Overview

Starting with the management of Bill Granger, a world-renowned restaurateur, SUNNY SIDE UP brought the all-day dining restaurant “bills” from Sydney to Japan.

There are 8 stores in Japan, 1 in Hawaii, and 3 in South Korea. Enjoy the trendy cuisine and carefully designed spaces created by Bill Granger, who travels the world.

URL : http://billsjapan.com/jp

Activities

SUNNY SIDE UP signed a management agreement with Bill Granger and brought his all-day dining restaurant “bills” to Japan. From the negotiation stage of the business development agreement to marketing research for store locations and PR/promotion after opening, a consistent branding strategy has established a position that no other all-day dining restaurant can match.

The 7 stores in Japan, excluding the Futakotamagawa store, are managed by the joint venture company “Frypan,” while SUNNY SIDE UP is expanding globally to Hawaii and South Korea, pioneering new markets.

● Steps of activity

1. In 2007, a management agreement was signed with Australian restaurateur Bill Granger.

2. Information development was carried out for Granger, who was completely unknown in Japan. By attaching the catchphrase “The World’s Best Breakfast” to his scrambled eggs and introducing them to various media outlets, we succeeded in creating a buzz.

Furthermore, a press tour was conducted to “bills” in Sydney, and even though there were no stores in Japan yet, the anticipation for the Japan landing was built up by having it introduced in the media.

3. When a limited-time pop-up store was opened in Daikanyama, gourmet celebrities and female customers flocked to it.

The situation of “I came to eat the talked-about breakfast, but I could only enter the store in the afternoon” became even more of a hot topic.

Bill Granger’s television appearances and the publication of recipe books further heightened expectations for the full-scale opening of “bills.”

4. In March 2008, “bills Kamakura Shichirigahama” was opened in Kamakura/Shichirigahama as the first overseas store of the “bills” brand.

The casual Australian lifestyle and the culture of eating breakfast at a restaurant were established in Japan.

5. Currently, there are 8 stores in Japan, 1 in Hawaii, and 3 in South Korea, and it is being developed as a global restaurant brand. Bill Granger, who travels around the world, offers healthy and conscious cuisine that incorporates trends.

In addition to breakfast, the brand has established itself as an all-day dining restaurant by creating topics such as afternoon tea and dinner, store-limited menus, and the development of in-flight meals in collaboration with All Nippon Airways (ANA). We plan to continue expanding not only in Japan but also overseas.