In London, a restaurant has introduced special offers before closing-time
In the Japanese restaurant Itsu in London, every evening, 30 minutes before closing, all dishes are half-price.
There are 17,000 restaurants in London. With the number of fast-food outlets and a trend towards healthy eating, the competition in the capital is fierce.
Founded in 1997 by Julian Metcalfe, creator of Prêt à Manger, Itsu – which means ‘when’ in Japanese – is a chain of restaurants with 40 sites, mainly in the financial district. They offer fresh, healthy dishes, salad, sushi, sashimi, following the brand’s slogan “Eat Beautiful”. On the menu they indicate the calories, fat, protein and fibre in each dish. The restaurant has published a recipe book full of meals under 100 calories. Itsu has a range of special offers to attract customers: 15% off for students after 3 o’clock, and even 50% off all dishes half an hour before closing. The concept works given that there are queues of customers from 7.30 or 8.30 depending on when the restaurant closes. The idea came from the Japanese shopping centre Ginza, which sells food products at half price, half an hour before closing. This system allows the restaurant owners to manage their stocks better, with less waste, while customers can enjoy high-quality food at reduced prices.
Itsu received a certificate of excellence in 2014 from TripAdvisor with a score of 4.5 out of 5 from 50 grades. The comments praise this initiative from Itsu. On the website of Spitalfield shopping centre, they also highlight this daily offer. A guide to London outings, The City Owl, recommends the brand as one of the must-do activities for traders in the City, as does Canary Wharf website. The 3,600 fans on Facebook and 4,000 followers on Twitter show the commitment to Itsu by Londoners, and its innovative offers have ensured it is well-known.
Itsu (dining, deliveries, shops)
Chelsea, Notting Hill, Richmond, etc.