Cherry Peeked

Wendy’s had long struggled to penetrate the Japanese market. Initially the Daiei Group tried to bring Wendy’s to Japan but failed. The next owner of Wendy’s’ Japanese franchise, Zensho Holdings Co. also failed miserably. However, Japanese-American entrepreneur Ernest M. Higa seems to have managed to do the task. This article will discuss the challenges Wendy’s faced when entering the Japanese market, how Ernie Higa addressed those challenges, macro environmental factors that impacted the success of the brand in Japan, future threats the Japanese fast food market is facing , and potential solutions. The prior challenges that Wendy’s faced when they entered the Japanese market There is no one-size-fits-all formula in business, especially when Japan is involved in the conversation. According to Japanese-American entrepreneur Ernie Higa, even if a company has a good product and good pricing, penetrating the Japanese market is more difficult compared to the US’s market. Foreign e...