Just as it took Japanese retail brand Uniqlo two attempts to enter the US market, American fast food brand Wendy’s is about to have a second bite at Japan.
A new Wendy’s burger restaurant will open in Japan in December, just over two years after the chain withdrew from the market due to insufficient sales.
Wendy’s has yet to officially announce the location of the new restaurant, however, Japanese newspaper Shibuya Keizai Shimbun disclosed that it will be established in Omotesando, a Tokyo luxury shopping precinct.
Wendy’s will introduce additional menu items for the Japanese market, including hamburgers with gourmet toppings and premium sandwiches to be both served in contemporary atmosphere. The fast food chain will also feature salads, baked potatoes, warmer and crunchier buns and Project Gold Hamburger, a remake of its 42-year old hamburger.
From 1980 to 2009, Wendy’s was franchised by Zensho, however, its closure in 2009 implied a weak strategy. This time, the franchisee will be Higa Industries which has substantial market experience as the operator of the Domino’s Pizza chain in Japan.
“We are pleased to join with Ernie Higa and Higa Industries to build the Wendy’s brand in Japan. Ernie is well respected in the Japanese restaurant industry – having steadily grown his business over the years while earning a reputation for menu innovation and outstanding customer service,” said Wendy’s/Arby’s Group president and CEO Roland Smith.
“Japan is the second largest quick-service restaurant market in the world and represents a significant growth opportunity for the Wendy’s brand. We’re also honoured by the tremendous outpouring of support we’ve received over the past year from our customers in Japan urging us to return.”
“As an entrepreneur who’s had past success with a Western QSR brand in Japan, I’m excited for the opportunity we have with Wendy’s and the potential to further adapt its quality product line for the Japanese consumer,” said by Higa Industries leader Ernest Higa.
Wendy’s is planning to expand beyond Tokyo throughout the country in coming years.
GB
