MIKAWAYA21/Yukarye Launched “Ziba FOOD,” a boxed lunch delivery business that creates a cycle of senior hu man resource utilization and regional revitalization

Launched “Ziba FOOD,” a boxed lunch delivery business that creates a cycle of senior human resource utilization and regional revitalization Delivering handmade bento boxes from local “Gee-chan Bar-chans” to businessmen in Sendai

MIKAWAYA21 Co., Ltd. (Headquarters: Arakawa-ku, Tokyo), which develops “Magokoro Support,” a lifestyle support business for seniors, and Yukarie Co., Ltd., which develops real estate and restaurant businesses mainly in Sendai City (Headquarters: Wakabayashi-ku, Sendai) will start “Giver FOOD” on November 15th (Tuesday), delivering bento boxes handmade by local seniors to companies in Sendai City. In addition, until December 23rd (Friday), we will carry out a one-coin campaign that offers an authentic Japanese bento box with 12 kinds of side dishes for 500 yen (regular price 1,500 yen).
With the launch of the “Giver FOOD” business, both companies aim to create and circulate a cycle of senior human resource utilization, corporate health management, and regional revitalization.
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The reason for the birth of “Ziba FOOD”
In order to support local seniors, the two companies are working together to develop a “Magokoro Support” project in the Sendai area. While interacting with seniors on a daily basis, we are increasingly receiving consultations such as “I want to use my time effectively”, “I’m still energetic! I want to work more”, “I want to try new things”, and “I want to do something useful for people and society”. I’m here.
In addition, the chairman of Nagamachi and Nagamachi Shopping District Federation, Taihaku-ku, Sendai City, Sendai City, said, “I want to use the building I manage for the local community.” Thank you for your consultation.
In response to such consultations, the two companies held discussions, and by “delivering lunch boxes made by Sendai’s ‘Gee-chan Bar-chan’ to ‘businessmen’ in Sendai,” seniors, companies, and communities were all lively. Aiming for a business that will revitalize, we have decided to start “Giver FOOD”.
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For commercialization, 18 “Gee-chan Bar-chans” who sympathized with the activities of this project are participating in this project * 1. From September, the prototype development of bento lunches started, and the participants has already received many positive comments, such as “It’s fun to make it together while cooperating”, “We’ve created a community through ‘Ziba FOOD'”, and “I’ve improved my cooking at home”.
*1: As of November 14, 2022
Comments from representatives of both companies
・Mikawaya21 Co., Ltd. President and CEO Keiya Aoki
So far, we have solved more than 600,000 seniors’ “little troubles” through “Magokoro Support”. However, while talking to many seniors, I noticed that many of them have a strong desire to “want to help someone” and “want to contribute to someone!” This “Ziba FOOD” is the first of its kind. By having seniors play an active role regardless of their age, I would like to make this a project that will serve as an opportunity for Japan to continue to be a lively city and a lively country even as we enter an aging society.
・ Yukarie Co., Ltd. Representative Director Kenta Nagano
“I want to make Sendai better.” I was moved by the passionate words of the shopping district chairman, and I met wonderful friends including President Aoki of MIKAWAYA21. I was able to do. First of all, make Sendai more energetic. And I would like to grow it into a business that delivers energy from Sendai to all over Japan.
Product introduction
At “Giver FOOD”, we will deliver and sell “BA-CHAN BENTO (Grandma Bento)” developed by “Gee-chan Bar-chan” through trial and error. “Gee-chan and Bar-chan” will gather at the base early in the morning to make all the bento by hand. The menu is supervised by a young chef who trained at a long-established Kyoto restaurant, and consists mainly of side dishes using ingredients such as vegetables, seaweed, and fish that are difficult for busy working generations to eat. 1. “BA-CHAN BENTO Harenohi” for a slightly special day
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It is a luxurious bento that can be enjoyed with both the eyes and the tongue, with 12 side dishes made with care by each person in a wooden bento box. Recommended for meetings, entertainment, special
celebrations and anniversaries.
Price: 1,500 yen (tax included)
Size: Length/Width 20.3cm/Height 6.1cm
Contents: 12 items (changes weekly)
Container: must be collected
Accessories: Chopsticks, wet towel, miso soup cup
[Opening Memorial! One coin campaign]
From November 15th (Tuesday) to December 23rd (Friday), when “Giver FOOD” will start its service, “BA-CHAN BENTO Harenohi” will be available for 500 yen (usually We will carry out a limited-time campaign to deliver * 2 at a price of 1,500 yen).
*2: Only once per company
Campaign period: Tuesday, November 15, 2022 to Friday, December 23, 2022 *3 Campaign special site: https://magocoro.me/gbfood/ba-chans12 * 3: Lunch boxes will be delivered at the desired date and time after 3 business days from the reservation, and reservations will be accepted until December 20 (Tuesday), 3 business days before the end of the campaign.
2. “BA-CHAN BENTO (grandma bento)”, a regular bento that supports daily health (scheduled to start selling in January 2023)
It is a side dish bento box made by “Gee-chan Bar-chan”
wholeheartedly, considering the nutritional balance, mainly vegetables and fish, assuming that it will be used for daily lunch. Sales are scheduled to start in January 2023.
Price: 650 yen (tax included), etc. *4
*4: The lunch box lineup and menu are currently under development. Regarding the purchase and delivery of products
・Ordering method: Reservation by phone (0120-504-488) or WEB (https://magocoro.me/gbfood/) * 5
・Reservation deadline: 3 business days before the desired delivery date ・Delivery target: corporations and groups in Sendai City
・ Delivery area * 6: 1. Aoba Ward, Taihaku Ward, Wakabayashi Ward, Miyagino Ward, Sendai City 2. Natori City
・Delivery conditions: 5 or more per location
*5: The reservation will be confirmed when the person in charge returns the call.
*6: Both 1 and 2 exclude some areas. For details, please contact us via the website or by phone.
“Giver FOOD” business overview
・ Cooking delivery base: 3-3-9 Nagamachi, Taihaku-ku, Sendai City, Miyagi Prefecture
・Operating Headquarters: MIKAWAYA21 Co., Ltd.
・ Operating company: Yukarie Co., Ltd.
・ Contact: Phone 0120-504-488 / WEB https://magocoro.me/gbfood/ ・Instagram: https://www.instagram.com/gbfood_sendai/
・ Twitter: https://twitter.com/gbfoodsendai
・Facebook: https://www.facebook.com/gbfood.sendai
MIKAWAYA21 Company Profile
・Company name: MIKAWAYA21 Co., Ltd.
・ Location: 3-20-4 Nishiokyu, Arakawa-ku, Tokyo
・Representative: Keiya Aoki
・ WEB: https://magocoro.me/
Yukarie Company Profile
・Company name: Yukarie Co., Ltd.
・Location: 1-6-6 Araihigashi, Wakabayashi Ward, Sendai City, Miyagi Prefecture ・Representative: Kenta Nagano
・WEB: https://www.yukarie.co.jp/
Reference information: Announcement posters will be posted at each station of the Sendai Municipal Subway from November 16th (Wednesday)! Based on the start of “Giver FOOD”, from November 16th (Wednesday) to November 22nd (Tuesday), an original announcement in collaboration with the fun corporation KAYAC (official name: KAYAC Co., Ltd.) will be posted at all 27 Sendai Municipal Subway stations. We will post posters.
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Details about this release:


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