![]() ![]() ![]() In an earlier interview with Green Queen, the “Rice Girl” Momoko Namakura, the author of Plant-based Tokyo shared that she believes this marks a return to Japan’s traditional plant-centric cuisine. Called the Vegan Store, the completely vegan convenience shop is filled to the brim with on-the-go plant-based snacks, onigiri rice balls, bento boxes and even 100% vegan soft-serve ice cream. Perhaps an even bigger sign that veganism is here to stay in contemporary Japanese food culture is the opening of an all-vegan konbini last December. Recently, the curry restaurant chain Coco Ichibanya debuted a limited version of vegan soup curry earlier this year, while the convenience store FamilyMart released a vegan donburi. With MOS Burger on board to offer Japanese diners a fully vegan option, it looks like the fast food world in the country is finally taking a plant-based turn. While MOS Burger’s previous menu already offered a meat-free soy-based burger, it was only vegetarian friendly as it still contained traces of egg and dairy ingredients. It will be retailed at ¥548 (US$5.09) across 9 locations in Tokyo and Kanagawa prefectures. In addition to coming at a fraction of the environmental cost, the plant-based burger is also suitable for Buddhists, as it contains no alliums such as garlic and onions. It is served with freshly sliced tomatoes, shredded lettuce and a tomato sauce, sandwiched between a light-green coloured bun, which gets its natural tinge from spinach puree. Instead of a carbon-intensive beef patty, the meat-free version is made from a mix of soy-based protein, konnyaku or yam, and cabbage. It was developed in line with the SDGs as a more planet-friendly alternative option for consumers who want to reduce their carbon footprint. Called the MOS Plant-based Green Burger, the new burger imitates the classic MOS Burger, but does not contain any dairy, eggs or meat. MOS Burger, the Japanese nationwide fast food franchise that popularised the rice burger “bun”, has just launched a brand new all-vegan offering on its menu. While veganism has yet to become mainstream in Japan, the news certainly signals that plant-based is making significant inroads into contemporary Japanese food culture. Dubbed the Green Burger, Mos Burger developed the vegan dish in line with the United Nations Sustainable Development Goals (SDGs) to reduce the carbon footprint of its menu offerings. MOS Burger has become the first homegrown fast food chain in Japan to debut a 100% plant-based burger. Mos Burger is mainly using word-of-mouth strategy to promote its products. This will result in a more intense competition with McDonald¡¦s. However, it will extensively expand its distribution throughout Hong Kong and ultimately open fifty stores in total. It aims to gain public awareness in crowded place. Mos Burger is currently using selective distribution strategy, which only two stores are open in large shopping malls, food courts of APM in Kwun Tong and Langham Place in Mong Kok. Below is the comparative pricing of burgers from McDonald¡¦s and Mos Burger: These all allow skimming pricing strategy to be adopted. Moreover, Mos Burger has very clear relative advantage over its competitors. Hong Kong people value new products and are willing to pay high price to try something new and unique. However, as it is in the introductory stage, people are less sensitive to price. The price of Mos Burger is relatively high compared with McDonald¡¦s. Thus, in terms of product, McDonald¡¦s faces great challenge from Mos Burger. While McDonald¡¦s burgers have reached mature stage, Mos Burger launches unique burgers like ¡§Mos Rice Burger¡¨ and ¡§Takumi Burger¡¨ which captures lots of attention. ![]() Its image is associated with health and nature, which are also the weaknesses of McDonald¡¦s. Edf40wrjww2CF_PaperMaster:DescMos Burger¡¦s Product Strategy ![]()
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