Japan is no stranger to both international and home-grown fast food chains, and Wendy’s First Kitchen is a combination of the Japanese-born First Kitchen chain and the popular USA-based chain Wendy’s.
First Kitchen was established in Japan in 1977 and had a well-established footprint in Japan with 136 stores nationwide before Wendy’s acquired the company from First Kitchen’s parent company, Suntory, in 2016. This was not Wendy’s first attempt to break into the Japanese market, having first established stores in Japan in 1980. As with Wendy’s other attempts to crack the Asian market, they had mixed success, eventually closing all of Wendy’s Japanese locations by 2009. First Kitchen, on the other hand, was growing and added different menu items like unique Japanese flavors of teriyaki, chicken tatsuta, and ponzu, as well as pasta and various flavored fries, to differentiate themselves from other burger restaurants.
With a new portfolio of successful active restaurants in great locations, Wendy’s chose to re-enter Japan by co-branding many of the existing First Kitchen restaurants to Wendy’s First Kitchen. This co-brand saw many existing First Kitchen restaurants upgraded with a stylish new decor while receiving an expanded menu that included not only the popular Japanese-inspired First Kitchen items but also Wendy’s signature square-patty American classics like the USA Burger and Baconator.
Wendy’s, under new management, had been trying to re-enter Japan since 2011, but expansion was slow-going. Two test co-brand locations that performed well opened in 2015 in the Roppongi and Ueno sections of Tokyo, leading to the deal that saw Wendy’s acquire its Japanese rival and gain access to the much sought-after and highly valued restaurant locations that First Kitchen owned.
Since its introduction, Wendy’s First Kitchen has been rapidly expanding across Japan, with locations in major cities like Tokyo, Osaka, and Kyoto. The concept has been well received, thanks to its unique approach and diverse menu that appeals to a wide range of customers. The blend of American fast food with Japanese culinary elements has created a dining experience that stands out in the crowded fast-food market.
Today, both First Kitchen and Wendy’s First Kitchen restaurants exist across Japan, with only the latter offering the Wendy’s style of burgers in addition to some First Kitchen items. The First Kitchen locations retain their existing orange theme with the tagline “City Convenience Restaurant,” while the joint venues feature the traditional Wendy’s black and red colour scheme.
Official Websites
https://www.first-kitchen.co.jp/
https://wendys-firstkitchen.co.jp/