Interview
From “disposable” to “recycling.”
Industry first: Achieved material recycling of LIMEX.
- Company nameDenny's (Seven & i Food Systems Co., Ltd.)
- IndustryFood and beverage
- ApplicationsMenu Board / Point-of-Purchase Display
- URL Seven & i Food Systems CSR REPORT
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【Challenge】
Concrete initiatives to achieve numerical targets under the Group’s environmental commitment “GREEN CHALLENGE 2050”
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【Products Adopted】
Menu
Recycled Tray (remanufactured through material recycling)
Business Cards
Posters
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【Effect】
Contributes to realizing key initiatives of “GREEN CHALLENGE 2050”: “CO₂ emissions reduction” and “plastic countermeasures.”
Material recycling refers to the recycling method of collecting used plastics, metals, glass, paper, and other materials, then processing and reusing them as raw materials. Approximately 8 million tons of plastic are discarded annually in Japan. However, including simple incineration and thermal recycling (energy recovery), about 70% of this plastic is incinerated. Consequently, Japan’s material recycling rate remains at a low level.
Learn more here
Seven i Food Systems is a company engaged in the overall food business, primarily operating two core businesses: the restaurant business, including the family restaurant chain “Denny’s,” and the contract food service business. As a group, we position sustainability as a key pillar of our management and promote diverse initiatives tailored to the specific characteristics of each business.
This time, we spoke with Mr. Nakagami, who serves as the Environmental Committee Chair in the General Affairs Department at Seven i Food Systems, about the background behind introducing LIMEX products and their effects.
Profile of Mr. Nakagami
General Affairs Department, Sustainability Promotion / Environmental Department Chairperson, Environmental Counselor (Registered with the Ministry of the Environment)
Chairperson of the cross-departmental Environmental Committee. Composed of members from multiple departments such as Human Resources and Store Management, it is responsible for promoting environmental initiatives across the entire group and within the company. The role primarily involves coordination and leadership with each department, as well as planning initiatives.
Based on numerical targets, we are currently implementing specific measures.
Please tell us about your company's or group's environmental mission and vision.
Mr. Nakagami: As a group, we have established environmental commitments based on four key priorities: CO₂ emissions reduction, plastic reduction, food loss and waste reduction, and sustainable procurement, collectively known as “GREEN CHALLENGE 2050.” We have set interim targets for 2030 and numerical goals for our desired state as a group by 2050, implementing specific measures tailored to the characteristics of each business (such as Seven-Eleven and our restaurant operations).
While we feel a sense of obligation to tackle climate change as a corporate responsibility, we believe even more strongly that seriously addressing it is a crucial factor that ultimately enhances corporate value.
GREEN CHALLENGE 2050 | Sustainability (
https://www.7andi.com/sustainability/g_challenge/
)
With LIMEX, you can recycle and reuse it even after use.
How did you learn about LIMEX? What aspects appealed to you?
Mr. Nakagami: It all began with a proposal for container packaging, such as cake boxes. Subsequently, you also proposed business cards, and I found the low-energy manufacturing process and the tangible nature of the initiative—where people can physically handle the products—highly appealing. In particular, the potential for material recycling, allowing items to be reused after initial use, struck me as a significant advantage for reducing waste and realizing a circular economy.
What factors were key in deciding to adopt LIMEX?
Mr. Nakagami: The key point for adoption was that “it can be recycled even after use.” To expand the possibilities of material recycling, we explored applying it to other products like drink bar trays and cafe menus. Discussions within the company progressed toward building a system based on the premise of “collection and recycling” – something unachievable with existing eco-friendly materials. Ultimately, we decided to implement it for items used by every employee: business cards, in-store posters for employees and partners, and children’s menus used at Denny’s restaurants.
Evaluate supply volume, price, durability, and remanufacturing potential
I understand that comparisons with other environmentally conscious materials were also conducted.
Mr. Nakagami: Yes, we did consider other environmentally conscious materials such as bamboo straws and bagasse, which is sugarcane pulp. However, we could not find a satisfactory balance in terms of supply volume, price, and durability. Regarding LIMEX, in addition to the above points, we highly valued its unique characteristic—the ability to be collected and reprocessed into new products—and decided to adopt it.
Visualizing efforts in hard-to-explain environments
Please explain the internal approval process leading up to the decision to implement.
Mr. Nakagami: Within the company, as part of the Environmental Committee’s initiatives, we prepared an implementation proposal document that includes specific numerical targets based on LCA (Life Cycle Assessment)*. During this process, we proceeded with preparation while receiving your support, primarily in preparing responses to anticipated questions and concerns from your sales representatives, and obtained approval at the management meeting.
*Life Cycle Assessment (LCA): A method for scientifically and quantitatively evaluating the environmental impacts of a product or service throughout its entire life cycle or at specific stages thereof.
How was the initiative publicized?
Mr. Nakagami: By incorporating LIMEX promotional displays on business cards, menus, posters, and other materials, we were able to visually communicate our environmental initiatives.
The system that changed the mindset of poster replacement: Reprocessing
Please tell me about the effects after implementation.
Mr. Nakagami: Previously, each store replaced posters four times a year. However, some stores, thinking it was beneficial, ended up displaying past posters side-by-side. This resulted in the same designs being displayed indefinitely, reducing visibility and causing content updates to lose their effectiveness. With LIMEX, however, we can communicate internally that the posters are collected and recycled into new products, which has also motivated stores to replace them.
An unexpected effect that can significantly reduce lamination costs
LIMEX allows you to easily create posters using a multifunction printer. Please let us know if it proves effective in reducing costs and labor hours.
Mr. Nakagami: Previously, our posters required the extra effort and cost of laminating printed paper. However, with LIMEX, we can simply print it on our group’s multifunction printer and apply it directly, making it easy to use. We also find it highly durable and water-resistant, offering excellent usability. Furthermore, introducing LIMEX made us realize the enormous amount of laminate we were using annually. Since laminate made from paper and plastic is difficult to recycle and must be discarded, we also appreciate the benefit of LIMEX being recyclable.
Industry-first achievement of LIMEX material recycling
Your company's material recycling initiative is the first of its kind in the industry. What process enabled its realization?
Mr. Nakagami: During the remanufacturing consideration phase, we actually had your company’s sales representative visit our store for on-site discussions. Ultimately, we collected LIMEX-made menu boards and remanufactured them into trays. These were then introduced as drink bar trays across all Denny’s locations. The remanufactured recycled trays perform just as well as conventional trays in terms of durability. Furthermore, we conducted a second remanufacturing in 2023. Similar to the first time, we remanufactured them from menu boards into trays, reducing petroleum-based plastic usage by approximately 45% and contributing to a reduction of approximately 29% in greenhouse gas emissions, including CO₂.
* Based on LCA (Life Cycle Assessment) using TBM (from raw material procurement to disposal). Values may vary depending on manufacturing conditions. These are reference values and not guaranteed values.
LIMEX's strength lies in its ability to be recycled over and over again.
What are your future plans regarding the implementation of environmental initiatives, including LIMEX?
Mr. Nakagami: Currently, its adoption is limited to business cards and some products, but we are considering expanding its use to more applications in the future. We believe LIMEX’s greatest strength lies in its ability to be recycled continuously rather than being disposable. To further solidify this, we also anticipate improvements to the collection system.
Furthermore, by strengthening collaboration with national and local governments and working to revise legal regulations like the Food Sanitation Act that currently hinder material recycling, we believe the potential for resource circulation could be significantly expanded.
Seven i Food Systems has adopted LIMEX menu boards and promotes comprehensive initiatives toward realizing a sustainable society, including collecting them after use and recycling them into trays. TBM will continue to actively support Seven i Food Systems’ efforts.
