The food sections of department stores (© Isetan)
| The
food sections of department stores (which generally occupy the first basement
level) have a bazaarlike atmosphere, with dozens of separately operated sales
counters offering a staggering variety of gift-packaged items, prepared dishes,
and ingredients. This configuration, like a deli on a massive scale, makes it
easy to sample foods. The food floors have seen their popularity surge over the
past year or two as department stores have sought to revive their sagging revenues
by boosting food sales. Also, center-city department stores have been enhancing
their sales environment and product selection in an effort to win back the customers
they had been losing to suburban supermarkets.
Among the most popular items are side dishes and boxed meals based on recipes from high-end Tokyo restaurants. Young homemakers and female office workers form long lines at the counters for the chance to savor first-class menu items packaged to sell at affordable prices. The department stores fight to distinguish themselves from the competition by, for example, getting prominent restaurants and specialty shops to set up counters in their basements. Counters operated by popular bakeries and confectionery shops are a particularly powerful draw. Reflecting the diverse food culture of Tokyo, the basement floors offer a rich selection of imported items along with the traditional Japanese foods one would expect. |
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