Keikyu Store Launches 17 Original 'Motomachi Union' Cheeses
Motomachi Union Main Store, operated by Keikyu Store, is a supermarket that opened in Yokohama's Motomachi district in 1958 with a product lineup tailored to foreign residents, and it has long been known for its strong selection of imported cheeses. This spring, the store launched 'Union Original' products across various categories, and on October 20, it released 17 types of Union Original imported natural (N) cheeses. The Motomachi Union Main Store reopened in June of this year, and the imported cheese section was moved to a location right by the entrance, making it one of the store's signature offerings. We spoke with Koichiro Shimizu, a buyer for the 3rd Group of the Merchandising Department at Keikyu Store's SM Business Division, who is in charge of developing original products..
――Regarding the launch of Union Original natural cheeses.
There are three concepts. The first is ingredients from our local Kanagawa, the second is carefully selected ingredients from across the country, and the third is gourmet food from around the world; for cheese, we focused exclusively on imports. The Motomachi Union Main Store, in particular, has been a strong retailer of imported foods since the 1960s, and we are rolling out a total of 17 original cheeses. We launched them early on October 13 at four stores, including this Motomachi Union Main Store, and at the remaining 11 stores on October 20.
All original products are available in 100g cuts. As household sizes shrink, we standardized them to a size that can be finished at home, and because they are small portions, customers who like cheese often buy several different types.
Another feature is the relatively affordable pricing; our best-seller, 'Brie,' is priced at 538 yen excluding tax, and others include 'Rindless Gouda' at 500 yen and 'Red Cheddar' at 558 yen (other Union Original cheeses include 'Samsoe,' 'Pecorino Romano,' 'Gruyère,' 'Emmental,' 'Smoked Cheese Plain,' 'Smoked Cheese Pepper,' '12-Month Red Cheddar,' 'Gorgonzola Piccante,' '6-Month Mimolette,' '12-Month Mimolette,' 'White Cheddar,' '12-Month Comté,' 'Danish Cream Cheese,' and 'Manchego').
――There is an N-cheese section right at the store entrance.
The main store was renovated this June, and we moved the N-cheese section, which used to be in the back, to this location. We have positioned imported cheese as our store's 'selling point' and have strengthened our N-cheese lineup to about 100 items.
Major national brand domestic N-cheeses and processed (P) cheeses are sold in the milk and dairy products section at the back of the store. There, Kraft and Takanashi fresh mozzarella sell well. We have had a long-standing business relationship with local Takanashi Milk Products and also carry their cream and mascarpone.
A feature of this store is that we carry a large selection of cultured butter. Since there are many shops nearby that bake French bread, we have been asked to stock cultured butter for a long time, and chefs from surrounding restaurants sometimes come to buy it.
――How are the sales of Union Original products?
It has been about two weeks since we started selling the original cheeses, and sales are very strong, at 2.5 times our initial annual projection. We stocked a considerable amount of Brie, but it ran low initially, so we had to restock it in a hurry.
The number one best-seller is overwhelmingly the 'Brie' from Lorraine, France, which we always display in a circle on a flat table. Next is Red Cheddar, and the smoked variety is also selling quite well. In addition to the original products, we also display items like 'Castello Danablu' on the flat table, which is a best-selling product that has had a loyal customer base for a long time.
Also, we are awarding 30 to 90 bonus points for original cheeses on the Keikyu Premium Point Card. Since it is the launch, we are offering a higher point return to encourage trials.
――Do you recommend when they are at their peak ripeness?
Since it is a matter of preference, the store does not set a peak ripeness. Many cheese-loving customers prefer them close to the expiration date, but since Japanese people are sensitive to aroma, some prefer them fresh.
――Besides the original products, you have a rich selection of sliced N-cheeses.
For slices, we have Gruyère, Emmental, Samsoe, Gouda, Red Cheddar, and even slices of Raclette, which was popular for a time, as well as soft Brie slices. We also carry a variety of shredded cheeses.
Of course, our lineup includes imported Camembert, various blue cheeses, Feta, and washed-rind cheeses like 'Munster' and 'Pied-d'Angloys'.
――There are few assorted cheeses.
We don't handle many assorted items at our store, and we limit them to specific times. We offer them twice a year to coincide with the Motomachi Shopping Street's Charming Sale, and otherwise during the Beaujolais and Christmas seasons.
Many of our customers enjoy choosing cheese for themselves, so they buy two or three 100g cuts in combination.
On the other hand, we do handle domestic artisanal cheeses. Since our renovation in June, we have increased our selection from Atelier de Fromage in Nagano Prefecture.
――There is Union Original raw ham on the shelf below the N-cheese section.
It is Spanish Jamón Serrano, and we have it processed by specifying the grade of Duroc pork. We debated internally about how many millimeters thick it should be, but in the end, I pushed for this thickness.
When you taste a small amount, you tend to feel that thinner is better, but then you can only use it for things like salads. We tasted it many times to achieve a well-balanced thickness so that it can be used for everything from salads to hors d'oeuvres. This raw ham is also proving popular, just like the original cheeses.
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