Zensho Holdings, building on its track record of rising from late entrant to No. 1 with Sukiya and Hama Sushi, is re-entering Japan’s burger market through its acquisition of Lotteria under the Zetteria brand. Under its long-term strategy, the company aims to surpass McDonald’s and become No. 1.
Zensho Holdings has demonstrated its ability to dominate Japan’s burger market from a late entrant position through Sukiya and Hama Sushi. This has strengthened the company’s market position and narrowed the gap with its former competitor.
The company acquired Lotteria and re-entered the domestic market as Zetteria. The acquisition and rebranding appear intended to increase its presence in Japan’s burger market. The move is positioned as part of its long-term strategy.
With a long-term strategy in mind, Zensho has set out a policy of aiming for No. 1 even in a market where McDonald’s is the dominant player. It will seek to strengthen its competitiveness while restructuring the market and integrating its brands.