Giant Robot Store and GR2 News
These actually look great. The price $16+ is inflated thanks to the Yen power, but it’s a Wendy’s. Can it really be “upscale”? The locations are in the high rent Omotesando district and Roppongi Hills complex. (Wendy’s – Caviar Burger)
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Wendy’s Japan CEO Ernest Higa gets interviewed about Wendy’s Japan’s relaunch. “When I did Domino’s, I thought it was very critical to adapt it for the Japanese market. I did a lot of brand repositioning and product adaptation and added Internet ordering. How you adapt and what you adapt for the local market are crucial. There is no manual for that.” This holds true for all brands in Japan whether it’s food, clothing or toys. You can’t just turn on the ON button and it works. (Japan Today – Wendy’s)
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I was there on the last day of Wendy’s burger chain in Japan at the end of 2009. I was cold in Tokyo, yet dumbfounded at the long lines as people celebrated Wendy’s exit. They wanted the last taste of their burgers with the square patties. Other fast food chains Freshness Burger were putting a dent in the luster of Dave Thomas. But now, in a Thomas less world, Wendy’s just opened up their first revival on Omotesando Street. For those of you who don’t know, Omotesando is a stylish Beverly Hills. It’s among the higher end streets in Tokyo. To fit a relaunch and to do something different, you can now get your burgers with Fois Gras. There’s other specials on the menu as well. The burger will not be a $4, $5, or $6 excursion, this is a $16 project. From their press release: “At the same time, we’ll further differentiate our restaurants by adding innovative new menu options created exclusively for the Japanese market, including the Avocado Wasabi hamburger and the Truffle and Porcini Grilled Chicken sandwich. Our food will be served in a contemporary, inviting atmosphere that we believe will exceed the discerning expectations of Japanese consumers.” (Eater – Wendy Foie Gras)
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