Let's go somewhere nice today

There's one restaurant I pass by every day on my way to and from work that always fascinates me. I have yet to see how it looks inside, but what you can see in the picture is the yellow sign where it says in Japanese "Here you can drink from lunchtime". I find this strategy pretty interesting, since I'm a marketing guy this triggers the professional nerve in me. With that type of marketing, what are the goals and objectives of this restaurant? What type of customers is this restaurant hoping to attract?


Also, generally, any place in Japan that serves food (excluding fast food chains) also serve alcoholic drinks from the moment they're open, so there's a significant difference here for a restaurant that uses this type of marketing. The text on the sign also implies that it's a good place to sit and drink in from lunchtime, not only have one beer...

What puzzles me even more is that this place seem to still be in business since quite a few years back, so it seems like they are doing something right. Perhaps there is a huge untapped market of people out there that wants to drink from lunchtime and the owner of this establishment is one of the few who has figured this out?

I really should go there and have some drinks at lunch at some point to assess the market opportunity!