Our Core Values
Our Mission
To develop businesses that preserve and enhance human health and safety.
To establish businesses that improve the human welfare.
To expand businesses that respect the nature.
In 1968, we opened a small restaurant called Bell in Morioka, Iwate Prefecture. This establishment, which served hamburgers and salads, was just around 42 square meters in size. Around the time we opened, we received some wonderful advice from experienced business owners.
“Put right and wrong before profit and loss”.
“Showcase the establishment’s integrity, not its size”.
“The establishment exists for the customers”.
“Maximize customer benefits. Keep profits to the bare minimum”.
Before pursuing profits or scale, we always reconsider what is “right.”
It is precisely because of this mindset that we were able to address the three social issues of “health and safety,” “welfare,” and “nature” early on and on a deeply meaningful level.
Our mission is to be a source of “vitality in everyday life” for everyone we interact with.
Through our dining services and our everyday work, we will transform this promise into concrete action.
The dining services we provide are not merely about serving meals. We aim to provide a “comfortable space where guests can dine” and to enrich both the hearts and physical well-being of our valued customers. That is our founding principle.
Moreover, the backbone of these services that support our daily lives is none other than “people.” By valuing everyone we engage with, including customers, employees, and business partners, and by creating an environment where we respect one another, we aim to foster relationships that enable us to grow together.
Furthermore, all of these activities are fundamentally possible only because of the culinary blessings provided by our abundant natural environment. With “respect for people” as our guiding principle, we pay close attention to the production sites where our ingredients are grown and the natural environment surrounding them, and we are constantly working to make sustainable improvements.
Through all our work and every dish we serve, we will continue to foster a spirit of mutual respect and to inspire vitality in every person through food we can be proud of.
Our Management Philosophy
Promote our business with vigor and a commitment
to respecting humanity. Preserve the harmony
without bias or distortion.
Stand on our customers’ side by providing
better and more a ordable products.
Good and bad come above Profit and loss.
We aim to make our customers and ourselves happy
while not forgetting that we exist thanks to them.
Our Management Standard
A company exists in the society and
exists to solve society’s shortages,
dissatisfaction and issues.
A company’s reason for being lies in how it contributes to society. We do not merely declare solving social issues as a principle. Rather, we aim to embody this commitment naturally through our daily business operations and strive to be a company that remains indispensable to society.
Long-term vision
We aim to serve better and more
convenient meals, to provide social
gatherings as value and to develop
social infrastructures and the
restaurant industry.
We aim to enrich life in Japan by serving good meals.
We aim to be a company that brings joy to its customers, contributes to local communities, creates stable employment opportunities, makes employees and business partners happy and offers them opportunities for education and new challenges.
We aim to be a company that has a solid profitability as a source of growth.
Mid-Term Management Plan
&Management Strategies
Vision for the next 3 Years
“Creating a More Attractive Restaurant Industry”
We want to respect our policy of “serving better and more convenient meals” to our customers, and create a more at tractive restaurant industry for our employees as well.
3 Management Strategies
1.“Continued Growth”
We aim for a stable and continued growth in order to continue providing products and services that can be useful to our customers.
2.“Securing Profitability”
We aim to improve our customers’experience by securing profitability through increased productivity by using digitaltechnologies and by enhancing our products’appeal, services, comfort and convenience.
3.“Achieving Sustainability”
Our goal is to “evolve into a company where everyone feels motivated to work” for sustainability. For our long-term vision, we invest in human capital such as education to create a stimulating working environment where diverse human resources can play an active role, to improve our working conditions and to reform our systems. We also aim to grow into a company where employees can work with prideand with a sense of fulfillment.