The TORIDOLL Group’s Mission is: “Finding New Value. Simply For Your Pleasure”. By identifying new values that lead to the excitement of eating, we seek to provide our customers happiness through our products and services.
To provide an extraordinary experience through food, we ensure that all our MARUGAME SEIMEN restaurants—of which there are more than 800 in Japan- are equipped with noodle maker, and make their udon noodles from scratch. As a result, our customers are able to enjoy watching the noodle-making process, and experience the delicious taste of freshly made and cooked noodles.
Generally, chain restaurants in the industry use central kitchens. However, MARUGAME SEIMEN’s unique setup differentiates it from other restaurants, and we believe this to be both a strength and a key reason for our growth. At TORIDOLL Group, we intend to use the MARUGAME SEIMEN business model in our global expansion efforts.

Policy and Management System

At TORIDOLL Group, we wish to provide exceptional experiences through food to as many customers as possible. To accomplish this, we have formulated a Basic Policy on Quality and Food Safety, which lays the foundation for the provision of safe products and in the restaurant industry context. At the same time, we intend to continue strengthening food safety and related management systems.
Through our Basic Policy on Customer Service (based on ISO 10002), we also aim to continue improving customer and employee satisfaction.

Basic Policy on Quality and Food Safety

At TORIDOLL Holdings, we are engaged in a variety of businesses and services, guided by our Mission of “Finding New Value. Simply For Your Pleasure”.
All TORIDOLL Group members believe our management priority to be securing quality and food safety. Thus, we have formulated the Basic Policy on Quality and Food Safety (detailed below), and the management and all our employees hereby pledge to adhere to the policy.

  1. In order to provide safe and high-quality products to our customers at all times, we will listen carefully to customer feedback, and seek to provide our customers with products of satisfactory quality.
  2. We will share a unified quality policy throughout the Group, adhere to the laws and regulations regarding quality and food safety in every country we operate in, and promote quality control systems that satisfy global standards and requirements.
  3. We will monitor and promote improvements in the quality assurance systems of our subsidiaries and business partners both in Japan and overseas; at the same time, we wil continue to implement the necessary training regarding quality and food safety.
  4. We will respond in a swift and appropriate manner if any problems pertaining quality and food safety should arise. We will also fulfill our duty to provide clear explanations to our customers, government bodies, and other members of society.
  5. The management will regularly assess our quality assurance systems and distribute management resources appropriately, and make continual improvements to food safety and the quality of work processes, products, and services at TORIDOLL Group. The management will make optimal decisions with the goal of improving the quality of our products and improving customer satisfaction.

Basic Policy on Customer Service

Based on our Mission of “Finding New Value. Simply For Your Pleasure”. TORIDOLL Holdings has formulated the following basic policy with regard to customer service, including customer feedback, requests, and inquiries.

  1. The Company shall respond to the Voice of Customer (VOC) sincerely and promptly.
  2. The Company shall share VOC information, make organizational efforts to provide better products and services, and to ensure better customer response processes.
  3. The Company shall appropriately manage personal information entrusted by customers.
  4. The Company shall strive to resolve issues brought to our attention by the VOC, maximizing the understanding and satisfaction of customers through activities including appropriate explanations in accordance with how the VOC is handled.
  5. The Company shall maintain a firm position against unreasonable interventions disguised as VOC by antisocial forces or similar parties and, wherever necessary, cooperate appropriately with the police and other relevant authorities.

Management Systems for Ensuring Food Safety


Establishing Food Safety Management Systems

At TORIDOLL Group, we are working to strengthen our food safety assurance systems, which is key to providing our customers with safe products. In line with our commitment to provide safe food products, we operate in accordance to the Food Sanitation Act and international hygiene management methods of HACCP.

In 2019 we created the food safety management notebook for checking and recording hygiene management. Subsequently, in April 2020, we formulated our Hygiene Control Plan. The use and implementation of these food safety management books and hygiene management plans has enabled us to guarantee hygiene levels on a daily basis, and to visualize behavioral improvements in our restaurants and in our organization as a whole.

In the future, we will focus on the early detection and improvement of deviations by digitizing our records, ensuring the fairness and transparency of records, and reducing the burden of temperature measurement in restaurants.

We also intend to raise awareness of hygiene management among our employees. at the same time, when deficiencies in hygiene management becomes apparent, we will identify the causes and make improvements with greater speed.


Quality Assurance Initiatives

At TORIDOLL Group, aside from prioritizing flavor, we focus on providing fresh products that are prepared in front of the customer. This is evident from the fact that all of our MARUGAME SEIMEN restaurants make their udon noodles from scratch.
To accomplish this, we carry out wide-ranging initiatives to ensure we maintain the highest level of quality.
These include employing carefully selected techniques, using safe ingredients, implementing high-quality management methods, and encouraging our employees to improve through friendly rivalries.

Achieving High-Quality Taste

Each of our MARUGAME SEIMEN restaurants makes their udon noodles from scratch. We take measures to ensure that the quality of our products is not influenced by daily changes in temperature, humidity, or various other factors. In order to provide delicious-tasting products that satisfy our customers no matter which restaurant they dine at, we work to guarantee the quality of our products—for example, we are currently looking into the introduction of sensory evaluation systems capable of visualizing the taste, aroma, and appearance of our products.

Proactive Use of Domestically Produced Ingredients

At the TORIDOLL Group, we take care to establish relationships of trust with local communities, proactively engage in any societal problems they may face, and work hard to contribute to and benefit these communities.
The flour used at our MARGAME SEIMEN restaurants is produced in Hokkaido by contract farmers and has passed appropriate quality checks; in addition, all our restaurants in Japan use sudachi (a type of citrus fruit) grown on group-owned farms in Tokushima.

In-House Qualification Systems (MARUGAME SEIMEN)

As part of our initiatives to ensure the quality of our product, at MARUGAME SEIMEN, we have implemented two in-house qualification systems: the Udon Chef Certification, which launched in December 2016; and the Tempura Chef Certification, which launched in 2019.
Both the Udon Chef and Tempura Chef in-house qualifications require candidates to pass a preliminary written test, meet a variety of criteria, and then pass a practical test and a second written test.

Based on our policy to encourage career progression, we have also created a new Udon Belt Ranking System . If a candidate passes the relevant qualification tests and achieves a higher rank, then he or she is granted discretion to deviate from the manual to decide Udon noodle mixing and boiling time.
The tests for both Udon Chef and Tempura Chef qualifications are rigorous, with only 30% or so of candidates passing; those who do pass receive certification and work as Udon Chefs and Tempura Chefs.

Higher-ranked than a four-star Noodle Master is Udon Master Satomi Fujimoto, MARUGAME SEIMEN's udon quality guardisn; he visits the outlets all across Japan to check the noodle quality and provide improvement guidance. Certifying Udon Chefs and Tempura Chefs who have proven skills enables us to not only maintain but also improve the quality of our products.
As of March 31, 2020, we have certified 324 Udon Chefs (137 regular employees, 187 Partner Staff members) and 104 Tempura Chefs (54 regular employees, 50 Partner Staff members)


Hygiene Training

As part of our daily business operations, TORIDOLL Group takes up the responsibility of providing people with food. In order to improve the quality of our products and ensure they are safe to consume, we carry out online hygiene training for all our employees, no matter their job description. The training program communicates that food safety is the foundation on which the Group’s revenues and profits depend on, and that training and nurturing all Group employees—including Partner Staff members—is the key to guaranteeing food safety.

After watching a series of hygiene videos, employees are tested on their knowledge of basic food hygiene and the quality of food products to check their level of understanding.
In FY2019, employees at 608 restaurants nationwide took part in the training; we expect all employees from all of our restaurants to participate in the training in 2020.
Depending on their positions and roles, some employees also undertake additional training to improve their understanding of hygiene, or to learn about methods for managing and improving the restaurants.

TORIDOLL Food Safety Mind Map

Checking Safety and Hygiene through Internal and External Surveys

At the TORIDOLL Group, we use food safety management notebook to check and record key hygiene management points on a daily basis. The restaurant manager also carries out monthly inspections, draws up and executes improvement plans for any points of hygiene management deemed unsatisfactory.
In addition, twice a year (once a year in 2021 due to COVID-19), the area manager confirms whether the improvements are being carried out as planned, and provides support where necessary.
In order to ensure that the appropriate hygiene management systems are in place, the headquarters’ Food Safety Management Department and Restaurant Management Group carry out internal audits as well.
Twice a year, investigators from third-party hygiene auditors also conduct external hygiene surveys at all our restaurants. These third party surveys helps us achieve two things: (i) to conduct objective assessments of hygiene management at each store; and (ii) to maintain and improve the quality of internal inspections by comparing the third party audit results to the monthly internal inspection results. Since the third-party auditors use the same food safety management notebook as the monthly inspections for auditing, the audit results serves as a good benchmark for us to evaluate and improve the accuracy of our internal assessment standards.
At our overseas restaurants, we employ specialist staff to conduct training programs that maintain and raise quality levels and ensure food safety. By doing this, we aim to reduce food safety risks associated with the increasing number of restaurants, and to maintain and improve quality levels.

Making Our Customers Happy

Through our products and services, we strive to provide our customers with new values that lead to excitement of eating. As each individual have different lifestyles, work styles and food preference, we believe it is our duty to communicate with our customers and provide products and services that meet their needs.

Customer Service Center

At TORIDOLL Group, all feedback and questions from our customers are managed centrally at our Customer Service Center. The customer feedback we receive is stored in a database, where its content is analyzed and relayed to the relevant divisions.

There are numerous case studies of customer feedback leading to improvements in our services or contributing to product development. For example, we use in-app coupons and distribute “Udon Coupons” at our restaurants—but our customers said that these initiatives were difficult to understand, and that the rules on how to use them were unclear. This feedback was promptly communicated to the relevant departments, and the initiatives were revised to make them easier to understand.

In 2020, we received approximately 27,000 comments, of which 13.9% were about products, 42.7% were about services, 16.6% were about hygiene, and 26.8% were about other matters.

Customer feedback