HAMAYUU CO.,LTD.【JP:7682】Stock Price

Hamayuu is a restaurant company operating multiple Chinese cuisine specialty restaurants, primarily throughout the Tokai region. The company's flagship brand, Hamayuu, offers authentic Chinese cuisine at affordable prices for families. Since its founding, the company has maintained efficient store operations by utilizing its proprietary ordering system and centralized cooking facilities to ensure fast service and consistent food quality.

The company's primary customers include families visiting on weekends and holidays, housewives during weekday lunch hours, and group dining for events such as welcome and farewell parties and year-end gatherings on weekday evenings. The target price point ranges from approximately 1,500 to 3,000 yen, focusing on "special occasion" dining demand. In-restaurant dining revenue forms the core of the business.

The company operates a single restaurant segment across four restaurant formats: Hamayuu for large groups (31 locations), Shikitei with all private rooms (3 locations), Torikiseki for small groups (3 locations), and casual Chinesefood-dori Hamayuu (4 locations), totaling 41 stores. The company's expansion strategy is based in the Tokai region and extends from Tokyo to Osaka, prioritizing locations along major roads with adequate parking space.

To achieve sustainable growth, the company employs a two-pillar strategy. The first pillar is a foundation of mid-range restaurant formats—including Hamayuu, Shikitei, and Touri—that support occasional dining occasions (average customer spend approximately ¥1,500–¥3,000; 41 locations total: Hamayuu 31, Shikitei 3, Touri 3, Hamayuu 4). The second pillar strengthens the "Chugoku Shokudo Hamayuu" format, which targets everyday dining. By entering the large everyday market under the "Shinmachi Chuka" concept with an average customer spend of approximately ¥1,000, the company aims to stabilize customer traffic and expand its revenue base.

Priority investment focuses on back-of-house operations and workforce development. In February 2024, the company opened a central kitchen in Toyokawa, Aichi Prefecture to increase manufacturing capacity and improve store productivity. By centralizing food preparation and sharing techniques at the central kitchen, kitchen staff can focus on quality control, enabling the delivery of authentic cuisine with fewer personnel. This approach aims to differentiate the company from competitors and raise barriers to entry.

For market expansion, the company will leverage operational expertise developed in regional markets to pursue openings in the Kanto and Kansai regions, while expanding the Hamayuu format to fill demand gaps created by the decline of traditional town Chinese restaurants. The company prioritizes locations along major roads with adequate parking. Alongside renovations and upgrades of existing stores to boost traffic, the company aims to broaden its revenue base through channel diversification, including delivery, takeout, souvenir sales, and e-commerce.

Regarding technological innovation, the company actively adopts IT to improve operational efficiency and quality control. It leverages order management systems connecting kitchen, floor, and registers; table-order terminals; smartphone-based takeout and delivery ordering; and the "Hamayuu App" launched in October 2021 to strengthen customer touchpoints and management. Going forward, the company plans to introduce robots for labor-saving operations and advance field digitalization—including smartphone-based training manuals and online meeting infrastructure—to improve profitability through enhanced productivity metrics: customer count, cost of goods sold ratio, and sales per labor hour.