New Initiative to Address Challenges in the Food Service Industry: Digital Startup Support Community 'CHEERS FRONTIER' Launches

Kirin Beer Co., Ltd. (President: Hideki Horiguchi, hereinafter 'Kirin Beer') announces a new initiative to address challenges and revitalize the food service industry by digitally supporting restaurant startups and operations. As the first step, the company will launch 'CHEERS FRONTIER,' a community website for new restaurant entrepreneurs, on Monday, June 15.

The food service industry has faced increasingly tough operating conditions in recent years, driven by diverse consumer demands, labor shortages, and rising costs for labor, ingredients, and logistics. Additionally, the high closure rate of restaurants after opening highlights the difficulty of sustainable management. Aspiring entrepreneurs often face numerous uncertainties and challenges from preparation through operation. In response, Kirin Beer will leverage its long-standing experience working alongside restaurants, along with insights and networks developed as an alcoholic beverage manufacturer, integrating digital technology to foster sustainable growth in the industry.

'CHEERS FRONTIER' is a community platform designed for individuals aiming to open a restaurant. It provides practical knowledge for startup preparation and creates opportunities to connect with experienced owners and industry experts. By addressing the anxieties and isolation often felt by aspiring entrepreneurs, the platform supports decision-making through two-way communication.

Through this service, Kirin Beer aims to contribute to sustainable growth in the food service industry and the creation of restaurants that are beloved by local communities.

● Overview of 'CHEERS FRONTIER'

① Consult Experienced Senior Owners

The platform offers consultation opportunities with seasoned restaurant owners who have successfully built their businesses. Users can receive practical advice based on real-world experience. The platform also fosters a supportive environment where users can share even sensitive concerns related to opening a restaurant. By making these consultations and expert responses publicly available, the platform helps reduce the sense of isolation during the preparation phase.

② Support from Kirin Beer Employees and Industry Experts

For challenges arising at each stage of startup preparation—such as menu development, site selection, and business planning—Kirin Beer employees and specialists from diverse fields will collaborate to answer questions. This practical, hands-on guidance supports smooth preparation and problem-solving for aspiring entrepreneurs.

③ Delivery of Comprehensive Startup Know-How Content

The platform provides systematic knowledge essential for opening a restaurant, including interview articles with experienced owners and guidance on business planning, fundraising, and site selection. Content is curated and supervised by experts, including professionals who have supported the opening of over 100 stores, ensuring reliable and actionable insights.

● Website URL

https://cheersfrontier.kirin.co.jp/

Looking ahead, Kirin Beer plans to develop 'CHEERS NAVI,' a digital support service for existing restaurants, with partial rollout expected around the end of 2026. Ultimately, the company aims to expand these initiatives into a comprehensive support system covering all stages from pre-opening to post-opening operations.

The Kirin Group will continue to advance its dual digital strategy outlined in 'KIRIN Digital Vision 2035': eliminating tasks humans don't need to perform (productivity enhancement) and accelerating value-creating collaboration between people and technology (value creation).