Proposing New Use Occasions

「In the core domestic MOS BURGER business, to respond to the polarization of consumption, we continued from the previous fiscal year to promote a strategy of diversifying price points and leveling sales by time of day.」

「In the core domestic MOS BURGER business, to respond to the polarization of consumption, we continued from the previous fiscal year to promote a strategy of diversifying price points and leveling sales by time of day. This helped us attract customers across a broad range of demographics and strengthen our sales base.」

「To improve customer convenience, we test-launched table ordering, which allows customers to order by smartphone without lining up at the register, and parking-order service. In addition, for MOS Chicken packs and lucky bags during the Christmas season, when advance sales have become established, we improved the usability of online reservations and introduced a system that enables customers to make purchases without stress.」

「To stimulate demand during the morning period, we launched a campaign using Morning Musume '23 and AR, and implemented initiatives to promote visits while turning the disadvantage of waiting times into an experiential benefit.」

「We also launched A Croissant Reborn in One Minute as a product recommended for a slightly more indulgent weekend breakfast at home. In response to growing demand for takeaway, we will continue to strengthen the sale of products that can be enjoyed at home and seek to create and expand new customer needs.」

「In addition, under the Night MOS concept, we have been selling the limited-time menu items available from 15:00, Night MOS Rice Burger: Yoku-Bari Ten, red sea bream and kakiage with salted sauce, and Night MOS Rice Burger: Yoku-Bari Yakiniku, which have been well received.」

「We have opened takeaway-only outlets in response to new lifestyles, as well as small-format outlets under a business model that allows locations to operate with approximately 80% of the floor space of a standard outlet. In January, we introduced the mobile Kitchen Car MOS50, a movable food truck that enables more flexible development as a takeaway-focused format. At the same time, we are expanding MOS BURGER & CAFÉ, which offers an extensive selection of café items and desserts while drawing on the traditional strength of food-service businesses as places where customers can relax. The number of MOS BURGER & CAFÉ outlets reached 50 by the end of March.」

「We have opened takeaway-only outlets in response to new lifestyles, as well as small-format outlets under a business model that allows locations to operate with approximately 80% of the floor space of a standard outlet. In December, we opened MOS BURGER Ayase (Adachi-ku, Tokyo), our second takeaway-only outlet, and in November we opened MOS BURGER Emio Nerima Takanodai (Nerima-ku, Tokyo), a small-format outlet. We are also expanding MOS BURGER & CAFÉ, which offers an extensive selection of café items and desserts while drawing on the traditional strength of food-service businesses as places where customers can relax. The number of MOS BURGER & CAFÉ outlets reached 46 by the end of December.」

「In addition, in response to the impact of the COVID-19 pandemic, we worked to expand and promote delivery, online ordering, self-checkout and cashless payments, where demand had increased. By broadening the options available for customers' various use occasions, we improved convenience while also contributing to higher store productivity.」

「In Singapore, government restrictions on commuting reduced foot traffic in shopping centers and business districts, and operations were also affected by COVID-19 because seating capacity was reduced to 50%. Nevertheless, we continued developing new sales locations, including opening delivery-only stores using shared kitchens operated jointly with multiple foodservice companies.」

「We strengthened the mobile functionality of MOS Online Ordering, which allows customers to order products from a smartphone or computer and pick them up at a store. Use increased as demand for takeout grew, contributing to more efficient store operations.」

「We worked to improve customer convenience.」

「In anticipation of increased demand for takeout following the October consumption tax increase and introduction of the reduced tax rate system, we improved product quality through a bun renovation and expanded the number of stores offering Uber Eats, leading to use by new customers.」

「In anticipation of increased demand for takeout following the introduction of the reduced tax rate system in October, we increased the size of our buns and improved moisture retention to enhance product quality. The number of stores using the third-party delivery provider Uber Eats expanded to 180, leading to use by new customers.」

「Membership in MOS Online Ordering exceeded 1 million and continues to increase steadily each year. To improve convenience, we expanded delivery services by using store-operated delivery at some locations as well as third-party delivery providers such as Uber Eats.」

「Singapore, Hong Kong and Thailand Singapore and Hong Kong both have well-established dining-out cultures and strong demand for delivery. We began full-scale outsourced delivery operations in Hong Kong in January 2018 and Singapore in May 2018. In Singapore, delivery accounts for approximately 10% of store sales.」

「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.」

「Membership in MOS Online Ordering, which allows pickup at a specified time, also increased steadily to approximately 830,000, up approximately 330,000 from the end of the previous fiscal year.」

「Membership in MOS Online Ordering, which allows pickup at a specified time, increased steadily to approximately 670,000 members, up approximately 170,000 from the end of the previous fiscal year. We aim to increase membership by encouraging customers to try the service, using online-ordering-only special prices and points as incentives.」

「During the first quarter of the fiscal year, we expanded MOS Bar stores serving beer, snacks and other items from 19 to 170. We also focused on promotional activities to encourage use of MOS Online Ordering, including additional benefits that allow customers to collect their orders without waiting at the store.」

「We proposed various occasions for use, including further promoting MOS Online Ordering, which allows customers to pick up orders at a specified time; expanding the Variety Pack menu for sharing among multiple people and for parties; and beginning trials at selected stores of MOS Bar, which explores potential evening demand for alcoholic beverages.」