Foie Gras Burger Added to Wendy’s Menu in Japan

Wendy's in JapanWendy’s is adding a “Foie Gras Rossini”, which is a premium beef burger with foie gras terrine and will cost Y1,280 ($16), along with the Truffle and Porcini Grill Chicken costing Y920 ($12) to their Tokyo, Japan restaurant menu.

The definition of Foie Gras from Wikipedia is:  French for “fat liver” is a food product made of the liver of a duck or goose that has been specially fattened. This fattening is typically achieved through gavage (force-feeding) corn, according to French law, though outside of France it is occasionally produced using natural feeding.

Two years ago in 2009, Wendy’s Co. left the Japan market after profits declined and ending a 30-year run with their partner Zensho Holdings Co. when they declined to renew the contract because they wanted to focus on building their main chain in Sukiya.

Darrell Van Ligten, international division president, said in an interview, “Our partner had a pretty significant business which was their primary focus. Given the size of the different businesses, Wendy’s wasn’t as much of a focus area as we would have liked it to be.”

When Wendy’s opened store doors on Tuesday 1,100 customers were lined up to try the Foie Gras Burger. With returning to the Japan market, Wendy’s hopes to open 100 restaurants in the next five years and increase to 700 stores eventually.

Wendy’s Co. put out a press release about the return to Japan and their new Foie Gras menu addition: Foie Gras Wendys

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.”

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