In this series, strategy sits down with marketers from across the country to discuss the state of their brand and categories. By exploring industries and businesses that often operate outside the spotlight, we aim to uncover creative strategies and unexpected innovations. This week, we tackle the Japanese restaurant business by catching up with Kinton Ramen’s Alan De Luna, who leads the marketing team at the chain.
What’s your biggest challenge today?
Summer, sunshine, patio drinks and popsicles. For most restaurants, it’s a seasonal goldmine. For ramen? It’s a challenge. Hot broth doesn’t exactly scream “cool down.” But I’ve spent countless nights turning that challenge into an opportunity.
How do you make ramen crave-worthy in sweltering heat? That’s the puzzle our team has been solving head-on. We’ve introduced chilled ramen options, crafted summer-exclusive specials and fine-tuned the dining experience to thrive in the hottest months of the year.
It’s not just about adapting to the season; it’s about leading the charge and proving that ramen can be a summer staple. The planning has been intense, but we’re ready and I can’t wait to see our vision come to life when the sun is at its peak.
How has the proliferation of food delivery apps changed how you market?
In ways we couldn’t have imagined a decade ago, food delivery apps have completely redefined how we connect with customers. Our Buy One, Get One (BOGO) ramen deals, for instance, have become a hit on platforms like Uber Eats, DoorDash and SkipTheDishes, catering to diners who value convenience, whether they’re grabbing a quick bite at their desks or sharing a meal at home.
Working closely with third-party delivery partners is a critical part of our strategy, and we spend countless hours every week collaborating on new proposals and promotions and analyzing data. Each platform provides unique insights – what we like to call “the recipe” – for reaching a broader audience. Harnessing that data through in-app advertising and local targeting options allows us to deliver offers to the right customers at the right time, often transforming first-time delivery users into devoted in-person diners. This is a potential no restaurant owner should undervalue.
This transformation mirrors more significant industry trends, with around 60% of restaurant traffic occurring off-premises. To adapt, we’ve developed delivery-focused strategies and menus that preserve the essence of the Kinton Ramen experience. While balancing these partnerships and maintaining profitability is a priority, the collaborative effort with delivery platforms has been vital in meeting evolving consumer expectations and expanding our reach.
Is ramen perceived as a value food and therefore better able to withstand inflationary environments?
No one in the restaurant industry is immune to economic pressures. Rising costs have made balancing affordability and quality a challenge. However, ramen has a unique advantage as comfort food – something Technomic’s research shows people crave, especially during uncertain times. At Kinton Ramen, we capitalize on this by occasionally offering price reductions and creating value-forward specials that speak to our customers’ needs.
Our strategy centres on what we can control: fresh ingredients, stellar customer service and creating a piece of Japan right here in Canada. Not only does this help us navigate financial ups and downs, but it also reinforces ramen’s resilience and our commitment to delivering a bowl of happiness.
To what extent did being among the first ramen places in Toronto help you grow?
Our real differentiator is our team – a blend of diverse backgrounds and perspectives. While many of our employees are Japanese, their cultural heritage shapes our authenticity; insights from team members across Canada and the United States equally enrich us. Sometimes, our email discussions even start in Japanese before seamlessly switching to English, a small reminder of how we bridge our roots with the tastes and expectations of a North American audience.
This collaboration has allowed us to honour traditional Japanese flavours while thoughtfully adapting to regional preferences. We’re excited to continue expanding this year into Manitoba and Alberta, with more growth planned for the future [and] maybe even Mexico someday.
Is it more difficult to get people out of their homes since lockdowns and what’s the biggest change you have seen in customer engagement?
Post-lockdown, convenience reigns supreme. Consumers want efficient dining options, which is why we launched Kinton Ramen Express – to deliver a quick ramen fix without sacrificing quality. Research shows in-person dining is still 5% to 10% lower than pre-pandemic levels, highlighting the importance of adaptable dining models. Kinton Ramen Express meets that need through kiosks, pickup or delivery while staying true to our core brand.
But dining out is more than convenience, it’s about moments. For me, it’s Pizza Hut’s house-shaped roofs and red glass cups, sipping shakes with my dad at Sonic or splitting chicken wings at Marie Callender’s. These places weren’t just restaurants – they were where stories happened, where we felt connected.
At Kinton, every bowl we serve aims to be that moment where ramen becomes part of someone’s story.
Our Kinton Bowler loyalty program celebrates these shared experiences, rewarding
diners who finish their ramen to the last drop. With nearly 100,000 organic Instagram
posts, this vibrant community transforms every visit into an event.
Our mission is to serve people’s happiness. Whether it’s a steaming bowl on a chilly
night or a well-timed delivery that saves someone’s lunch hour, we’re here to make life a
little brighter, one bowl of happiness at a time. If we can make you smile – even during a Canadian heatwave – then we’ve done our job.
