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A new restaurant concept opened up this week in Tokyo for the rapidly increasing number of health conscious Japanese public. Run by health device manufacturer Tanita Corp. the replica Japanese office style canteen space, Tanita Shokudo, acts not only as a healthy food outlet but a place where diners can receive free nutritional and dietary advice whilst eating.
The opening of the restaurant comes off of the huge success of the Tanita Corp’s cook book. Made up of a selection 500 kcal meals from the company’s own canteen, the book was a major hit, and a great move that went far in asserting Tanita’s healthy image. The new restaurant follows the simple food principle of the cookbook and serves a daily dish and weekly dish that both contain under 500kcal.
The restaurant opening and concept is an interesting move from Tanita Corp at a time we have seen an increasing trend in the number of Japanese who worry about the change in dietary habits with the influx of more unhealthy Western food into their daily lives. The term “Metabo” meaning overweight has become a hot phrase over the last few years and has ushered in a number of new heath plans, food fads and diets. Whilst moving into this health food sector Tanita have not only tapped into a huge market but also strengthened their brand image to a growing consumer base.