B-R 31 Ice Cream

Basic Information

Stock Code
2268
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Tokyo
Establishment Year
December 1973
Listing Year
December 1987
Official Website
https://www.31ice.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Morinaga, Ezaki Glico, Bourbon, Fujiya, Kanro, Morozoff, Kameda Seika, Iwatsuka Confectionery, Kotobuki Spirits, Koikeya, Calbee, Rokko Butter

Overview

B-R 31 Ice Cream is a leading company in the food products industry established in 1973, featuring a highly customer-supported brand with nationwide operations centered on franchised ice cream specialty stores.

Current Situation

B-R 31 Ice Cream recorded consolidated sales of 30.6 billion yen and operating profit of approximately 2.3 billion yen for the fiscal year ending December 2024, with over 1,200 stores nationwide. Core ice cream sales are centered on franchises, ensuring stable revenue. In product development, it is strengthening diverse flavors and seasonal limited-edition products to enhance brand value. For sustainability, it has obtained ISO 14001 environmental certification for its factories and is engaged in resource conservation activities. It is focusing on improving customer experience through D2C channels and new store designs. Moving forward, key strategic challenges include expanding brand recognition in overseas markets, product diversification, and promoting operational efficiency through IT utilization. Even in a fiercely competitive environment, it maintains its market position by leveraging collaboration with Fujiya and strong brand strength.

Trivia

Interesting Facts

  • Known in Japan as '31 Ice Cream'; 'Baskin-Robbins' is rarely used
  • Company name origin meaning 31 flavors available
  • Over 1,300 flavors provided to date
  • First Japanese franchise store opened in Azabu in 1974
  • Also operates small stores in highway service areas
  • Introduced globally unified logo in 2021
  • Fujiya is top shareholder at 43.31%, maintaining stable capital relations
  • Ice cream cakes highly popular for gift demand
  • Established US Hawaii subsidiary in 2020 and began franchising
  • Japan-exclusive crepe products available at some stores
  • Brand logo features unique combination of 'BR' and '31'
  • All stores operated in franchise format
  • New store designs enhance customer experience
  • CM campaigns featuring numerous celebrities
  • Brand image beloved across diverse age groups

Hidden Connections

  • Stable capital relations with Fujiya as top shareholder contribute to strengthening business foundation
  • Implements common strategies under Inspire Brands alongside Dunkin' Donuts
  • Differentiates from overseas brands through Japan-adapted proprietary product development
  • Gains broad brand recognition among tourists through highway service area stores
  • Achieves store uniformity by strengthening cooperation with nationwide franchisees
  • Contributes to regional brand image improvement through CSR activities and community collaboration
  • Ensures business continuity even during pandemics through diverse sales channels
  • Actively plans seasonal limited and collaboration products in product development to meet consumer expectations

Future Outlook

Growth Drivers

  • Diverse flavor development responding to food diversification
  • Store digitalization and customer service experience improvement
  • New customer acquisition through strengthened D2C and EC channels
  • Brand value enhancement through environment and sustainability efforts
  • Brand recognition expansion in Asian overseas markets
  • Franchise store expansion and support strengthening
  • Ongoing launch of collaboration and seasonal limited products
  • Expansion of health-oriented product lines
  • Operational efficiency through advanced IT systems
  • Cost reduction through logistics and supply chain optimization
  • Promotion of new advertising and promotion strategies
  • Service quality improvement through enriched employee education

Strategic Goals

  • Achieve over 1,500 stores
  • Utilize ISO certification toward sustainability goals
  • Increase EC sales ratio to over 20%
  • Expand to stores in 5+ new overseas markets
  • Make over 30% of product lineup health-oriented and environmentally friendly
  • Promote employee diversity and realize work-style reform
  • Rank in top 3 brands in brand recognition surveys
  • Strengthen planning of local and community-focused products
  • Realize energy-saving and zero-emission stores
  • Achieve over 90% franchisee satisfaction

Business Segments

Franchise Support

Overview
Comprehensive support for franchise stores from opening to operations.
Competitiveness
Comprehensive service suite specialized in nationwide expansion support
Customers
  • Franchise Owners
  • Retailers
  • Commercial Facility Managers
  • Service Area Operators
  • Shopping Malls
Products
  • Store Design and Operations Support
  • Product Supply Services
  • Promotion Support
  • Human Resource Development Programs
  • Equipment Rental Services

Factory Manufacturing and Logistics

Overview
Achieves stable supply through highly efficient manufacturing and frozen distribution systems.
Competitiveness
State-of-the-art factories and team of technicians
Customers
  • Franchise Stores
  • Wholesalers
  • Logistics Companies
  • Retailers
Products
  • Ice Cream Manufacturing
  • Frozen Product Delivery
  • Quality Control Systems

Product Development Support

Overview
Develops and provides attractive products aligned with customer needs.
Competitiveness
Diverse flavor development capabilities and market analysis
Customers
  • Own Stores
  • Franchise Stores
  • Retail Companies
Products
  • New Flavor Development
  • Limited Product Planning
  • Marketing Research

Marketing and Advertising

Overview
Deploys diverse marketing strategies to enhance brand value.
Competitiveness
Effective promotions tailored to specific targets
Customers
  • Franchise Stores
  • Head Office Marketing Department
  • Advertising Agencies
Products
  • Advertising Campaigns
  • SNS Promotions
  • Event Planning

Sales Support and Promotion

Overview
Supports sales activity efficiency and revenue growth.
Competitiveness
Extensive promotion know-how and training systems
Customers
  • Franchise Stores
  • Corporate Customers
  • Retail Stores
Products
  • Sales Promotion Tools
  • Campaign Planning Support
  • Sales Training

IT System Support

Overview
Provides IT solutions to support efficient business operations.
Competitiveness
In-house IT integration and customization capabilities
Customers
  • Head Office
  • Franchise Stores
  • Logistics Management Department
Products
  • Sales Management Systems
  • Customer Management Systems
  • Inventory Management Systems

Training and Education Business

Overview
Builds a comprehensive education system to maintain high-quality service.
Competitiveness
Operation of specialized training centers
Customers
  • Franchise Owners
  • Employees
  • Store Staff
Products
  • Store Operations Training
  • Customer Service Education Programs
  • Product Knowledge Training

Environment and Quality Management Support

Overview
Provides support for environmental conservation and quality assurance.
Competitiveness
Proven ISO environmental certification and specialized expertise
Customers
  • Manufacturing Factories
  • Franchise Stores
  • Logistics Department
Products
  • ISO Certification Support
  • Quality Management Systems
  • Environmental Load Reduction Projects

Ingredient Procurement Support

Overview
Supports high-quality and stable raw material procurement.
Competitiveness
Extensive procurement network and management systems
Customers
  • Factories
  • Store Procurement Staff
  • Raw Material Manufacturers
Products
  • Raw Material Procurement
  • Supplier Management
  • Quality Inspection Services

Corporate Gift Sales

Overview
Offers diverse gift products tailored to corporate demand.
Competitiveness
Customization capabilities
Customers
  • Corporate Customers
  • Corporate Event Staff
  • Retail Stores
Products
  • Gift Pack Ice Cream
  • Commemorative Cakes
  • Event Limited Products

Food Service Introduction Support

Overview
Supports ice cream introduction in various dining facilities.
Competitiveness
Extensive know-how in operational support
Customers
  • Dining Facilities
  • Theme Parks
  • Service Areas
Products
  • Store Operation Design
  • Product Supply
  • Customer Service Support

Collaboration Planning

Overview
Plans topical products and events in collaboration with various companies.
Competitiveness
Creative planning capabilities
Customers
  • Other Food Manufacturers
  • Anime and Character Companies
  • Event Organizers
Products
  • Limited Product Development
  • Brand Collaborations
  • Promotion Planning

Competitive Advantage

Strengths

  • Diverse flavor development capabilities
  • Nationwide franchise network
  • Strong brand recognition
  • Strong partnership with Fujiya
  • Superior store operation know-how
  • Advanced product quality management
  • Introduction of unique store designs
  • Abundant seasonal limited products
  • Advanced IT and sales management systems
  • Reliability from ISO 14001 environmental certification
  • Stable logistics and frozen distribution network
  • Advertising effectiveness from celebrity endorsements
  • Sales expansion in nationwide service areas
  • Store operations focused on customer experience
  • Broad sales channel deployment

Competitive Advantages

  • Product lineup boasting over 1,300 diverse ice cream flavors
  • Strength of franchise model with over 1,200 franchise stores across Japan
  • Established stable management base through capital alliance with Fujiya
  • Captivates customers with regular limited collaborations and seasonal products
  • Demonstrates environmental consideration with ISO 14001 certification, contributing to corporate value
  • Brand image refresh through new store designs 'Flavor First' and 'MOMENTS'
  • Able to reach wide customer base through nationwide highway service area expansion
  • Secures diverse customer touchpoints with online EC sales and D2C promotion
  • Strong brand appeal through CMs and events featuring celebrities
  • Dual system of frozen logistics and store equipment leasing supporting high-quality product supply
  • Expanding Asian region franchises through partnerships with local companies
  • Customer attraction effects from advanced marketing measures and SNS utilization
  • Achieves differentiation from competitors through multifaceted product expansion
  • Maintains and improves store service quality through comprehensive training and education
  • Brand trust and recognition backed by long history

Threats

  • Maturation of domestic ice cream market and demand stagnation due to population decline
  • Stricter demands for reduced sugar and fat due to growing health consciousness
  • Risk of price competition and margin compression from intensifying competition
  • Cost increase pressures from raw material price fluctuations
  • Impact from new entrants and international brands
  • Challenges in product development to match diversifying consumer preferences
  • Potential supply instability from weather or disaster risks to logistics network
  • Impact from changes in laws, regulations, or tax systems on business environment
  • Risk of negative brand image impact from struggling franchise stores
  • Business risks from cultural and legal differences in overseas expansion
  • Brand value decline from delayed response to environmental issues
  • Risk of sales promotion and operational efficiency decline from IT system failures

Innovations

2022: Introduction of New Logo

Overview
Adopted a unified new logo of 'BR' + '31' domestically and internationally for brand refresh.
Impact
Promotes brand image improvement and customer recognition expansion

2021: Introduction of New Store Concepts

Overview
Introduced two store designs: 'Flavor First (F1)' and 'MOMENTS'.
Impact
Contributes to strengthening customer touchpoints and enhancing experience

2020: Establishment of US Hawaii Subsidiary and Store Opening

Overview
Established '31 Aikalima LLC' to strengthen overseas expansion and began operations in Hawaii.
Impact
Advances overseas market development and brand globalization

2024: EC Platform Renewal to Strengthen D2C

Overview
Completely renewed online sales environment to expand direct-to-consumer channels.
Impact
Increases EC sales and revenue growth through strengthened customer relations

2023: Introduction of Sustainable Packaging Materials

Overview
Shifted containers and packaging to recyclable materials to reduce environmental impact.
Impact
Improves brand image through heightened environmental awareness

2022: IT System Integration Enhancement

Overview
Integrated sales and inventory management to promote efficiency and data utilization.
Impact
Achieves operational cost reduction and swift decision-making

2021: New Flavor Development Project Launch

Overview
Initiated development of new flavors appealing to diverse generations.
Impact
Expects improved customer satisfaction and sales growth through product diversification

2023: Crepe Product Line Expansion

Overview
Enriched sweets products at select stores.
Impact
Expands sales opportunities and diversifies store revenue

2024: Promotion of Local Ingredients Utilization

Overview
Actively incorporates regional ingredients to offer seasonal flavors.
Impact
Contributes to community-oriented stores and customer satisfaction

2020: Training Center Renewal

Overview
Renamed employee training facility to '31 Ice Cream College' and refreshed the system.
Impact
Realizes service quality improvement and brand value maintenance

Sustainability

  • ISO 14001 certification at head office and factories
  • Promotion of switching to environmentally friendly packaging
  • Strengthening energy-saving measures at stores
  • Initiatives for local production for local consumption with community focus
  • Promotion of waste reduction and recycling
  • Employee environmental education programs
  • Logistics efficiency for environmental load reduction
  • Promotion of procurement of sustainable food materials
  • Provision of environmentally friendly products to customers
  • Deployment of CSR activities fulfilling social responsibilities
  • Effective water resource utilization and water-saving efforts
  • Waste loss reduction through inventory management