Japanese-owned Italian restaurant chain Saizeriya plans to double its footprint in China to around 1000 outlets by 2035.
To support its expansion, the company set up a Wuhan subsidiary in July and will open a US$30 million Guangzhou plant next year to produce local ingredients such as sauces, pasta, and pizza, reports Nikkei Asia.
Saizeriya said its chain’s pricing is designed to appeal to “cost-conscious” diners. At its Shanghai outlets, Milan-style rice sells for 15 yuan (about $2) and squid-ink pasta for 16 yuan.
Noboru Nagaoka, GM for overseas business, shared that the company now generates an annual operating income of $40 million, triple what it earns in Japan.
“At that time, Chinese consumers thought Western food had to be expensive, but we wanted to prove that authentic Italian meals could also be affordable,” he said.
The chain opened a branch in Guangzhou in 2007, followed by Beijing in 2008. In July, it set up a head office in Guangdong Province to manage its Chinese operations and standardise menu development.
“We value the Chinese market the most. Its profits have already surpassed those in Japan, and its future growth potential is much greater,” Nagaoka added.
Saizeriya aims to open at least 50 new stores a year, which would bring its China presence in line with the roughly 1050 restaurants it operates in Japan.
