Number of Stores (Worldwide): 4,177 stores (as of February 29, 2012)
Domestic

China

South Korea

Overseas

QINGDAO MINISTOP
CO., LTD.

MINISTOP KOREA CO., LTD.

1,713 stores

30 stores

MINISTOP CO., LTD.

G7-MINISTOP SERVICE &TRADING JOINT STOCKCOMPANY

2 stores

The Philippines

Vietnam

2,046 stores
N·B·G MS Network Co., Ltd.

42 stores
ROBINSONS CONVENIENCESTORES, INC.

327 stores

Editorial Policy

17

RECODS. Co., Ltd.
storesRECODS. Co., Ltd. has expanded its stores to Tokyo, Kanagawa, Kyoto,
Osaka, Hyogo and Nara prefectures.

Contact

The MINISTOP CSR Report expresses our mission to “realize a society fullof beaming smiles with ‘deliciousness’ and ‘convenience.’ ” We are expanding our CSR activities by fully considering what we can do to best achieve
this mission.
The fiscal 2012 edition includes customer feedback as well as showcases
some of the activities undertaken by our franchise stores and main businessoffice to fully satisfy and bring smiles to the faces of our stakeholders.
The CSR Report illustrates our vision to become the No.1 convenience store

Yoshitaka Moride, Hideo Suda, Hideaki Noguchi, Sukenori Ito, Arisa Nozawa, Kumiko Tsuji
Environmental, Social Contribution & Personal Information Team, Communication Promotion Dept.
Aeon Tower, 6th Floor, 1-5-1 Nakase, Mihama-ku, Chiba City, Chiba 261-8540
Phone: +81-43-212-6489 Fax: +81-43-212-6746
http://www.ministop.co.jp/corporate/eco_social/eco_report/pdf/env_2012en.pdf
This report can be viewed at the website indicated above.
It can also be downloaded in PDF format.
• Japanese edition (No.13) issued July 2012 (Next issue expected June 2013).
• English edition (No.5) issued October 2012 (Next issue expected August 2013).

for customer satisfaction based on our coffee, sweets, and rice balls while
detailing what each of us thinks about and is doing to achieve our mission.
To ensure that CSR Report conveys our ideas in an understandable manner and is thoroughly read by as many people as possible, we have focusedon those CSR topics we most want to communicate to the public. Additional
details and results of our activities can be found on our website (http://
www.ministop.co.jp/) (Japanese Only).
Going forward, MINISTOP will continue to work with its customers
and other stakeholders to help create a society full of beaming smiles.
We look forward to receiving your comments and opinions as we strive toachieve this goal.

Mobile Coupons(available for mobile website members to receive a discount on apurchase):
http://ministop.aeon-m.jp/ (Japanese Only)• Official MINISTOP Twitter® Account: @ministop_fan (Japanese Only)1• Official MINISTOP Facebook® fan page: <http://www.facebook.com/ministopfan>(Japanese Only)2
1. Twitter® is a trademark of Twitter, Inc.
2. Facebook® is a registered trademark of Facebook, Inc.

Aiming to
Realize a Society Full of
Beaming Smiles
2012
MINISTOP CSR ReportTable of Contents

03

Selection

Fair Trade Products

Safety and Reliability• NOTHING BEATS DRINKING GREAT• I’M NOW AWARE OF HOW GREAT A
PROGRAM FAIR TRADE IS AFTERLEARNING MORE ABOUT IT.

• THE STORE STAFF MEMBER CAREFULLY
WATCHED OVER MY THREE-YEAR-OLD

Stores:TASTING COFFEE AT SUCH A REASON-

Realize Stores Full of Beaming Smiles

ABLE PRICE.

05
Stores:Create Stores That Offer Value to Customers

07

ERRAND.

• THIS MORNING, THERE WAS NO
FRESHLY BREWED COFFEE LEFT.
PLEASE DON’T RUN OUT.
• MINISTOP’S HAPPYRICH SWEETS

Main Business Office:

TASTE GREAT AND EACH ONE

Work with Franchise Stores to Bring Smiles to Customers

REALLY HAS A UNIQUE APPEARANCE.

09
Main Business Office:Aim to Make MINISTOP No. 1

13
A Word from the President

Customer Feedback
These are some of the responses MINISTOP has received from customers. We follow up on each customer comment and make every effort to reflect these in our products and services. In addition, we work
every day to improve operations by sharing customer feedback at each of our stores.

DAUGHTER WHEN SHE WAS ON AN• I BUY SOFT SERVE ICE CREAM AT VARIOUS MINISTOP STORES, BUT THE SIZESARE SMALLER AT SOME STORES.

• I WAS REALLY GLAD TO FIND MINISTOPSELLS FAIR TRADE CHOCOLATE. FEWOTHER STORES CARRY SUCH PRODUCTS.

Cleanliness• IT WAS A PLEASURE TO USE THE STOREWASHROOMS SINCE THEY ARE KEPT SO
CLEAN.

• IT WAS A SHAME THAT THE ALCOHOLIC
BEVERAGES STOCKED ON THE LOWER• THE CUP DESERT LOOKED SO GOOD I
DECIDED TO TREAT MYSELF. ACTUALLY,I WAS LET DOWN WHEN THE FLAVOR
WASN’T AT ALL WHAT I EXPECTED.

• THE VACANT LOT BEHIND THE STOREWAS STREWN WITH GARBAGE.

• I BUY MINISTOP RICE BALLS MADEFRESH EVERY MORNING. I’M REALLY• I SAW DEAD BUGS ON PRODUCTSHELVES.

SHELVES WERE COVERED IN DUST.

IMPRESSED BY HOW GOOD THEY TASTE.

• IF MINISTOP MADE RICE BALLS WARM
AND FRESH TO ORDER, THEY’D BE
EVEN BETTER TASTING.

• DESPITE THE DAILY DISRUPTIONS I
ENDURED BECAUSE OF LAST YEAR’S
EARTHQUAKE, BEING ABLE TO BUY TEAAND SNACKS AT MINISTOP HELPED PUTMY MIND AT EASE.

Eat-in Corner• BEING ABLE TO EAT LUNCH BOXESINSIDE A WARM STORE IS THE BEST.

• THE TABLE STILL HAD UNEATEN FOOD

Customer Service• THE STORE STAFF MEMBER ALWAYS
SMILES AND GREETS ME WITH “GOOD
MORNING!” OR “HAVE A NICE DAY!”• I WAS SO IMPRESSED BY A STORE
STAFF MEMBER’S PLEASANT MANNER
AND DILIGENCE THAT I COULDN’T
HELP BUT BUY THE ITEM BEING
RECOMMENDED.

• THE STORE STAFF ALWAYS SPEAK SO
QUIETLY THAT I CAN’T HELP BUT THINKTHEY LACK ENTHUSIASM.
• ALTHOUGH I WAS FORCED TO WAIT
BECAUSE OF A STORE STAFF MEMBER’SMISTAKE, NO APOLOGY WAS OFFERED.

LEFT BEHIND FROM THE PREVIOUS
CUSTOMER.

• AFTER SITTING DOWN, I NOTICED THE
FLOOR AROUND MY SEAT WAS DIRTY,
WHICH WAS UNPLEASANT.

1

2

Stores: Realize Stores Full of Beaming Smiles

MINISTOP Store Staff Feedback

We showcase the daily efforts of store staff
nationwide. They make MINISTOP an enjoyable place where customers want to shop
and keep coming back.

Asami Senaga, Store Employee
Higashi-Nihonbashi 3-Chome Store (Tokyo)

I Enjoy My Job Thanks to Learning the Basics
of Customer Service
I was motivated to work for MINISTOP because making soft
serve ice cream and various types of fast food looked like fun.
When I began working for MINISTOP, I was rather cluelessabout the importance of smiling and cheerfully greeting customers so the store manager and store advisor* taught me theproper way to welcome and politely speak to customers.
Deciding to put what I learned to practice, I made sure to greet
each and every customer with a smile while saying “welcome!”and “thank you and have a nice day!”
After a while of doing this, customers started to comment:“you have a nice smile,” “you’re very cheerful,” and “you’re
upbeat mood really cheers me up.” Greeting customers with acheerful smile has gradually become not only enjoyable but
second nature. Although there’s no manual for this, I make aspecial effort to talk with repeat customers and try to remember
their preferences so I can quickly meet their needs.
*Please refer to page 7 for more details.

Practicing Cheerful Customer Service
through Teamwork
Based on our manager’s suggestion, each store staff member
set goals for themselves, which were displayed in the office. I
set the following three goals for myself:
1. Greet every customer that enters the store
2. Politely acknowledge customers even when busy ringing up
customer purchases
3. Maintain a cheerful attitude and smile at customers
Setting goals is a great motivator and encourages teamwork as
store staff members understand each other better and work
together to realize their goals.
By always greeting customers with a smile, I often get a“thank you” in return. Even when problems in my life get me
down, smiling and talking with customers always cheers me up.
Hearing “thank you” from a customer motivates me.

Hearing “Thank you”
from a Customer Motivates Me.
3

Natsumi Akabane, Store Employee, Kameido 9-Chome Store (Tokyo)
I always try to be extra kind and polite to customers who seem troubled.
Yuziro Sugimoto, Store Manager, Tokorozawa Kami Arai Store(Saitama Prefecture)
Every staff member greets customers with exuberance and a smile in aneffort to achieve our management vision of being a store that brings
smiles and vitality to customers.
Ayuma Yamada, Store Employee, Chikugo Nagasaki Store
Each staff member works to ensure that store-related duties are carriedout only when customers are not at the cash registers. We also makesure to be at the cash registers before the customers get there.
Hiromi Kayahara, Store Leader, Nagoya Kouseidori StoreI always keep in mind our management vision of “impressing customers
each time they visit” and am careful to ensure that employees arefamiliar with how to best serve customers.
Azusa Kato, Store Employee, Iwai Store (Mie Prefecture)
Never forgetting the importance of gracious hospitality, I look customers
in the eye and greet them with a smile.
Minako Naito, Store Employee, Kamojimachiejima Store(Tokushima Prefecture)
We work to enhance communication among employees to quickly
respond to customer needs.
Satomi Kikuta, Store Employee, Meieki 2-Chome Store(Aichi Prefecture)
We create an atmosphere that encourages all employees to maintain ahigh degree of awareness and share their opinions on customer service.
That way, we can better understand the customer’s perspective.
Yuko Umeda, Store Employee, Kanihiromi 5-Chome Store(Gifu Prefecture)
I make an effort to remember our repeat customers and take time tospeak with elderly customers.
Kakuya Okamoto, Store Employee, Kakegawa Miyawaki Store(Shizuoka Prefecture)
I value my conversations with customers and recommend new products
to them.
Michiyo Fujisaki, Store Employee, Chigasaki Tsutsumi Store(Kanagawa Prefecture)
I always consider the customers’ point of view to avoid treating them inways that would bother me.
Akinori Sakamoto, Store Employee, Kanda Kyomachi Store(Fukuoka Prefecture)
I always keep a smile on my face and speak with customers in a cheerfulmanner to make their shopping experience as pleasant as possible.
Mieko Ozawa, Store Leader, Kanayacho Store (Shizuoka Prefecture)
I stay at eye level when speaking with children visiting the store. I also
open the door for customers with disabilities and help them with
their shopping.

4

Stores:Create Stores That Offer Value to Customers

Strict Quality Control is the Reason why
MINISTOP’s Fast Food Tastes so Great

Recommending Products fromthe Customer’s Perspective

Yuichi Hashimoto, Owner

Akiko Ito, Store Employee

Sano Ohashi Store (Tochigi Prefecture)

Motomiya Takagi Store (Fukushima Prefecture)

MINISTOP’s selection of fast food cannot be duplicatedI am able to assist customers in their shopping by tak-by any other chain. Realizing the appeal of MINISTOP’sing the time to speak with them. By closely observing

unique products, I became the owner of a franchisecustomers, I can determine if they are searching forstore 17 years ago. Since then, I have continued tolunch, sweets or other items. I believe that it is impor-

work with the aim of introducing delicious MINISTOP

tant to quickly find what customers are looking for.

fast food to as many customers as possible.
It is important to adhere to the basics. As such, I

to be creative about adjusting product displays as sales

conduct training to ensure that the entire staff precisely

are affected by the day of the week and the weather.

follow procedures according to the manual, always

I also focus my attention on making product displays

mindful of how food items should be displayed andthat are aesthetically appealing and easy to see. When

served. Through these actions, the staff is able to offer

providing details on sales campaigns and new prod-

customers delicious fast food with confidence.

ucts, I carefully consider the best possible timing for

These actions go beyond food preparation.

approaching customers. In addition, I politely explain

MINISTOP’s culture is rooted in thoroughly keeping

upcoming items to customers who have time to listen.

01

track of expiry dates and strict hygiene management,

02

For those customers who appear to be in a hurry, I

basic elements of fast food preparation. By

simply put advertisements in the pering to these procedures, we will maintainwith their purchases and say, “hernd support of our customers.

on our upcoming products that yo
ed in.” I feel as though I am expre
the customers when receiving pro
a good feeling.

Becoming a Store that Satisfies the Needs ofEvery Customer

The Importance of Maintaining a Welcoming
Attitude towards Customers

Maiko Nakata, Store Manager

Mariko Yamashita, Assistant Store Manager

Koshienguchi 5-Chome Store (Osaka Prefecture)

Kanishuuga Store (Gifu Prefecture)

A wide variety of customers visit our store, including

Maintaining Quality, Service and Cleanliness (QSC) isbusinessmen, families, the elderly and students fromimportant to create a welcoming atmosphere for cus-elementary to high school. We have bolstered our

tomers. Since I manage four stores, the time I spend at

lineup of bread, milk, eggs and other daily necessities

each store is limited. However, checking on-site condi-

as well as condiments since there are no supermarkets

tions is essential. I always make an effort to createin the immediate area. In addition, an elderly customer

clean and attractive stores to ensure that customers

expressed a desire to buy “karinto” fried dough cakes

have an enjoyable shopping experience.

so we have enhanced our selection of Japanese-style
sweets.

A customer recently remarked, “it’s really nice toshop at a store that is bright and upbeat.” I think

Anticipating customer needs, we make sure to keepcomments like this reflect the fact that most store staff

the store fully stocked with sweets. We have received

members have been working at my stores for a longpositive feedback for our efforts to order products

time and always help each other. This kind of team-

based on a detailed idea of what customers are inter-work helps create stores that are inviting to customers.

ested in. We continue to further enhance our productI place a great deal of trust in my staff. They haveofferings to reflect the satisfied comments received

steadily progressed since the stores opened and have03
from customers.

04

improved their ability to create attractive stores. I believe

duct selections that satisfy a largethat this dynamic work atmosphe

omers is the best way to keep themeffect on customers and helps maooking ahead, we will try adding vege-

place to shop.

r kinds of produce to our lineup. I want
ustomers thoroughly enjoy shopping5

I’m in charge of ordering sweets. This requires me

6

Main Business Office: Work with Franchise Stores to Bring Smiles to Customers

Giving product selection-related advice to a store

Working together to deal withstaff member

store-related issues

Sharing Our Goal to Attain Positive Customer
Evaluations with Franchise Stores
will Bring Results.

Akio Morita, Store Advisor
Kanagawa/Higashi Shizuoka Area,
Higashi Shizuoka Department, Store Operation Division

The Importance of Communication

Working Together with Franchise Stores to Achieve

MINISTOP convenience stores have in essence expanded nation-

MINISTOP’s Vision

wide through the sale of franchise stores. The main business office

Achieving goals by working together with franchise stores always

supports the operations of each store, which is run by a franchise

motivates me. I believe that achieving our goals (in other words,

owner. The basic function of store advisors is to visit the three orincreasing sales) is the result of positive customer evaluations.

four stores they supervise each day to confirm that the four basic

Such successes are proof of the efforts I make with owners toprinciples of Quality, Service and Cleanliness (QSC) and productdevise and implement initiatives that benefit customers. Nothing

selection are being adhered to. Store advisors work in unison withinspires me more than the words of appreciation I receive fromowners to ensure that stores are pleasant places for customers toowners.
Aiming to fulfill our vision of improving the quality ofshop at.
I have been a store advisor for about four and half years. Having

MINISTOP coffee and rice balls even further has its challenges.

always been interested in retailing, I wanted to work in conve-

Since coffee is an item that is enjoyed daily, quality management

nience stores, which have a familiar presence and are closely linked

is important. I make every effort to maintain a high degree ofto the local community. I decided to pursue a career withquality at my stores year round while extending the amount of

MINISTOP because their stores are based on a business model thatcoffee servings for sale each day by 10 cups to ensure that we

is different from other convenience store chains and shows great-

never run out. It goes without saying that preparing freshly

er potential.

brewed coffee 24 hours a day is labor intensive. It is critical to

The most important aspect of a store advisor’s duties is fostering communication and good relationships with owners. Managing
a convenience store is a difficult job. Yet, there are times whenshare with owners the value of serving delicious regular coffee attheir convenience stores.
Regarding rice balls, we investigated the amount sold at each

it is difficult for owners to see what is required to maintain atime of day. Based on these results, we increased rice ball sales

well-balanced store. Rather than provide instructions in theseby preparing them according to the times when demand issituations, it is important to show owners and store staff that I am

greatest, thus increasing sales and reducing waste. I am working

willing to work with them to create attractive stores.

to improve operations at franchise stores to ensure that rice balls
are always prepared when customers desire them.

Store Advisors are the Bridge between Franchise StoresRole of store advisors

Franchise
store

and the Main Business OfficeFranchise
store

generate profits. To this end, it is necessary to work together

The role of store advisors is to provide guidance to help owners
with owners to make shopping easier for customers and create

Store advisor
Main business office
Merchandising
Division
Systems
Department

Management vision
realization follow up

Franchise
store

Management counselingFranchisestore

advisors also serve as a pipeline between owners and the main

Information conveyance
Education/training

attractive stores that will keep customers coming back. StoreFranchise
store
Franchisestorebusiness office. By communicating closely with owners, store
advisors can provide a better understanding of the backgroundbehind the main business office’s policies. Stores that bring smiles
to customers are realized through the shared goals of owners
and the main business office.

Franchise
store

7

8

Main Business Office:Aim to Make MINISTOP No.1

Rice Balls Offer Great Taste that Comes Only from
Handmade Freshness

Contributing to Society Together with Customers

As of May 2012, MINISTOP has introduced its handmade rice balls

make a social contribution through our retail operations. The reg-

at about 1,100 stores, half of its total nationwide chain. MINISTOP

ular purchase of fair trade products ensures that producers inleverages a corporate culture underpinned by expertise cultivateddeveloping countries can earn a stable income, which directly

over 30 years through the operation of “combo” stores (which

improves their lives. In November 2010, MINISTOP began selling

Akihiro Fujimoto

offer convenience store products and services as well as fast foodfor the first time Asia’s first ever fair trade bananas, an addition to

Director,
Managing Executive Officer in Charge of Merchandising

prepared in-store) to make rice balls one of its undoubtedly

the coffee, orange juice, chocolate and other fair trade products

unique products.

already offered. Our fair trade bananas are grown at Yoshida

Realizing Accessible
Product Lineups that Satisfy
Every Customer

MINISTOP started selling fair trade products in October 2006 to

Boasting fully equipped kitchen facilities, MINISTOP maintains
In fiscal 2011, MINISTOP took steps to enhance its three
product categories: coffee, sweets and rice balls. Thisbrought us closer to achieving our vision of becoming No.1

Farms in the southern half of the island of Mindanao in thestrict hygiene management, encompassing cleaning and equip-

Philippines. As we are familiar with the producers and the distribu-

ment sterilization. We pay close attention to expiry dates ontion routes of these products, we can assure customers of theirunopened ingredient packages while calculating the times thatsafety and reliability.

for convenience store customer satisfaction. We are able topackages remain open at the store. These measures, in combina-

provide unique products thanks to MINISTOP’s high producttion with setting sell-by dates for handmade rice balls, allow us to

Research Center and set up a Facebook® page in order to familiarize

development capabilities and its full-equipped kitchen facili-

maintain strict freshness management.

customers with the fair trade products we sell. MINISTOP will

ties. We are also taking on the challenge of developing new
product categories to attract women and seniors. We willrealize product lineups that offer convenience and value forevery customer.

In October 2011, we launched the MINISTOP Fair Trade

MINISTOP’s handmade rice balls have received high marks fromcontinue to promote such initiatives with an appreciation of fair

women and seniors. We believe that this is owing to the freshly

trade producers and with a keen interest in seeing them succeed.

made deliciousness enabled by preparing rice balls in the store
based on our exacting quality management system.
customers to enjoy by developing a level of operational knowhow

Effectively Using Resources through the Effective Useand Recycling of Leftover Food

that ensures these products are available precisely when custom-

MINISTOP implements various initiatives based on its 4R concept,

ers desire them.

which adds “reasonable disposal” as a 4th R to the 3Rs of reduce,

We are able to make rice balls that are always fresh for

Making M’s STYLE COFFEE a Mainstay Product

Sweets that Bring Smiles on Various Occasions

reuse, and recycle. To reduce waste, we are reducing the amount

MINISTOP’s brand of freshly brewed coffee, M’s STYLE COFFEE,In March 2011, we changed the flavor of our soft serve ice creamof plastic bags and disposable chopsticks used in our stores by

has enjoyed steady annual sales growth. A critical element for thisfor the first time in 10 years, reducing its sweetness and making it

Offering Product Selections that Satisfy Seniors

asking customers to cooperate with our efforts to save resources.

success is the uniform quality that has prompted many customers

smoother. Over the past year and a half, we have used thisMany seniors have avoided shopping at convenience stores, while

We also send any reusable store equipment to the MINISTOP

to make drinking freshly brewed coffee sold at convenience storesimproved soft serve ice cream to give our parfaits and other kinds

others have been visiting them less in recent years. In response,

Repair Center to refurbish and use again. We recycle the foodof sweets a refreshing taste.

MINISTOP has begun efforts to once again attract more seniors tofrom unsold box lunches as animal feed for pigs and other live-

MINISTOP’s original sweets brand, HAPPYRICH SWEETS, wasits stores. To this end, we are bolstering our selections of suchstock in an effort to reuse resources. In addition, 100% of used oil

coffee temperature and thorough equipment cleaning to elimi-

developed with the aim of creating sweets that are “happy anddaily necessities as bread, milk and eggs while aiming to create

produced from in-store food preparation is recycled into animal

nate bitterness. The unwavering quality of fast food operationsrich” to satisfy customers by offering the authentic deliciousness

accessible convenience stores.

feed, soap and ink. MINISTOP aims to create a “food recycling

a daily habit. To achieve this, we must carry out numerous operations in an exacting manner, which includes maintaining proper

undertaken throughout its chain of convenience stores since itsthat comes from using select ingredients (“RICH”) and the plea-

In addition, many seniors desire prepared food selections asfoundation is the very reason why MINISTOP is able to build on its

sure found in choosing highly attractive products (“HAPPY”). We

well as easy-to-make dishes that they can eat at home. To satisfy

have been raised on animal feed recycled from the Company’s

are using our ingenuity to create great-tasting sweets that cus-these needs, we will extend the value offered by MINISTOP conve-

products. As a result of these efforts, we achieved a food recycling

tomers choose for many different occasions, such as unwinding

nience stores beyond just ready-to-eat food to include products

ratio of 46.7% in fiscal 2011. We will continue to promote thegreat taste and convenience, they will come back for more and,after work, satisfying a craving for something sweet or enjoying athat can be eaten at home and are easy to prepare.

effective use of resources to fulfill our responsibilities as a member

without a doubt, become fans of M’s STYLE COFFEE. Based on

mid-afternoon snack.

expertise in this area.
Once customers realize the value of our freshly brewed coffee’s

In fiscal 2011, we released products made under the supervi-loop” that enables it to, in essence, reuse pork from pigs thatof the food industry.

Sweets are purchased by 15% more women than any othersion of Yuki Aoyama, owner of the Aoya Store. This lineup of

Moreover, we will enhance our product lineups by taking

product category. In fiscal 2012, we began improving our sweets

colorful MINISTOP products, which feature select ingredients,

advantage of such technological innovations as chilled lunch

selections featuring fruit to a greater extent than ever before to

great taste and texture while offering healthy new eating habits,

boxes and work to increase their sales. Through these environ-further broaden our customer base of women and seniors. Looking

has been very well received by female and elderly customers. We

ment friendly activities, we are creating a virtuous circle thatcan enjoy at our stores every day. With this in mind, we areahead, we aim make HAPPYRICH SWEETS a brand that brings

aim to provide product selections that women and seniors use

increases sales and reduces waste.

making M’s STYLE COFFEE into a mainstay product that will help

smiles to customers by offering a touch of luxury each andregularly by constantly expanding the development of these items.

realize MINISTOP’s vision.

every day.

this conviction, we have been offering customers free samples andengaging in various campaigns.
We are spreading the word to customers about the availability
and great taste of MINISTOP’s freshly brewed coffee, which they

Leftover foodLunch boxes

Pig farm

9

Freshly brewed coffee that offers

Sweets enjoyed on

Rice balls carefully madeFair trade bananas that contributeconvenience and great taste

any occasion

by handto society

Animal feed

Recycling plant

MINISTOP’s food recycling loop

10

Aiming to Support Owner
Success by Creating Stores That
Bring Smiles to an Even Greater
Number of Customers

Achieve Further Growth by
Expanding MINISTOP’s Mission

Junichi Furukawa
Executive Officer,
General Manager, Store Development Division

Akihiko Maeda

During last year’s disaster, MINISTOP helped ensure the flow

MINISTOP’s mission is to “realize a society full of beamingof everyday essentials; reaffirming our public infrastructure

smiles with ‘deliciousness’ and ‘convenience’” not only inrole. Through its business operations, MINISTOP offers deli-

Japan but overseas and through a new type of retailing

ciousness and convenience to local communities. Creating

model. MINISTOP’s overseas operations as of May 2012 com-stores that bring smiles to customers is the role of the Store

prise South Korea, the Philippines, China (Qingdao) and

Development Division. We realize successful franchise stores

Vietnam, with store openings planned in Kazakhstan. We

where owners feel that becoming a MINISTOP store ownerare expanding RECODS. Co., Ltd.,* which blends the conve-

was worthwhile. To this end, we build relationships of trust

nience and drug store into a new business model. Throughwith owners as we work together to “bring smiles to anthese businesses, we are promoting growth strategies

even greater number of customers.”

throughout the MINISTOP Group.

Director, Executive Officer in Charge of Business Strategies*RECODS. Co., Ltd. is a combination convenience/drug store chain jointly owned by CFS
Corporation, Takiya Co. Ltd. and MINISTOP that is expanding franchise stores.

Promoting Energy Conservation through Store
Improvements and Elimination

Providing Safe and Reliable Infrastructure

Applying Japanese Customer Service Standards Overseas

Applying MINISTOP’s Expertise to New Business Models

MINISTOP cooperates with local police departments and govern-

Convenience stores in Japan have accumulated an advanced level

RECODS. Co., Ltd. is developing a completely new format that

Impacted by power shortages that occurred in the aftermath ofments to create safe and reliable communities through the roleof retailing expertise as they have grown. By utilizing this expertise

combines the features of both convenience and drug stores.

last year’s disaster, we implemented various energy saving initia-

convenience stores play as “safety stations.” As such, we are draft-in the expansion of chain stores overseas, we can provide a degree

Blending the expertise and management resources of Aeon’s two

tives at MINISTOP’s main business office and stores. In particular,

ing a manual covering such areas as strengthening voluntary crimeof deliciousness and convenience never before experienced byconsolidated drug store subsidiaries (CFS Corporation and Takiya

prevention systems to combat robbery and shoplifting; notifying

customers in each country we do business. In addition, MINISTOP

Co. Ltd.) with those of MINISTOP, RECODS was established withauthorities during medical emergencies; providing safety zones forcontributes to the economic development in these countries andthe aim of realizing each company’s growth strategy through col-women and children; and assisting the elderly and physically

improves people’s lifestyles by fully realizing its role in contributing

laborative efforts to create more competitive stores. Based on the

disabled with their shopping while enhancing communication. In

to regional infrastructure. We gain the trust of local communities

new type of retailing model of “local health care and lifestyle sup-December 2011, Maebashi Higashi Police Department praised theby proactively fulfilling our social mission overseas. This mission isport stations,” RECODS is able to provide new value to customers

consumption per store by 12 percent below the fiscal 2007 level

MINISTOP Maebashi Higashikatakai Store (Gunma Prefecture) forstrongly demanded of the convenience store industry and encom-

in the communities it serves. RECODS appeals to an even broader

by fiscal 2015. To achieve this goal, we are replacing store equip-

its efforts to prevent bank transfer scams.

passes such areas as quality management and compliance.

customer segment by combining drug store product lineups with

unnecessary lights were shut off and air conditioners were set tohigher temperatures at our stores. We were able to conserve energy thanks to customer understanding and cooperation, reaffirming the importance of reducing electricity everyday and, in turn,the need to protect the environment.
In November 2010, we set a target of reducing annual energy

ment including refrigerators, freezers, lighting and air conditioners

Members of the local community have commented that

Although we work to localize our products and services to con-fast food and other items offered at convenience stores.

(which accounts for most of the electricity consumed by MINISTOPMINISTOP’s brightly lit stores provided a feeling of safety on darkform with each country’s needs, we aim to maintain customer ser-

Looking ahead, we will promote the development of thestores) with the latest energy-efficient models.

evenings during the disaster and subsequent power shortages. As

vice at the same high standard expected in Japan. Maintaining the

RECODS model and plan to sell small and medium-sized drug

In addition, we will improve energy conservation by increasingsociety ages and single-person households increase, MINISTOP’s

world-renown Japanese level of customer service as MINISTOP

stores as part of our franchise package. By supporting RECODS

the number of new stores. Specifically, we will close older storesrole in this age of diminishing interpersonal bonds is to provide

expands to other countries poses challenges. Realizing this goal,

franchise owners’ efforts to improve operations, we are fulfillingand open new ones installed with the latest, high-efficiency

safe and reliable infrastructure through local stores that are conve-

however, will greatly differentiate MINISTOP from the competition.

MINISTOP’s mission.

nient and accessible. We aim to foster communities where people

Sharing MINISTOP’s corporate mission with the entire staff, we arefeel connected to each other through the communication createdupgrading training to fully instill the idea that the customer is No. 1

at stores that have an indispensable function in local communities.

and to determine the best actions to realize this. With this inequipment. Twenty new stores are scheduled to be built annually,
and we will continue using domestically grown FSC-certified* timber for their construction.
*FSC-certified: Certification provided to forest products produced in a sustainable manner with due
consideration given to forest preservation and where profits stay within the local community.

Store opening ceremony

11

Store LED lighting

mind, the MINISTOP Group is aiming for further growth.

A store being made with
FSC-certified timberStore in Vietnam

A South Korean store

RECODS, MINISTOP’s new busi-

staff member

ness model

12

A Word from the President

MINISTOP Aims to Createa Society Full of Beaming Smiles
by Valuing its Relationships
with Stakeholders

Regarding MINISTOP’s freshly brewed coffee, we are vigor-

As a member of society, promoting environmentally friendly

ously promoting the new habit of enjoying M’s STYLE COFFEE,

business operations is very important. Our experience follow-

which is not only great tasting, but available all day long. To

ing the disaster affirmed the importance of steadily saving

this end, this brewed drip coffee is now available 24 hours aenergy every day. With this in mind, we will pursue initiatives

day at every convenience store nationwide, and we are going

to conserve an even greater amount of electricity. In fiscal

to great lengths to maintain consistently high quality. Our

2011, we proactively installed LED lighting at our stores, lead-obsession with perfect brew is aided by MINISTOP’s unique

ing to a reduction in electricity while raising operational effi-hygiene and freshness management knowhow. This knowhow

ciency. Looking ahead, we will engage in environmental

has been cultivated in MINISTOP “combo” stores, which offer

activities based on our attributes as a retailer, which are vital

convenience store products and services as well as fast foodfor the ongoing growth of both MINISTOP and society.

prepared in-store.
We launched the Sweets Department in February 2011 toNobuyuki Abe
President and Representative Director, MINISTOP CO., LTD.

enhance our selection of both fast food-style and convenience

Overseas Businesses Contribute to Japan’s

store sweets. Thanks to these efforts, we have increased the

National Strength

value of both types of MINISTOP-brand sweets and, in turn,

In fiscal 2012, the number of overseas MINISTOP conveniencesignificantly improved sales compared with last year. We willstores exceeded those in Japan. Already operating in South

cultivate brands that meet customer needs to an even greater

Korea, the Philippines, China and Vietnam as of May 2012,degree by redoubling our product development activities.

MINISTOP is scheduled to open convenience stores in otherWe have received high marks for our handmade rice balls,

countries in the near future. In order to accelerate new store

especially from female and elderly customers. We will aggres-openings overseas, we will localize products to suit the needs

sively work to attract more women and seniors to our storesof individual countries while aiming to introduce Japanese

by offering delicious, high-quality rice balls.

standards of customer service. We intend to show MINISTOP’s

Mission of

Aiming to Provide Services that Support

This mission expresses our duties.

Firstly, I would like to express my heartfelt condolences to all

for satisfying customers can be found in the Quality, Service

feeling of happiness we get from the smiling customer faces

victims of the Great East Japan Earthquake, which struck in

and Cleanliness (QSC) that supports all these products.

and delivering Japanese standards of customer service to the

March 2011. MINISTOP worked to resume the provision of

Pursuing QSC will enable us to provide high-value-added

global stage.

deliciousness and convenience offered by its stores to disasterproducts that make customers feel good about shopping at

Convenience stores are a segment of the retail industry

stricken areas as quickly as possible. To that end, employees

MINISTOP, keep them coming back and help us to become thefeaturing an unsurpassed level of customer service, an areafrom the main business office developed a system to support

No.1 convenience store chain. I have no doubt that our vision

where Japan excels. Using this expertise to expand businessstores directly impacted by the disaster. With every MINISTOP

will be achieved by pursuing business development and expan-

overseas contributes to the economic and cultural development

family fulfilling their role, MINISTOP rapidly restored opera-sion while working to realize a society full of beaming smiles.

of countries overseas. In return, I believe these actions help

We realize a society full of
beaming smiles with“deliciousness” and “convenience.”

Vision of
Our vision is to be No.1.
We aim to have the best stores and employees toensure that our customers continue to choose us.

Our vision is to become No.1
for convenience store customer satisfaction
by the end of fiscal 2013.
To achieve this, we aim to become
MINISTOP, the place for coffee

Customer Lifestyles

value to the world by sharing with overseas employees thetions, for which I am very grateful. In light of the assistance weJapanese companies increase Japan’s national strength. This is

received from stakeholders, it goes without saying that various

a role MINISTOP must fulfill as a member of the Japanesebusiness functions, including stores, products and the logistics

Creating Convenience Stores Indispensable to athat link these together, are critical to maintaining MINISTOP’s

Wide Array of Customers

operations. However, I was struck by how truly indispensable

The growth of the above three product categories, which

beaming smiles. Making customers smile does not on its own

people working together for a single purpose are for sustain-

support the realization of our vision, will be achieved by taking

lead to a society full of beaming smiles. Nevertheless, the smil-

ing our business.

full advantage of MINISTOP’s unique culture rooted in its in-ing faces of others are the source of our smiles. Our actions

As a result of the disaster, many people who had not previ-

retail industry.
MINISTOP’s corporate mission is to realize a society full of

store preparation capabilities. Based on this, we will concen-

bring smiles to those around us and those smiles spread toously shopped at MINISTOP began to visit nearby stores totrate on preparing food items using MINISTOP’s kitchenothers. The value created by these smiling faces is the essencepurchase necessary items. I believe that meeting customer

facilities. In addition, we will enhance convenience further byof retailing.

needs by providing products and services that support theirboosting our selection of daily necessities while improving

daily lives is MINISTOP’s most important responsibility.

store location, size and hours of operation. We are also work-

lenge of creating new ones will increase earnings and growth.

MINISTOP, the place for sweets
MINISTOP, the place for rice ballsin people’s minds.

Above all, the most fundamental and important elements

Promoting our core businesses while taking on the chal-ing to reliably determine the needs of men in their 30s andThese actions will in turn bring smiles to a greater number of

Steadily Realizing MINISTOP’s Vision

40s, who have been, and continue to be, an important

stakeholders, including customers, local communities, share-

We are promoting our vision to make MINISTOP No.1 for con-customer segment. At the same time, we are aiming to create

holders, business partners, franchise stores and employees.

venience store customer satisfaction by the end of fiscal 2013,

stores featuring product selections that encourage repeat visits

Steady efforts at improving QSC are essential to achieve thisbased on our coffee, sweets, and rice balls. We aim to improveby women and the elderly. To address the issue of an aging

aim. Based on this, we are pursuing our vision to become No.1

customer satisfaction and achieve this vision by providing

society, MINISTOP will open stores in urban areas where daily

for convenience store customer satisfaction. We will promote

unique, high-value-added products in these categories. In

shopping is inconvenient and offer product lineups not yet

our corporate social responsibility to fulfill MINISTOP’s social

fiscal 2011, we received solid customer evaluations in thesesold at convenience stores. Through these actions, we will pro-

mission through our daily business operations.

three categories.

vide seniors with peace of mind and contribute to the realization of a society full of beaming smiles.

13

14

MINISTOP CSR Report 2012 Performance Data Sheet
Period covered: Fiscal 2011 (March 1, 2011 through February 29, 2012)

This is a summary of key data for the MINI Report. Please refer to the MINISTOP website for full details on our activities.
http://www.ministop.co.jp/corporate/eco_social/ (Japanese Only) Corporate Profile (as of February 29, 2012)
Offices: Makuhari Office, Tokai District Office, Tohoku District Office, Kinki District Office,
Kyushu District Office

Name: MINISTOP CO., LTD.
Scope of Business: Develops the convenience store MINISTOP as ÆON’s strategic small scale store
business. Signs a franchise contract with people who want to manage a
MINISTOP store and provides product information and management know-how.

Number of Stores: MINISTOP CO., LTD. ..................................................... 2,046 stores
N·B·G MS Network Co., Ltd. .......................................

42 stores

Representative: Nobuyuki Abe, President and Representative Director

MINISTOP KOREA CO., LTD. ........................................ 1,713 stores

Date Established: May 21, 1980

ROBINSONS CONVENIENCE STORES, INC. ................... 327 stores

Capital: ¥7,491 million

QINGDAO MINISTOP CO., LTD. ....................................

Stock Exchange Listing: Tokyo Stock Exchange, First Section

G7-MINISTOP SERVICE & TRADING JOINT STOCK COMPANY ...

2 stores

RECODS. Co., Ltd. .......................................................

17 stores

Company Headquarters: 1-1 Kanda-Nishikicho, Chiyoda-ku, Tokyo 101-0054

30 stores

Number of employees: 864

Main Business Office: 1-5-1 Nakase, Mihama-ku, Chiba City, Chiba 261-8540

 Economic Report
Consolidated
FY
Operating revenues
Operating income
Ordinary income
Net income
Net income per share (¥)

Non-consolidated(million yen)

2009
2010
2011
108,880 113,889 122,209
4,058
7,646
7,712
4,929
8,577
8,605
1,623
3,414
3,099
56.15 118.08 107.16(million yen)

FY
Revenues –including franchise stores
Total operating revenue
Operating income
Ordinary income
Net income
Net income per share (¥)

2009

2010

Fast food 24.5%

300,442 322,043 355,525
59,007
3,148
3,990
1,073
37.13

59,667
6,622
7,432
2,910
100.65

Revenues, by Product Category (non-consolidated) in FY2011

2011

64,115
7,049
7,844
2,678
92.61

Non-food items 35.5% Processed food
27.2%
Dairy products 10.3%
Services 2.5%

 Social Report

 Environmental Report

Relations with Customers
Number of calls received by Call Center, by category Total of 19,235 (108.6% versus FY2010)

Carbon Dioxide Emissions

General questions (48.7%)

About products(17.4%)

About stores (32.3%)

About personnel (0.3%)
Other (1.3%)

Relations with Local Communities

FY
2009
2010
Number of students participating in the Student Internship Program
908
958
Number of fair trade products sold
1,360,000
850,000
FY2011 total amount of donations collected at stores ¥144,128,815

2011
891
1,090,000(including ¥16,733,532 for Circle of Flowers program)

MINISTOP and Our Franchise Stores

Carbon dioxide emissions by operation(thousand tons)

Main business office (offices)
0.2% Main business office(company vehicles)
1.2%

200

174.8

2009

Number of franchise contracts
Franchise store openings(including relocated existing stores)

253

2010
303

2011

(including 131
franchise storesgained fromthe merger
with MS
Kyushu)

178.5

161.0

FY2011
Total Emissions
161,045t
0

2009

2010

104

84
36

106
38

1

1

MINISTOP and Our Employees
FY
2009
2010
2011
Number of hires
64
82
61
Average age
37 years 37 years, 9 months 38 years, 9 months
Average years of consecutive service 10 years, 3 months 10 years, 5 months
11 years
Attrition rate
5.08%
4.78%
5.21%
Number of female managers
6
5
4
Ratio of employment of disabled persons
2.52%
2.69%
2.76%
Number of employees using childcare leave
52
9Percentage of staff receiving physical examinations
100%
98%
98%
(basic) between April and the following March.
(including stores closed before relocation)

Stores (electricity) 86.7%

2011 (FY)

Annual Amount of Electricity Consumption Per Store
200

186.0

188.4

176.7

100

0

106

Other 0.2%

Delivery vehicles
11.7%

100

(thousand kWh)FYFranchise stores closing during contract period(including stores closed before relocation)
Franchise stores renewing contracts
Franchise stores not renewing contracts
Litigation cases between franchise stores and themain business officeTotal carbon dioxide emissions

2009

2010

2011 (FY)MINISTOP reduction target:
Reduce annual amount of energy
consumption per store by 12% comparedwith FY2007 in FY2015
FY2007 result
FY2011 result
FY2015 target

192,086kWh
176,654kWh
169,036kWh

Target set in the Japan Franchise Association’s (JFA) Voluntary Action Plan:
Reduce the energy intensity per store by an average of 23% compared with the reference year
(FY1990) between FY2008 and FY2012.
FY2011 result 0.123kWh/m2 h
The average amount between FY2008 and FY2011 0.130kWh/m2 h
Reduce by 27% compared with FY1990 (future achievement)
Note: Average energy intensity is the energy consumption volume per average unit of floor space divided by
the normal hours of store operation per day.

Food Recycling Ratio
FY
Food recycling ratio (%)

2009
48.7

2010
46.7

2011
46.7

2010
223,672707

2011
224,259
718

Number and Weight of Plastic Bags Used Per Store Annually
FY
Number of plastic bags used
Weight used (kg)2009
218,868687

FAX: +81-43-212-6746
Environmental, Social Contribution Section & Personal Information Team,
Communication Promotion Dept., MINISTOP CO., LTD.

MINISTOPCSR Report 2012MINI Report Survey

Please Send Us Your Opinions and Feedback Thank you for reading the MINISTOP CSR Report 2012. We would like to know what you think of
our activities and operations. Please send us your opinions and comments by fax or e-mail. Your
Email: hp@ministop.co.jp
input will be used to help determine our future activities and how we can continue to improve.
1. What was your overall impression of the MINISTOP CSR Report (hereafter “Report”)?
Understandability:
Readability:
Content:
Information:
Design: Easy Easy Comprehensive Excessive Good Average
 Average
 Average Sufficient Average Difficult
 Difficult
 Inadequate Insufficient Bad

2. Please indicate the sections of the Report that interested you most. (Multiple answers allowed)
 P. 1–2 Customer Feedback P. 3–4 Stores: Realize Stores Full of Beaming Smiles
 P. 5–6 Stores: Create Stores That Offer Value to Customers
 P. 7–8 Main Business Office: Work with Franchise Stores to Bring Smiles to Customers
 P. 9–12 Main Business Office: Aim to Make MINISTOP No. 1
 P. 13–14 A Word from the President
 No section of the Report interested me.

3. Please provide reasons for the above choice(s).

[]4. What topics would you like to see in future reports? (Multiple answers allowed)
 Store service
 Environmental initiatives
Other Product categories/features
 Social activities

 Product quality/ safety
 Company/Group organizations[]

5. What areas would you like MINISTOP to work on in the future?

[
[

]
]

6. Please share any other opinions or comments you would like to communicate to us.

Region in which you live

Gender ( M • F ) Age range (Prefecture)

City/Town

Note: Please do not include personal identifiers such as your street number or apartment building name.

From what perspective did you read the report? (Check up to 2 boxes.)
 Customer Business partner

 NGO/NPO

 Environment/CSR officer for company/organization

 Shareholder

 Research/educational institution

 Student Governmental body Involved with a MINISTOP store Other ()
Thank you very much.