MOS Food Services

Basic Information

Stock Code
8153
Industry
Wholesale
Category Detail
Restaurants
Prefecture
Tokyo
Establishment Year
July 1972
Listing Year
November 1985
Official Website
https://www.mos.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
McDonald's, Fujita Corporation, Duskin, Ichibanya

Overview

MOS Food Services is a Japan-originated fast-casual dining company founded in 1972, operating its unique high-quality hamburger business primarily through franchises.

Current Situation

MOS Food Services employs 1,410 people as of the end of March 2024, supported by its performance in the fast-casual format featuring high quality and cook-to-order preparation. Its flagship MOS Burger operates stores across Japan and in eight countries and regions centered on Asia. In the fiscal year ended March 2017, it recorded consolidated sales of 70.9 billion yen, operating income of 4.6 billion yen, and net income of 3.0 billion yen. It has experienced trial and error overseas, including withdrawal from the Chinese market. In product development, it actively promotes plant-based soy patties and health-oriented products, and is advancing store renewals with a green logo emphasizing food safety and security. In sustainability, it engages in environmental considerations and local ingredient utilization, and in 2024 launched a new artist debut support project for staff. Going forward, it aims strategically to strengthen existing markets along with diverse new business formats and re-expansion overseas.

Trivia

Interesting Facts

  • Originator of teriyaki burger, first in hamburger chains.
  • Domestic stores use after-order (cook-to-order) system.
  • Deploys top-class number of stores in Taiwan among peers.
  • First major Japanese burger chain to introduce plant-based soy patties.
  • Green signage adopted as symbol of safety, security, and environment.
  • Provides 'pouch money' to cover phone costs for staff taking phone orders.
  • Pioneered complete no-smoking policy across all domestic stores in food service industry.
  • Actively promotes in-store smartphone and PC charging facilities.
  • Official character 'Moss-san' is anthropomorphized hamburger.
  • Discovers music artists through side project MOS RECORDS.
  • Once involved in Taiwan waste oil scandal, switched edible oil suppliers.
  • Multiple collaborations with Mister Donut.
  • Repeated withdrawals from Chinese market with ongoing difficulties.
  • Early full-store deployment of POS systems in food service industry.
  • Focuses on safety and hygiene management, thoroughly addressed past food poisoning incidents.

Hidden Connections

  • Partners with Taiwan's major electronics manufacturer TECO Electric Group through joint venture.
  • Jointly operates MOSDO (joint venture with Mister Donut) with capital and business partner Duskin.
  • Concludes partnership with Japan Airlines for in-flight meal 'Air MOS Burger' on international flights.
  • Partners with Suntory Foods products, adopting Pepsi Nex for drink menu.
  • Competes with Fujita Corporation and Ichibanya in industry while strengthening ties with partner companies.
  • Founder Kei Sakurada is a former Nikko Securities employee turned entrepreneur with unique management philosophy.
  • Adapts to local food cultures in Islamic regions across Asia with no-pork menus.
  • Moss-san character has modular structure where buns, patty, and sauce can be reassembled as parts.

Future Outlook

Growth Drivers

  • Increasing health-conscious consumption in fast casual segment
  • Product diversification from plant-based food market expansion
  • Convenience improvements from digital ordering and cashless expansion
  • Brand awareness rise and reinforcement in Asian overseas markets
  • Growing demand for multi-channel sales and delivery services
  • Rising consumer interest in eco-friendly foods and stores
  • Expansion potential in new cafe and restaurant businesses
  • Unique value creation through local ingredients and local sourcing promotion
  • Store operation quality improvement through human resource development
  • New customer acquisition via entertainment and brand collaborations
  • Growing societal expectations for sustainable management
  • Cost reductions through IT investments and logistics efficiency

Strategic Goals

  • Establish leadership in fast casual sector domestically and internationally
  • Increase plant-based ingredient ratio across all product categories
  • Achieve 50% digital sales ratio through diversified customer touchpoints
  • Elevate global brand value and reach 2,000 stores in major Asian regions
  • 100%対応 with sustainability certified products
  • Achieve 50% environmental impact reduction and zero-waste stores
  • Maintain employee satisfaction above 85% and strengthen human resources
  • Grow sales over 500 billion yen through multi-format expansion
  • Improve CSR evaluation through social contributions and regional partnerships
  • Become industry-leading company driving standards through innovation

Business Segments

Franchise Owner Support

Overview
Provides comprehensive services supporting MOS brand franchise expansion.
Competitiveness
Support for maintaining quality and unified brand value
Customers
  • Franchise Store Operators
  • Local Commercial Areas
  • Regional Customer Segments
Products
  • Store Operation Support Services
  • Product Supply
  • Marketing Support
  • Training and Education Programs

Ingredient Manufacturing and Supply

Overview
Business stably supplying high-quality, consistently managed ingredients to stores.
Competitiveness
Stable supply through collaboration with in-house agricultural production subsidiary
Customers
  • Company-Owned Stores
  • Franchise Stores
  • External Food Service Operators
Products
  • Frozen Foods
  • Pre-Cooked Ingredients
  • Fresh Vegetables
  • Processed Meat Products

Delivery and Catering Services

Overview
Implements rapid delivery and catering for off-site customers.
Competitiveness
Proprietary order reception and delivery network
Customers
  • Urban Consumers
  • Corporate Clients
  • Event Planning Companies
Products
  • Delivery Hamburgers
  • Catering
  • Event On-Site Services

Product Development and Technology Provision

Overview
Provides technology and product development leveraging MOS food expertise.
Competitiveness
Technological strength specialized in fast casual
Customers
  • Related Companies
  • External Restaurants
  • Food Manufacturers
Products
  • New Product Planning
  • Quality Control Technology
  • Ingredient Processing Technology

Environment and Sustainability Business

Overview
Promotes various activities supporting environmental conservation and community contributions.
Competitiveness
Building sustainable local sourcing chains
Customers
  • Local Communities
  • Environmental Groups
  • Supply Chain Partners
Products
  • Environmental Impact Reduction Programs
  • Local Sourcing Promotion
  • Waste Reduction Measures

Sales Promotion and Marketing Support

Overview
Deploys various promotion services aimed at sales expansion.
Competitiveness
Maintaining brand value and customer communication
Customers
  • Franchisees
  • Advertising Agencies
  • Event Operators
Products
  • Customer Research Data
  • Advertising Planning and Execution Support
  • Campaign Management

Human Resource Development and Education

Overview
Supports human resource development to improve store quality and strengthen organization.
Competitiveness
Extensive instructional expertise
Customers
  • Store Staff
  • Franchise Owners
  • Managers
Products
  • Training Programs
  • Online Education Systems
  • Career Development Support

IT System Development and Operation Support

Overview
Provides IT services suite supporting store operation efficiency.
Competitiveness
Multi-channel compatible system integration
Customers
  • Stores
  • Business Headquarters
  • Franchise Affiliates
Products
  • POS Systems
  • Online Order Platforms
  • Customer Management Systems

Food Safety and Hygiene Management Services

Overview
Management support aimed at preventing food poisoning and improving hygiene levels.
Competitiveness
Advanced safety standards and education system
Customers
  • Stores
  • Related Businesses
  • Trading Partners
Products
  • Hygiene Management Guidance
  • Quality Inspections
  • Safety Standard Formulation

Logistics Services

Overview
Deploys efficient and safe inter-store logistics services.
Competitiveness
Consistent temperature control system
Customers
  • Stores
  • Franchise Stores
  • Raw Material Suppliers
Products
  • Centralized Distribution from Centers
  • Demand Forecasting Management
  • Frozen and Refrigerated Logistics

Prepaid Card Issuance and Management

Overview
Provides payment services aimed at improving customer convenience and promotion.
Competitiveness
Customer retention leveraging brand recognition
Customers
  • Customers
  • Corporate Gift Users
Products
  • MOS Card
  • Gift Cards
  • Points Program

Overseas Business Expansion Support

Overview
Business activities supporting overseas expansion centered on Asia.
Competitiveness
Strong partnerships with local partners
Customers
  • Overseas Franchisees
  • Joint Venture Companies
  • Local Subsidiaries
Products
  • Store Development Support
  • Market Research
  • Product Localization

Competitive Advantage

Strengths

  • High-quality fast casual with cook-to-order
  • Extensive store network and franchise system domestically and internationally
  • Unique ingredient procurement and production management system
  • Innovative product development such as plant-based patties
  • Strong brand recognition and customer loyalty
  • Thorough commitment to safe and secure food provision
  • Multi-channel sales対応 and IT infrastructure
  • Active sustainability initiatives
  • Overseas market development experience and partnerships
  • In-store environment improvements enhancing customer satisfaction
  • Diverse new formats and product lineup
  • Comprehensive customer convenience facilities like public Wi-Fi
  • Effective marketing and campaigns
  • Accumulated expertise in food safety management over many years
  • Staff education and human resource development system

Competitive Advantages

  • High-quality cook-to-order strategy tailored to Japanese preferences
  • Stable store operations centered on franchises
  • Health-oriented対応 with introduction of plant-based soy patties
  • Superior store network in major Asian markets like Taiwan
  • Stable ingredient supply system linked with in-house agricultural corporation
  • Strong brand image and long-term fan base formation
  • Environmentally considerate store operations and sustainable food proposals
  • Convenience improvements with POS systems and cashless payments
  • Product localization strength adapting to diverse food cultures
  • Strengthened customer touchpoints through diverse sales channels and delivery
  • Topic creation through active collaboration projects
  • Enhanced consumer experience via store facility improvements
  • Brand value expansion through new music label business
  • Store quality uniformity through enriched education and training
  • Diversified revenue base through multi-dining business expansion

Threats

  • Profit pressure from intense fast food price competition
  • Brand image impact from quality issues like food poisoning
  • Risk of failure in re-entering Chinese market
  • Rising costs for hygiene management and safety standards maintenance
  • Intensifying local competition overseas, especially in Asia
  • Labor shortages leading to rising personnel costs
  • Raw material price surges and exchange rate fluctuation risks
  • Product development burden from shifting consumer health trends
  • Sales and store operation restrictions from regulatory changes
  • Brand detachment from changing consumer preferences
  • Concerns over lagging in competitors' digitalization and IT utilization
  • Supply chain disruption risks from natural disasters etc.

Innovations

2024: MOS RECORDS Project Launch

Overview
Nationwide rollout of artist debut support project for store staff.
Impact
Contributes to staff motivation improvement and brand awareness expansion.

2023: Teriyaki Burger 50th Anniversary Event

Overview
Brand strengthening through commemoration of traditional popular burger's anniversary.
Impact
Supports brand fan retention and purchase promotion.

2022: New Character 'Lil MOS' Introduced

Overview
Officially adopts new character succeeding Moss-san.
Impact
Successfully strengthened brand affinity with younger generation.

2020: MOS PLANT-BASED GREEN BURGER Launch

Overview
Begins offering animal-free plant-based burger at select stores.
Impact
Successfully acquired health- and environment-conscious customers.

2020: Complete Smoking Ban in All Domestic Stores

Overview
Completes smoking ban in all seats in line with Health Promotion Act revision.
Impact
Improved customer satisfaction, especially among families.

2020: Closure of 6 Stores in China

Overview
Closes all stores in China amid withdrawal, implementing second exit.
Impact
Strategic shift concentrating resources on other domestic and international regions.

2021: Cashless Payment Enhancement

Overview
Nationwide rollout of transportation IC cards like Kitaca and PASMO for payments.
Impact
Achieved customer convenience improvement and payment efficiency.

2023: New POS System Deployment Complete

Overview
Introduces new POS system in all stores to streamline ordering and payments.
Impact
Contributes to sales management and customer experience improvements.

2021: Brand Collaboration Expansion

Overview
Collaborations with Morning Musume. '23 and Nippon TV programs.
Impact
Successfully created buzz and promoted visits from younger demographics.

2022: Full Switch to LED Store Signs

Overview
Completes energy-saving LED signage installation in all stores to reduce environmental impact.
Impact
Contributes to store operation cost reductions and enhanced eco-friendly image.

Sustainability

  • Introduction of eco-friendly tableware and packaging in all stores
  • Promotion of local sourcing through domestic vegetable production
  • Plastic usage reduction and recycling promotion
  • Health-oriented対応 with complete smoking ban in all stores
  • Full introduction of LED lighting to reduce environmental impact
  • Sustainable raw material procurement using agricultural production subsidiary
  • Environmental education and awareness activities in collaboration with local communities
  • Strengthened standards for sustainable raw material procurement
  • Active efforts to reduce food loss
  • Store efficiency improvements through energy-saving equipment investments
  • Sustainability training for employees and staff
  • Thorough provision of safe and secure food