Ryotaro Ninomiya, President and CEO, OK Co., Ltd.

"Building customer trust through "High Quality, Everyday Low Price"

Ryotaro Ninomiya, President and CEO of OK Co., Ltd.

■ Profile
Joined Mitsubishi Corporation in April 1997.
November 2008: Mitsubishi Cement Corporation (USA) February 2013: Risk Management Department, Mitsubishi Corporation
June 2015: Seconded to OK Co., Ltd. as Head of Corporate Planning Office.
January 2016: Executive Officer, Head of 30% Growth Strategy Office and Head of Store Development Division, the same company.
June 2016: President and Representative Director of OK Co., Ltd. (current position)

OK, a supermarket chain primarily operating in the Kanto region, is committed to providing high-quality products at the lowest possible prices every day. Through various initiatives, including point-of-purchase displays and product information sheets that convey accurate product information, they have built strong relationships of trust with local customers. We spoke with President Ninomiya of OK Co., Ltd., the company that operates OK, about their unique operating policies, how they differentiate themselves from competitors, and their commitment to products and stores.

OK operates under the management policy of "High Quality, Everyday Low Price," providing customers with high-quality products at low prices every day. Supermarkets are an essential part of daily life, and are used by many customers every day. We carefully consider the quality and price of our products, aiming to create a shopping environment where customers can feel confident and satisfied, thinking, "I can shop with peace of mind at this store."

■Teamwork learned during student days

During my university years, I belonged to the athletic club's cheering squad. I spent most of my student life on club activities, and I was particularly dedicated to cheering for the Tokyo Big6 Baseball League. Although the cheering squad doesn't play in games like the players, we can support the team from the stands. I worked with my teammates, discussing how we could energize the entire venue and what kind of cheering would empower the players.
Through this experience, I learned the importance of working as a team. There are limits to what one person can do to help. By working together with colleagues towards a common goal, great power is generated. I believe this way of thinking is very relevant to my current work. A company is also a team, and I believe that the company grows when each and every employee cooperates.

■Experience and turning points at a trading company

After graduating from university, I joined Mitsubishi Corporation. My first assignment wasn't in the food sector, but in a department handling glass raw materials and construction materials such as cement. Later, I had the opportunity to work in the United States and also in a department that evaluated investment projects within the company. I had the chance to see the businesses of various industries and companies, and I feel that this experience is useful in my current work.
The turning point came in 2015. Because Mitsubishi Corporation had invested in OK Supermarket, I was seconded to OK Supermarket. Retail was a field I had no prior experience in, but it was a new industry for me, and I learned a great deal, which was very stimulating.
About a year after being seconded to the company, I was approached by the founder, Mr. Susumu Iida, about becoming president. I was surprised by the sudden offer, but opportunities to take on management challenges at a young age don't come around often, and I had always wanted to be involved in management, so I decided to accept the position. This decision became a major turning point in my life.

■ The concept of "High Quality, Everyday Low Price"

One of OK's defining characteristics is its management philosophy: "High Quality, Everyday Low Price." While many supermarkets typically have special sale days to lower prices, OK does not have special sale days; instead, it sells products at low prices every day. This is known as the "Everyday Low Price" concept.
The driving force behind this policy is our desire to ensure that our customers never feel like they've been shortchanged. We want to create a store where customers feel they've gotten a good deal no matter when they visit, rather than just those who come on sale days.
We also carefully select the products we stock in our stores. We compare taste, quality, and price, and only carry products that we can truly recommend. Because each store has a large sales volume, we can purchase products in bulk from manufacturers, which helps us keep costs down. Through these efforts, we are able to offer low prices every day.
As a supermarket that supports daily meals, we want to continue providing our customers with valuable products at low prices every day.

■ Creating a store environment that values ​​trust

OK has an initiative called "Honest Cards." These are point-of-purchase (POP) displays that honestly convey product information to customers. For example, for fruits and vegetables, they may display messages in the store such as "The taste is not as good as usual this year due to the weather" or "We plan to lower the price next week."
At first glance, this might seem like a disadvantage for sales, but we value our relationship of trust with our customers above all else. We believe that being a store that customers can use with confidence for a long time is more important than short-term sales.
Regarding our products, we handle not only products from other manufacturers but also original products and directly imported goods from overseas. For directly imported products, our staff visits the production sites to check the quality and manufacturing environment before making selections. We strive to create products that are not only affordable but also delicious and safe.
Furthermore, we value customer feedback when creating our store layouts. We have suggestion cards in the store where customers can provide feedback on products and store layouts. In fact, we have started stocking some products based on customer feedback, and we use that feedback to improve our store layouts. We believe that hearing about what customers experience during their daily shopping trips helps us create a better store.

■Message to university students

Finally, I have something I'd like to say to all university students. Looking back on my own career, I didn't aim for my current job when I was a student. By working hard at the job in front of me, I gained new experiences and met new people, which led to the next opportunity.
You may often worry about the future, but first and foremost, cherish what you are doing now. And don't limit your possibilities too much; try out a variety of experiences. Accumulating such experiences will surely broaden your path in the future.

Student Newspaper Online, May 12, 2026, Interview by Reina Inomoto, 1st year student at Kyoto University of the Arts

Akina Yoshimatsu (3rd year, Musashino University) / Mai Wakao (3rd year, International Christian University) / Ayami Matsuyama (1st year, Aoyama Gakuin University) / Reina Inomoto (1st year, Kyoto University of the Arts) / Kisei Ishii (1st year, Musashino Art University)