MOS Burger

MOS Food Services, Inc. (株式会社モスフードサービス, Kabushiki-kaisha Mosu Fūdo Sābisu), doing business as MOS Burger (モスバーガー, Mosu bāgā) (which stands for "Mountain Ocean Sun"), is a multinational fast-food restaurant chain (fast-casual) from Japan. Its headquarters are in the ThinkPark Tower in Ōsaki, Shinagawa, Tokyo. At one time its headquarters were located in Shinjuku, Tokyo. Japan's answer to McDonald's, it is the second-largest fast-food franchise in Japan (after McDonald's). It owns numerous overseas outlets over East Asia, Southeast Asia and Oceania, including China, Taiwan, Hong Kong, South Korea, Singapore, Thailand, Indonesia and the Philippines. "MOS Burger" is also the name of the standard hamburger offered by the restaurant, having been its first product when it opened in 1972. MOS Burger's outlets are located in suburban areas to avoid the rising land costs in central areas where the outlets of its competitor McDonald's are located. According to its then-president Kazuo Watanabe, MOS Burger is successful in its home country because it only cooks food when ordered, compared to its competitors which mass produce food items. It also avoids heavy advertising in the mass media; in 1992, its advertising expenses for its home market were US$10 million, compared to McDonald's' US$100 million. Its working culture emphasises the company's "three attitudes of mind": "to be self-reliant, progressive and sympathetic towards others". Its managerial staff are trained for three months after hiring and are regularly sent for more training in Japan. As of February 2014 the publicly traded company runs 1,730 MOS Burger and several AEN, Chef's V and Green Grill stores. One slogan used within its stores is "Japanese Fine Burger and Coffee".