Would You Like Squid Ink With That? Wendy’s in Japan

Would You Like Squid Ink With That? Wendy’s in Japan

  • Case
  • Teaching Notes
Abstract

Ernie Higa has been active in Japan since the late 1970s. He brings cultural and business knowledge about successfully breaking into the Japanese market—rare for someone who wasn’t born in Japan. This case discusses his role in the introduction of Wendy’s in Japan and the idiosyncrasies associated with the ramp up, from flavors and items which wouldn’t be available at Wendy’s restaurants outside of Japan, to staffing issues possibly affected by robotics in the future, and high pricing not generally associated with fast food.

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