Active as various communicators related to food, starting with the main business “bills”! What are the daily operations of the Food Marketing Department, where you can utilize your language skills?

Sydney-born all-day dining “bills” is created by Australian restaurateur Bill Granger. Did you know that the SUNNY SIDE UP GROUP has a department that handles various food-related operations, including the branding of “bills”?

This time, we spoke with members of the Food Marketing Department who are responsible for the above. Please take a look at the interviews with these two individuals who are taking on challenges in a global environment!

【Member Introduction】

Food Marketing Department: Nozomi Hoya / Haruna Higawa

Operations of the Food Marketing Department

Hoya: In the Food Marketing Department, we are primarily responsible for the branding, marketing, and PR of “bills.” We also direct the operations of bills Korea and sometimes plan events in collaboration with the SUNNY SIDE UP PR team.

Higawa: The advantage of our Food Marketing Department at SUNNY SIDE UP GROUP and the PR team at SUNNY SIDE UP working together across the company is that we can realize ideas quickly. Furthermore, because we can proceed while understanding the behind-the-scenes of operations in real-time, we are able to progress with measures more dynamically.

For example, we previously held “Hanami at bills (*1),” where we unified the floral decorations at bills with cherry blossoms and served cherry blossom-themed drinks. This was realized by brainstorming ideas based on market data analyzed by the PR team, and it was well-received by customers for incorporating seasonality and trends.

Hoya: In addition to bills-related work, the Food Marketing Department also provides branding support, including PR, for other restaurants and food-related companies.

( *1) Reference Article
Introducing the menu items loved by domestic and international customers at bills! “Hanami at bills” is also currently being held to enjoy spring 🌸 | Inbound Press Tasting Event Report

Assigned Duties

Hoya: We have been providing branding and PR support for food-related companies, but we officially started a consulting business from the previous term. The nature of our involvement varies by project, but we handle the planning, proposal, and operation of concept cafes conceived by individuals in partnership with SUNNY SIDE UP, and support the overseas expansion of top Japanese restaurants.

Higawa: From the perspective of the bills brand, I am involved in the overall branding of bills while acting as a liaison between Japan, Korea, and the UK. This includes proposing measures with the PR team, renewing the website, and supporting the operations team responsible for store management. It is an environment with many opportunities to interact with overseas designers and coordinators. Although it has only been a year since I joined the company, I often travel to Sydney, London, and Korea internationally, as well as Osaka and Fukuoka domestically, to handle adjustments, proposals, and coordination on-site. I perform my duties using both English and Japanese, providing interpretation as needed.

We are delighted that so many people visited bills in Fukuoka.

Additionally, at bills Korea, I assist with operations by considering things like “how to establish an operational structure.”

Before Joining the Food Marketing Department

Hoya: I joined SUNNY SIDE UP as a new graduate and was involved in PR work for about five years. Since I had experience living abroad, I was often entrusted with PR for foreign-affiliated companies such as luxury brands and hotels.

Later, I had the opportunity to join the Food Marketing Department of SUNNY SIDE UP GROUP. Since I have aspirations to work abroad in the future, the fact that the Food Marketing Department frequently communicates with bills’ home country, Australia, made me think it would be a good place for career advancement, which was a deciding factor.

Higawa: I joined as a new graduate in 2023 after finding an opportunity while job hunting with a focus on “foreign-affiliated companies or jobs where I can use English.” Actually, I have loved bills since I was a high school student, so I decided to join because I could use English and be involved with a brand I love. Now I am involved with the bills I love, and I am truly enjoying my work as I can realize my field of study and what I want to do.

Memorable Projects

Higawa: There are many, but the project that left a particularly strong impression is the “bills house sake” project.

While SUNNY SIDE UP was handling the PR for the sake brand produced by Sumikawa Sake Brewery in Yamaguchi Prefecture, which creates “Toyo Bijin,” there was a desire to expand overseas. This led to the idea of a collaboration with our own bills brand, and this project was launched.

At bills in Surry Hills, Sydney

This is a snapshot from training in London

Since bills is very particular about branding, we asked an exclusive overseas designer to handle the package design for “bills house sake” and held tasting sessions in Australia, the birthplace of bills.It is a global project where the decision to serve it as the house sake was made after obtaining approval from both the home country team and the UK-based chef who directs the bills menu, so it is very memorable.

The first original house sake for bills is a collaboration with Toyo Bijin, with the label designed by the home country’s designer.

Starting with all eight stores in Japan, we began serving it at stores in Australia and Korea from October this year. Seeing a project that started from scratch expand globally is very moving.

Strengths of the Food Marketing Department

Hoya: Many clients we support with branding and marketing are concerned about how to attract customers or where to open new locations. Since bills has handled everything from store opening to subsequent PR and marketing consistently, I believe our strength lies in being able to perform client work that utilizes that know-how.

Higawa: Also, since we have overseas locations like bills Korea, we have expertise not only in PR for Japanese media but also in PR for overseas markets. I believe having such a diverse range of knowledge and experience is an attractive point.

Hoya: For the bills business, we take advantage of the company’s hot-desking policy, allowing members of the operating company and the PR team to work closely together when necessary. I think it’s very interesting to be able to see the movements of a restaurant from that perspective, which is only possible through such close collaboration.

I think one of the attractions is being in a position where you can see the entire flow, rather than just “branding only” or “operations only.”Also, the fact that eating delicious food is part of the job is a very fun and essential point.

There are also instances where we solicit plans internally and they are realized. Being able to receive various ideas from members with PR expertise is a strength unique to the SUNNY SIDE UP GROUP.

Higawa: Regarding bills Korea, since we are directly involved in operations, it is also very fun to apply the experience and relationships cultivated at bills Japan, which primarily handles branding, to the operations of bills Korea. Recently, a manager from bills Japan came to bills Korea to conduct training.

The bills locations in Korea are managed and operated by the Japan office.

Since you can work while interacting with many people and teams involved with bills, both domestically and internationally, I think it is a highly recommended environment for those interested in the food marketing business as well as PR.

Who is suited for the Food Marketing Department?

Hoya: I think people who want to take on challenges regardless of experience or age are a good fit.

Higawa: That’s why self-management is very important. Since it’s a small, elite team with a high degree of individual discretion, it’s crucial to be able to gain trust from the members you work with and take responsibility for your own work.

There are many environments where you can take on challenges, so I would be happy to work with someone who wants to dive in and gain experience.

Future Goals

Hoya: I want to be involved not only in communicating to overseas markets but also in communicating from overseas to Japan.

Higawa: By conducting the first event at bills Korea since its opening recently, I felt that there is more we can do with the Korean team. It was an event where we invited influencers, and many Korean media outlets also came to cover it. The response was greater than expected, which made me happy. I want to put more effort into the PR for bills Korea in the future.

What did you think?
I hope this gives you a sense of the experiences and challenging environment unique to the Food Marketing Department. If you are even slightly interested, we look forward to your application!