Enhancement of Core Product Value

「Both customer traffic, at 103.0% year on year, and average spend per customer, at 100.7%, increased due to the strong performance of limited-time campaign products」

「During the year, we developed products that value Japanese food culture and rolled out marketing using “Enjoy Japanese Spirit” as its catchphrase.」

「During the year, we developed products that value Japanese food culture and rolled out marketing using “Enjoy Japanese Spirit” as its catchphrase.」

「The strongest performer was the “Shin Tobikiri” series, launched in March 2024 as a new category. Its concept of an easy-to-eat premium burger gained strong support, and cumulative sales exceeded 16 million servings just one year after launch.」

「We sold the "New Tobikiri" series, premium burgers made with patties using 100% domestic beef, allowing customers to fully enjoy the best of Japan, and the products were well received. We also sold the White MOS Burger, with a striking pure-white appearance and a generous amount of carefully selected cheese sauce, as a summer standard product. In September, during the busy seasonal moon-viewing campaign, we sold the seasonal standard Tsukimi Focaccia and the Menchi Katsu Focaccia, promoting the concept of a "behind-the-scenes moon viewing."」

「During the fiscal year, under the theme of providing "moving MOS-style experiences that excite the whole family," we appointed actress Mei Nagano (永野芽郁) as our brand character and promoted our commitment to deliciousness and peace of mind, as well as the "MOS Quality" we have upheld since our founding, under the slogan "Oh! MOS Quality."」

「During the third quarter, we revamped the One Whole Japanese Black Beef Burger, which had been well received the previous year, and began selling it in November. The first offering, the One Whole Japanese Black Beef Burger with Chaliapin Sauce ~Truffle Flavor~, continued to sell well, and some restaurants switched to the second offering, the One Whole Japanese Black Beef Burger with Special Teriyaki Sauce ~Yuzu Pepper Flavor~, ahead of schedule.」

「During the second quarter, from July we sold the White MOS Burger, an adaptation of our flagship MOS Burger topped generously with a carefully selected white cheese sauce. In September, during the busy seasonal moon-viewing campaign, we again sold Tsukimi Focaccia, made with a soft-cooked-style egg and inspired by the traditional autumn custom of moon viewing.」

「During the first quarter, from March we sold the new Torottama Cheese Teriyaki Burger ~with Hokkaido Gouda Cheese~, combining a soft-cooked-style egg with the Teriyaki Burger and MOS's original domestic cheese, and it was well received. In May, under the product development concept of "ethical," we sold the Shrimp Katsu Burger with Shrimp Mayo Sauce and Shrimp Katsu Burger with Shrimp Glace Sauce, both using the branded shrimp Shirohime Ebi farmed on land in Minami-Kyushu, Kagoshima Prefecture.」

「The Tsukimi Focaccia was discontinued early after sales exceeded the initial plan, amid attention surrounding the company's first entry into the seasonal moon-viewing campaign. We then launched the Tsukimi Teriyaki Burger as the "second installment of MOS's moon-viewing series," and it was well received.」

「During the second quarter, in July we sold the White MOS Burger, an adaptation of our flagship MOS Burger topped generously with a pure-white sauce reminiscent of snow. To coincide with the launch, we opened the White MOS Ebisu-Higashi restaurant for a limited time, decorating the entire restaurant in white with a design resembling white cheese sauce melting over the product. In September, we increased the portion size of Focaccia, which had returned the previous year for the first time in 7 years and had been highly rated.」

「The Teriyaki Burger is a long-selling product that has been supported by many customers for 49 years as a pioneer of Japanese-style burgers. In May, we sold the Shrimp Chili-style Burger, a MOS-style adaptation of ebi chili, a popular Chinese dish in Japan, as well as the revamped standard Shrimp Katsu Burger, both of which were enjoyed by customers across a broad range of generations.」

「During the third quarter, from November we launched the Tobikiri Torottama Sukiyaki-style Burger, a MOS-style adaptation of sukiyaki, often considered synonymous with a special meal in Japan. As demand for small luxuries increased following the lifting of pandemic-related restrictions, we prepared a premium product evoking family gatherings for the Christmas and year-end/New Year holiday period, when celebratory demand was expected, and it was well received.」

「In September, we brought back Focaccia, which had sold more than 40 million servings cumulatively, for the first time in 7 years, and sold the new Focaccia Sandwich Horseshoe Sausage & Glamping Sauce. We also launched the Green Burger <Teriyaki> as a standard product, made without animal-based ingredients.」

「During the first quarter, in April we sold the Cream Cheese Veggie <Hokkaido Corn Sauce>, made with generous amounts of carefully selected fresh vegetables to coincide with the spring season, when lettuce and other vegetables are especially delicious. By highlighting the taste of fresh vegetables supplied by partner farmers nationwide, we enhanced the MOS Burger brand value. In May, we sold the Shrimp Katsu with Lobster Sauce, offering a rich flavor of "shrimp with shrimp," and revamped the standard Shrimp Katsu Burger to expand awareness. We also began selling the Japan Production Area Support Burger Sea Bream Katsu, made with farmed red sea bream from Ainan, Ehime Prefecture, to support production areas and producers whose shipments had declined during the pandemic. The product was well received and proved so popular that it was discontinued early at many restaurants.」

「In December, we sold the Mazeru Shake DASSAI, made with amazake from the renowned sake brand Dassai. The unexpected combination of a shake and sake attracted attention on social media, and sales exceeded expectations.」

「During the second quarter, in July we revamped our flagship MOS Burger for the first time in 3 years. We increased the amount of ingredients in the meat sauce and added hidden flavors including liquid shio koji, giving the flavor greater depth and richness. We also introduced the new Wai Wai MOS Burger Set <with Sliced Cheese> for children, allowing families to enjoy MOS Burger together. In September, we launched the Manhattan Clam Chili Rosu Katsu, a new product adapting the popular Rosu Katsu Burger for women. It was well received by a broad range of customers as a product suited to demand for takeout that remains enjoyable even after cooling.」

「From May, as part of the MOS JAPAN PRIDE series, we sold the MOS Rice Burger Shrimp Tempura Mentaiko Flavor and MOS Rice Burger Deluxe Tempura Mentaiko Flavor <Shrimp & Kakiage>, unique combinations of shrimp tempura and mentaiko flavor, both familiar to Japanese consumers, which were well received. The MOS PLANT-BASED GREEN BURGER <Green Burger>, test-marketed at 9 restaurants in March and sold nationwide from May after attracting attention on social media, proved highly popular, particularly among health-conscious customers and those with dietary restrictions, as a hamburger made without animal-based ingredients and using vegetables and grains as its primary ingredients.」

「From September, we launched the MOS JAPAN PRIDE series, expressing the originality possible only for MOS, a brand born and raised in Japan.」

「During the third quarter, we ran the "MOS JAPAN PRIDE" campaign as a series of original products that only MOS Burger, a hamburger chain born and raised in Japan, could create. The campaign received support from a broad range of customers.」

「During the second quarter, in July we sold the Curry MOS Burger under the theme "Enjoy Summer." We also produced original towels featuring artwork by painter and picture-book author Yuko Higuchi, known for her distinctive artistic world, and sold them for a limited time as a set with the Curry MOS Burger. The campaign attracted attention on social media and led to visits by new customers, particularly among Yuko Higuchi's fans. In August, we sold the Death Spicy Sauce topping sauce, the hottest in MOS history. Customers could customize their burgers by adding a small amount, and the sauce was enjoyed by many customers, particularly those who like extremely spicy food. We also sold 2 types of tapioca drinks made with Taiwanese black tapioca, which were well received, particularly by younger customers.」

「It is particularly popular among women and younger customers and has become a hit product, selling more than 2 million servings annually. From May, we sold the Teriyaki Chicken Burger with a revamped sauce and the Spicy Teriyaki Chicken Burger made with one of the world's hottest classes of chili peppers.」

「As part of strengthening standard products, we increased the patty in the Tobikiri Hamburger Sandwich by 20%. Its weight was 1.8 times that of a regular patty,」

「During the third quarter, we increased the pre-cooking weight of the patties in the premium Tobikiri Hamburger Sandwich series, made with domestic meat, by 20%.」

「During the second quarter, we brought back the Naan series for the first time in 4 years after it ranked first in customer requests for products to return. The Naan Tacos and Naan Curry Dog, featuring spicy savory flavors and crisp vegetables, were well received by many customers.」

「During the first quarter, we sold the Cream Cheese Teriyaki Burger, which had sold more than 2 million servings in each of the previous 2 years and had a strong following, particularly among women. We also sold the MOS Rice Burger Shrimp Tempura and MOS Rice Burger Deluxe Tempura, inspired by tendon, the classic tempura rice bowl that represents Japanese cuisine. Both products were well received by many customers as differentiated products unavailable from other chains. We also launched the Chilled Dolce Smooth Chocolate as an accompaniment to coffee and tea during the afternoon tea period.」

「During the fiscal year, under the theme of "Innovating Standard Products," we substantially revamped the buns, a key ingredient, for the first time in 10 years. In addition to increasing the amount of dough, we added whole-wheat flour and domestic wheat to enhance value in both quantity and quality. At the same time, we further improved the sauces for our flagship products, MOS Burger and Teriyaki Burger. We also ran 7 nationwide campaigns and sold 13 original, differentiated hamburger products.」

「During the third quarter, we sold the limited-time premium product Tobikiri Hamburger Sandwich <Aromatic Bacon & Creamy Potato>, which was very well received. We also created an environment in which families with children who have allergies could enjoy hamburgers with greater peace of mind by revamping the existing Low-Allergen Menu.」

「In July 2017, we substantially revamped the buns, a key ingredient, for the first time in 10 years. In addition to increasing the dough weight, we added whole-wheat flour and domestic wheat to enhance value in both quantity and quality.」

「During the first quarter, we brought back the Cream Cheese Teriyaki Burger, which had sold well in the same period the previous year, and sold limited-time products including the Avocado Salad Burger and Avocado Chili Burger. All of these products used generous amounts of vegetables and received strong support from many customers, particularly women. We also revamped the sauces for the Tobikiri Hamburger Sandwich range, made with 100% domestic meat, and made MOS Yasai, which sandwiches the fillings in lettuce instead of a bun, a standard product. In addition, the Japanese-style dressing <Reduced-Salt Type>, relaunched in 2016 with approximately 25% less salt than the previous product, received the Gold Award at the JSH Reduced-Salt Food Awards organized by the Japanese Society of Hypertension's Salt Reduction Committee.」

「During the third quarter, we also ran a nationwide campaign to encourage customers to visit our restaurants and sold the limited-time premium product Tobikiri Hamburger Sandwich <Domestic Bacon & Cheese>.」

「During the second quarter, we ran 2 nationwide campaigns to encourage customers to visit our restaurants and sold a total of 4 limited-time hamburgers. In July and August, we sold the Barbecue MOS Burger and Rich MOS Cheeseburger, which added value to our original and most popular product, the MOS Burger. From September, under the theme "Selection! Charcoal-Grilled Chicken Festival," we solicited product ideas from MOS Burger restaurants nationwide and sold the regionally inspired Jaja Miso Chicken Burger and Crispy Lotus Root Chicken Burger, which received strong customer support.」

「In addition to improving the sauce, we increased the size of the Dog Frank by 25% without raising the price, thereby enhancing value in both quality and quantity.」