season that I highly recommend you visit.
In this installment of [Self-Appointed Analysis! Good CX], I will introduce a wonderful experience at a famous Oyakodon restaurant in Kyoto.
💡 I am writing a series called "Good CX Bookmarks" where I analyze Good CX (Good Customer Experience) I encounter in my daily life. Please see this introductory article for the purpose of the series and other articles.
Toriiwaro, a famous Oyakodon restaurant in Nishijin, Kyoto
The other day, I went to Toriiwaro, a famous Oyakodon restaurant in Kyoto. It is a long-established shop founded in 1945, and having heard that they only serve Oyakodon, I had always wanted to go, curious about what kind of shop it was and what kind of experience I could have there.
Since they don't take reservations, I arrived feeling a bit anxious about whether there would be a line. The area in front of the shop had the atmosphere of a traditional Kyoto townhouse, and I was relieved to see no line, but once I went inside, there were about 10 people waiting in the waiting room. I felt a little discouraged, but a few minutes later, about 10 of us, including myself, were called in all at once, so I was able to enter with very little wait time. People were free to take off their shoes wherever they liked, and while it was a space with a lot of character, the relaxed atmosphere made it very comfortable.
The Oyakodon arrived even though I hadn't ordered!
When called by the staff, we were guided to a tatami room in the back. On the way, there was a garden, and I felt like I was visiting a traditional old Kyoto house, so I moved forward with high expectations. We were guided to a spot with a low table and cushions, which also had a homey, calm atmosphere.
After being seated, there was no menu or anything, and while waiting, chicken broth, pickles, and the Oyakodon were brought out. It was served with such a natural flow that I wondered, "Did I order?" The taste was, of course, exquisite, and it was a dish that any Oyakodon lover would find irresistible. The chicken broth was also delicious, with a flavor that seemed to soak into my body. I will refrain from saying more, as this would turn into a gourmet report.
Paying with a single 1,000 yen bill
After finishing the Oyakodon, I reluctantly headed to pay, as the next person was waiting. Then, I was simply told, "That will be 1,000 yen," and I was a bit taken aback. In this day and age, to be able to eat such a delicious Oyakodon for 1,000 yen. Also, being able to complete the payment so smartly with such a round number left me with a strange feeling, wondering, "Is it really okay for it to be this smooth?" as I left the shop. Conversely, perhaps it made me realize that I have become accustomed to the hassle of paying.
The goodness of a simple experience
The experience at this shop was, of course, partly because the Oyakodon was delicious, but more than that, I was impressed by the fact that there were no choices like in many other shops from the moment I entered until I finished eating, and the entire experience was seamless and without waste. The key to this is the simplicity of having only Oyakodon on the menu and the price being exactly 1,000 yen.
When there is only one item on the menu, it saves the trouble of choosing, and you strongly feel the shop's message: "This is our pride and joy." For someone indecisive like me, this decisiveness is appreciated, and it makes me think, "Well then, let's enjoy the Oyakodon." Of course, this is on the premise that the Oyakodon (the menu) is delicious.
Also, the price setting of exactly 1,000 yen is appreciated. It is pleasant to be able to pay smoothly without worrying about the hassle of handling small change or splitting the bill. Of course, these days there are code payments and credit cards, but the situation of handing over a single 1,000 yen bill for the Oyakodon was an experience that made me realize a very pure exchange of service. (Next time I go, I think I'll just put a 1,000 yen bill in my pocket and go eat.)
Summary
Before visiting for the first time, I thought, "Maybe it's a slightly high-class place where you eat slowly," but in reality, the ease of coming to the shop, quickly eating the Oyakodon that is brought out, and leaving is the charm and value provided by this shop. Because it is a shop where you can have a compact, minimal, yet high-quality experience, whether you are a neighbor, someone who just wants a light meal, or a tourist, having lunch here might be the trigger for spending the afternoon meaningfully. Because the experience design is simple for that purpose, the Oyakodon itself, which is the shop's selling point, stands out, and it is understandable that the number of repeaters is increasing.
I wanted to visit again in search of this simple and delicious experience. If you are an Oyakodon lover and want to eat a delicious lunch in Kyoto to boost your day, please go and visit at least once.
(Author: Design Researcher Ikumi Umeda)
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