Promoting Area Marketing

「As a hamburger chain founded in Japan, we rolled out appealing regionally limited products using ingredients and characteristics from across Japan.」

「As part of an initiative supporting local producers, we sold a limited-edition Yuzu & Lemon Ginger Ale made with yuzu from Kochi Prefecture in the syrup.」

「As part of our “Support Tohoku” initiative, we began selling the Tohoku-limited Miso-Grilled Burger with Tohoku Pork and Fukushima Miso in August. We also rolled out the “Mix Shake” series using local specialties in each region.」

「As a hamburger chain founded in Japan, we rolled out appealing area-limited products using ingredients and characteristics from across Japan.」

「In Singapore, the easing of COVID-19 countermeasures in April eliminated restrictions on entry and seating, leading to more customers visiting our stores. From May, we also conducted a promotion in collaboration with Sanrio characters. Initiatives including the sale of original merchandise and in-store decorations increased the promotion’s profile, and sales in May and June substantially exceeded the previous year. In Hong Kong, restrictions on restaurants related to COVID-19 were substantially eased from the end of April, and the market began to recover. The second Japan Festival, held from April, also contributed to same-store sales exceeding the previous year in May and June.」

「To establish store formats rooted in local markets in each country, we are researching market needs by country and testing, validating and improving various initiatives.」

「With travel and mobility difficult during the COVID-19 pandemic, we sold “Mix Shake” products using local specialties as part of our efforts to support local communities, and sales remained strong.」

「As part of further initiatives supporting regional revitalization and local production for local consumption, we sold regionally limited products using local specialties, which proved popular.」

「As part of initiatives supporting producers, regional revitalization and local production for local consumption, we sold regionally limited “Mix Shake” products made with local specialties, which became popular.」

「Rather than creating uniform, standardized stores nationwide, we are expanding and advancing initiatives to flexibly adapt products, services and store formats to the trading area, location, customer demographics and increasingly diverse reasons why customers visit.」

「As part of our regional initiatives, we sold products using local ingredients and specialties, which customers in each region enjoyed.」

「Sales at existing stores in Taiwan were strong, and we actively opened new stores, bringing the total to 275, an increase of 10 from the end of the previous fiscal year. In October, we sold the Omelet Burger, followed in November by the MOS Rice Burger Japanese Teriyaki and Triple Turkey Ham Burger, which customers enjoyed.」

「In Thailand, we entered into a partnership with a local partner in April and have increased sales, particularly through the effectiveness of promotions using social media.」

「Indonesia, Australia, China and South Korea To establish store formats rooted in each local market, we are researching market needs in each country and testing, validating and improving various initiatives.」

「During the fiscal year, we held farm-to-table vegetable campaigns nationwide to allow customers to enjoy delicious local vegetables, as well as regional campaigns selling burgers adapted from local ingredients and specialties.」

「We also implemented initiatives tailored to each country and region where overseas MOS BURGER operates. Store numbers increased steadily in every country, resulting in solid growth. We are working to establish the foundation for global expansion by testing, validating and improving various initiatives in each country.」

「During the second quarter of the fiscal year, we paid courtesy visits to the heads of government in 7 areas—Aomori Prefecture, Gamagori City, Fukushima Prefecture, Shizuoka Prefecture, Kakogawa City, Yaizu City and Shizuoka City—in that order, and reported on the use of local ingredients and regional cuisine. We will continue strengthening these initiatives as a means of connecting government, local industry, regional media, local franchise owners and staff, and customers in each region.」

「① Taiwan In addition to higher same-store sales, the number of stores increased by a net 3, reflecting steady growth. During the first quarter of the fiscal year, we also opened new official social media accounts to expand our fan base. ② Singapore and Hong Kong As these areas have limited land and offer little scope for expansion through additional locations, we began full-scale delivery operations alongside the rollout of new store formats, with the aim of increasing sales at existing stores.」

「During the fiscal year, we implemented locally developed products and promotional initiatives in 8 areas rather than uniform nationwide campaigns.」

「During the third quarter of the fiscal year, we sold products reflecting local characteristics as regional burgers, including the Chichibu Waraji Katsu Burger with Fukaya Green Onion Miso Sauce, the Nagasaki Turkish Rice-Style Burger, the Sendai Miso-Grilled Burger with Tohoku Pork (Tohoku-region limited edition), and the corresponding Rice Burger (Tohoku-region limited edition). We paid courtesy visits to the governors of Saitama, Nagasaki and Miyagi prefectures, respectively, and received support from local governments and regional media, generating considerable excitement.」

「Beginning in September 2017, we sold local burgers under the title “Battle of Regional Original Burgers.” The burgers were developed by MOS BURGER staff nationwide around the theme of “local specialties,” and 4 products were created from 1,122 entries.」

「At overseas MOS BURGER operations, we conducted detailed marketing in each country and region where we already operate, working to establish the foundation for global expansion by testing, validating and improving various initiatives through the PDCA cycle. In Taiwan, as part of support for recovery from the Kumamoto Earthquake, we sold a konjac drink made with tomatoes from Kumamoto Prefecture, which was well received.」

「During the third quarter of the fiscal year, we also held the “MOS Farm-to-Table Vegetable Festival,” in which store staff harvested vegetables at partner farms in each region and delivered them directly from the production areas. We sold limited-edition burgers using an abundant supply of vegetables harvested at the time. We also rolled out locally developed products and promotional initiatives across regions rather than uniform nationwide campaigns. In October, under the title “40th Anniversary of MOS in Okinawa,” we sold the Okinawa-only limited-edition Ryukyu Classic Burger, which received strong support from many Okinawa residents.」

「In Hokkaido, through collaboration with MOS Sun Farm Mukawa, in which we hold an investment, and JA Mukawa, we sold the original Deluxe MOS BURGER nationwide in Hokkaido using tomatoes produced in Mukawa. In Niigata, we held an interactive art exhibition featuring works by people with disabilities for approximately 2 months under the title “MOS goto Museum with cotocoto,” facilitating artistic exchange between people with disabilities and MOS BURGER customers through our restaurants.」

「In coordination with the Campaign Promotion Committee of the MOS BURGER Kyōei-kai (*), we implemented locally developed products and promotional initiatives rather than uniform nationwide campaigns.」