In an era of rising prices and a growing desire for cost-effective indulgences, Mos Burger's "New Tobikiri Series" is experiencing remarkable sales growth. The series, which features burgers made with 100% domestic beef patties, has effectively captured consumer interest in enjoying "slightly luxurious" dining experiences, leading to a doubling of sales compared to the previous series.
The "New Tobikiri Series" stands out with its oversized patties that extend beyond the buns, providing a visually appealing and satisfying meal. Among the offerings are the "New Tobikiri Cheese ~Hokkaido Cheese~" priced at 690 yen, and the "Double New Tobikiri Cheese ~Hokkaido Cheese~" at 980 yen. Since its launch in March 2024, the series has sold an impressive 17 million meals within just one year.
According to data, Mos Burger's same-store sales from April to December 2024 increased by 104.7% compared to the same period in the previous year, with customer spending rising by 101.5% and customer numbers up by 101.8%. This surge indicates that the success of the "New Tobikiri Series" has significantly impacted the company's overall performance.
Kazuteru Chihara, head of the marketing department at Mos Food Services, attributes the strong sales to the company's ability to capture the "slightly luxurious" consumer need. He noted that despite the current economic climate, where many are tightening their wallets, there is still a strong demand for affordable luxuries. Post-COVID-19, dining out has increasingly become a way for people to treat themselves, and the appeal of the "New Tobikiri Series" lies in its ability to deliver satisfaction and value.
One of the standout features of the new series is its volume. The large patties provide enough substance that customers can feel satisfied with just one burger, making it a cost-effective option compared to the regular Mos Burger, which is priced at 470 yen. This perception of value has contributed to the series' success in attracting dinner customers, with sales remaining strong throughout the evening. Chihara expressed confidence in the product's performance, stating, "Sales have been robust not just during lunch but also from the evening into the night."
Initially, the "New Tobikiri Series" garnered support primarily from male customers. However, the introduction of avocado-based products in November 2024 has shifted the demographic, increasing the proportion of female customers. In spring 2025, Mos Burger plans to launch the "New Tobikiri Tomato & Lettuce ~Japanese Style Ginger Sauce~" for a limited time at a price of 670 yen. This new offering features a ginger-based sauce known for its warming properties, aimed specifically at appealing to female consumers.
In the competitive hamburger industry, companies are constantly developing differentiation strategies to leverage their unique strengths. McDonald's, for example, has focused on customer acquisition by offering value sets around 500 yen, time-specific menus, and coordinating sales channels to enhance convenience. Recently, they have also emphasized high value-added burgers, such as the "Samurai Mac," which prioritize volume and quality ingredients. However, as a global chain, McDonald's typically sources its ingredients from around the world, which can dilute local flavors.
In contrast, Mos Burger emphasizes its Japanese roots with the slogan "Japanese Enjoyment," highlighting local elements and seasonal ingredients. The "New Tobikiri Series" showcases this commitment to domestic sourcing by featuring 100% domestic beef patties and Hokkaido cheese, setting it apart from competitors.
As the market continues to evolve, Mos Burger's strategy appears well-aligned with current consumer trends. The emphasis on quality, local ingredients, and a balance of indulgence and affordability resonates with diners looking for satisfying meals that don't break the bank. With the ongoing success of the "New Tobikiri Series," Mos Burger is poised to maintain its position in the competitive fast-food landscape.
With the company's innovative approaches and responsiveness to consumer demands, Mos Burger is not only meeting the expectations of its customers but also redefining the fast-food experience in Japan. As they continue to expand their menu and tap into the desires of modern diners, the future looks bright for this beloved Japanese hamburger chain.
