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Shigeru Nitta is the third generation to run the Asahiya butcher shop in Japan. His company specializes primarily in the sale of high-quality Kobe beef. When the internet arrived, the Japanese also offered the luxury meat online. But as he tells CNN, no one was willing to pay big money for meat online.
Then the idea came to him: he started selling croquettes online that contained a small amount of high-quality Kobe beef – as a temptation that would leave you wanting more. He sold the croquettes for $1.80. However, the cost of the meat was $2.70. He made a loss with every croquette he sold.
Despite price increase, high demand
After local media became aware of the butcher’s action, demand for the croquettes skyrocketed. Although Nitta increased the price of the croquettes, demand continued to rise.
“The croquettes have actually become much more popular than other products,” the butcher laughs about his own business idea, with which he makes a loss every day. However, after tasting the croquettes, every second customer decides to buy Kobe beef from Asahiya. The strategy must still be profitable at the end of the day.
“We have thought about stopping the offer”
Nitta: “We hear that we need to hire more people and make the croquettes faster, but I don’t think there is a shop owner who hires people and produces more to make more losses.”
Already in 2016, the waiting time for the croquettes was more than 14 years. “We thought about stopping the offer, but we received many calls asking to continue offering the croquettes,” says Nitta. Nowadays you have to wait about 43 years before you can buy an Asahiya croquette. (obf)
Source: Blick
I am Amelia James, a passionate journalist with a deep-rooted interest in current affairs. I have more than five years of experience in the media industry, working both as an author and editor for 24 Instant News. My main focus lies in international news, particularly regional conflicts and political issues around the world.
