Addressing Diverse Customer Needs Through Both Price Points and Value-Added Offerings

「From late June, we promoted initiatives to return the benefits of using part of our stockpiled rice to customers. We introduced a ¥10 price reduction on large rice portions and held campaigns offering larger side-dish portions in August and September, implementing measures to support household budgets. As a new initiative, we also began trial sales of Customisable Bento in some stores in the Kinki area from May and in some stores in eastern Japan from September, allowing customers to freely combine side dishes and rice.」

「Hokkahokkatei launched popular annual seasonal menu items such as Beef Sukiyaki Bento and the Chinese Ankake Series, as well as new products targeting younger customers and new customers, including Yangnyeom Bibimbap Bento, Salt Karaage and Nanban Takana Bento, all of which were very well received.」

「Hokkahokkatei sold winter staple favourite Beef Sukiyaki Series and the seasonal Chinese Rice Bowl and Happosai from the Chinese Ankake Series. We also worked to expand our customer base by newly launching the Korean-style Yangnyeom Bibimbap Bento for younger customers.」

「Hokkahokkatei launched limited-time menu items including Seafood Tempura Rice Bowl with grated daikon, featuring 8 tempura items such as shrimp, squid, horse mackerel and crab-flavoured fish cake; the Beefsteak Series, presented as a midsummer feast; and Moon-Viewing Tempura Rice Bowl, featuring tempura-fried boiled egg.」

「Hokkahokkatei launched limited-time menu items including original Black Karaage seasoned with garlic soy sauce and Negishio Pork Kalbi, and began selling the Vegetable Stir-Fry Series as a new staple menu item. In addition, under the Hokkahokkatei Premium Series, we newly launched Salmon Bento Premium, a premium salmon bento following Nori Bento Premium, which was very well received.」

「Although energy and raw material prices continued to rise in fiscal 2022, large orders for events, functions and ceremonies began to recover as restrictions on activities related to COVID-19 were eased. Hokkahokkatei launched popular seasonal menu items such as Sukiyaki Bento and Bamboo Shoot Rice, renewed staple menu items such as Nori Bento, and newly launched premium menu items such as Nori Bento Premium, all of which were very well received.」

「During the cumulative consolidated third quarter under review, in addition to seasonal staple menu items such as Beef Sukiyaki Bento, Chinese Rice Bowl and Happosai Bento, we launched Nori Menchi-Katsu Bento in November and renewed Beef Yakiniku Bento in December.」

「In July, we launched Nori Stamina Bento as part of the Nori Bento series, one of our signature product lines. From late July through August, we also held the Tokyo Norivengers Campaign, a collaboration with the TV anime Tokyo Revengers featuring Nori Stamina Bento as an eligible product, which encouraged new customers to visit our stores. We renewed our curry in August and launched the popular seasonal Matsutake Series in September, both of which were well received. However, in response to the recent surge in crude oil prices, energy costs and other expenses, we revised our product prices.」

「During the first quarter under review, we renewed our flagship Nori Bento. We improved the texture of the white-fish fillet and carried out an environmentally conscious renewal by reducing the amount of plastic used in the container.」

「This season, in addition to seasonal staple series such as the Beef Sukiyaki Series, Chinese Rice Bowl and Happosai Bento, we introduced Spicy Chicken Bento as a 45th-anniversary commemorative product. We also developed and launched the new Ichizen Series, featuring smaller rice portions to address health-conscious consumer needs, and it was well received, particularly by women.」

「In July, we sold the Pork Kalbi Series and Kettle-Cooked Whitebait Rice Bowl. In August, under the theme of an indulgent feast of premium meat, we launched Beef Kalbi Rice Bowl, Black Karaage & Stamina Stir-Fry Bento, and Teriyaki Chicken Rice Bowl, continuing to introduce new products that were well received. In September, we substantially renewed the vegetable-focused Plate Series and expanded the lineup. The series includes 7 types of vegetables, including leafy vegetables and root vegetables, with vivid colours and presentation, and has been very well received by health-conscious customers and women.」

「In April, we launched Beef Kalbi Plate, a new product in the Plate Series under the theme "Plenty of vegetables, in generous portions." In May, we launched Hero Bento for children in the middle grades of elementary school and held a campaign in collaboration with the popular anime My Hero Academia, attracting many participants. In June, as we marked the 45th anniversary of the opening of Hokkahokkatei's first store, we launched Nori Beef Bento for a limited time as a gesture of appreciation for our customers' continued patronage, and it was very well received.」

「The newly launched New Year Shrimp Tempura Rice Bowl, with its refreshed presentation, and the authentic Chinese Hoikoro Series, developed with particular attention to the combination of a special miso sauce and crisp cabbage, were very well received. We also launched new types of bento, Hamburger Plate and Ginger Pork Plate, combining a generous salad, fried shrimp and a boiled egg, and received high ratings from customers who are health-conscious.」

「In November, we renewed Hokkahokkatei's Nori Bento, which could be described as one of the brand's original products. We increased the white-fish fillet portion by 15% without changing the price and changed the accompanying sauce to our original mayo-soy sauce. We also launched the Special Series in response to numerous customer requests.」

「In July, we renewed one of Hokkahokkatei's signature products, karaage. We marinated the chicken in salted koji to make it tender and juicy, with a crisp coating, and launched a campaign centred on karaage. In August, we renewed our curry as Special Curry, introducing 9 topping options so customers could customise it to their tastes. We also held a summer Sumikko Gurashi campaign, offering original Sumikko Gurashi mugs to customers who purchased the Sumikko Gurashi Bento for children or an hors d'oeuvre platter, which generated a strong response. As the season changed, we launched the autumn staple Matsutake Bento in September, followed by Eggplant Miso Bento in the middle of the month, continuing to introduce products that keep customers interested in our bento stores.」

「In May, we launched onsen egg and whitebait rice bowls and a chilled udon series as early-summer products. We also held a spring Sumikko Gurashi campaign offering an original Hokkahokkatei Sumikko Gurashi tumbler bottle as a prize. In June, we renewed one of Hokkahokkatei's signature menu items, chicken nanban.」

「In October, we launched the Super Yakiniku Bento, a larger version of the much-requested Yakiniku Bento. In November, we launched Chukadon, a menu packed with vegetables. In December, we renewed the existing Petit Bento and launched the Sumikko Gurashi Bento in collaboration with the popular character franchise Sumikko Gurashi.」

「In July, we launched a vegetable stir-fry bento containing a generous half day's serving of vegetables and ran the Meat × Vegetable Stamina Boost campaign using the Hokka Points app. In August, we held a summer hors d'oeuvres campaign and once again offered all 4 types of Original Round Plates featuring Rilakkuma as the main character.」

「In April, we launched two items in the Tendon series: the reasonably priced Value Tendon and the Premium Tendon with 8 ingredients. We aired a television commercial conveying the joy of enjoying freshly made tendon, something only a handmade bento shop can provide, which was well received. In May, we launched Kakiage and Plum Grated Daikon Udon, featuring freshly fried handmade kakiage served with cold grated-daikon udon. We also launched seasonal products such as the Kettle-Cooked Shirasu Feast and Chicken Tempura and Shirasu Bento. From June, to further improve satisfaction, we added Hokka Hokka Tei staples such as seaweed, chicken nanban and fried chicken to the popular Mix Series. Meanwhile, we launched the reasonably priced Ginger Pork and Chicken Tempura with Black Vinegar Bento, a combination of stir-fried and fried dishes distinctive to Hokka Hokka Tei.」

「In October, we gave away miso soup to commemorate cumulative sales of 10 million meals in the Daily Series. We also strengthened use of the Mix Series by introducing the Extra-Thick Hamburger Mix and renewing the popular Beef Steak Mix, enabling the Mix Series, together with the Daily Series, to grow into products that customers support as new core menu offerings at Hokka Hokka Tei.」

「To commemorate cumulative sales of more than 10 million meals in the highly popular Daily Series, we ran a campaign offering free miso soup. We also launched winter favorites such as Beef Sukiyaki and Chukadon, which were very well received as Hokka Hokka Tei's distinctive handmade menus packed with vegetables.」

「In July, we renewed the highly popular Beef Steak series by increasing the amount of meat by 10% without changing the price. We also introduced the second item in the new Grated Daikon Udon series, the Shrimp Tempura Grated Daikon Udon.」

「In April, under the slogan "Daily at lunch, mix-and-match at dinner," we launched the Beef Yakiniku Mix. We ran a high-profile television commercial featuring the comedy duo Nakagawa Family and a dance unit made up of former members of the Tomioka High School dance club, which was very well received. In May, we began selling the new Grated Daikon Udon series, including set menus with rice that could be enjoyed with freshly fried tempura, which has also been well received. We added the Daily Mother's Feast, an upgraded version of the Mother's Bento, to the Daily Series.」

「The Made-to-Order Daily Series, launched in the second quarter as a new initiative, introduced the Daily Deluxe in September and the Daily Mother's Bento in October, offering the enjoyment of Japanese flavors. Both have become at least as popular as the regular menu items. Through measures such as regular renewals of the Daily Series, we will continue offering fresh menus that appeal to a broad range of customers. In addition to the Daily Series, we are working to offer value-oriented menus across price points and expand complementary menu combinations. We are also considering revising the prices of some menus in response to rising ingredient costs, with the aim of improving average customer spend and profitability.」

「Among regular menu items, the Extra-Thick Hamburger Bento has received strong support, with cumulative sales exceeding 1 million meals since its renewal. As a new initiative, we launched the Made-to-Order Daily Series in September with the Daily Deluxe and in October with the Daily Mother's Bento, offering the enjoyment of Japanese flavors. Both have been well received.」

「In April, we made the popular Yakiniku series even more delicious, renewed it using tiered bento containers, and revised its prices. In June, we launched Hokka Hokka Tei's distinctive Kakiage and Grated Daikon Udon, featuring handmade large kakiage served over cold udon, which has been well received. We also lowered the price of a large serving of rice so that customers could enjoy a filling meal, and are working to enhance brand value by improving customer satisfaction through delicious, freshly prepared bentos served in generous portions.」

「Amid continued consumer thrift, we continued selling good-value menus and also offered high-value-added menus such as the Sirloin Steak Bento, seasonal products such as the Bamboo Shoot Bento and Matsutake Mushroom Bento, the Grated Daikon series for a refreshing meal in hot weather, and Combination Bentos combining popular Hokka Hokka Tei products such as fried chicken, thereby meeting diverse customer needs.」

「In the third quarter, we launched popular winter seasonal menus such as the Beef Sukiyaki series and the Chukadon series, featuring 10 ingredients, which have been well received. We also revised the prices of some menus in response to rising ingredient costs and worked to improve profitability.」

「Customers strongly supported the good-value products, including the home-style flavor of the Ginger Pork and Kakiage Bento and the refreshing taste that stimulates the appetite in hot weather offered by the Grated Daikon series, including the Grated Daikon Hamburger Bento. The limited-time Sirloin Steak Bento and other products also received further customer support.」

「In addition to launching good-value low-priced products every month, we launched seasonal products such as the Grated Daikon and Chicken Tempura Bento and the Grated Daikon Hamburger Bento, which have been well received by customers.」

「Amid continued consumer thrift, we sold low-priced menus offering good value on a monthly rotating basis, while also selling high-value-added menus such as the Thick-Cut Pork Loin Cutlet series, thereby meeting diverse customer needs.」