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The rise of the Japadog is an extraordinary business story, started with Noriki and Misa Tamura, an ambitious immigrant Japanese couple with little funds but a large dream. Prevented by civic bylaws from starting a crêpe stand, Mr. Tamura sought to open a small Japanese hot dog cart complemented by flavors of Japanese, which became their successful PoD that customers (including me) love.
“I was excited by the challenge. I knew there was more than just ketchup and mustard. I thought I could try something out of Japan, something different from the ordinary, and take hot dogs to the next level.” -Noriki Tamura
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They bypassed many more difficulties from the cold and raining Vancouver weather making business dismal, to their language barrier and the birth of their new child. Incredibly enough, the Japadog became enormously popular and spread like wildfire through word-of-mouth. If you’ve tried their Japadog, you’d know it has a very unique taste – a taste that has gotten big names, including Mark Zuckerberg travelling to Vancouver to try them; it has become an authentic taste of Vancouver, a tourist attraction even.
Their business has been flourishing greatly as they have expanded to six locations, one of which is in New York. I have to say that Noriki and Misa Tamura have also added value to their product themselves; they are so genuinely nice and friendly that getting a Japadog is an authentically warming experience.
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Taking a look at their business model, I have to say they played the business well – even if it was unintentional. Their successfully made PoD and natural valuable experience make you want to go eat at Japadog.
Interesting statistics:
$10,000: Amount the Tamuras invested in their first Japa Dog cart
$10: Price of the most expensive hot dog – a Kobe beef sausage – on the Japadog menu
80: Approximate number of Vancouver street food vendors
400: Number of $5 Terimayo hot dogs a Japa Dog cart needs to sell in a month to break even
Mourtada, Rasha. “Vendor Takes Hot Dogs to ‘next Level'” The Globe and Mail. The Globe and Mail Inc., 24 Aug. 2012. Web. 18 Nov. 2012. <http://m.theglobeandmail.com/report-on-business/small-business/sb-growth/success-stories/vendor-takes-hot-dogs-to-next-level/article2032476/?service=mobile>.
Gill, Alexandria. “The Globe and Mail.” The Globe and Mail. The Globe and Mail Inc., 27 May 2009. Web. 18 Nov. 2012. <http://www.theglobeandmail.com/life/street-meat-japanese-style/article4274992/>.