They're actually making mochi, which is a rice cake made from cooked and then pounded (as seen in the video) rice flour. The traditional way of making it involves 2-3 people. 1-2 pound the rice cake and 1 person turns it between pounding. Those who have been making it the traditional way for a long time get a really fast rhythm going. You see this often in more country-ish spots and touristy areas. Mass produced mochi is made by machine now.
There is a series of short commercials like this playing here in Japan on TV. This looks like the long web campaign version. This commercial is promoting a website called Jalan. It's a website that lets you search for Ryokan (Japanese-style hotels), regular hotels, and hot springs. Seems like the emphasis on is hot springs. Here's the link to the English version of the website.
http://www.jalan.net/en/japan_hotels_ryokan/?cc=eng_banner
Looks like the latest premium burgers are:
Foie Gras Rossini
Avocado Wasabi
Truffle & Porcini Grilled Chicken
The Chili Burger
No lobster now, but I may go try the foie gras or truffle chicken sandwich out of curiosity!
Thanks!