022.名古屋 04.モーニング
022.Nagoya 04.Morning - Breakfast in a coffee shop (Japan)

2023年7月9日

名古屋に泊まるときは、朝食なしプランが正解。日本一の進化を遂げた「モーニング」を楽しんでこその名古屋だから。

When staying in Nagoya, you should select a plan without breakfast. Because Nagoya is the place to enjoy the most evolved breakfast called "Morning" in Japan.

名古屋駅の地下街にある「コンパルメイチカ店」のモーニング。ここは、飲み物代＋130円で、ハムエッグトーストが付く。ケチャップ風ソースの掛かったキャベツとハムと卵焼きの組み合わせ。2023年3月に閉店した模様だが、すぐ近くに「コンパルサンロード店」がある。
See a Morning (breakfast) at Compal Meichika Branch in the underground shopping area of Nagoya station. It offers ham and egg toast for a drink fee and 130 Japanese yen. The toast is the combination of cabbage with ketchup-style sauce, ham, and fried egg. It seems that the store closed in March 2023, but Compal Sun Road Branch is open nearby.
https://goo.gl/maps/HYfqnR6Zz4eFsEUB8
https://goo.gl/maps/wDFqN2xn6y4qwn47A

ふつうの時間帯の飲み物の価格で、朝の時間帯だけは、飲み物＋無料サービスの食事が付くのが名古屋の喫茶店のモーニング。締めるところは締める名古屋の経済感覚が、生み出しただろうサービス。この金額で朝ごはんが付くなら、寝起きに家で用意するより合理的。

朝早くから客で混み、人を街に誘い出す仕掛けになっているのがおもしろい。味気ない名古屋中心部ですが、東京に比べ、喫茶店比率が高く、街の活気づくりに関して、ハードの不足をソフトが補っている感あり。お年寄りが、モーニングを食べに行くことで、毎朝元気を確認し合う場になっているという新聞記事もありました。平成26年の経済センサスによれば、県庁所在地、政令指定都市の中で、一世帯当たりの喫茶店の支出金額では名古屋が１位で、３位の東京の1.6倍だから、モーニング恐るべし。名古屋圏出身の友人も、子供の頃、週末には、家族でモーニングを食べに行ったと話していました。

名古屋流モーニングが、他の地方に拡がらないのは何故？。

果物盛り合わせのモーニングが付くので有名な果物屋に行ったら、儲からないので止めましたとのこと。経済的には青息吐息だけど、他との競争で止められない現実もありそうだし、モーニングを中止した果物屋でジュースを飲んだら、それでもバナナ２本サービスされたから、おもてなし精神にあふれた県民性もありそう。

ニュースでは、最近、インド人やベトナム人の店主がエスニック料理のモーニングを出す店ができたと紹介し、名古屋のモーニングは、一応、発展中、というか地域活性化に貢献大だから、発展してほしい。

そして、観光客向けに、モーニング地図を配ればいいのに、といつも思う。

そして、わざわざ交通費を掛けて、モーニングを食べに行くのは、却って割高だから、実は馬鹿なことをしているのかもしれない、といつも思う。

Coffee shops in Nagoya offer one drink and a free meal in the morning by the price of one drink during normal hours. It is "Morning" and is the service that would have been created by Nagoya's economic sense when people save thoroughly during the days of Ke (profane period). If breakfast at this price includes a free meal, it is more reasonable than preparing it at home when you wake up.

It is interesting that coffee shops are crowded with customers early in the morning and are a mechanism to lure people into the town. Downtown Nagoya is dull, but compared to Tokyo, the ratio of coffee shops is high, and it seems that the software makes up for the lack of hardware in terms of revitalizing the town. A newspaper article wrote that coffee shops have become a place for the elderly to check on each other's spryness every morning by going out to eat breakfast. According to the 2014 national economic census, among prefectural capitals and ordinance-designated cities, Nagoya ranks first in terms of the amount paid at coffee shops per household. The amount was 1.6 times that of Tokyo in third place, so the effect of "Morning" is amazing. My friend from the Nagoya Metropolitan area also told me that when she was a child, her family used to go to eat "Morning" on the weekends.

Why hasn't the Nagoya-style breakfast spread to other regions?

I went to a fruit shop that was famous for its "Morning" with a fruit platter, but the shop stopped because "Morning" wasn't profitable. Economically, coffee shops have a hard time, but the reality that they can't be stopped the offer due to competition with others exists. However, when I drank juice at the fruit shop that stopped breakfast, the owner offered me two bananas, so Nagoya people are likely to be full of hospitality.

The news conveyed that Indian and Vietnamese coffee shop owners recently started "Morning" serving ethnic cuisine in the morning. "Morning" in Nagoya is still developing, or rather, I hope it will develop since it contributes greatly to regional revitalization.

And I always think that it would be good if Nagoya city tourist office could hand out "Morning" maps to tourists.

And I always think that I'm actually doing something stupid because it's rather expensive to pay for transportation to go eat "Morning".

コンパルメイチカ店 / Compal Meichika Branch