Japan welcomes back Wendy’s

2 years ago by in Japan Archives, National

The American hamburger chain Wendy’s, has reopened in Japan after two years of halting operations in the country. The very first Wendy’s restaurant reopened at Omotesando in Tokyo, flocked by an unanticipated number of Japanese.

The reopening of the fast food chain was made possible by a joint venture of Wendy’s/Arby’s International Inc and Higa Industries Co Ltd. which develops and operates Wendy’s restaurants in the country. Higa operated 180 Domino’s Pizza stores in Japan until February 2010.

It was in December 2009 when Wendy’s closed its 71 stores with its non-renewal of its franchise agreement after seven years of operating in the country and competing with rivals Burger King and McDonald’s.

With the re-entering of Wendy’s into the Japanese market is a new concept called “Japan Premium” offering customers exceedingly premium products and services. Four premium products offered only in Japan include “Foie Gras Rossini” with original foie gras terrine, Dave’s Hot-n-Juicy hamburgers, premium chicken sandwiches, “Garden Sensations” entrée salads, chili and Frosty, Japan Today reported.

Wendy’s Japan is targeting 100 stores for the next five years.

The American fast-food chain is widely known for its square beef patties and baked potatoes. But on opening day in Tokyo, the Foie Gras Rossini proved to be the top seller.


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