What is the secret for small stores to attract customers? Individually owned restaurants should not underestimate community building.

Let me share an experience that might be helpful for those running small shops.

Next to a shrine in Shinjuku, there's a town called Golden Gai.
A streetscape lined with small bars, so tiny that not even 10 people can fit inside.
The moment you step in, the word 'regular' comes to mind.
It's a place that strongly evokes a unique sense of community.

Narrow alleys, atmospheric doors, sparse lights.
Famous writers and actors also visit this streetscape, quietly nestled in a corner of Shinjuku.
It's not just an adult hideaway; there's an atmosphere as if the entire town is hidden.

There, there was a female master named Akira.
She had a large tattoo on her shoulder.
It looked like a large, powerful bird, but I didn't ask what kind of bird it was.
Because even if I asked, she would evade the question.

I was working at her bar.
My main jobs were serving the drinks she made and washing dishes.
And the most important thing was talking to customers.
These three were the jobs she gave me.

The small amount of work given was her unique approach to employment.

• 'Create your own work.'
• 'There's no point in just doing the work you're given.'
• 'The minimum is enough to be given.'

It later became a workplace that greatly shaped my view of life.

She demanded nothing from me other than paying my hourly wage.
In fact, it was fine even if I slacked off.
She would probably pay my salary at the end of the month without particularly blaming me for anything.

Yet, for some reason, I never thought of slacking off.
Not once did I feel sleepy or uncomfortable.

Some people say, 'I don't know where to go' when given freedom.
However, I guess I'm the type of person who can perform better when free to move.

I carried drinks, talked to customers, and time flew by in an instant.
I feel that conversations with customers occupied most of my time during work.
Complaints from tired salarymen, relationship advice, divorce worries, hatred towards something, confusion about life.
An incredible number of people visited, and I listened to an incredible number of stories.

The bar was two stories.
The first floor was the bar, and the second floor was a small event space.
Other than regulars often holding movie screenings there, I had never seen it used for anything else.

One day, I thought I wanted to do something meaningful using the event space.
So, what I started was an art event.
That said, it wasn't like a simple exhibition.
We displayed artworks on the walls, gathered artists there to drink and talk.
It also served as a networking event.

Many writers and artists come to the store.
When I called out and made an announcement, people quickly gathered.
This was because the location and the event's theme matched.
Gradually, people called more people, and many connections were formed.
The connections spread like a spider's web, and a certain kind of community began to form.

Eventually, the connected people started bringing their own plans and ideas to each other.
They collaborated, and even more events and projects were born.
People gather, and communication is born.
Then, I learned that numerous fun ideas would spontaneously come to fruition from there.
This was the first time I truly felt the synergy when people connected with each other.

The event continued for about a year.
It continued until I eventually left the store, and during that time, the number of customers at the store greatly increased.
Compared to a year ago, the number of regular customers tripled.

The secret to attracting customers to a store is to gradually expand a community centered around the store.
It was a very unassuming and persistent activity.
However, I feel it was the first experience where I truly gained significant experience and knowledge, along with a real sense of accomplishment.

Since then, I've become deeply interested in creating communities.
As a result, I ended up working as an organizer.

The power and appeal of a community are immeasurable.
Even more so, the explosive power when people interact is tremendous.
There was definitely a kind of passion that couldn't be generated by one person alone.

And above all, it made me truly happy to see the gathered people laughing joyfully.
It was fun to drink alcohol and be in the circle where new energy was being created.
Looking back now, it might have been 'practice' for businesses and work.
The experience at that store gave me even greater conviction.

Basically, location is everything for a store, but if you keep building a community, you can attract customers no matter where you are.

This is the fundamental theme I adhere to when I'm involved in store management.
Regarding store management itself, I actually don't understand many things.
However, I know how to build communities, so I apply that know-how.
In fact, I sometimes can't tell if I'm building a store or building a community.

Of course, there are various ways to improve store sales.
However, based on my experience, there are two main methods.
Either focus on location, or build a community.
Either of these is a method that will gradually show results.

In other words, the formation and revitalization of a community can be called the gateway to continuous customer attraction.
By the way, what is a community in a store? Of course, it's the connection between people.
Basically, what people seek in a community is simple.
It's the connections and experiences themselves, such as 'someone will be there if I go there' or 'I can have a fun drink'.
In short, people come to enjoy human relationships.
If good human relationships exist there, people will continue to come, even if the environment is just mediocre.

I often get asked, "How do you attract customers to a store?" but it's simple.
They come because they want to.
Think about what makes customers "want to come."
That is precisely what must be done most.
One of the attractions that makes people want to come is the existence of a community.

Of course, community is not the only method.
There are many things that make people want to come, depending on the situation and factors.
Generally, it could also be about creating a standout item or a product that becomes a topic of conversation.
One idea is to continuously organize events.
And it's a good idea to make the event itself famous.

The example in Golden Gai was clearly a typical case of this.
Through the events held, people get to know the store, become part of its community, and then become regulars.
That cycle continued endlessly.
When people connect, they bring even more connections.
People continuously form chains, and regulars are born one after another.
This is not limited to restaurants only.
It can be adapted to various store formats, depending on the case.

If you want to attract people to your current store, this idea should be helpful.
First, why not try organizing an interesting event?
While it's a method where planning ability speaks volumes, the effects will emerge as you continue.