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C&M: Japan takeaway industry
100% Home Delivery/Takeaway in Japan - a new market research report on 2014-03-17 12:27:01
Plenus remained the leading player in 100% home delivery/takeaway in 2012. The company reinforced its leading position by increasing its value sales by 8%. This increase in sales was due to the company´s flagship brand Hotto Motto, a bento box operator, which increased its number of outlets. Besides, Hotto Motto reviewed its menu in response to the polarisation of consumers´ spending on bento boxes.

In order to cater to the needs of businessmen who were concerned about the household budget and did not spend a lot on lunch, the brand reduced the price of its economy bento box, Nori Bento, to ¥270 on week day lunch times. It also refined the items in its Beef Steak Bento and Makunouchi Bento Matsu so that they were more attractive to consumers who have expensive tastes.

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