2. Contents
• Introduction to Mos Burger
• Mos Burger Face book fan page
• Competitors of Mos Burger
(Macdonald`s and LOTTERIA)
• Recommendation to Mos Burger
3. Mos Burger
• Mos Burger is fast food, hamburger chain store.
It was founded by Kei SAKURADA and the first
store was opend in 1972 in Japan, Tokyo.
• Sometimes is called “Hamburger Restaurant”
because it use slow food concept like after
order system.
• MOS = Mountain (Noble and majestic as the
mountains) Ocean (In the heart wide deep like
the sea) Sun (With a passion that will not burn
out like the sun)
4. Mos Burger
• Theme is to provide hamburgers that
Japanese people like.
• It takes 2nd place of Japanese fast food share
following McDonald's.
• Mos burger has 1431 stores in Japan and 311
stores in foreign countries. (ex.Thailand,
Hongkong, China, Singapore, Australia,
Indonesia). Especially, in Taiwan it has
expanded its influence a lot.
5. Mos Burger – Facebook Fan Page
• Mos Burger has 75,418 likes. Their Facebook page
update 17 times in a latest
month(2013/09/09~2013/10/09).
• I found there are 2 kinds of posts.
• ⇒Informative: They show their news like their events
and their smart phone app.
• ⇒Promotional :They show their new products and
service.
• I use other 2 kinds of concept to analysis pages.
• ⇒Interactive: The post that needs their customers
responses or
• ⇒Personal: The post that show about their
background.
6. Good-Informative
• They use Cook Pad
menu and show how
to make a food like
Mos Burger`s one.
• Cook pad is Japanese
famous recipe
community site.
People could use it to
show their original
menu with pictures
and could find out
menus that would
like to cook in free.
• People could know
how to cook food
that their tastes are
similar to Mos
Burger`s menu easily
to use it.
7. Good-Informative
• They try to show
their backstage to
make some off line
places to
communicate with
customers.
• For example, in this
article, their
president Sakurada
Shou did a meeting
in country side.
• They release these
kinds of information
on the Face Book
with link URL.
BUT some probems
are there …
8. • There are some posts
that only have link for
They write that this page is PC or only for mobile.
for PC.
• When customer
access PC page from
mobile, they could
not read the page and
they show “You need
`app name` to use
these contents.
Bad-Informative
9. Bad- Informative
They also write that
this link is for PC.
• And Some page that they write for PC or mobile could
access both of PC and mobile with no problem.
• It could make confusion and could be frustrations for
viewers.
10. Good be said that their frequency (1 time per 2 day) of their
• It could
posts are not so bad. BUT
Bad
• Their quality of posts could be said low.
• There are only 2 types(Informative and Promotional)
Informative ( Information
of posts.
to register their cards to
get some benefit.)
Promotional (The
news for their new
seasonal products)
11. Meh
• They release the
information of
their new
seasonal special
products on Face
book.
12. Bad-Interactive
• They did not reply to their customer`s
comments at all.
This customer asked “Can Mos
Burger use onions from Japan
instead of onions from China.
This customer asked “Can Mos
Burger change the system of
morning set? I would like to
select a café latte.
13. Bad-Interactive
• And they did not reply a complaint from customer
about a mistake of some store.
This customer said that there are no mustard and no ketchup
when I bought a frankfurt. I was so disappointed and felt
resentment.
14. Mos Burger-Conclusion
Their types of contents are only 2. This is not
enough.
They try to show their some back ground stage
trough off line.
They use the site “Cook Pad” to attract their
customers.
Their interactive post is not enough. They need
more interactive post and need to reply to their
custmers.
16. Mcdonald`s
• Mcdonald`s is American hamburger chain
store. It has a lot of store all over the world.
The first store in Japan is opened in Tokyo, in
1972 and there are 3268 stores in Japan in
2013.
• Macdnald`s has 110,178 likes. Their
Facebook page update 34 times in a latest
month. They post at least 1 post every day.
17. Good-Interactive
• They use Interactive
concept. They ask Face
book users “Which do
you like to eat beef or
chicken, please click
who likes beef and click
who likes chicken”.
• This page got 2,822
likes and 76 shares.
• There are 46 comments
and some people write
the reasons to chose
beef or chicken.
18. Good-Promotional
• They show humor to introduce some
information.
• They use their original character “Mike”.
Usually, they use formal speaking style on
their post but when “Mike” posts something,
he use informal speaking style.
His frieand
“Rinda”
19. Good-Promotional
This page has 13,999 likes!
• They use funny
video of “Mike”
and “Rinda” to
show their news
or new products.
• For example, in
this video they
talk about the
news that when
you buy one
hamburger, you
could get one
more hamburger
for 9/13~9/19.
20. Bad-Interactive
• The page that could
get more than
13,000 likes also got
219 comments but
half of comments
are some complaint
like “I do not like
Mcdonald`s”, “I do
not eat this
hambuger.” or some
comment that do
not have meaning. I
mean someone
write the comment
that is not related to
Mcdonald`s.
21. Mcdonald`s-conclusion
They have biggest number`s of likes of three
companies that I searched.
They use “Interactive” post efficiently but they
do not reply their customer`s comments.
They use video to attract their customers.
They have a lot of comments but there are also
comments that do not have sense.
22. LOTTERIA
• LOTTERIA is fast food chain store. Its main
product is hamburger. Its first store was
opened in 1972 to sell LOTTE ice cream in
Tokyo. There are 449 stores in Japan in 2013.
• Their name is the combine of LOTTE and Café
teria.
• LOTTERIA has 12,101 likes. Their Facebook
page update 17 times in a latest month. Just
same times as the Mos Burger.
23. GoodPromotional, Informative→Personal
• First, they post their new product on the Face book
and they post their event information related to
their new product.
• Second, they post their store`s photos with
customers who come their event and their store that
the event held.
25. Bad-Promotional
• There are only 1 kind of coupon.
• All of the coupons are 20 yen discount coupon
to buy a drink that can be used when
customer use their new hamburger.
• There number of likes are gradually
decreased.
9/23 579 likes
10/1 436 likes
10/4 340 likes
26. Bad-Interactive
• They do not reply to their customer`s
comments at all.
LOTTERIA-Conclusion
They use their Face book page effectively but it is
not enough.
Their contents are polarization. I mean that
they have too much same contents and they do
not have other types of their contents.
27. Conclusion
• Same point: They do not reply their
customers.
• Different point:
Macdonald`s→ They use interactive post
efficiently. They could get a lot of
comments, likes and shares to do that.
LOTTERIA They use coupons that can get on
Face book. Face book viewer`s do not have
stress to access to other page.
28. Recommedation
• Informative 1: They use Cook Pad but these
menus are made by people who is not related to
Mos Burger so they did not use Mos Burger`s
stuff. It could not increase Mos Burger`s direct
consumptions. Mos Burger release menu that
Mos Burger`s stuff is used at least 1 time in a
month.
• Informative 2: They should make both of link for
PC and mobile. OR they should write detail of the
information when they update the link that could
access by only PC or mobile.
29. Recommendation
• Promotional 1: They should give coupon that
can be used without accessing to other home
pages once or twice in a month. From
LOTTERIA page we could know that it could be
irritated by customers to post the same
coupon too much times so should be carefully
to their coupon`s contents.
30. Reccomendation
• Promotional 2: As mcdonald`s has
“Mike”, Mos burger also has “MOssan(=Mr.MO)”. They sometimes use he to
promote their news but they do not change
the styl0e of speaking. To make difference
general post and MO-ssan`s post will be
effective.
MO-ssan
31. Recommendation
• Interactive 1: They should check their
comment`s list at least 1 time in a week. The
number of comments is not many so they
could reply all of them. At least, They should
reply the comments finish with “?” and
complaints to their service or menu.
32. Reccomendation
• Interactive 2: They should make interactive post
for example “Which do you like to eat, fish burger
or cheese burger?” and so on. From Mcdonald`s
example we could know that Face Book user
hesitate to push share so they should use post
that have check boxes or make 2 post, 1 for fish
and 1 for cheese, because Face Book users feel
easy to push like button than share.
33. Recommendation
• Personal: To make post of “Back stage”
Their specific point is that they sometimes be
called “Hamburger Restaurant” so it is good to
show how they cook their food carefully with
photo.
In Mos Burger`s official home page we could see
the locality of their vegetables so they should
make post about these information at least 1
time in 3 months.
The picture of formers from
official home page
