Management characteristics and development strategies of farm restaurants in suburban areas: case study of the Greater Tokyo area [Tokyo, Kanagawa, Chiba, and Saitama], Japan

Farm restaurants have various effectiveness such as raising agricultural income and promoting local promotion for local consumption. However, due to the requires high managerial know-how, farm restaurants are currently not a major initiative compared to farmers markets and agro-processing. Therefore, this study examines the possibility of suburban areas becoming favorable locations for farm restaurants and their development strategies considering the external environment, by understanding the actual situation of farm restaurants in the Greater Tokyo area (Tokyo, Kanagawa, Chiba, and Saitama) from the perspective of both owners and consumers. The analysis method consisted in a questionnaire survey of farm restaurant's owners in the Greater Tokyo area to determine their actual operations and current issues, as well as interviews with owners of successful case studies. Additionally, to identify consumer characteristics and potential needs, a customer survey was conducted at case study sites. The results showed that first, the main type of restaurant in the Greater Tokyo area is the stand-alone type, and in recent years there is a trend toward incorporation. Second, expensive costs related to labor and food materials are putting pressure on management, and unincorporated farmers face a serious issue which are a lack of management skills and balancing agriculture and restaurant managements. Third, focusing on initiatives that are unique to farm restaurants, such as devising management crops and organizing agricultural experiences, may lead to the stabilization of the business. Fourth, customers mainly come from the neighborhood and there is the relationship between their characteristics and various needs. The study concludes that stand-alone type farm restaurants in suburban areas have the potential to play an important role as a place to meet the potential needs of their surrounding resident and increase their interest in agriculture by providing dishes made with local agricultural products, agricultural-related events, and comfortable atmosphere.