Wendy’s Enters Japan with Grand Opening of Tokyo Restaurant
Wendy’s Japan Plans to Open About 100 Restaurants within Five Years
December 27, 2011 // Franchising.com // DUBLIN, OHIO – The Wendy’s Company™ today announced the grand opening of the first joint venture Wendy’s® restaurant in Japan, located in Tokyo’s Omotesando area.
Starting with Tokyo, Wendy’s Japan LLC plans a national rollout of restaurants in the coming years. Wendy’s Japan plans to open approximately 100 Wendy’s restaurants within the next five years and estimates the long-term market potential to be about 700 restaurants.
Wendy’s Japan LLC was established earlier this year as a joint venture between Wendy’s and Higa Industries Co., Ltd. Ernest Higa, founder of Higa Industries and Chief Executive Officer of the joint venture, successfully owned and operated 180 Domino’s Pizza stores in Japan before selling this business in February 2010. A pioneer of the Japanese home delivery market, Higa’s stores became known for gourmet pizza products and the use of the internet and wireless technology to promote menu items and enhance the customer ordering experience.
Darrell van Ligten, President, International, for The Wendy’s Company, said: “We are delighted to join with a highly capable partner, Ernie Higa, to bring Wendy’s brand to Japan and rapidly grow our presence in one of the largest quick-service restaurant markets in the world. The opening of our first joint venture restaurant in Japan is an important step in our international growth plans, and an expression of our confidence in the bright future of Japan.”
Higa commented: “We are reintroducing to Japan signature Wendy’s products, including made-to-order, premium hamburgers with square beef patties, chicken sandwiches, entrée salads, chili and popular Frosty® desserts. 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.”
About The Wendy’s Company
The Wendy’s Company is the world’s third largest quick-service hamburger company. The Wendy’s system includes more than 6,500 franchise and Company restaurants in the U.S. and 26 countries and U.S. territories worldwide. For more information visit aboutwendys.com or wendys.com.
About Higa Industries
Higa Industries Co, Ltd. has had a successful track record joining with various global companies to launch new ventures in the Japanese market. As the Master Franchisee for Domino’s Pizza in Japan, Higa Industries was a pioneer of the $1.3 billion home delivery pizza industry. Higa Industries imports and distributes ethnic food products and ingredients, such as basil, avocado, pimento, garlic and olive oil. Higa Industries has established a reputation for innovation through its quality control, distribution, and product development, combined with reliable supply chain management and competitive pricing.
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