Mos Food Services will begin selling frozen "Yaki Oni-Burgers" in supermarkets and drugstores next month [1, 2].
The move signals a strategic shift for the Japanese chain as it seeks to reduce its reliance on physical storefronts. With the domestic fast-food market maturing, the company is targeting the rapidly growing frozen food sector to create new revenue streams.
For the past 10 years, the number of Mos Burger locations has remained flat at approximately 1,300 stores [1]. This stagnation in physical expansion has led the company to look beyond its traditional business model to drive growth.
"I want to secure new sources of revenue in addition to the burger business," said Hidenori Nakano, the MD Department Manager of Mos Food Services [1].
The company currently manages a frozen food and online sales business valued at approximately 200 million yen [1]. Mos Food Services has set an ambitious target to grow this specific business segment 18-fold by 2030 [1].
Nakano said the company plans to expand its frozen offerings early next year by introducing different fillings. He said the company intends to move further into the "nakashoku" — or take-out and ready-to-eat — market by developing frozen hamburger steaks and noodle dishes [1].
The decision to enter the frozen market comes as Japanese consumers increasingly seek convenience and high-quality prepared meals at home. By placing products in drugstores and supermarkets, Mos Burger can reach customers who may not visit a physical restaurant location.
“"I want to secure new sources of revenue in addition to the burger business,"”
This pivot reflects a broader trend among Japanese food service providers to diversify into retail and frozen goods as urban saturation and changing consumer habits limit the growth of brick-and-mortar expansion. By targeting a massive increase in non-restaurant revenue, Mos Food Services is attempting to transform from a pure-play restaurant chain into a diversified food brand.
