With the slogan "Fill this planet with the excitement of food," the Toridoll Group hopes to provide people around the world with the excitement of food through our products and services. Eating out is “the most familiar leisure”, and we believe that experiencing the excitement through food provided by our group will satisfy your mind and body and lead to daily vitality.
The Toridoll Group develops various food-related brands around the world, but each brand always aims to provide customers with this emotional experience of food. For example, each store makes udon noodles from flour, the steam from the cauldron that can be seen from the open kitchen, the smell of roasted coffee beans, the sound of tempura being fried in front of you, etc. We believe that by appealing not only to the taste buds but also all five senses of the customer, such as the provision of delicious food and warm hospitality, we will be able to create a moving experience.
Basic Policy on Customer Service
TORIDOLL Holdings has the slogan “Delivering passion for food around the world,” and we have established a basic policy upon this for responding to inquiries (opinions, requests, questions, etc.) from customers as follows.
1. The company will sincerely and promptly respond to VOC*.
2. The company will strive to share VOC information and make an organizational effort to provide better products, services and customer support processes.
3. The company appropriately manages the personal information entrusted to us by our customers.
4. The company aims to obtain the customer's understanding and consent as much as possible, including providing appropriate explanations according to the VOC response status, and to resolve the matter.
5. The company shall take a resolute response to unjust intervention under the guise of VOC by anti-social forces, etc., and appropriately cooperate with relevant organizations such as the police as necessary.
*VOC: Abbreviation for Voice of Customer.
Consumer-oriented voluntary declaration
Ⅰ. Philosophy
Under our slogan, "Fill this planet with the excitement of food," we will contribute to a sustainable society by co-creating and collaborating with our customers to create new value.
Ⅱ. Initiatives policy
1.We listen to our customers' voices and take advantage of them.
Based on our Basic Policy on Customer Relations and Basic Policy on Quality and Food Safety, we sincerely listen to our customers' voices, provide better products and services, and always seek ways to respond to customers that create moving experiences. .
2.We will work for the future and the next generation.
Based on our basic sustainability policy, we will continue to work closely with the earth and society and take on challenges for the future and the next generation.
3.We will work to continue to be loved and trusted by everyone.
We will build a governance system that earns the trust and trust of our customers and other stakeholders through compliance, prompt and sound management decisions, and transparent information disclosure.
Four.Realize employee happiness
We provide a workplace where all employees can find meaning in their work, share excitement with colleagues, and work with pride and peace of mind.
Established: January 2024
Efforts to maintain and improve quality
At the Toridoll Group, as represented by Marugame Seimen, which makes udon noodles from flour at all stores, we not only pursue deliciousness, but also offer a sense of realism by handmade and freshly made at our stores.
In addition, we maintain the quality of our products and services from various aspects, such as our particular manufacturing methods and techniques, delicious and safe ingredients, management methods that protect quality, and employees who strive to improve while working hard to provide customers with a comfortable environment and service.・We are making efforts for improvement.
Achieving high customer satisfaction through manual labor
Many of the brands owned by the Toridoll Group are unique among restaurant companies in that they do not use large-scale facilities (central kitchens) for cooking large amounts of ingredients as much as possible, and instead focus on hand-made and freshly prepared food. increase.
For example, Marugame Seimen does a lot of cooking, including noodle making, at the store. As a result, store operations become complicated, and the quality of products may vary due to various factors such as the temperature and humidity of the day. However, we are striving to maintain the quality of our products by introducing various measures to prevent variations and introducing a sensory evaluation system that visualizes each quality such as taste, aroma, and vision.
In addition, by training udon craftsmen and preparing easy-to-understand cooking manual videos, all staff will acquire professionalism and methods regarding food, and will provide customers with handmade deliciousness.
Customer Experience Value Ranking
(CX: Customer Experience) 1 Rank (June 2022)
*Internet research survey by C Space Tokyo. n = 10,327
Proactive use of local ingredients in each country
The Toridoll Group believes it is important to build relationships of trust with local producers and agricultural cooperatives, and to give back to the local community. We are actively procuring local ingredients.
For example, Marugame Seimen in Japan uses wheat and kombu from Hokkaido, Sudachi from Tokushima Prefecture, domestic rice and some vegetables, while some Marugame Seimen stores in North America use We are actively promoting the use of ingredients from each country and region, such as using wheat produced in North America.
In addition, such local production for local consumption efforts also lead to a reduction in CO2 emissions generated during the transportation of raw materials.
In-House Qualification Systems (MARUGAME SEIMEN)
Marugame Seimen has been operating a noodle craftsman system (in-house qualification system) since December 2016 and a tempura craftsman system since 2019 as an initiative to maintain product quality.
The noodle craftsman system and the tempura craftsman system are in-house qualification systems given to employees who have passed a written test in advance, passed various conditions, and then passed practical and written tests. In addition, based on the policy of supporting multiple careers, we have newly established the “Noodle Craftsman Ranking System”. If you pass the above qualification test and raise your grade, it is possible for the craftsman to have discretion outside of the manual regarding udon composition and boiling time. The success rate for both systems is about 30%, making it a narrow gate, and those who pass these systems are certified as "noodle craftsmen" and "tempura craftsmen" and are active.
Under these noodle craftsmanship systems, Marugame Seimen's noodle craftsmen, "Mensho Fujimoto," who are even higher than the four-star noodle craftsmen, visit stores nationwide to check quality and provide guidance. We strive to maintain and improve quality by certifying noodle craftsmen and tempura craftsmen with reliable skills to maintain the quality of our products.
As of the end of August 2021, there are 504 noodle chefs (247 regular employees, 257 partners) and 88 tempura chefs (49 regular employees, 39 partners).
Making Our Customers Happy
The Toridoll Group believes that communication with customers and dining in a safe environment are important to providing moving experiences through food.
Based on our basic customer response policy, we listen to customer feedback sincerely and respond promptly, and we create a database of information received at the call center to improve our products and services and prevent accidents.
In addition, as a measure to actively improve engagement with customers, Marugame Seimen established the “Udon Class” in July 2021, and is promoting activities to plan various plans such as products and services together with customers. increase.
Providing customers with a hands-on noodle-making experience
At the Toridoll Group, we place great importance on providing our customers with an emotional experience through food. For this reason, each Marugame Seimen store makes its own noodles from scratch, starting from the flour, and we developed a conveyor cutter to cut the noodles so that our customers can feel that sense of realism even more.
The new conveyor cutter we developed is designed to face the customer, allowing them to see the scene of the noodles being prepared.
In addition, the sound of the noodles being cut creates a sense of excitement for customers. This cutter will be introduced in some stores from November 2022.
Udon at the drive-thru
In order to provide more customers with fun and excitement, Marugame Seimen opened the brand's first drive-through store in Shibukawa City, Gunma Prefecture in June 2023.
We also offer a variety of products that are only available at drive-through stores, so you can eat them in your car. In order to deliver freshly made deliciousness, we do not prepare food in advance, but instead carefully pack each item fresh after an order is placed.
We have also designed the store so that customers can feel the excitement and cooking going on inside the store even from their cars.
This Shibukawa store has a drive-through function, allows customers to dine-in, and also has a dedicated take-out counter, allowing it to cater to a wide range of customer needs.
Improving customer convenience through cashless payments
In 2018, the Ministry of Economy, Trade and Industry formulated the "Cashless Vision," calling for the promotion of cashless payments. The Toridoll Group is working to support cashless payments, which will allow customers to make payments more efficiently and hygienically.
In line with customer requests, we are constantly considering implementing and introducing a wide range of payment methods, including electronic money for transportation and retail transactions, credit cards, and QR payments.
Cooperation between business divisions and customer service centers
At the Toridoll Group in Japan, the opinions and requests received from customers are centrally managed at the Customer Service Center. In fiscal 2021, we received approximately 22,700 comments, including 529 compliments. In addition, we received 3,440 requests for products, 10,161 for services, and 2,638 for hygiene-related requests.
In addition to promptly coordinating and providing information to related departments, we visualize and manage the status of responses to customer feedback. In addition, after accumulating information in a database, the content is analyzed and used to improve the organization as a whole.
Development of menus that meet the expectations of each country
Marugame Seimen is expanding its business overseas, but the food culture, customer lifestyles, and needs are completely different depending on the country and area. For this reason, we are developing a variety of products that meet the needs of our customers.
In Japan, we also offer regional menus that use local specialties and arrange dishes that are popular in each region. (Some menus will be sold for a limited time)
A dish so delicious it can't be translated into Japanese yet. Tam Jai Sam Goh arrives in Japan
In 2022, we opened Tam Jai, a popular Hong Kong rice noodle soup restaurant, in Shinjuku, Ebisu, and Kichijoji in Tokyo. With a completely new aroma, flavor, and spiciness, this Hong Kong dish has won the Michelin Bib Gourmand award for three consecutive years, and is now available in Japan.
Accommodating diverse eating habits and promoting customer health
WOK TO WALK offers a modern take on Thai street food, where customers can freely choose their favorite ingredients from the base to the toppings, and the food is cooked right in front of them. WOK TO WALK has prepared a special website where customers can check the nutritional balance of the dishes made with the ingredients they have chosen so that they can manage their health. By using this website, customers can select ingredients while checking the nutritional balance in advance. The website also allows customers to adjust the lineup of ingredients to suit their preferences, such as vegan (complete vegetarian), vegetarian, "gluten-free" (not consuming gluten contained in wheat flour), dairy-free, soy-free, etc.
Similarly, Marugame Udon in the UK also offers vegan menus tailored to local needs, and the Toridoll Group is striving to cater to the dietary habits of more customers.
Appropriate disclosure of information on products and services
At TORIDOLL Holdings, we give top priority to the safety and security of our customers, comply with laws and regulations related to the quality of our products and services, and provide our customers with excitement through our products and services. In addition, we strive to provide useful product and service information for our customers through various channels such as press releases, TV commercials, SNS, and apps.
Dealing with food allergies
To ensure that customers can dine with peace of mind, Marugame Seimen discloses information about food allergies on its website (as of May 2025). It also discloses the origins of the main ingredients.
universal design
TORIDOLL Holdings supports the concept of "universal design," which is designed to be easily understood and used by as many people as possible, regardless of age, disability, physique, gender, or nationality. For example, some stores have installed Braille blocks, toilets for the disabled, wide aisles, and elimination of steps in the store.
The Toridoll Group is conscious of the following seven principles of universal design.
Seven principles of universal design
1. Anyone can use it fairly (fairness)
2. Can be used flexibly (degree of freedom)
3. Easy to understand how to use (simplicity)
4. Necessary information can be easily conveyed (understandability)
5. Mistakes do not lead to serious consequences (safety)
6. Efficient and easy to use with less power (saving physical strength)
7. There is an appropriate size when using (securing space)
Advertisement management
TORIDOLL Holdings has established a system to confirm in advance that the product information provided in various advertising media, such as newspaper and magazine advertisements, TV commercials, and website advertisements, is accurate and does not mislead customers. Advertisements and promotions are managed in such a way as to give due consideration to matters such as exaggerated expressions, discriminatory expressions, religious or political beliefs, the environment, and the privacy of third parties.
In fiscal 2022, there were no legal violations related to product and service information and labeling.
Basic Policy on Customer Harassment
The Toridoll Group has adopted the slogan "Fill the planet with the excitement of food," and continues to provide new value and excitement to all stakeholders. Our group responds promptly and appropriately to customer opinions and inquiries, and by reflecting those opinions in store operations, we provide products and services that satisfy our customers.
On the other hand, in response to the social issue of "unreasonable demands from some customers and nuisance behavior that constitutes harassment of employees," we believe it is important to create a safe and comfortable working environment for employees, based on the Toridoll Group Human Rights Policy.
In order to build healthy and positive relationships with our customers, our Group has formulated a "Basic Policy on Countermeasures against Customer Harassment" based on the Ministry of Health, Labor and Welfare's "Corporate Manual for Countering Customer Harassment."
1. Definition of Customer Harassment
We define customer harassment as "verbal or physical actions by customers, business partners, facility users, or other interested parties that go beyond what is considered socially acceptable and harm the working environment of our Group employees."
2. Customer harassment
Specific examples include, but are not limited to, the following:
- Physical or mental attacks (assault, injury, threats, coercion, slander, libel, insults, abusive language, discriminatory, sexual), intimidating behavior, or continuous, persistent behavior and restrictive actions.
・Posting personal information of employees working for our Group on social media, the Internet, etc. (including publishing photos, audio, or videos without permission)
- Unreasonable or excessive requests for the provision of services
・Demands for product exchanges, monetary compensation, or apologies without a valid reason or that exceed the scope of our responsibility or socially accepted standards
3. Dealing with Customer Harassment
If any behavior that constitutes customer harassment occurs, our group will resolutely refuse the request, and depending on the situation, will cease responding to the customer and work with the legal department, police, lawyers, etc. to take appropriate measures, including legal action.
4. Support system for employees
- For employees who are victims of customer harassment, we will provide support through a customer harassment consultation desk and, if necessary, work with external experts to provide mental and physical care.
- We will provide our executives and employees with opportunities to learn about customer harassment, specific ways to deal with it, and how to avoid becoming a perpetrator.
<To all stakeholders>
Most customers have been able to use our stores without any incidents of the types described above. However, in the unlikely event that a customer engages in any behavior that constitutes customer harassment, we will respond in accordance with this policy, so we appreciate your understanding and cooperation.
We will continue to strive to be a company that is supported and trusted by all stakeholders.
[This page updated: 2023/01/27] The figures are for FY2021, but some of the initiatives include information for FY2022.
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