Aim of These Subs: Torpedo Rice Burgers
The Subway chain opened its first restaurant in Japan on Wednesday.
Jotaro Fujii, president of Subway Japan, said the fact that Japanese consumers are weary of hamburgers should bode well for sales of submarine sandwiches.
To attract jaded fast-food lovers, hamburger chains have introduced rice burgers with seaweed and burdock root, ginger chicken burgers and bean paste rolls.
The Subways will import meat, bread, paper products and equipment from the United States. “So every time someone eats a Subway sandwich here, they’ll be helping the trade imbalance,” said Frederick DeLuca, president of Subway in the United States.
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