The company sells apparel and household items using its own brands. Cecile maintains the industry's highest quality customer service capability. Management is aggressive regarding new fields of business, including consumer finance and multimedia-related activities. Joyfull operates a chain of family restaurants in Kyushu. Steak, hamburger and other Western dishes are the primary items on the menu.
Most restaurants are directly operated suburban outlets.
The company features low prices and 24-hour operations for the entire menu. The company operates Coco's, Takarajima Korean barbecued beef restaurants, El Torito Mexican restaurants, and other restaurants. Most are in and around Ibaraki prefecture. With franchised outlets, Coco's has about 300 locations, including in the Osaka area and Shikoku, and plans to expand nationwide. Coco's has a leading share of the market in Korea.