Ride the Demographic Wave Before It Crests

"I started operating a fast-food business in 1971, which was also the year Japan's Tomei Expressway and Meishin Expressway were connected. With the connection of Tomei and Meishin, Japan officially entered the era of high-speed automobiles, bringing significant changes to the national lifestyle, as well as heralding the arrival of a new era. After detailed research, I found that by 1975, the post-war born population in Japan would account for over 50% of the total population. In other words, 1975 would be a watershed year for the Japanese population."

"However, the situation is different for the newer generation. These 1.5 million people haven't yet eaten rice or hamburgers. If they get used to the taste of hamburgers shortly after they are born, they will surely become loyal customers of hamburgers in the future. This shows that the new generation of 1.5 million people must be well managed. Plainly calculating, Japan's population increases by 800,000 people every year, but in reality, customers increase by 1.5 million."

"Conversely, if a successful method for introducing hamburgers to the new generation's palate is found, hamburger shops can gain 1.5 million customers per year, and 15 million in ten years. I firmly believe that to make money, one needs to look at the world with such a grand vision. Keep an eye out for money-making opportunities"

"I believed that by the watershed year, McDonald's in Japan must expand to have at least 100 stores, or else McDonald's in Japan would not be successful. Thus, I set the target customer for McDonald's to be the "young class who is not averse to bread and beef." Then, using 1975 as the target, I aggressively expanded the business. After the watershed year, with the post-war population in Japan continuously increasing, the young class who are not averse to bread and beef also increased year by year. Since then, we entered the whirlwind era of McDonald's burgers."