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Dom Dom Burger President Shinobu Fujisaki turns from a full-time housewife to “caring management”

ドムドムバーガーの社長藤崎忍は専業主婦からの転身「思いやり経営」英語記事
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Japan’s first hamburger chain store “Dom Dom Hamburger”. The “Marugoto !!
ゆず子
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“How is the Dom Dom Burger different from other hamburgers?” “What is delicious about the Dom Dom Burger?”

I will answer these questions.

Dom Dom Burger President Shinobu Fujisaki turns from a full-time housewife to “caring management”

Shifting from out-of-the-box initiatives to profitability

Shinobu Fujisaki, president of Dom Dom Food Service, which operates a hamburger chain.

Ms. Fujisaki has a unique career, having worked as a full-time housewife, an apparel shop manager, and an izakaya proprietress before joining Dom Dom Burger and becoming president in just nine months.

With his unique initiatives such as the introduction of unique product menus and the development of bold e-commerce business, he turned the company, which was in the process of revitalization, into the black in his third year as president.

This article summarizes how Shinobu Fujisaki, the first hamburger chain store in Japan, “Dom Dom Burger”, became the president from a housewife and revived Dom Dom Burger and created the current popular menu.

■What you can learn from reading this article
・ Dom Dom Burger and Shinobu Fujisaki’s backstory
・ Counterattack of Dom Dom Burger
・ Dom Dom Burger Shinobu Fujisaki’s goals and dreams
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Dom Dom Burger and President Shinobu Fujisaki

Profile of Shinobu Fujisaki

Mr. Shinobu Fujisaki President and Representative Director of Dom Dom Food Service
Born in 1966. Born in Tokyo. She graduated from Aoyama Gakuin Women’s Junior College.
She became a politician’s wife and lived as a housewife until she was 39 years old.
She started working as an apparel shop clerk at SHIBUYA109 when her husband got sick.
After retiring from the company due to differences in her management policy, she opened an izakaya.
The restaurant quickly became popular due to the deliciousness of her cooking and excellent customer service.
She puts her skills to good use with her regular customers, and she becomes Domdom’s menu development consultant.
She hit “handmade thick grilled egg burger” and joined Dom Dom.
Only nine months later she became president.

 

Shinobu Fujisaki was originally a full-time housewife. She got married right out of school, so she didn’t get a job.

When her husband fell ill, she started working to support her household, and her first workplace was a boutique in Shibuya 109. She worked at a young casual store and doubled her business in 5 years. She also said that being able to be outside of her as well as caring for her husband helped her balance and support herself with her job.

She quit after 5 years and started a part-time job at an izakaya where she was good at cooking in order to raise funds to start her own business.

So, why don’t you try it because the store diagonally in front of the store was vacant from the customer? She started a business and became the owner of an izakaya.

I was a regular customer at an izakaya restaurant, and I was invited by a company that was doing business revitalization to get involved in the restaurant business revitalization and help with product development. That’s the dom dom hamburger.

A few months after joining the company, she was promoted to president.

When she assumed the position of president, the first thing she did was to make herself known and understood by all the staff, and to build a relationship of trust.

The concept of Dom Dom hamburger is “seriously delicious. Enjoyable Dom Dom.”

I acted with the goal of creating delicious products and a store where customers can return home with a smile.

Dom Dom Burger Profile

Dom Dom Hamburger (hereinafter referred to as Dom Dom) operated by Dom Dom Food Service (Atsugi City, Kanagawa Prefecture) is the oldest hamburger chain in Japan.

Dom Dom is 52 years old this year. Originally operated by the Daiei Group, it opened stores in Daiei’s food courts.

At its peak in the 1990s, the store network expanded to nearly 400 stores nationwide, but in the 2000s, it lost momentum and continued to be in the red. In 2017, when the business was transferred to Rembrandt Holdings, which is involved in corporate revitalization, the number of stores decreased to about one-tenth of its peak.

Currently, it is a chain of 28 stores, including franchise stores.

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Dom Dom Burger Strikes Back

In terms of the number of stores, it cannot beat the major burger chains.

Efforts to express originality are important

1.Focus on menu development.

Today, delicious food is readily available everywhere, even at convenience stores. “Delicious” is our minimum promise to our customers, and we develop products with added value such as surprise and fun.

A representative example of this is the “Marugoto!! Crab Burger” released in 2019.

A hamburger with a whole soft shell crab and scissors sticking out. It was rated as really delicious.

2.Exhibiting at events, collaborating with other companies, EC (electronic commerce)

A challenge that hamburger chains don’t do. The originality of Dom Dom Burger was presented, and all requests from customers and business partners were met.

For example, when there was a shortage of masks due to the corona crisis, we made original masks to protect our employees from infection. After that, we received voices of “I want it” from customers, so we increased production and launched an EC site to sell it.

In addition, Domdom’s EC site currently sells T-shirts, tote bags, and stuffed animals of the elephant character “Domuzo-kun” in collaboration with apparel brands.

We also started selling retort curry using Japanese beef tendons at the request of customers. The new business store “TREE & TREE’s”, which opened in August 2009, offers “Wagyu Burger”, which is a 100% Japanese beef patty sandwiched between rice flour buns. .

The most interesting item on the menu right now is the “Whole Flatfish Burger” that was released in September 2021. It became a hot topic because it is a flatfish fried as it is. Mr. Fujisaki says, “Every day, I would like to challenge myself to do delicious things, fun things, and make customers smile.”

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Dom Dom Burger’s Shinobu Fujisaki’s Goals and Dreams

Currently, there are 27 Dom Dom Hamburgers nationwide. An interesting place is Hanayashiki in Asakusa.

 

浅草の街は下町で情緒ある

Hanayashiki is a collaboration with the oldest amusement park in Japan. During the COVID-19 pandemic, there were some objections to opening a store in a tourist area, but the store opened. The vitality of Tokyo will lead to the vitality of Japan.

 

 

Dom Dom Burger Shinobu Fujisaki’s “Gentle Hospitality”

What is the kindness of “Yasashii Omotenashi”? .

Standing in the customer’s position and serving customers from the other person’s point of view = “sympathy management”.

It is management that puts the happiness and satisfaction of customers and staff first, not the growth and success of the company. In order to achieve this, it is essential to treat customers with consideration and kindness.

In addition, we will enter an era in which people’s well-being (the state of being both physically and mentally healthy and happy) will be emphasized above all else.

Cute and cool Dom Dom goods can be purchased from Rakuten!

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ドムドム リュック DOMDOM 通学 大容量 30リットル ハンバーガーシリーズ バックルベルト スクールバッグ かわいい 男子 女子 女子高生 DM002“>Dom Dom Backpack DOMDOM Commuter School Large Capacity 30 L Hamburger Series Buckle Belt School Bag Cute Boys Girls High School Girls DM002

 

【ドムドムハンバーガー/DOMDOM】ミニショルダーバッグ DM003“>【ドムドムハンバーガー/DOMDOM】ミニショルダーバッグ DM003

 

summary

Dom Dom Food Service’s management policy is to “respond to what is required”. In times when we cannot see the future and when there are no answers, this policy is very meaningful. Mr. Fujisaki’s “caring management” and a corporate culture that allows you to take on the challenge of developing products and services that “respond to requests.”

It is truly a management that leads to the realization of well-being, “working and living happily.” Ms. Fujisaki, who has risen from being a full-time housewife to president, is very much looking forward to creating new value that the times demand.

I would be happy if you could refer to it even a little.

Thank you for reading to the end.

 

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