Building an Operating Model Adapted to the New Normal

「コロナ禍の物販事業開発で貢献のあったケーキ物販専門店は、イートイン需要の高まりと経営資源の有効活用の観点から、より収益化と労働環境に対応する形で当期は３店舗退店いたしました。」

「During the COVID-19 pandemic, we focused on strengthening retail sales by opening retail-only stores and renovating stores. Now, in response to the growing demand for eat-in service, we will open full-service stores as part of our plan to operate 120 stores.」

「物販事業におきましては、駅ナカやショッピングセンター内の催事コーナーにてケーキ・珈琲豆・冷凍商品の販売を積極的に展開しており、第３四半期累計では47会場455日間（前年度は延べ26会場254日間）の出店となりました。売上の８割以上は自社製ケーキですが、自宅で珈琲を楽しまれるお客様の珈琲豆の購入が増加しております。」

「食物販事業強化に伴う催事販売では、第２四半期累計期間で延べ345日開催（前期は195日）となり、日数ベースで前年比176.9％と出店場所も拡大しました。冷凍商品の開発では、８月、イオンリテール株式会社が展開する日本最大級の大型冷凍商品専門フロア開業に際しイタリアンダイニングＤＯＮＡブランドのピッツァやグラタンなど計14品が採用され、販売も好調に推移しました。」

「In the retail business, which we are focusing on during the COVID-19 pandemic, we are expanding sales channels and improving convenience to achieve the target of retail sales accounting for 20% of total sales. We have launched a delivery service for customers who purchase gift products and other items at our stores, as well as a service allowing customers to collect at stores products purchased through the Tsubakiya online site.」

「As a strengthening measure for the post-COVID-19 period, we have set a target for retail sales to account for 20% of total sales and are pursuing this target.」

「As a strengthening measure for the post-COVID-19 period, we have set a target for retail sales to account for 20% of total sales and are pursuing this target. During the quarter, we operated pop-up stores at 7 venues for 59 days, focusing on our strategic product, fresh cakes. Cumulatively through the third quarter, we had operated at 26 venues for 254 days, compared with 24 locations for a total of 232 days in the previous fiscal year.」

「For new store openings and investment, we will open new stores centered on relocating toward suburban formats, moving away from a business model weighted toward central areas that is particularly vulnerable to telework and the loss of inbound demand. In addition, to grow the retail business, we will promote investment in renovating existing stores and improving factory productivity.」

「Although the business appears to be recovering, recovery in urban areas has slowed as telework adoption has increased. Assuming that conditions will not return to pre-COVID-19 levels, we are promoting initiatives with the post-COVID-19 era in mind.」

「Because this situation is not expected to return to normal even after COVID-19, we established a retail and e-commerce division and have promoted the development of high-quality products exclusively for takeout under the theme “Restaurant at Home,” while expanding our sales channels to takeout and delivery.」

「Takeout sales grew 140% on a quarterly basis, while food delivery also grew 144%. Although these sales account for only 6.4% of total sales and are not yet a high proportion, we will continue working to expand them while using promotions and other measures.」

「Given these circumstances, we renovated 4 suburban stores that were recovering quickly in order to meet demand for takeout. By remodeling the stores to place a cake display case at the entrance and highlight a dedicated takeout counter, we have secured sales exceeding the previous year's level since the renovations.」

「Through various initiatives, including staffing within the same region to improve operational efficiency, reducing food waste through menus using common ingredients, and increasing the proportion of takeout sales, we will establish a model for operating in the new normal.」