Masanori Hoshino, President and CEO of Doutor Coffee Co., Ltd.

We don't just sell coffee. Our job is to create feelings of comfort and happiness.

■ Profile

　Born in Niigata Prefecture in 1959. After graduating from university, he joined Doutor Coffee. After working in general wholesale sales, he worked in store development. He became a director in June 2000 and has held his current position since April 2017. He has also served as Representative Director and President of Doutor Nichires Holdings since May 2008.

Doutor Coffee is a pioneer of self-service coffee shops and continues to lead the industry. We spoke to President Hoshino of one of Japan's largest coffee chains, which handles everything from coffee bean production to wholesale and shop development, about the meaning of his job and what he expects from students.

■Please tell us what led you to work at Doutor Coffee.

　During my university days, I wasn't a particularly praised student (laughs). I spent five years attending university, devoting myself to the Shorinji Kempo club and part-time jobs to support myself.
　I didn't get a job offer until the last minute, and when my professor asked me, "Is there anything you like?" I replied, "Come to think of it, I like going to coffee shops, so I'd like to work in the coffee industry."
　I called Doutor Coffee, went to the company, and was immediately interviewed by the president.
　When President Toba (at the time) saw my report card, he simply said, "I guess you hated studying" (laughs).
　When the president asked me, "Why did you go to university?" I answered, "I wanted to make friends," and he suddenly shook my hand and said, "That's great! Let's work hard together."
　I felt like he understood me, and I wanted to work with a president like him.

■Please tell us about your memories from when you first started working.

　When I was a new employee, my job was to increase the number of Doutor stores nationwide. I looked for people to become franchise owners, drew up business plans, and followed up on store openings.
　We asked a certain owner to open a store for us, but business continued to be poor.
　I also tried to find out if there was anything I could do, and helped out by working at the store on weekends to save on labor costs, but it didn't work.
　Finally, the owner told me, "I can't even repay the 6000 million yen debt I took out when I opened the store, so there's nothing I can do."
　So I consulted President Toba, who said, "Let's buy the store from the owner and close it down."
　This answer was quite surprising, as although the owner's debt would be cleared, it would still result in a loss for the company.
　However, President Toba said, "We must not make anyone involved with Doutor Coffee unhappy - our family, owners, customers..."
　A business that is built on someone else's misfortune is a mistake. And if you make a mistake, apologize and correct it yourself. That's what I learned. Since then, I've become more careful and thoughtful about opening a store.

■What do you think is meaningful about working in the coffee industry?

　If you want to drink coffee, you can do it at home. But customers come to Doutor Coffee stores. I think this is because they don't just come to drink coffee, but because they are looking for a place where they can feel relaxed and at ease.
　The restaurant industry has moved from an era when people simply satisfied their hunger by eating to one where people are increasingly seen as a place for communication and relaxation.
　That's why I believe that the restaurant industry is a happiness-creating business. It's a job that creates not just delicious food, but also the feeling of happiness.
　What people want is happiness. We are happy to be able to provide that happiness. I think this is the best part of the restaurant industry.
　The founder's words could be rephrased as, "We must make everyone involved with Doutor Coffee happy."
　That's why I want to grow the company together with people who can see things from the customer's perspective.
　Many students are polite, well-groomed, humble, and honest. But this is only natural. We are looking for people who can understand what the other party (customer) is thinking and what they want. We are looking for people who can share happiness with customers.

■Please give us a message for university students

　During your student days, please study hard! When I say study, I don't just mean studying for university classes or qualifications. I want you to experience true knowledge.
　Reading books, listening to music, and studying English are all great ways to broaden your horizons. I hope you'll try anything that interests you even slightly and find what you love. People who have discovered the joy of learning will be strong even after they enter the workforce.
　When you enter society, you will encounter many unreasonable situations and time constraints. I hope you will make full use of the free time you have now and enjoy the pleasures that only a university student can offer. By doing so, I believe you will hone your unique sensibilities.

Student newspaper April 2020 issue Hidetaka Goto, second year student at Rissho University