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[New opening] The 23rd store in Tokyo! The first to arrive in Ueno! The popular izakaya “Shinjidai” will open “Shinjidai Ueno Store” on Monday, May 20, 2024!

[Even more savings from May 20th (Mon) to May 23rd (Thu)!] Just follow the Instagram of the founder of the new era and you'll get a great sale where all drinks are 94 yen each, no matter when you drink or how many you drink!

FADZ Co., Ltd., which operates 200 stores nationwide under its flagship brand "Shinjidai," will open "Shinjidai Ueno Store" on Monday, May 20, 2024. Shinjidai, which has 22 stores in Tokyo, will open its first store in Ueno, a hotbed of downtown izakaya restaurants.

Speaking of the new era, "Den Kushi" is loved by customers and has sold more than 200 million pieces! It is the one and only store that originated the deep-fried skin skewer.

  • "Shinjidai Ueno Store" Opening Commemorative Campaign!

From May 20th (Mon) to 23rd (Thu), all drinks are just 94 yen each, no matter how many you drink!
To celebrate the opening of "Shinjidai Ueno Store," we will be holding a campaign where all drinks will be priced at 94 yen (excluding tax).

The only condition for participation is to follow our founder, Naofumi Sano, on Instagram.

※Please check this out for details.

[Now accepting advance reservations]


◆Store Overview
Store name: "Shinjidai Ueno Store"

Address: Ueno Eight Building, 1st basement floor, 13-5 Ueno 6-chome, Taito-ku, Tokyo 110-0005

Business hours: 16:00~24:00

Closed: None

Opening date: Monday, May 20, 2024

Store page: https://www.phads.jp/company/post-shinjidai-uenoameyoko/

  • We have revised our grand menu for the first time in four years!

"Shinjidai" offers more than just the specialty "Den Kushi."

The supporting menu items are also full of appeal!

A generous portion of 8 rare chicken skirt steaks! Introducing the luxuriously plump "Princess Yaki".

The popular raw liver has been upgraded to "white liver" which is said to be almost like foie gras!

The hugely popular Make It Yourself "Hassle-Free Potato Salad" is now available in a half-size version.

We have over 50 other new menu items! Please come to our store and try them for yourself!

  • Three characteristics of the "New Era"

1) "Den Kushi," our flagship product with a cumulative total of over 200 million units sold and an order rate of 500%

Customers who come to Shinjidai almost always order "Den Kushi." Den Kushi is a fried chicken skin skewer that costs 50 yen per skewer. Once you try it, you'll be hooked. You'll want to eat more than one, and each customer orders an average of five or more skewer, making it a product that is truly a specialty in both name and reality.

■The secret to the deliciousness of Den Kushi is the following three points.
[Chicken skin] Excess fat is removed, leaving only the collagen, giving it a delicious crispy and chewy texture.
[Sauce] We add a generous amount of Korean ginseng, which is said to be effective against all diseases, and eliminate the distinctive odor to create a delicious sweet and spicy sauce.
[Spices] The main ingredient is soybeans. The salt-free spices will make you addicted.

Furthermore, the "Den Kushi Pyramid" is also very popular, as it is fun to look at and delicious to eat. If you order 10 skewers (4 layers), 21 skewers (6 layers), or 36 skewers (8 layers), they will be served in a beautiful pyramid shape, and the "Den Kushi Pyramid" has become a new era feature. It is so popular that people post about it on social media every day.

"Denkuchi" is a registered trademark of the Japan Patent Office, with trademark rights held by FAZZ Co., Ltd.

2) The Izakaya that always has a line: Shinjidai

The new era specialty "Den Kushi" is a one-of-a-kind hit product recognized by the Japan Patent Office.

Many customers are willing to wait in line to experience this experience, and it has proven so popular that there are lines every day.

3) The company was founded by a former Brazilian professional soccer player as a second career

The founder of Arakawa has an unusual background as a former professional soccer player in Brazil. About 30 years ago, right after graduating from high school, he went to Brazil alone to become a professional soccer player. At the time, Japan was the world's second largest economic power, and was at the peak of its power with talk of the launch of the J-League being discussed. He was awakened by the hospitality he received from the family of a former teammate living in a slum. From there, he won a professional contract and went on to play in the first division league. He retired from his glamorous professional soccer career at the young age of 25 due to injury. Feeling grateful for the hospitality he received from the family of a teammate in the slums of Brazil, he chose the food and beverage industry as his second career.

  • You can understand the whole new era with just two videos!

*For more details on the story behind its creation, please see below.

*Click here to read the story behind the development of Den Kushi.

  • Introducing the founders of a new era

"Naofumi Sano"

Born in Kakamigahara City, Gifu Prefecture in 1975. He started playing soccer in elementary school and played as captain and prefectural selector in each age group. In high school, he participated in the Inter-High School Championships and the All Japan High School Soccer Championships, and after graduating, he moved to Brazil, the world's number one soccer powerhouse. He played as a professional soccer player in Brazil for five years, before retiring at the age of 25 due to injury.

After returning to Japan in 2006, he founded FADZ Co., Ltd. as a second career, and in 2010 launched his flagship izakaya brand, Shinjidai, which quickly opened 100 stores.
Even now that the company has 150 stores, it has continued to increase revenue and profits since its founding by thoroughly understanding product liability and formulating management strategies, such as checking the performance of all stores every morning. It also has excellent business development capabilities, and handles everything from concept planning, location selection, property acquisition, store design, product development, recipe management, menu creation, and training programs. To date, not a single store has closed due to poor performance. As September 4th is also his birthday, he designated "September 4th Kushi Day" and has run a campaign every year since the company was founded in 2006.
During the COVID-19 pandemic, the company never once shortened its hours or closed down, and continued to operate as usual. The company was the first in Japan to receive an order to shorten its hours, but the president continued to operate and became the first company in Japan to pay the COVID-19 penalty. He is a manager who sticks to his principles.
Introducing the CEO of Phadshttps ://www.phads.jp/message.html

  • About FADZ Corporation

Founded in 2006, our corporate culture is "people gather in fun places."
The company operates 150 restaurants under six brands across the country, mainly in the Tokyo metropolitan area: "Shinjidai," "Shinjidai 44," "Tompaya Duck and Pork Cuisine," "Sakaba Brazil: Raw Skewered Salt-Grilled Chicken," "Sukhontha: Thai Government Certified Restaurant," and "Korean Cuisine Netstal."

The company name PHAD'S is an acronym of the five words: Partner, Heart, Agora (now [Portuguese]), Dream, and Sanoism (professionalism).

■Company Profile
Company name: FADZ Co., Ltd.
Date of establishment: May 2, 2006
Capital: 84,930,000 yen
Shareholder composition: Naofumi Sano 100%
Sales target for the fiscal year ending July 2024: 20 billion yen *Fiscal year ending in July
Number of employees: 4,000 (including PA)
Office location: Tokyo Office: 521 New Shinbashi Building, 2-16-1 Shinbashi, Minato-ku, Tokyo 105-0004
<Nagoya Head Office> 3-27-18 Tsutsui, Higashi-ku, Nagoya 461-0003
<Meieki Office> 2F, 4-3-14 Meieki, Nakamura-ku, Nagoya 450-0002
URL: https://www.phads.jp