Don Quijote is the theme of this week's episode, exploring how it sets up speciality stores and its efforts to transform a community-based supermarket into a successful outfit by making bold changes.
This week, we focus on Japanese discount store Don Quijote - also known as Donki - which can be found at more than 200 locations around the world. We zoom in on its efforts to set up speciality stores and embark on a Don Quijote-style makeover of a community-based supermarket it acquired many years ago.
Don Quijote has many different varieties and categories of products, so it is constantly changing the way it sets up its stores, to prevent its customers from losing interest. Its sales and operating profit were declining because of COVID-19 and tough competition from other stores. Mr Kosuke Suzuki, the executive officer of Don Quijote, thus decided to set up more speciality stores. He joined the company after graduating and has been with Don Quijote for 22 years.
During a review of its stores, the management noted that the Okashi Donki outlet in the Yaesu Underground Shopping Mall in Tokyo Station has suffered a drop in earnings. It carries about 30,000 items, including familiar local snacks and those from other countries. So Mr Suzuki decided to do something about it. He engaged Mr Naoto Kawata, a product purchaser, to hunt for new products. They checked out Asia's largest food exhibition, Foodex Japan 2022, and came across gummies from the US.
In 2007, Don Quijote acquired the Nagasakiya supermarket chain and the stores changed to Mega Don Quijote, which carries perishable foods and everyday items. In 2019, the general merchandise store, mainly located in the Tokai region and called Uni, became their wholly owned subsidiary. Don Quijote also procured the shopping mall business that Uni was developing.
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