Shin Jidai Group Aims to "Energize 1000 Cities," Contributing to Society Through Food and Bringing Happiness to Employees and All Involved #AprilDream

Our company endorses April Dream, a project that aims to make April 1st a day for sharing dreams. This press release represents the dream of "Shin Jidai Group (PHAD'S Inc.)." ■The Dream of Shin Jidai Group The dream of Shin Jidai Group is to "Energize 1000 Cities." This is the life goal of Naoshi Sano, the founder of Shin Jidai Group. We believe that when we achieve our management philosophy, we will have created countless smiles in 1000 cities. And we, too, will be smiling. Imagining that future, we continue to strive tirelessly today to realize our philosophy. The words we receive from our customers—"I had fun!", "You energized me!", "It was delicious!"— These individual words are our driving force. Shin Jidai Group currently operates 200 stores across Japan. The purpose of expanding stores nationwide is not merely to provide meals. It is to deliver "vitality for tomorrow" to our customers. That is our raison d'être. By Shin Jidai Group opening stores in cities, the following five social values are created: ① Vitality for customers' tomorrow ② Creation of employment ③ Promotion of consumption ④ Deterrence of crime ⑤ Contribution to local communities through taxation To achieve all of these in 1000 cities (by opening 1000 stores). That is the future Shin Jidai Group aims for. And this challenge will continue. ■How Naoshi Sano, Founder of Shin Jidai Group, Came to Want to Contribute to Society and Make People Happy Through Food In 1994, Naoshi Sano, founder of Shin Jidai Group, moved to Brazil, a soccer powerhouse, at the age of 18 and played as a professional soccer player for five years. His challenge could be described as a "pioneer" for Japanese soccer players who later achieved success overseas. However, his path was by no means smooth sailing. Language barriers, cultural differences, and daily bullying. The confidence he had gained from winning numerous titles in Japan was shattered, and days of almost giving up on his dream continued. Then one day, a teammate, who was also a central figure in bullying Naoshi Sano, suddenly invited him to his home. It was a slum he had never seen before. An environment beyond imagination, with no infrastructure. A house made of bricks and corrugated iron, on the verge of collapsing. However, on the table, there was an incredible "feast." At that moment, small children were asking their mother, "What's this? What's this?" for each dish. The moment he saw that scene, Naoshi Sano realized. These dishes were "first-time dishes" for the children. This family had used their meager possessions to prepare a meal to encourage Naoshi Sano. At that moment, a fire ignited in Naoshi Sano's heart. What are language barriers? What are cultural differences? The ground is a battlefield. The fight for a regular spot is war. Didn't I choose to jump into this world myself? From that day on, Naoshi Sano's resolve changed. He says he can never forget the sight of the entire family smiling and giving him a fist pump as they sent him off. After that, Naoshi Sano secured a professional contract in São Paulo and achieved success. All thanks to that encounter with the family. However, four years later, due to an injury, he had to return to Japan. Before returning, wanting to express his gratitude, Naoshi Sano visited the slum again. But in the vast city without addresses, he couldn't find the family. His teammate had already returned to the slum, and his whereabouts were unknown. In a world where people cannot even go to hospitals, and the average life expectancy is said to be 40 years. There is no way to know how that family is doing now. However, Naoshi Sano has one unwavering feeling: That they, despite living in harsh conditions, had used everything they had to prepare a meal for him, who was being complacent. That he couldn't repay that kindness in any way. With that regret in his heart, Naoshi Sano started a restaurant business in Japan. All to "repay the kindness" to that family. ■Naoshi Sano Enters the Unexperienced Food and Beverage Industry to Realize His Vision Naoshi Sano, who had no prior experience in the food and beverage industry, started his training at a yakitori restaurant to realize his vision. For Naoshi Sano, who had been solely dedicated to soccer, dishwashing, customer service, cooking, numerical management, and ingredient management were all challenges from scratch. Nevertheless, "I have no choice but to do it to realize my vision." With that resolve in his heart, he continued to learn day after day. He says he can never forget the joy of the day he first grilled "delicious yakitori." He faced his part-time staff daily, constantly thinking about how to improve and accumulating improvements. "To create a store that customers will be happy with." He poured everything into that one goal. And the colleagues who worked with him at that time are now the executive members supporting the current Shin Jidai Group. As a result of his continuous efforts, he was appointed store manager in just three months after joining the company. That year, he received the Best Store Manager Award. The following year, he was promoted to manager at an unprecedented speed and received the Best Manager Award. And the year after that, he was appointed West Japan Area Manager, overseeing 250 stores in West Japan. For 27 months until his independence, he continuously achieved year-on-year sales growth for existing stores across West Japan. He continued to produce overwhelming results. Individually, he won the national Yakitori Chef Contest. Furthermore, he was selected as a member for overseas inspection, learning the essence and potential of the food and beverage industry from both the field and the world. The company, which had 100 stores when he joined, rapidly grew to 350 stores in just four years. His experience in building operational systems and sales at the core of this growth became an invaluable asset for Naoshi Sano. Days of jumping into an unfamiliar industry, being trained on-site, and achieving results with colleagues. All of that is the origin of the current Shin Jidai Group. On May 2, 2006, Naoshi Sano established PHAD'S World Food Plan Co., Ltd. (now PHAD'S Inc.), with the management philosophy: "To contribute to society through food and aim for the happiness of our employees and everyone involved with us." This was also the first step in repaying the kindness to the family he met in the Brazilian slum. The company name "PHAD'S" embodies five values that Naoshi Sano cherishes: Partner, Heart, Agora (Now - Portuguese), Dream, Sanoizm (Professionalism). These five values are the core of their business operations and the very essence of their organization. Furthermore, "World Food Plan" embodies the meaning of "global contribution through food." What Naoshi Sano aims for is not merely a food and beverage business. It is to realize the happiness of all people involved in the entire process of production, distribution, and consumption, from producers to consumers worldwide. To achieve this, they are engaged in "creating food culture." Continuously creating products that have never existed before is also part of this philosophy. For example, "Denkushi" (fried chicken skin skewers), "Tonpera-yaki" (pork belly grill), "Mendokusai Potato Salad" (troublesome potato salad), "Doru-yaki" (chicken thigh grill), etc. These are not just menu items; they are "experiences" that make people smile, leave a lasting memory, and make them want to come back again. The sentiment received that day in the Brazilian slum. The challenge that began to repay that kindness has now expanded to influence the lives of many people and cities. Nevertheless, the origin remains unchanged. All to make people happy through food. ■Development Concept: "Delicious" and "Healthy" The product development concept for Shin Jidai's famous fried chicken skin skewer "Denkushi" is "Delicious" and "Healthy." We often receive the question, "Why these two?" The answer lies with "that family" whom Shin Jidai Group founder Naoshi Sano met in a Brazilian slum. Back then, when he was struggling and couldn't achieve results in Brazil, Naoshi Sano was invited by a teammate's family and experienced a life-changing meal. A meal prepared using their meager possessions amidst harsh living conditions. That warmth saved him and allowed him to fulfill his dream of becoming a professional soccer player. However—after retirement, he returned to Japan without being able to thank that family. That regret still lingers. From that feeling, he decided that one day he would open a store in a Brazilian slum. A harsh environment where the average life expectancy is said to be 40 years. He doesn't know if the parents from that time are still alive. Nevertheless, if those children from that time are still alive. If they happen to come to his store. Even if they don't recognize him. "I want to deliver a meal that can make them genuinely happy, just like that time." That sentiment gave birth to the development concept of "Delicious" and "Healthy." However, balancing "Delicious" and "Healthy" was a challenge beyond imagination. Pursuing health would compromise taste. Pursuing deliciousness would sacrifice health. To overcome this barrier, they repeatedly undertook challenges that were unthinkable by conventional standards. ・Adding expensive ginseng worth 100,000 yen to the finished sauce ・Developing spices from protein ・A continuous series of prototypes that "never tasted good" no matter how many times they were made Even as voices of resignation rose from those involved, Naoshi Sano refused to compromise and continued to repeat prototypes. And after eight years, "Denkushi" was finally completed. Everything about Denkushi has meaning. ・The skin is "crispy and chewy," with excess fat removed, leaving only collagen. ・The special sauce is a sweet and spicy finish that eliminates the odor of ginseng. ・The special spice, made primarily from soybeans, provides a firm kick while being "salt-free." Furthermore, to deliver to more people, the company continues its efforts to expand its reach and impact.