Beyond being just a "bento shop"—OK's Delica's 10-year corporate transformation

OK's Delica Co., Ltd. is a long-established company based in Kuwana City, Mie Prefecture, that delivers more than 10,000 meals and bento boxes daily to local businesses, schools, and elderly care facilities. About 10 years ago, when their collaboration with Lionheart began, the company was growing, but it was also facing challenges such as the outdated image of the workplace environment that was deeply rooted in the school lunch and bento industry, and the fact that the value of their work was not being adequately communicated to society.

At the time, we heard heartfelt comments from young cooks and nutritionists such as, "My parents put me through university, but I can't proudly tell them I'm working at a bento shop." They would arrive at the factory at 3:30 in the cold winter morning while it was still dark and silently prepare bento boxes. Although it was an important job that supported society, the situation made it difficult for them to feel a sense of meaning or pride in their work, which affected their motivation and sense of belonging.

Furthermore, while the previous CEO had a grand vision of "spreading Japan's rich food culture to the world," this vision and its significance had not fully permeated the daily operations of the frontline staff. This gap in awareness between management and the frontline staff was also reflected in recruitment efforts, resulting in difficulty attracting applicants and a continued lack of successful hires of university graduates.

Subsequently, the previous CEO passed away suddenly before fulfilling his vision, and his sister, Kaori Sugimoto, took over as CEO. What President Sugimoto valued most was a management style that nurtured each individual with deep affection, like a mother, sometimes even being overly helpful, while empowering people. Lionheart recognized this personality and management style as the company's unique value, and worked to build an internal brand that would allow employees working on the front lines to proudly say, "Our work is a proud job that supports someone's body and life."

Lionheart defined OK's Delica's core challenge not as external customer acquisition or sales, but as a situation where employees, including chefs, nutritionists, and delivery staff, find it difficult to take pride in their company and their work. Therefore, we engaged in careful dialogue with those working on the front lines, gathering candid voices that are often overlooked, such as the loneliness of arriving at work at 3:30 in the morning, the gap between their aspirations for the job and reality, and the joys and conflicts they experience daily.

What we derived from this was a branding strategy centered on "a mother's love and helpfulness," which not only makes things superficially beautiful, but also expresses the warmth and passion that has been passed down through generations at OK's Delica since its founding as the company's personality.

• [A coexistence of industry identity and sophisticated design] For our corporate logo, we developed a warm and inviting symbol mark that evokes the image of a mother lovingly wrapping a bento box, like a furoshiki (traditional Japanese wrapping cloth), in the traditional way. While retaining the approachability unique to the school lunch and bento business, it also achieves a sophisticated expression that is not bound by the conventional industry image and will not become outdated over time.
• [Visualizing President Sugimoto as the "Corporate Mother"] President Sugimoto herself was clearly defined as the brand character of "Okan," symbolizing OK's Delica. In media appearances and external activities, she consistently used a distinctive hairstyle and original apron, and operational rules were designed to ensure that her personal charm connected to the corporate brand, supporting continuous communication.
• [A brand story centered on our employees] We redefined school lunches and bento boxes not merely as products to satisfy hunger, but as "products that energize those who eat them and energize society through loving, thoughtful service." We extended this shared value to various touchpoints that employees interact with daily, such as our credo, website, office space, and uniforms, designing a system where our philosophy naturally permeates the workplace.

Lionheart viewed every point of contact that employees and job seekers have with OK's Delica as a "moment of emotional connection," and implemented it as a brand experience that appeals to all five senses, going beyond mere visual expression.

• [Creating a warm and inviting work environment with light and space] To alleviate the loneliness of cooks and delivery staff who arrive at work at 3:30 in the morning, the outdoor signage at the new headquarters uses warm, inviting light rather than cold white light. The goal was to create a reassuring atmosphere so that staff returning after completing their winter deliveries can feel a sense of relief and comfort.
  
• [Original Uniforms to Embody Pride] To help our nutritionists and chefs feel a sense of professional pride in their daily work, we have developed original white coats featuring our symbol mark on the back. Furthermore, we provide all employees with jackets bearing our logo. The uniforms are designed to foster a sense of belonging and a strong awareness that "we are professionals who support the food industry."
• [A bookshelf shaped like the logo is installed in the heart of the office] In the shared space of the new factory's office and cafeteria, a large wooden bookshelf has been installed that replicates the shape of the company's symbol mark, which is based on a lunchbox. By creating a place where employees can naturally gather and conversations can take place, the company's philosophy and brand have been realized as a space that blends into the everyday landscape.
• [Website and Delivery Trucks That Change Industry Perceptions] We completely revamped our corporate website, creating a warm and inviting brand site that conveys the personality and story of President Sugimoto, who is known as "Okkan" (a motherly figure). In addition, we prominently displayed our logo on our delivery trucks that travel around town, creating friendly car wraps. We transformed them into "mobile brand media" that local people can instantly recognize as OK'S Delica.
• ["ALL OK! Project" and Company Brochure Development] In line with the expansion of their business into school lunches, elderly care meals, and M&A, we formulated and supported the development of their next brand concept: "Spreading an ALL OK! empathetic society through helpfulness." The company brochure we produced was highly praised at study sessions for business leaders and led to an award being given to President Sugimoto.

The collaborative rebranding process, which spanned approximately 10 years, has brought about continuous changes both within OK's Delica's organization and in how it is perceived by society.

• Improved recruitment capabilities (3-4 times increase in applicants, retention of university graduates):
  Company information sessions, which previously struggled to attract applicants, now receive 30 to 40 applications, approximately three to four times the previous number. Furthermore, we have successfully hired university graduates, a feat we hadn't achieved before, and this has led to continued recruitment of such individuals.
• Employees become "brand speakers" who convey the brand's appeal themselves:
  Young chefs and nutritionists who previously said they "couldn't tell their parents about their jobs" have rediscovered the value of their work through rebranding. Now, they stand on the stage at company information sessions, sharing the appeal of their company and their passion for their work with job seekers.
• Increased media exposure and establishment of a unique brand:
  Requests for interviews and appearances from television and newspapers have increased. President Sugimoto's approachable "mom" character and the company's attitude of energizing society through loving and helpful service have become widely known, establishing a brand image that transcends the traditional "bento shop" image.
• Growth from a "family business" to a "corporation":
  When we started trading, our sales were less than 1 billion yen, but through the expansion of our school lunch and elderly care food businesses, as well as M&A, they have grown to approximately 2 billion yen today. We have evolved from a family business supported by the efforts of individuals to an organization that shares its philosophy and brand, and our social influence is steadily increasing.

[Future Partnership Outlook] OK's Delica is currently carrying on the legacy of its predecessor, who aspired to spread Japan's bento and school lunch culture to the world, including France and Southeast Asia, and has begun its journey toward full-scale overseas expansion. Lionheart will continue to support the company's endeavors by delivering Japan's unique "motherly spirit" and high-level hygiene management and manufacturing technology to the world through global branding, design management for new projects, and the development of overseas communication tools.