We find it important to develop products that are aligned with our growth strategy of expanding our customer base.
Our original dessert called Uchi Café SWEETS and cooked pasta brand called Pasta-ya, which were renewed in fiscal 2009 and fiscal 2010, respectively, turned out to be a phenomenal success, partly thanks to an effective media mix.
With the aim of creating the next consecutive brand category, we then launched chilled lunch boxes called Lawson Tei in fiscal 2010. When developing these original brands, we design customer-oriented products based on the Ponta card purchasing data analysis. Then, in coordination with Mitsubishi Corporation, our unique Raw Material Purchasing Department arranges to procure high-quality ingredients and raw materials that can differentiate us from our competitors.
We became closely involved in our vendors' manufacturing methods and processes, whereas we relied on them only to a certain degree in the past. These initiatives have proved to be effective in enhancing our corporate value.
MACHI café, launched in 2011, provides fresh brewed coffee in LAWSON stores by hand serving style.
MACHI café’s coffee is made exclusively from specially-selected Arabica beans and the blends are made after bringing out the unique characteristics of each bean through different roasting processes best suited for each kind (post-roast blending).
We use coffee from Rainforest Alliance Certified™ farms that helps support the rights and well-being of farm workers, the conservation of natural resources and the protection of wildlife and the environment.
Not only coffee, but also a variety of menus like hot chocolate, Matcha Latte and Soups are served by MACHI café.
We are proud to offer MACHI café to our customers with confidence that it meets the standards of cafés.
The "Uchi Café SWEETS" series have been popular among many female customers as sweets you can enjoy the taste of specialty store st home. In the 2011 Monde Selection, an international food and beverage competition held in Europe, three models of the "Uchi Café SWEETS" series, Lawson's original desserts, won the Gold Medal in the Chocolate, Confectionery and Biscuits category. The "Premium Roll Cake" won awards for two consecutive years, a first among Western confectioneries sold in convenience stores, while "Premium Tiramisu" and "Premium Pure Cream Chocolate" won Gold Awards despite participating in the competition for the first time.
*"Monde Selection":Monde Selection is an international authoritative contest that has tested and evaluated excellent consumer goods from all over the world since its foundation in 1961. A group of independent experts evaluates the quality, taste, etc. from an objective standpoint.
We lowered prices of popular items in the "Niigata Koshihikari Rice Ball Series" to make them more affordable to our customers. At the same time, we launched the high-priced "Zeitaku (Luxury) Niigata Koshihikari Rice Ball Series" by using high-grade ingredients.
We launched a series of upscale boxed lunches called "Gohoubi-no-hitotoki" (Enjoy luxury time), based on the concept of "boxed lunches that offer customers extra satisfaction." Without following low-priced competition, we implemented quality-focused product development strategies.
Launch of chilled lunch boxes
In January 2011 we launched a series of chilled lunches with vegetables and various other ingredients, which satisfy the needs and tastes of female and senior customers.
For Pasta Ya, our new pasta brand, we changed the way we source ingredients, introduced special pasta machines featuring a new production process at our processing plants throughout Japan, and adopted other innovations to give our ingredients and sauces more volume and allow us to use delicious fresh pasta. We are proud to offer our customers this product, confident that it meets the standards of restaurant pastas.
Kara-age Kun crispy Japanese-style fried chicken nuggets were introduced 26 years ago. Kara-age Kun nuggets have become a favorite of numerous customers and we have steadily cultivated this product, with shipments now reaching 500,000 pieces per day. Long before Kara-age Kun and other products are delivered to customers, however, Lawson implements a variety of safety and hygiene management measures in addition to quality-control procedures at production plants and stores. In the future as well, we will continue to provide customers with safe and tasty Kara age Kun.
Strongly flavored chicken that you can't put down
Utilizing our know-how from Kara-age Kun, we developed larger pieces of juicy and richly flavored chicken leg meat. These proved to be highly popular mainly among young men, and we later introduced the spicy L-Chicki HOT. Our L-Chicki Cheese, which combines chicken with creamy cheese, has broadened popularity to women too.
We offer items that are used in households everyday with high quality and at reasonable prices. We developed the Lawson Select private brand with the intention of providing products that will appeal to housewives and seniors. Based around processed items such as seasonings and dried goods, and items such as detergent and paper that are used every day, we pursue and realize optimum capacity, high quality and high functionality at reasonable prices. Moreover, in view of the growing need to purchase ready-made dishes for home consumption from convenience stores, we have introduced a lineup of daily dishes and have so far developed 140 items.