Rebranding of the Kappa Sushi Brand

「We pursued price appeal through fairs offering premium toppings such as sea urchin, salmon roe and nodoguro at ¥110 including tax, a campaign offering double portions of tamago toppings amid soaring egg prices, and a campaign offering children’s menu items at 39% off as support for families with children facing rising prices.」

「We promoted value through fairs featuring premium toppings such as fatty tuna and crab, and the sale of 4 items in the sixth “Famous Restaurant Recipes” series supervised by Sushi Kizuna, a renowned restaurant in Kyobashi, Osaka. We communicated this information through television commercials featuring celebrities and other initiatives.」

「At the same time, we promoted value through fairs featuring premium toppings such as sea urchin, salmon roe and eel, fairs using domestic ingredients from Hokkaido, Kyushu and Okinawa, and the sale of 4 items in the fifth “Famous Restaurant Recipes” series supervised by Gion Sasaki, regarded as one of Kyoto's leading Japanese restaurants. We also communicated this information through television commercials featuring celebrities and other initiatives.」

「Our lineup of “¥100 per plate (¥110 including tax)” products has grown to more than 100 items. We also worked to communicate with more customers through television commercials featuring celebrities and other initiatives.」

「To enable more customers to experience our carefully crafted “Delicious!” Kappa Sushi, we worked to expand our selection of “¥100 per plate (¥110 including tax)” products. We also worked to communicate with more customers through television commercials featuring celebrities and other initiatives.」

「To enable more customers to experience the carefully crafted “Delicious!” Kappa Sushi, we broadcast television commercials featuring celebrities and ran campaigns offering original merchandise to app members in collaboration with TV anime series and films.」

「In our conveyor-belt sushi business, we held the “Hokkaido Grand Fair,” “Delicious Wild Toppings Festival” and “Dod-on! Three-Piece Platter Festival” to attract customers while delivering the “Delicious! Kappa Sushi” and “sushi-restaurant quality” initiatives pursued since the previous fiscal year.」

「We adopted the slogan “Move beyond conveyor-belt sushi restaurants and pursue uncompromising sushi-restaurant quality,” and began using Yamagata Prefecture-grown Haenuki exclusively, the first branded rice from Yamagata Prefecture to be used exclusively by a conveyor-belt sushi chain. In December 2021, we also revamped our vinegar, blending it to suit the preferences of eastern and western Japan respectively, and continued working to improve the quality of our sushi rice.」

「Under the slogan “Moving beyond conveyor-belt sushi restaurants and pursuing uncompromising sushi quality,” we worked to improve quality by reviewing the fundamentals of sushi, including soy sauce and wasabi, beginning with “serious sushi rice,” made exclusively with Haenuki, a branded rice from Yamagata Prefecture and the first such use by a conveyor-belt sushi chain.」

「In our conveyor-belt sushi business, we sought to restore customer traffic by selling monthly featured items under the “centerpiece toppings” menu initiative, which is designed to provide a strong reason to visit, and broadcasting television commercials nationwide. April offerings included “¥100 premium fatty tuna” and “mega-sized overflowing salmon roe,” May offerings included “¥100 sea urchin wrapped sushi” and “two slices of medium-fatty tuna,” and June offerings included “thick-cut fresh silver salmon” and “wild botan shrimp.”」

「The dessert brand “gochiCAFE” retained its service name but completely refreshed its product lineup and logo. Under the new brand concept, centered on authentic, seasonal “gourmet desserts” that can rival our sushi, we have developed more delicious and sophisticated products.」

「To enable customers to use Kappa Sushi for a wider range of purposes and meet their diversifying preferences, we launched the dessert brand “gochiCAFE” as part of our efforts to strengthen the side-menu offering. Under the new brand concept, we will develop a sophisticated café within a sushi restaurant, offering authentic, seasonal and more delicious fare so that customers can visit us for desserts as well as sushi.」

「Against this backdrop, in our core conveyor-belt sushi business, we worked to improve satisfaction among existing customers and acquire new customers by developing and selling more appealing, higher-value-added menus and products, conducting various promotional activities including efforts to enhance brand awareness, and further strengthening store operations. As a result, same-store sales remained firm year on year.」

「We have continued to strengthen our side-menu offering to meet customers' diversifying preferences, so that they can visit Kappa Sushi for a wide range of purposes, and have also held a Hawaiian Fair featuring authentic Hawaiian flavors through a collaboration with the Hawaii Tourism Authority.」

「In our core conveyor-belt sushi business, we worked to improve satisfaction among existing customers and attract new customers by developing and selling more appealing, higher-value menus and products, conducting various promotional activities including efforts to raise brand awareness, and further strengthening store operations. As a result, same-store performance remained firm year on year.」

「In our promotional activities, we continued to air TV commercials expressing the taste and enjoyment characteristic of conveyor-belt sushi and held a winter product strategy presentation, where we introduced initiatives to strengthen our core ¥100 plates, among other measures, to raise awareness among new customer segments and create and enhance customers' motivation to visit.」

「In our promotional activities, we continued to air TV commercials expressing the taste and enjoyment characteristic of conveyor-belt sushi, while developing and implementing various initiatives, including collaborations with popular anime series and limited sales of tie-up products with regional television stations, to raise awareness among new customer segments.」

「To continuously develop the brand image, we worked to raise awareness of the kaiten-sushi format by airing new commercials expressing the taste and enjoyment characteristic of conveyor-belt sushi and holding presentations for the new products described above, while also creating and enhancing customers' motivation to visit through various tie-up initiatives.」

「Against this backdrop, we pursued the acquisition of new customers and an increase in repeat visits by renovating stores (26 stores) and changing signage to the new logo, except at certain stores.」

「Against this backdrop, we sought to acquire new customers and increase repeat customers by renovating 24 stores and changing signage to the new logo, except at certain stores.」

「Against this backdrop, we sought to acquire new customers and increase repeat customers by renovating 17 stores and changing signage to the new logo, except at certain stores.」

「Against this backdrop, we sought to acquire new customers and increase repeat customers by renovating 14 stores and changing signage to the new logo, except at certain stores.」

「The rebranding strategy implemented since October last year had temporary effects, including improved customer awareness of the Kappa Sushi brand and higher average spending per customer. However, it did not lead to the earnings improvement needed to recover investments such as advertising and sales promotion expenses, and the front-loading of costs put pressure on profit.」

「Looking ahead to the second half, we will rebrand Kappa Sushi to restore the brand's strength, introduce attractive, high-quality products using “delicious toppings” and “toppings worth talking about” as keywords, and refresh our store logos and designs, with the aim of attracting new customers and increasing repeat visits.」