There's a new twist to Tokyo's Ikebukuro train station. Auntie Anne's Pretzels recently opened at the location, under the operation of master franchisor AA Japan Co. Ltd.
The grand opening marked the biggest international sales day for the company. Auntie Anne's presence in the city was announced through a media blitz, including print, television and blogging campaigns. A media day also was held in mid-November, with a news segment focusing on the brand. The soft pretzel is a very new, and relatively unfamiliar, concept to the Japanese.
"The store opening in Japan demonstrates the momentum that can be created around introducing a brand into an international market. The energy and passion of the Japanese team, focus on efficient operations, high foot traffic, and excitement over the product created by active marketing efforts are key components to AA Japan Co. Ltd.'s successful launch," said Mike McCoy, director of franchise development and international operations for the company.
Shunsuke Komatsu, director of Revamp Corp. and president of AA Japan Co. Ltd., selected real estate, marketing and store managers for the development of this location, which is the second busiest train station in Japan.
AA Japan Co. Ltd. plans to open two additional stores early in 2011. The second Auntie Anne's location will be near Akihabara Station, and the third store will be in Futako-Tamagawa Station.
Auntie Anne's locations in Japan are part of a continued push for global expansion. The brand also has recently spread to countries such as Poland and Mexico.
