Hiroyuki Okubo, Representative Director, President and CEO, Duskin Co., Ltd.

Providing quality time for customers through all our businesses

Representative Director and President of Duskin Co., Ltd.　Hiroyuki Okubo(Hiroyuki Ookubo)

■ Profile

He joined Duskin in 1985 and worked in product development and marketing in the company's main Clean Care business division. After working in the Corporate Planning Department, he was appointed Director in 2020 and Representative Director, President and CEO in 2022. He is currently promoting the third and final phase of the long-term strategy "ONEDUSKIN," the "Medium-Term Management Policy 2022." He also serves as Chairman of the "Duskin Ainowa Foundation," a public interest incorporated foundation that aims to promote the independence of people with disabilities and their coexistence with society, and Vice Director of the "Japan Dust Control Association."

Duskin is known for its rental and sales of cleaning products, professional cleaning services, and housekeeping services. While Duskin has a strong image as a group of cleaning professionals, it also operates Mister Donut and is Japan's first successful multi-franchise company. We spoke to the company's president, Okubo, about his own journey and the secret to his business expansion.

I played volleyball from elementary school through high school, and in college I joined the Nippon Kempo club, devoting myself to club activities every day. Looking back, I think I spent my student days devoted to sports. I joined Duskin after an acquaintance recommended a book by Duskin's founder. I was interested in the company's management philosophy and was drawn to its dynamic corporate culture, including a performance-based compensation system and a two-day weekend, which were rare at the time. This made me want to work there. After joining the company, I was assigned to the Corporate Planning Department, where I was involved in material logistics and purchasing, product development, and mid- to long-term strategy formulation and M&A. I believe the appeal of Duskin is its culture of embracing challenges. Duskin has undertaken over 100 businesses and projects, and even if a business fails, it provides the opportunity to take on the next challenge. Another attractive feature is the environment in which failure fosters growth. We also have a unique corporate culture. For example, at Duskin, we refer to our employees as "hatakari-san," a term that embodies our belief that work makes life easier for those around us. When you work hard for others without thinking about yourself, they will be pleased and grateful. As a result, you will find fulfillment and meaning in your work. Another strength is that "supervisors listen carefully to what their subordinates have to say." Positions that are generally called managerial positions at Duskin are called "responsible positions" at Duskin, which means "to take responsibility." An important job of a "responsible position" is to carefully listen to the opinions of subordinates. This is what leads to the development and growth of the company's culture.

■ To provide our customers with a rich experience

Duskin is involved in a variety of businesses, but what they all have in common is "providing value to time." For example, Mister Donut's goal is "to provide happy and enjoyable times eating delicious donuts with family and friends." Our mop rentals reduce the time customers spend cleaning with convenient systems and functional products. Our housekeeping services also reduce the time spent on housework. In all of our businesses, we aim to provide enriched experiences by helping customers use their time more effectively. While Duskin is often associated with cleaning and donuts, we actually operate 16 businesses in total. Perhaps one surprising business is our event planning and management. During the COVID-19 pandemic, we operated approximately 1,500 vaccination sites across the country. By collaborating with our company's cleaning and hygiene services, we were able to provide added value not only by setting up venues but also by providing safe and secure venues with reliable hygiene management. Duskin's strength lies in our ability to develop a diverse range of businesses.

■ Franchise development is a strength

One of our strengths is that we operate many of our businesses through franchising. The appeal of franchising is that it allows stores and services to be developed that are suited to the local culture, as they are run by people who were born and raised in the area. Duskin also has a "Management Philosophy" that expresses the founder's aspirations and the values ​​we hold dear. By having franchisees (affiliated stores) agree with this management philosophy, we have built strong bonds with them. One slogan that has been particularly important to us since our founding is "Sow the Seeds of Joy." This is the idea of ​​effectively utilizing the capital entrusted to us by society, sowing many seeds of joy through our products and services, and giving back to society. We value not only business relationships with our franchisees, but also the sharing of this philosophy. We intend to continue to value this philosophy and communication even as we expand overseas, where we are currently focusing our efforts.

■ Initiatives for a recycling-oriented society

Under the recycling-based rental system that has been in place since the company's founding, 97% of rental items, such as mops and mats that are used by customers and returned after becoming soiled, are re-commercialized. The remaining 3% is reused as industrial products. Additionally, the dust and sand that comes out when washing mops and mats is used as raw materials for cement. At Mister Donut, we also believe in reusing valuable resources, so old donut cooking oil becomes an industrial raw material. We make effective use of these resources by recycling the liquid detergent used in our shops and using leftover donuts as animal feed.

■Message to university students

I hope you will cherish the idea of ​​"this is what I want to be in the future." I would like you to work with thoughts such as "I want to provide this kind of service" or "I want to develop this kind of product." Thoughts are the source of all actions. Acting with thoughts will make your life richer.

Student Newspaper April 1, 2024 Issue by Hosei University Third Year Student Shimada Daiki