TOKYO -- A new trend is emerging among ramen restaurants in Japan where customers are required to purchase an entry "pass" to gain access.

The measure aims to alleviate long queues that have kept people waiting for hours without increasing the price of items on the menu, with the passes typically costing around 400 yen (about $2.60) each.

Eliminating 'six hour' queues

Ginza Hachigou, a ramen shop that opened in 2018 in Tokyo's Ginza district and is featured in the Michelin Guide, is a popular destination for both domestic and international visitors seeking its signature Regular Chuka Soba, priced at 1,200 yen ($7.70).

One day in late January, about 20 people were already lined up an hour before opening. An American couple in line remarked that ramen is popular in Los Angeles too, and that they really wanted to visit Ginza Hachigou as it has been highly praised on YouTube.

Despite distributing numbered tickets and setting up a sign-in board, the line sometimes extended to a reported six-hour wait. To address this, starting in November 2023, the restaurant implemented a system where entry between its opening at 11 a.m. and noon is first come, first served, while after noon, only those who purchase a 500 yen ($3.20) pass for a specific 30-minute slot are allowed entry.

A 32-year-old civil servant visiting for the third time from Hokkaido commented, "The taste here is unique. It's difficult to wait without knowing when you'll get in. Paying 500 yen to secure a seat is worth it."

Manager Yasushi Matsumura, 65, explained, "I wanted to eliminate the queues without raising the price of ramen." He said that the introduction of the pass also offers benefits such as streamlining preparation and tracking repeat customers.

'Pay attention to the value of each seat'

The pass service is provided by TableCheck Inc., a Tokyo-based company helping restaurant reservations and customer management. Users can select the number of people and desired date and time via a smartphone app or the eatery's website, and purchase the pass with a credit card. The service supports 18 languages, allowing overseas purchases as well.

The trial service began in November 2023, and within about a year, approximately 80 establishments, including not only ramen restaurants but also shaved ice shops and curry restaurants, adopted the system. An estimated 200,000 people have used the service.

The service can also be used for purposes such as reserving seats with a good view, and can also be restricted to weekends and other busy times. Restaurants pay a fee to TableCheck and can set the pass price freely, starting from 390 yen ($2.50).

Some establishments do not implement the system because they are reluctant to charge customers fees beyond the price of food. A TableCheck representative commented, "With the increase in international tourists, interest in Japanese cuisine is growing. We hope people will pay attention to the value of each seat, not just the price of the dishes."

(Japanese original by Akiko Yamazaki, Digital News Department)