Delon Wang
Delon is Trends Manager, Asia Pacific at Mintel. He oversees Trends content and Trends client servicing for the region.

KFC Japan launched Fried Chicken Home Type, an odourless takeaway that won’t annoy other commuters, via a pop-up store located in Shinjuku’s subway last December

The Home Type chicken was created through a unique cooking method that locks in its aroma. The chicken is sold at room temperature; to unleash its scent, customers can simply microwave it when they get home to enjoy their classic KFC chicken.

For those on the move

Spending long hours at work, consumers in Japan are often pressed for time, and fast food and takeaways offer a go-to solution for meals that consumers can grab easily during their commute. According to Mintel Market Sizes, the value of Japan’s fast food and takeaway category is forecast to increase by 3.2% during 2018.

Pop-up spaces like KFC Station can perform well for brands aiming to target consumers on the go, largely because of the flexibility of these store formats. Moreover, brands can use pop-ups to experiment with new products, giving planners a sense of what such extensions could possibly bring for their brand. For instance, Australian sorbet brand Cow and The Moon launched a special one-night menu featuring ice cream with ants as a garnish, while Italian restaurant Carluccio’s in the UK also devised a pop-up that featured an exclusive range of 20 vegan dishes. Such one-off trials can help brands pilot new launches and decide whether to roll them out further.