Steak Miya takes on change with QSC research: Visualizing customer feedback to accelerate on-site improvements
Atom Co., Ltd., a Colowide Group member, operates Steak Miya, founded in 1975. Using V POINT's QSC Research, surveys moved from paper to digital via QR codes, enabling field and HQ collaboration to boost service quality.
What is QSC Research? ——A system for making customer satisfaction visible
QSC Research is a customer satisfaction survey service provided by CCC MK HOLDINGS (hereinafter referred to as CCCMK) to V POINT partners. "QSC" is an acronym for Quality, Service, and Cleanliness. Steak Miya, which operates 107 stores nationwide (as of September 2025), is working to visualize evaluations of five categories: deliciousness (satisfaction with taste), portion size (satisfaction with quantity), customer service (staff response), speed (time until service is provided), and cleanliness (cleanliness of the store).
Customers who present their V POINT Card at the time of payment in-store will receive a random receipt coupon. Customers can answer the survey using the QR code printed on the ticket. This service is popular with both businesses and customers, as it allows stores to collect real customer feedback and customers can enter a lottery to win V POINT by answering a survey.
Shifting from paper surveys: The importance of QSC research at Steak House
Steak Miya introduced T-POINT (now V POINT) in 2018 and has been actively working to improve customer satisfaction. "QSC Research" was fully implemented in 2020, and surveys have been conducted monthly since then. We continually use customer feedback to improve store operations and services.
Tomonori Shimada, General Manager of Steak Miya Sales Department 2, Sales Division 1, ATOM Corporation:
"Before introducing QSC Research, we conducted paper surveys that were set up on tables, which resulted in few responses and required a lot of manual work to compile the data. Since there were no special benefits, customers were reluctant to respond. After implementing QSC Research, the number of responses increased significantly by providing direct information at the time of checkout, and we now receive 3,000 to 4,000 responses each month. The actual experience on the ground is completely different. "
Each item in the QSC research is scored on a five-point scale and can be aggregated for each store. You can not only compare your store with other stores, but also quantitatively track changes in your store's score. Furthermore, the "real opinions" received in the free response section are an essential source of information for on-site improvements, leading to changes in staff awareness.
Mr. Shimada:
"QSC research is packed with customers' honest opinions, and all employees read it to decide on improvement actions. It's really great that even part-time and casual employees can now hear the voices of our customers."
Sharing case studies and coordinating with headquarters creates an improvement cycle: Turning on-site feedback into corporate strength
The results of the QSC research are used in monthly case study sharing sessions. Attended by 70 to 80 store managers and other employees, stores with the highest scores present improvement cases, promoting mutual learning on the ground. Additionally, the awards ceremony held every six months for the top-scoring stores is highly effective in boosting motivation.
Kishin Tanaka, General Manager of Steak Miya Sales Department 1, Sales Division 1, ATOM Corporation:
"The opportunity to make presentations has led to the revitalization of the field. The closer the awarded store is to your store, the more interested store managers in the area will be. Many stores display certificates of commendation, which is a source of pride for store managers and staff. The competitive spirit of "It's our turn next!" is what helps raise the quality of our service. "
Furthermore, the results of the QSC research are used at headquarters and contribute to corporate decision-making.
Mr. Shimada:
"For example, when a customer commented on the toughness of the meat, rather than addressing the issue at the store alone, we submitted the results of our analysis to the product procurement department. By providing specific data such as, "We have received many such comments from customers," we have actually led to a review of our meat procurement and cooking methods. "
The future of QSC research and the integration of purchasing data: Towards deeper customer understanding and improved satisfaction
QSC Research can perform analysis in conjunction with V POINT purchasing data. In addition to analyzing attributes based on gender and age, Steak Miya also conducts evaluation analysis based on customer rank (heavy, medium, light, etc.) set based on recent usage of Steak Miya.
Mr. Shimada:
"The ranking evaluation is very helpful when changing the menu contents or portions. We are closely monitoring the reactions of customers of each rank, such as whether they will continue to place orders after the changes are made. "
In the future, it is expected that by combining purchasing data with the results of QSC research, more precise analysis and use will be possible for product development.
Kazuya Takeoka, General Manager of Steak Miya Sales Department 3, Sales Division 1, ATOM Corporation:
"Since the COVID-19 pandemic in 2019, people's lifestyles have changed, and Steak Miya's customer demographics and usage trends have also changed. In the future, I believe that by comparing with past data and deepening attribute analysis, we will be able to develop more accurate menus and improve our services. "
Steak Miya's QSC research continues to evolve as a system that supports on-site improvements and increased staff motivation. Going forward, we plan to continue our efforts to further increase customer satisfaction by upgrading the questions we ask and strengthening our use of data.
Mr. Shimada:
"We have high expectations for the next version of QSC Research. We would like to continue working with CCCMK to create even better services. "
CCCMK supports the core business of V POINT partners through data utilization, accompanying them in improving their operations and customer satisfaction. We will continue to work with our partners to create richer and more valuable customer experiences.
