Wendy’s has unveiled the Foie Gras Burger. However, Wendy’s new luxury fast-food option isn’t available in America — you need to fly to the luxe Tokyo shopping district of Omotesando to experience their new culinary endeavor. The regular square beef patties are still on the menu, but they are joined by the foie gras burgers, which cost 1,280 yen ($16), and avocado and wasabi burgers (820 yen) as well as grilled chicken served with truffle and porcini mushroom sauce (920 yen). Wendy’s is hoping its exotic new menu will entice the sophisticated Japanese palate.
“We think the fast-food market here is ready for something different,” Ernest Higa, chief executive officer of Wendy’s Japan LLC, said in an interview at the restaurant’s opening.
Official Press Release below:
Wendy’s Enters Japan with Grand Opening of Tokyo Restaurant Wendy’s Japan Plans to Open About 100 Restaurants within Five Years
DUBLIN, Ohio, Dec 26, 2011 (BUSINESS WIRE) — The Wendy’s Company(TM) today announced the grand opening of the first joint venture Wendy’s(R) 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, entree salads, chili and popular Frosty(R) 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.”
Christopher Parr, is the Editor and Chief Content Creator for Pursuitist, and a contributing writer to USA Today, Business Insider — and the on-air host of Travel Tuesday on Live at 4 CBS. He is an award-winning luxury marketing veteran, writer, a frequent speaker at luxury and interactive marketing conferences and a pioneer in web publishing. Named a "Top 10 Luxury Travel Blogger” by USA Today, Parr has also been selected as the official winner in Luxury Lifestyle Awards’ 2023 list of the “Top 50 Best Luxury Influencers and Bloggers in the World.”