Development of Pastel-Derived Brands and Specialization into Specialty Stores

「At ㈱フードリーム, the company is working to improve profitability by introducing high-value-added products and improving service quality, while advancing the redefinition of its format models. It is also working to enhance customer experience value and attract new customer segments through the rollout of new-concept stores.」

「The company carried out remodels of each brand, including model experiments at 「パステルキッチン板橋店」 as an effort to redefine the format model, and at 「パステルイタリアーナ　マーサ２１店」 as an effort to develop a new segment brand for Pastel.」

「In December 2024, the company reopened 「パステルダイニング　マルイファミリー海老名店」 as a new-concept 「パステル」 store. Through this all-day dining format, it aims to enhance customer experience value and attract new customer segments.」

「㈱フードリーム, which operates various brands mainly in shopping centers and commercial facilities, including 「パステルイタリアーナ」, 「カプチーナ」, 「ステーキハウス松木」 and 「鶴亀堂」, is improving profitability by introducing high-value-added products and implementing service-improvement initiatives. It also carried out a rebranding-oriented renewal of 「パステル」.」

「The company has launched a new-format pilot combining the Pastel brand’s first specialty store with 「だってプリンがすきなんだもん。」, a specialty store for pudding and fresh-baked bread.」

「㈱フードリーム, which operates various brands mainly in shopping centers and commercial facilities, including 「パステルイタリアーナ」, 「カプチーナ」, 「ステーキハウス松木」 and 「鶴亀堂」, is pursuing rebranding of its formats while placing greater emphasis on service reform and the development of hit products.」

「Following the acquisition of the Pastel business, dine-in customer numbers have been recovering through the development of derivative brands such as Pastel Italiana and Italian Bar Pastel, as well as stronger positioning as specialty stores.」