Mos Burger will launch a new line of frozen "Yaki Oni Burgers" in supermarkets and drugstores across Japan starting next month [3].
This strategic shift comes as major restaurant chains seek new revenue streams to counter a decline in dine-in customers. The move reflects a broader industry trend where food service providers are pivoting toward the "nakashoku," or take-home meal market, to mitigate risks associated with fluctuating consumer behavior.
Hidenori Nakano, the MD Business Division Manager at Mos Food Services, said the company wants to secure new sources of income beyond the burger business [1]. This diversification is critical as Mos Burger's store count has remained flat at approximately 1,300 locations over the last 10 years [1].
Industry analysts point to a growing concern over "dining out avoidance." This trend is exacerbated by proposed tax changes. Current policy directions suggest a plan to lower the consumption tax on food and beverages to 1% for a two-year period starting in April 2027 [2].
However, this tax relief may not apply equally across the sector. Reports indicate that dine-in services may remain excluded from the tax reduction, potentially incentivizing consumers to purchase cheaper, taxed-reduced food items for home consumption rather than visiting restaurants [2].
Mos Burger plans to expand its frozen offerings rapidly. Nakano said the company intends to introduce products with different ingredients early next year, including hamburger steaks and noodle dishes [1]. By entering the frozen food sector, the chain can maintain brand presence in households even as the physical restaurant footprint remains stagnant.
The expansion into retail allows the chain to capture a segment of the market that prefers the convenience of home preparation without sacrificing the perceived quality of a known brand. This pivot is part of a larger survival strategy for Japanese chains facing a shrinking domestic market and evolving tax landscapes.
“"I want to secure new sources of income beyond the burger business," said Hidenori Nakano.”
The shift toward frozen retail products indicates that Japanese restaurant chains no longer view physical storefronts as their primary growth engine. By leveraging a proposed 2027 tax reduction on food items, companies like Mos Burger are hedging against a potential drop in restaurant traffic, transforming from service providers into consumer packaged goods competitors.
