世論 What Japan Thinks

I personally go to Subway about once every few months and Mister Donuts with about the same frequency; Subway for carry-out dinner, Mister Donuts to loiter and drink lots of free coffee refills! However, it is obvious that McD’s are wildly popular in Japan, and this recent survey by MyVoice on fast food backs up this casual observation.

Demographics

Over the first five days of September 2007 13,728 members of the MyVoice internet community completed a private internet-based questionnaire. 54% of the sample was female, 2% in their teens, 17% in their twenties, 39% in their thirties, 27% in their forties, and 15% in their fifties.

I’d love to know exactly why McDonalds comes tops of frequency of use in Q3 but MOS Burger is prefered in Q5. One reason is definitely the relative number of outlets; 1,500 MOS Burgers but 3,800 McDs, and the second being price; McDs has plenty of 100 yen menu options, whereas MOS Burgers sell for about 700 yen each. Since MOS Burger’s selling point is quality, they refuse to get into price wars.

Lotteria have recently annouced a 100 yen menu to compete with McDonalds, and the bonus question in Q6 on Krispy Kreme Doughnuts is perhaps inspired by the huge queues outside their shop, even after nine months after opening!

Oh, and the MOS of MOuSe Burger is made up from the initials for “Mountain, Ocean, Sky”, apparently.
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Having just recently translated surveys on health checks and fitness, let’s visit the other end of the spectrum by looking at a survey from September by MyVoice on fast food. 12,847 members of their internet community completed the private opinion poll; 54% were female, 3% in their teens, 20% in their twenties, 39% in their thirties, 25% in their forties, and 13% aged fifty or older.

Note that this survey was carried out whilst the importation of US beef was banned, which may very well have adversely affected Yoshinoya’s rating.

My only fast foods are the very occasional Mister Donuts and Subway, each once a year, if even that!
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