KOBE Beef Emperor Steak, which dominated Shinjuku Kabukicho with its "70% Reservation Model," opens its second store! New opening in Kyoto Sanjo Keihan on May 1st | Towards the next growth phase with upper-floor x inbound strategy

Horii Food Service Co., Ltd. (Headquarters: Mito City, Ibaraki Prefecture; Representative Director and President: Akihisa Fujita) will grand open the second store of its inbound-focused steak restaurant "KOBE Beef Emperor Steak" in the Kyoto Sanjo Keihan area on Friday, May 1, 2026.

This new opening will serve as a verification store for the next growth strategy, including the challenge of an upper-floor location (3rd floor), based on the "reservation-driven model" established at the Shinjuku Kabukicho store.

■ "70% Reservation Model" proven in Shinjuku, expanding to Kyoto

The Shinjuku Kabukicho store achieved a reservation usage rate of approximately 70% and monthly sales exceeding 20 million yen by optimizing lead generation and digital measures!

By shifting from a traditional "foot traffic-dependent" model to a model that "creates来店 (customer visits) through reservations," we have achieved stable high-unit-price operations.

With this Kyoto opening, we aim to deploy this successful model as is, verify its reproducibility, and accelerate the pace of new store openings.

■ Daring to go to an "upper floor." Redesigning the common sense of restaurants

This store deliberately opens on the 3rd floor (upper floor) instead of a 1st-floor street-level location.

Against location conditions previously considered disadvantageous, we aim to create a new model that "breaks away from location dependence" by combining:

・Strengthening reservation lead generation

・Making visits purpose-driven (= designated visits)

・Standardizing operations

■ Sanjo Keihan 1 minute walk, Kamo River view as a "destination location"

The location of the store is:

・1 minute walk from Sanjo Keihan Station

・Close to the Kamo River

・On the route to Gion, Kawaramachi, and Pontocho

This is a central hub for inbound tourist routes.

With location characteristics that allow views of seasonal scenery and Gozan Okuribi (Daimonji bonfire), we aim to be a "restaurant chosen for its experience," not just for dining.

■ Traffic survey confirms potential comparable to Shinjuku

An independent survey conducted around the planned opening site confirmed inbound foot traffic levels comparable to Shinjuku Kabukicho even at night.

This indicates high revenue potential through the combination of "reservations + tourist routes."

■ Future development: Accelerating store openings with upper-floor x reservation model

This store is not just a second store, but a "strategic store" responsible for:

・Verification of the upper-floor model

・Standardization of reservation-led operations

・Confirmation of reproducibility in inbound cities

Going forward, we will horizontally deploy this model to expand store opening options and improve speed.

■ Store Overview

・Store Name: KOBE Beef Emperor Steak Kyoto Sanjo

・Location: Nakajima-cho, Sanjo-dori Kawaramachi Higashi-iru, Nakagyo-ku, Kyoto City, Kyoto Prefecture

・Access: 1 minute walk from Sanjo Keihan Station

・Opening Date: Friday, May 1, 2026

■ Company Overview

Company Name: Horii Food Service Co., Ltd.

English Company Name: Horii Food Service Co., Ltd.

Representative: Akihisa Fujita, Representative Director and President

Location: Carney Place Mito 4F, 3-10-17 Jonan, Mito City, Ibaraki Prefecture 310-0803

Business Description: Chain development and operation of restaurants

URL: https://www.horiifood.co.jp/