Food & Beverages Company
Informing a potential market expansion for a US Quick Service Restaurant brand
Overview
When a leading American fast-food company began exploring the Japanese market, we were brought in to help them understand local consumer expectations and how best to position their brand for success.
The goal: Japanese customers experience quick dining, assess the brand’s potential fit, and identify the most promising path forward.
We began by examining the local market—what drives customer choices, which brands stand out, and how dining habits differ from those in the U.S. We spoke with cultural experts, local influencers, and everyday consumers to get a well-rounded view.
To understand how the client’s offering might land in Japan, we invited consumers to share their impressions while visiting fast-food chains, helping us gauge reactions to menu styles, service formats, and dining experiences. These in-context conversations revealed not only preferences and expectations but also how well the client’s concept resonated with Japanese diners.
The insights were delivered in a strategic presentation to senior leadership in New York, followed by a two-day immersion in Tokyo. Executives joined the CarterIGNITE team on the ground to observe local behaviors firsthand and test key learnings in a real-world setting.
Results
The project provided a clear view of how the brand’s concept was received in the Japanese market and whether it filled a meaningful gap. The client gained valuable clarity on cultural alignment, brand appeal, and market opportunity—equipping them with the insight needed to shape their next steps.
“
“Thank you for planning and executing a great immersion tour as the final stage of our research journey in Japan. We accomplished exactly what we were looking for, exposing the Executive Committee to the consumer, business and culture of Tokyo, and giving them a better understanding and perspective on the market as we evaluate expansion. Very much appreciated!”
Related Stories:
