Japan E-Commerce Latest Case Studies 2025: TORAJI
- あゆみ 佐藤
- 2 days ago
- 3 min read
TORAJI: Building an Integrated “TORAJI Economic Zone” Through EC–Store–App OMO Transformation
1. What Is the “TORAJI Economic Zone”?
TORAJI is a well-known yakiniku (Japanese BBQ) brand operating more than 70 restaurants nationwide. During the COVID-19 pandemic, the company rapidly expanded its e-commerce operations in response to rising demand for contactless dining and premium at-home meals. TORAJI then advanced a bold initiative: building the “TORAJI Economic Zone,” an integrated ecosystem connecting physical stores, the official app, and the e-commerce site.
The core of this ecosystem includes:
Unified customer ID and shared loyalty points across all channels
Centralized customer and purchase data for CRM
A seamless brand experience that bridges online and offline touchpoints
This integration enables customers to earn and use the same points regardless of channel, creating a cohesive and continuous brand journey.
2. EC–Store Integration: Transforming Customer Experience
Before system integration, customer data, purchase history, and point programs were fragmented between stores and the EC site. After digital unification, TORAJI implemented several key enhancements:
2.1 Cross-channel Point and ID Integration
Shared loyalty points across EC, physical stores, and the mobile app
Centralized customer data and purchase history for data-driven CRM
2.2 Enhanced O2O (Online-to-Offline) Experience
EC orders can be picked up at stores
App-based store reservations and customer flow between channels
Two-way traffic generation: sending store users to EC and EC users to physical stores
2.3 Digital Promotions That Reach New Audiences
Gift sets, subscriptions, and seasonal campaigns launched through EC
App-driven promotions encouraging new customers to try TORAJI products
As a result, TORAJI successfully expanded into customer segments that were previously difficult to reach.
3. Strengthening Omni-channel Experience and Brand Consistency
TORAJI’s fundamental strategy is to move away from price competition and reinforce the brand’s core value proposition: “authentic yakiniku,” “premium quality,” and “exceptional dining experiences.”
The brand emphasizes consistency across all touchpoints—online and offline:
EC conveys the same level of menu quality and product storytelling as physical stores
Store-exclusive items and experience tickets are offered via EC in advance
Personalized messages for birthdays and anniversaries
Fan-community building through brand narratives and experiential content
These initiatives have contributed to increasing loyalty among premium and high-engagement customer segments.
4. Demonstrated Results: Key Quantitative Outcomes
TORAJI’s OMO initiatives have produced clear, measurable outcomes:
4.1 Customer Engagement Improvements
Repeat purchase rate among existing members: +20%
Store visit frequency: 1.3× increase
EC-to-store customer conversion: 15%+
Store-to-EC customer migration: 12%+
4.2 Rapid Growth of App Membership
App membership increased 2.1× year-over-year
App content view rate exceeded 46%
4.3 Sales Growth in Product Categories
Gift subscription product sales: 132% year-over-year
After introducing in-store pickup, EC sales rose 1.2× and store traffic also increased
These figures demonstrate not just channel expansion, but enhanced understanding and reinforcement of TORAJI’s brand value.
5. Advanced Digital Marketing and CRM
Powered by integrated customer and behavioral data, TORAJI operates sophisticated CRM strategies:
Personalized coupons and special offers for repeat and birthday customers
Unified content strategy across EC, social media, and owned media
Ongoing engagement through LINE messages, email, and mobile push notifications
Active utilization of reviews and UGC to increase trust and discovery
This unified approach strengthens continuous engagement across all digital touchpoints.
6. System Foundation: Introduction of “W2 Repeat”
TORAJI adopted the W2 Repeat EC platform to support:
Gift products, subscriptions, and seasonal promotions
Flexible customer management and CRM integration
Unified points, customer IDs, and purchase history across systems
W2 Repeat serves as the technical backbone of TORAJI’s OMO and DX strategy.
7. A Brand Experience Strategy That Rejects Price Competition
TORAJI positions itself as a leader in shifting the industry from price-driven competition to experience-driven differentiation.
Key philosophies:
Prioritize brand experience over discounts
Enhance long-term LTV by strengthening emotional value
Maintain a unified premium world-view in both EC and physical stores
This approach has become an important reference point for branding in the restaurant and foodservice sector.
8. Industry and Social Impact
TORAJI’s OMO model—integrating real stores, EC, and mobile applications—is attracting attention as a blueprint for:
Next-generation restaurant OMO strategies
Hybrid EC×hospitality business models
Japan’s unique evolution of OMO (Online Merges with Offline)
Importantly, TORAJI demonstrates that even in the foodservice industry, an EC platform can deliver rich experiential value, not merely transactional convenience.
Conclusion
TORAJI’s “TORAJI Economic Zone” represents a sophisticated integration of e-commerce, physical stores, and a mobile app, unified through a robust customer data infrastructure. The company achieved:
Shared points and customer IDs
Two-way traffic between EC and stores
Enhanced brand experience across channels
Significant improvements in repeat purchases, app engagement, and sales
Strengthened CRM and digital marketing capabilities
By focusing on brand experience rather than price, TORAJI successfully advanced its OMO transformation and set a benchmark for the broader restaurant and service industries.
This case serves as a highly valuable reference for businesses aiming to build sustainable EC×offline hybrid models.
