News

Wendy's returns to Japan

December 26, 2011

The Wendy's Company has 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, including the opening of approximately 100 Wendy's restaurants within the next five years. The company 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 CEO of the joint venture, owned and operated 180 Domino's Pizza stores in Japan before selling the business in February 2010.

Higa's stores were known for gourmet pizza products, home delivery services and the use of the Internet and wireless technology to promote menu items and enhance the customer ordering experience.

"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," said Darrell van Ligten, president, International, The Wendy's Company.

The Japan restaurants will feature signature Wendy's items, including hamburgers, sandwiches, salads, chili and Frostys. It will also include new options created exclusively for the market, such as 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," Higa said.

Wendy's first opened in Japan in 1980. It held a presence there until late 2009, when Zensho Co. Ltd., the brand's sole franchisee, ended its contract with then-Wendy's/Arby's Group Inc. on its use of the Wendy's trademark in the country.

Zensho operated 71 Wendy's restaurants in Japan.

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