ATLANTA — Wendy’s/Arby’s Group, Inc. is returning to Japan a little more than a year and a half after ending a 29-year presence in the country that resulted in the closing of 71 Wendy’s restaurants. The company will return after signing a joint venture with Higa Industries Co., Ltd., a food importer and distributor based in Tokyo.
The first Wendy’s restaurant is expected to open in Tokyo later this year with plans to expand the brand throughout Japan in the coming years.
“We are pleased to join with Ernie Higa and Higa Industries to build the Wendy’s brand in Japan,” said Roland Smith, president and chief executive officer of Wendy’s/Arby’s Group. “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. 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 honored by the tremendous outpouring of support we’ve received over the past year from our customers in Japan urging us to return.”
FAQs
Wendy's first tried penetrating this market in 1980, but was forced to pull out in 2009 after losing a price war to competitors, including McDonald's Japan.
How can Wendy's in Japan differentiate itself from its fast casual competitors in Japan such as Carl's Jr. and Shake Shack? ›
Differentiating a Wendy's franchise in Japan from its fast-casual competitors, such as Carl's Jr. and Shake Shack, involves strategic positioning and customization to meet local preferences.
What is Wendy's called in Japan? ›
First Kitchen (ファーストキッチン, Fāsuto Kitchin) is a Japanese fast food restaurant chain operated by First Kitchen Co., Ltd., a wholly owned subsidiary of Wendy's International. Prior to June 2016, it was a subsidiary of Suntory Holdings.
Which business strategy did Higa utilize in his Wendy's operations in Japan? ›
Both chains complement each other's market strengths and adhere to Higa's overall strategy of "think global, act local." While First Kitchen had an established local presence, Wendy's sought to have a more global presence, given its menu strength.
What is the hidden logo in Wendy's? ›
While bearing in mind the history of the Thomas family-focused franchise, you might be tempted to believe that the new logo's designers managed to sneak the word "mom" into the young girl's dress redesign. In actuality, the "mom" neckline of the dress is nothing more than a happy accident.
Which country owns Wendy's? ›
Wendy's is an American international fast food restaurant chain founded by Dave Thomas on November 15, 1969, in Columbus, Ohio. Its headquarters moved to Dublin, Ohio, on January 29, 2006.
What is the No 1 fast food chain in Japan? ›
Leading fast-food restaurant brands in Japan 2024, by number of facilities. As of January 2024, McDonald's was the fast-food restaurant brand with the most operating stores in Japan, amounting to 2,977 facilities. Other leading brands include Hotto Motto, MOS Burger, and KFC.
Are McDonald's and Wendy's rivals? ›
3 However, it faces significant competition from other quick-service brands, such as Burger King, Wendy's (WEN), Taco Bell, KFC, and Subway. Fast-casual restaurants are also close competitors, with names like Chipotle Mexican Grill (CMG), and Panera Bread Company.
Why do Japanese people like KFC so much? ›
The first KFC had opened in the Aoyama neighbourhood of Tokyo in July 1971 and young Japanese also found the new Western style food outlet very appealing (American culture in particular was considered so fashionable and modern).
What was Wendy's original name? ›
Wendy was actually born Melinda Lou Thomas, but according to the New York Times, her siblings had difficulty pronouncing her name and called her “Wenda.” Thus, the nickname Wendy was born. In 1969, when she was 8-years-old, her father Dave Thomas opened his dream fast food joint and named it after her.
List
| Nickname | Country | Notes |
|---|
| Mäkkäri | Finland | |
| Makudo | Japan | Selected by Kansai and some Shikoku locals as the official nickname. |
| Makku | Japan | Selected by the rest as the official nickname. |
| McDo | France Belgium Philippines Canada | |
23 more rowsWendy's simply tweeted "changing name to Meat." The square-shaped burger restaurant is known for its sharp wit and clever social media marketing. Slim Jim retweeted Wendy's shortly after, saying "this is awkward- we're going w/ MEATA."
Why did Wendy's leave Japan? ›
Wendy's is leaving Japan but hopes to return before long. The company said yesterday that it has decided to not renew its franchise agreement with Zensho Co. Ltd., a large food retailer, after the two couldn't come to terms on an agreement to have Zensho develop more restaurants in Japan.
How many Wendy's are there in Japan? ›
The First Kitchen chain already operates 136 restaurants in Japan, and Wendy's plans to expand its new brand within the country.
How did Wendy's get successful? ›
It was an attitude of putting the customers first and serving them eagerly as if your last dollar depended on it. It was a shift back in mindset to creating an operation that put the customers at the center of the decisions being made, including that of the menu listings.
What challenges must Wendy's overcome to succeed long term in Japan? ›
To succeed long-term in Japan, Wendy's must navigate several challenges, including cultural differences in taste preferences, competition from established local chains, and adapting to Japanese consumer expectations for service and quality.
Why did Burger King fail in Japan? ›
Fujiki frequented Burger King when it was in Japan in the 1990s, and said he'd missed it since it was forced to withdraw in 2001, partly due to a price war with McDonald's — still Burger King's biggest rival here, with 3,800 restaurants. A second Tokyo Burger King is set to open later this month, and more may follow.
Why were people boycotting Wendys? ›
Instead of using their influence to help protect farmworkers against sexual assault, forced labor, and a host of other human rights violations, Wall Street investors doing business with Wendy's make a fortune investing their money in an industry founded on unconscionable farmworker exploitation.
Why did Wendy's owner regret naming? ›
Jell-O, Morton Salt, Sun-Maid and others used girls and boys as brand mascots. But Thomas later regretted his decision to name what would become a fast-food empire after his daughter, believing it put too much attention and pressure on her. "She's lost some of her privacy," he said in his autobiography.
