Sales and PR Marketing Strategy for Enhancing Brand Value

「From Tuesday, 2 June, we are running a limited-time campaign offering takeout frozen raw gyoza, with 30 pieces per standard bag, at a special price of ¥560 including tax, ¥100 less than usual.」

「The company has been refurbishing stores, including standardising the brand image colours, to enhance the added value of existing stores, and developing new stores for future business expansion. During the fiscal year, it refurbished 23 stores and opened 2 new stores.」

「The company is actively developing its menu by leveraging direct manufacturing and sales from its own factories, creating new value in both its core products (the standard menu) and seasonal and limited-time products. This is intended to increase visit frequency among existing customers and provide new customers with a menu lineup that does not become repetitive, regardless of when they visit, thereby establishing the "幸楽苑" brand. In response to this year's extreme summer heat, the company sold 7 products focused on refreshment, including "冷し中華" and "つけめん," as well as 3 limited-time products, including "山形風芋煮らーめん."」

「The company will refurbish stores to strengthen the KOURAKUEN brand image.」

「By strengthening digital marketing using SNS platforms and other channels, price reductions and advance reservations for lucky bags attracted attention, increasing opportunities for coverage in television programmes, online news and other media.」

「Monthly sales and customer numbers at existing stores have steadily increased year on year, helped by announcements of new menu items through SNS platforms such as LINE, KOURAKUEN's coverage on television programmes and other media, and efforts to extend operating hours, among other factors,」

「Significant reductions in sales promotion expenses and rigorous fixed-cost control」

「Against this economic backdrop, the Group pursued initiatives including the introduction of new products that appeal to customers outside the lunch period, further strengthening delivery and takeout, collaborative products and sales promotions with other companies, Christmas barrel sales at KOURAKUEN Karaageya, and sales promotions on each prefecture's residents' day.」

「The company continued to pursue initiatives including the introduction of new products that appeal to customers outside the lunch period, further strengthening delivery and takeout, collaborative products and sales promotions with other companies, Christmas barrel sales at KOURAKUEN Karaageya, and sales promotions on each prefecture's residents' day.」

「In mail-order sales, the company participated in an e-commerce site campaign to raise awareness, and sales were ¥28 million, down 60.3% year on year」

「In addition, the company participated in the cross-industry food-service project “#外食はチカラになる” and ran various campaigns. It also worked to increase sales through the revival and sale of products such as “㐂伝らーめん” and “クリーミー濃厚鶏白湯らーめん,” as well as participation in a feature on the television program “ジョブチューン” broadcast in November」

「In addition, the company participated in the foodservice industry's cross-sector flagship project "#FoodserviceHasPower" and conducted various campaigns. It also worked to increase sales through limited sales of products such as "Hirata Farm Double Chashu Ramen" and participation in a feature on the television programme "Job Tune," which aired in November,」

「In November and December, the company held the "KOURAKUEN Revival Celebration! Customer Appreciation Festival" twice,」

「In September, as part of the "Founding Anniversary Festival" commemorating the company's 65th anniversary, the company revived popular nostalgic products and introduced "Chinese Soba Classic" and "Gyoza Classic,"」

「The company worked to increase customer visit frequency through various initiatives, including the launch of the KOURAKUEN app, an examination-season support campaign, and collaborative projects with companies from other industries.」

「In addition, the company added new limited-time products such as "Miso Curry Ramen from Tomakomai" and "Vegetable Tan-Tan Noodles," and worked to increase customer numbers and sales through events including "Tsukemen Taste Comparison," the revival of the legendary "Kiden" ramen, the "KOURAKUEN Fan Appreciation Festival," and "Year-End Meat Chinese Soba."」

「In addition, as part of its measures for a leaner management structure, the company will discontinue free coupons and fundamentally overhaul its marketing methods to attract potential and lapsed customers」

「In the ramen business, as part of its measures for a leaner management structure, the company will discontinue free coupons and review its marketing strategy, while」

「To further enhance the value of the KOURAKUEN brand, we will implement a marketing strategy that combines effective sales promotion and public relations under a new concept that refreshes its traditional image.」