"Ernest Higa recognized the need to adapt to Japan's unique characteristics, recommending a deeper understanding of the culture, market, and consumer habits to succeed."
"Higa increased Domino's topping options from 12 to 38 and reduced pizza sizes, aligning with the Japanese cultural principle of moderation, encapsulated in the saying Hara hachi bu."
"Starbucks entered a market already filled with specialty coffee shops, which served as a third place for people to work and socialize, presenting a unique challenge."
Ernest Higa successfully launched Domino's Pizza in Japan by adapting to local culture and consumer preferences. He increased topping options and reduced pizza sizes to align with Japanese dining habits. Aesthetically pleasing presentations using familiar ingredients were key to appealing to Japanese diners. Starbucks faced a different challenge, entering a market with established specialty coffee shops. The success of American franchises in Japan relies on understanding and integrating into the unique cultural landscape.
Read at english.elpais.com
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