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XICA, Toridoll Holdings, and Marugame Seimen have jointly developed the restaurant industry's first analytical method to support their "mental capital management" initiative. Revealing the impact of "employee happiness" and "customer satisfaction" on business performance.

Corporate

XICA Co., Ltd. (Head office: Minato-ku, Tokyo; President and CEO: Yoshiaki Hirao; hereinafter referred to as XICA), which supports the sustainable growth of companies through data science, has become the first in Japan* in the restaurant industry to realize the "Mental Capital Management" initiative newly promoted by Toridoll Holdings Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Takaya Awata; hereinafter referred to as Toridoll HD) and Marugame Seimen Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Hiroshi Yamaguchi; hereinafter referred to as Marugame Seimen).1We are pleased to announce that we have developed an analytical method that will

Analysis using this method quantitatively visualized for the first time the impact that "employee happiness" and "customer satisfaction" have on business results, revealing that "employee happiness" and "customer satisfaction" create business results.

These results provide objective data that proves that "emotional capital management" is not just a concept but has a concrete business impact. This will enable companies to invest in improving employee happiness and customer satisfaction more strategically and with more confidence.

By providing this method that elucidates the relationship between "mental capital" and "business results," XICA will continue to support Toridoll HD and Marugame Seimen in promoting "mental capital management" and achieving sustainable growth.

Development background: From human capital management to beyond. "Mental capital management" advocated by Toridoll Holdings, which operates Marugame Seimen and other businesses.

In recent years, there has been growing attention on "human capital management," which regards employees as "capital" and aims to increase corporate value in the medium to long term by maximizing their value.

Against this backdrop, Toridoll Holdings has adopted a new concept of "spiritual capital management," further deepening its human capital management. This is a unique management philosophy aimed at realizing the "happy-can prosperity cycle," in which the happiness of each employee creates excitement for customers, leading to store prosperity.

XICA is supporting the efforts of Marugame Seimen, a company run by Toridoll Holdings, as a partner to help embody this cutting-edge management philosophy through the power of data science and increase its reproducibility.

Embodying management ideas with the power of data science

The first analytical method in Japan to clarify the relationship between "spirit" and "business results"

The newly developed analytical method is unique, combining hypotheses based on the philosophies and on-site knowledge held dear by Toridoll HD and Marugame Seimen with the academic knowledge and analytical knowledge cultivated by XICA. By combining multiple statistical methods, a structural model is created to clarify the relationships between elements that have been difficult to quantify until now: "employee happiness," "customer delight," and "business results (prosperity)." This is the first effort in Japan in the restaurant industry to use data science to clarify the relationships between these three elements.

【Analysis result summary】

This analytical model is constantly updated to capture changes in the business environment, contributing to improved accuracy of management decisions. The latest analysis revealed the following results:*2

<Structuring and Relationships of Happiness → Inspiration → Prosperity>

・It was found that increasing the "four elements of employee happiness (pride, sense of contribution, sense of security, sense of connection)" leads to an increase in employee "happiness." Furthermore, the structure of the mutual influence between these four elements was visualized.

・The impact of the shift from "happiness level" to "emotion score," an indicator that measures customer emotion, and the shift from "emotion score" to "customer numbers (compared to last year)," an indicator that measures the success of a store, was recognized.

Happiness → Inspiration → Prosperity structure and relationships

<Impact on business results>

・It was confirmed that "employee happiness" has an indirect impact on business results by increasing "customer satisfaction"*3

・"Customer satisfaction" has a significant impact on business results and is expected to contribute significantly to sales in the next fiscal year.

Impact on business results

【Key points of this analysis】

・Consider the time lag that appears in business results:
　Taking into account the time lag until "customer excitement" leads to business results, we analyzed the degree of contribution to business results (customer numbers compared to last year, difference in average customer spending compared to last year) compared to last year. We analyzed how much "customer excitement" created last year contributed to this year's business results, and further calculated how much next year's business results will increase due to the "customer excitement" created this year.

・Analyze contribution excluding the influence of promotions such as advertising and sales promotions:
　In order to accurately verify the impact of "customer excitement" through store experiences on business results, we analyzed the contribution of "customer excitement" to business results after eliminating the impact of all promotions such as advertising and sales promotions on business results. Specifically, we analyzed the contribution of "customer excitement" to business results of XICA, which is being implemented in 32 areas nationwide.MMM (Marketing Mix Modeling) solution "MAGELLANThe data was corrected using the analysis results from "

-High reproducibility based on multiple verifications:
　Multiple validations are performed using new data collected periodically to ensure reproducibility.

Future prospects

XICA will continue to use the power of data science to support Toridoll Holdings, which operates Marugame Seimen and other restaurants, in its "mental capital management" initiative. By continually updating its analytical models to adapt to changes in the business environment and providing more precise insights, XICA aims to contribute to the company's sustainable growth.

Furthermore, we will utilize the knowledge gained through this initiative to provide solutions to management challenges faced by companies in various industries using a data-based, scientific approach, thereby contributing to the development of the Japanese economy as a whole.

Company Information

XICA Co., Ltd.

XICA is a data science firm that supports data-driven decision-making. We provide services that target and maximize sustainable growth by leveraging data science to address our clients' business challenges. With high-precision data science supported by leading data scientists and researchers from Japan and overseas as our core weapon, we achieve business and marketing results through the high level of application skills of our experienced personnel in areas such as strategic consulting, execution support, and technology implementation.

Toridoll Holdings Co., Ltd.

  • Representative:President and CEO Takaya Awata
  • Location:Shibuya Solasta 19th floor, 1-21-1 Dogenzaka, Shibuya-ku, Tokyo
  • Business:Management of subsidiaries, mainly in the food and beverage industry
  • URL:https://www.toridoll.com/

Marugame Seimen Co., Ltd.

  • Representative:Representative Director and President: Hiroshi Yamaguchi
  • Location:Shibuya Solasta 19th floor, 1-21-1 Dogenzaka, Shibuya-ku, Tokyo
  • Business:Management of "Marukame Seimen"
  • URL:https://jp.marugame.com/

(*1) Research conducted by XICA (as of September 2025). Research conducted in Japan and overseas.
(*2) The results of an analysis based on data for 1 employees, adjusted to assume that data for all 3 employees was obtained.
(*3) Sales growth for the next fiscal year is calculated based on the current happiness score and emotion score.

*XICA and the XICA name and logo are registered trademarks or trademarks of XICA Co., Ltd. in Japan and other countries.
*Other company names and product names mentioned are trademarks or registered trademarks of each company.

Inquiries regarding this press release

  • XICA Corporation Public Relations Officer: Kunimatsu
  • TEL：03-6380-9897
  • E-MAIL:pr@xica.net