【加藤綾子さん連載】「お客様にとって何がいいかを考えて自分でジャッジしていく」
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>> この記事の先頭に戻る
加藤 コメダ珈琲店は本部主導の直営店ではなく、独立オーナーによるフランチャイズがほとんどだと。
臼井 確かに今ある880店舗は95％がフランチャイズですけど、名古屋は三英傑を出しただけあって、独立心が旺盛な人が多い。「サラリーマンでなく自分の城を持ってやりたい」というのが、喫茶店文化の潮流になっている気がします。それなのに本部がいろいろ口を出し始めると、現場や消費者の現実からどんどん離れていって、しまいには店も「売り上げが上がらないんだけど、本部が何かしてくれないかな」ってことになる。いずれにしても「いつも自分がどうにかしなきゃいけない」ってことに晒されていないと戦闘力が落ちますよね。独立経営者が彼らの頭でお客様にとって何がいいかを考えて自分でジャッジしていくのがコメダの強みで、そういうビジネスモデルが生き残らないと逆に人間の将来はないと思います。社長になって最初の夏のキャンペーンについて、あるオーナーに一生懸命話したことがあったんですが、第一声が「俺、やんねぇよ」でしたから（笑）。でも、そういう人がいてくれるからいい。一つの施策で利益を最大化しないある種のセーフティネットでもあります。
加藤 変に一つの色に染まりすぎないのが大切なんですね。
臼井 昭和のおじさんはどこのマクドナルドに行っても安心して均等なビッグマックが出てくることがうれしかったわけですけど、今はそういう価値より「いつも行っているコメダのあの店だから、ちょっと得しているかも」と優越感を持ってもらえるかどうかが重要だと思います。いつも来ているお客様には何かサービスをしてあげたくなる。それが人間の手でつくっているということであり、人情じゃないですか。
加藤 「人間らしさ」というキーワードにはとても共感します。
臼井 それとコメダは「くつろぐ、いちばんいいところ」というキャッチフレーズを掲げていますが、お客様にその気持ちを持続してもらうために、SDGsの環境に配慮したコーヒー豆に切り替えました。世界中が火事だらけで先日のオーストラリアの森林火災も大変なことになっていましたし、異常気象に対して人間の食生活を変えていかないといけない。加藤さんの目標は？
加藤 キャスターを務めている『Live News it!』をより多くの方々に観てもらうことですね。番組が２年目になってチームが挑戦することに恐れがなくなってきた感じがあるので、私も臼井さんのように少しでも「流れをつくる」仕事をしていけたらと。
臼井 初めてお会いしましたけど、加藤さんはエネルギーレベルが高い人ですね。それは間違いなくチームの力になると思います。
カトMEMO
- 新しい環境に飛び込み、新しい流れをつくり出すバイタリティとエネルギーに溢れている
- 個性や価値観の違いを受け入れることも大切
- これからのビジネスマンはAIにはつくり出せない、感性を磨いていく必要がある
- 情況のよさに安心してしまわず、常に自分の頭で考え、自己の“戦闘力”を高める
- 現場に出て、自ら体感することで多くの気づきが得られる
スペシャルフォトギャラリー
［MEN’S EX 2020年3月号の記事を再構成］
撮影／前 康輔 スタイリング／後藤仁子 ヘアメイク／陶山恵実 文＝岡田有加（Edit81）
