Case Study
- Dorayaki Machine
- Waffle
HAKUJUJI Co., Ltd.
Hakujuji was founded in 1957 by President Masayoshi Futaki's grandfather, Toraji, in the Omotecho shopping district of Okayama City. He subsequently built it into a company operating approximately 50 directly managed stores.
After graduating from university, President Masayoshi worked at a Western-style confectionery shop before joining the company in 2007 at age 27. With roughly 60 years having passed since its founding, the company returned to its roots. The catalyst was the reformulation of their “Waffle,” previously sold at room temperature outside summer, into an individually wrapped, refrigerated year-round product. Feedback from customers prompted this change, and the milestone became an opportunity to pursue the product's inherent deliciousness. They refined the batter recipe and reverted to copper pot cooking for the custard. Simultaneously, they introduced state-of-the-art cooling equipment to achieve a smoother texture.
After announcing the renewal, we received voices of anticipation, and the moving increase in customers sharing memories of the product became our driving force. In 2025, we are continuing to make further improvements and take on new challenges.
In the spring of 2025, we launched the “Kogen Busse,” a smaller version of our flagship product, the “Kogen Busse.” The resulting dough improvements also led to the creation of a summer version of the “Kogen Busse.” Additionally, we opened a new “Waffle1957” store in the Okayama Station underground mall.
Furthermore, in autumn 2025, the main building in the city center was renovated to launch “HAKUYACOFFEE” and the Baumkuchen brand “Wagashiya Toranjitto”.
The corporate vision, inherited from the previous generation, is “From making sweets to creating culture.” Internally, the company strives to foster an environment that nurtures both people and culture.
Moving forward, while preserving the essence of Hakujuji, we will continue taking on new challenges together with our staff. We look forward to seeing new core elements emerge from these endeavors that will support and be supported by Hakujuji.
Location：651-17 Fujita, Minami-ku, Okayama-shi, Okayama-ken
Publication：MASDAC news December issue in 2025
Waffle Baking Machine（SDR）
In March 2025, the Ichiban-gai store in Okayama Station's underground shopping arcade introduced an IH-style waffle baking machine to sell a new, freshly baked limited-edition product: “Waffle 1957.” While sharing the same recipe as their signature “Waffle” product, this special edition incorporates locally sourced Okayama wheat flour. The baking machine is positioned so customers can see the waffles being cooked from the walkway. Since the heat distribution differs from the gas-powered fully automatic waffle line used for the standard “Waffle,” extensive trial and error was required to achieve the ideal baking results. Now, even part-time staff can consistently produce uniform waffles. Furthermore, the Ichiban-gai store has become a place where staff learn both production and customer service, fostering ideas for improvement. On weekends, they also produce a collaboration product featuring anko (sweet red bean paste) specially made by the city's wagashi shop “Kagomoyo.” Nearly double the usual weekday quantity sells out on those days. Combined with the synergy effect from the “Waffle” renewal, visits from younger customers are also increasing.
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“Waffle 1957.” Moist and fluffy yet satisfyingly crisp, it's a waffle with a satisfying bite.
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Baked using a mold shaped like the founding year “1957” and the word “waffle”
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Fully Automated Waffle Line Our signature “Waffle” is produced from early morning on the fully automated waffle line at our main factory. Freshly made waffles are delivered to all stores (over 40 locations) in time for opening hours and sold as refrigerated items to maintain freshness. We also produce limited-edition items featuring different batters and fillings.
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“Waffle,” renewed in 2024 to capture the taste of its founding days. Additives are kept to a minimum.
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Waffle batter filling process
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The process of filling with custard
Reference
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