“70% Reservation Model” Conqueror of Shinjuku Kabukicho: “KOBE Beef Emperor Steak” Opens Second Store! New Opening in Kyoto Sanjo Keihan on May 1st | Towards 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 branch of its inbound-focused steak restaurant, "KOBE Beef Emperor Steak," in the Sanjo Keihan area of Kyoto on Friday, May 1, 2026.

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

### "70% Reservation Model" Proven in Shinjuku, Expanding to Kyoto

The Shinjuku Kabukicho store achieved approximately 70% reservation usage and monthly sales exceeding 20 million yen by optimizing customer flow design and digital initiatives!

By transitioning from a traditional "foot traffic-dependent" model to one that "creates来店 through reservations," the company achieved stable, high-unit-price operations.

This Kyoto opening aims to deploy this successful model directly, verifying its reproducibility and accelerating the pace of store expansion.

### Daring to Choose an "Upper Floor." Redesigning the Norms of Restaurants

This store intentionally opens on the 3rd floor (an upper floor) rather than a ground-floor street-level location.

Against conventional wisdom that such locations are disadvantageous, the company aims to "break free from location dependence" by combining: - Enhanced reservation channels - Purpose-driven visits (= designated visits) - Standardization of operations This is positioned as a new model.

### "Destination Location" One Minute from Sanjo Keihan, with Kamo River Views

The chosen location is: - 1 minute walk from Sanjo Keihan Station - Close to the Kamo River - On the main route of Gion, Kawaramachi, and Pontocho This is a central hub for inbound tourist routes.

With a location that offers seasonal scenery and views of the Gozan Okuribi (Daimonji bonfire), the goal is to be a "restaurant chosen for its experience," not just for dining.

### Traffic Survey Confirms Potential Comparable to Shinjuku

Proprietary surveys conducted around the planned opening site confirmed inbound traffic levels comparable to Shinjuku Kabukicho even at night.

This indicates a high revenue potential by combining "reservations + tourist flow."

### Future Development: Accelerating Expansion with Upper-Floor x Reservation Model

This store is not just a second branch; it is a "strategic store" responsible for: - Verification of the upper-floor model - Standardization of reservation-driven operations - Confirmation of reproducibility in inbound cities

Moving forward, the company plans to horizontally deploy this model to expand store selection options and improve the speed of expansion.

### Store Overview

- Store Name: KOBE Beef Emperor Steak Kyoto Sanjo - Location: Nakajima-cho, Higashi-iru, Kawaramachi-dori, Sanjo-dori, Nakagyo-ku, Kyoto City, Kyoto Prefecture - Access: 1 minute walk from Sanjo Keihan Station - Opening Date: Friday, May 1, 2026

### Company Overview

Company Name (Trade 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 Japan Business Description: Chain development and operation of restaurants URL: https://www.horiifood.co.jp/