Why Indian Restaurants in Edogawa Struggle to Show Their Differences — and How to Be Chosen

Japanese version is available here:
https://www.the-n.jp/column/edogawa-indian-restaurant-difference-visibility/

*This article does not deny the quality of your food or the effort you put into your restaurant. In Edogawa Ward, there are many restaurants, and for first-time customers it often becomes a situation where “the differences are hard to see.” From the perspective of “how to help your appeal be understood correctly,” this article organizes how to present and communicate information.

“I’m confident in the taste, but new customers don’t increase”—this is a common concern, especially in densely packed areas. In conclusion, rather than “differentiation” as a fight against competitors, what matters more is designing “how you get chosen (selection design)” so that people feel “this place fits me.” In this article, we focus on Why (why it happens) and What (what to make visible), and we’ll connect the concrete operational steps to existing related articles.

It’s not that there are “no differences”—it’s that the differences aren’t visible

The goodness of food is something you truly understand only after you experience it. But first-time customers naturally don’t want to “make a mistake,” so before visiting they tend to choose restaurants with more “reasons to feel safe.”

What matters here is not which restaurant is better in taste or technique, but how information is designed before the visit. Even with the same “curry and naan,” simply adding an explanation that first-timers can imagine can change it to “this place seems safe.”

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  Exterior photos that clearly show the entrance (no confusion)
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  A sense of the seating atmosphere (easy to enter)
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  Price feel, spice level, and payment are clear (less chance of “messing up”)

Why it’s easy to look “the same” in Edogawa (market structure)

The more choices there are, the more “similar information” gets judged together

In areas with many restaurants, comparisons happen easily. When comparing, restaurants with similar information are likely to be seen as “a group where the differences aren’t clear,” which can make them less likely to be chosen.

Especially on Google Maps (Google Business Profile), users compare multiple restaurants in a short time. The more elements look the same, the more it becomes “anywhere is fine,” and in the end it often comes down to distance, number of reviews, and the impression of the price range.

Comparison axes on maps easily end up looking similar across restaurants

• Food photos look similar (often centered on curry + naan)
• Menu names end with only proper nouns (hard to imagine for first-timers)
• “Reassurance information” like entrance, interior, seating, payment is thin

The key point is: this doesn’t mean “the food is the same.” In many cases, there is real taste and individuality, but because the pre-visit information looks similar, first-time customers can’t see the differences—this mismatch is what happens.

Stronger than “differentiation” is “selection” (getting chosen by the right people)

Differentiation tends to become a battle of constant comparison with competitors. In a dense market, it’s often easier to lower the barrier for first-time visits by creating a state where people feel “this place fits me” (selection).

For example, what first-timers want is not “the most amazing restaurant,” but “a restaurant they can choose with confidence.” When you can design this, it becomes easier to step away from the comparison arena.

Premium-level part: a one-page “canvas” to make your differences visible

It’s OK to start by simply “filling it in.” When you apply what you decide here to photos, menu descriptions, posts, and review replies, it becomes easier for people to understand your differences.

Restaurants that don’t look “the same” aren’t doing flashy things

Remove entrance anxiety first (instant reassurance)

Just by showing information that reduces hesitation first—exterior, entrance, seating atmosphere, cleanliness, payment methods—the barrier to a first visit goes down.

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  Place an exterior photo “where the entrance is clear” at the very top
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  Include photos that show the seating vibe (for families / for solo diners)
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  Add a “one-line” note about payment methods and the ordering flow

Remove ordering anxiety first (the menu’s main role is “explanation”)

Rather than renaming dishes, just adding a “one-line helper” that first-timers can imagine makes it easier to choose (examples are covered in detail in another article).

Remove “failure” anxiety first (reviews and posts are proof of trust)

Replying to reviews and posting updates builds trust that “this place is run sincerely,” more than it’s about the ups and downs of ratings. It’s important to set it up in a way you can keep doing.

Especially for first-time customers, more than the score itself, they read the atmosphere from “the tone of replies” and “consistency of posts.” “Is this a place I can go to with confidence?” is being judged here as well.

What to do next (detailed steps in related articles)

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  Google Maps (MEO) customer acquisition: How to rank higher with Google Business Profile and reviews：
  Read the related article here
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  How to change menu names into words that resonate with Japanese customers：
  Read the related article here
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  6 phrases that help first-time customers feel safe to enter：
  Read the related article here
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  For owners delivering “authentic flavor”: design and translation methods loved by Japanese customers：
  Read the related article here

Summary: In dense areas, “reassurance” gets checked first

In areas with many restaurants like Edogawa, it’s not that there are “no differences,” but that “differences are hard to see.” The way to win is not flashy differentiation, but “designing how you get chosen” so that people feel “this place fits me.” Start by filling in just one “visibility canvas.”

Frequently Asked Questions (FAQ)