By Reynand Wu 
In a strategic move that underscores the evolving landscape of Japan’s casual dining sector, Watami Co., Ltd. has announced an ambitious expansion of its partnership with bb.q Chicken, the world’s leading Korean fried chicken brand. This initiative is designed to capitalize on the sustained popularity of authentic Korean cuisine and the rising demand for high-quality, "best-of-the-best" comfort food. By leveraging its extensive operational expertise, Watami aims to solidify bb.q Chicken’s footprint as the premier destination for fried chicken enthusiasts across the archipelago.
The Essence of the Partnership: A Commitment to Quality
At the heart of the bb.q Chicken brand philosophy—an acronym for "Best of the Best Quality"—lies a rigorous dedication to the craft of frying. Unlike standard fast-food alternatives, bb.q Chicken distinguishes itself through a meticulous preparation process that centers on high-quality ingredients, specifically the use of premium olive oil, and a unique frying technique that ensures a crispy exterior while retaining the succulent juices of the meat.
Watami, a powerhouse in the Japanese restaurant industry, has recognized that today’s consumers are not merely looking for a quick bite; they are seeking a culinary experience that prioritizes flavor, texture, and cultural authenticity. By integrating the global standards of bb.q Chicken with its own established logistics and service framework, Watami is positioning its locations as the gold standard for "K-Chicken" in Japan.
Chronology of the Expansion
The current rollout is not a sudden reaction to market trends but the result of a long-term development strategy. The expansion timeline focuses on a series of key promotional periods designed to introduce the brand to new demographics and reinforce its presence among existing fans.
- September 2026 Strategy: The primary focus for the current fiscal quarter is the period between September 28 and September 30. During these three days, Watami is orchestrating a nationwide promotion across participating locations.
- Operational Integration: Over the past decade, Watami has been fine-tuning the supply chain and staff training protocols necessary to maintain the strict global standards of the brand. This long-term preparation ensures that every piece of chicken served meets the exacting specifications mandated by the parent company.
- Strategic Growth Phase: Having spent years establishing the foundation, the current phase marks a pivot toward rapid brand awareness and customer acquisition, focusing on high-traffic areas and urban centers where demand for global food trends is highest.
Supporting Data and The "1,200 Yen" Milestone
A central pillar of the upcoming campaign is a highly accessible promotional offer designed to encourage trial among a wide range of consumers. Watami has confirmed that throughout the designated promotional window (September 28–30, 2026), customers can enjoy specific menu sets at a price point of 1,200 yen (tax included).
This pricing strategy is calculated to lower the barrier to entry for potential new customers while rewarding brand loyalists. The offer covers a selection of the brand’s most popular items, reflecting the diversity of the menu:
- Secret Sauce Varieties: Featuring the brand’s signature sweet and spicy glazes.
- Crispy Original Styles: Highlighting the technical mastery of their signature frying process.
- Side Dish Pairings: Carefully curated items that complement the chicken, ensuring a full, balanced meal experience.
The selection process for these items was based on a rigorous analysis of customer feedback and sales performance data gathered across all operational units over the last 18 months.
Official Corporate Stance
Watami’s management has expressed significant optimism regarding this expansion. In official communications, the company highlighted that the success of the brand is rooted in its ability to replicate the "original taste" of Korea while adhering to the Japanese market’s preference for impeccable service and hygienic standards.
"Our mission with bb.q Chicken is to provide more than just a meal; we are providing a promise of quality," a company spokesperson noted. "When we say ‘Best of the Best Quality,’ it is a commitment that extends from the farm to the table. By utilizing premium oils and specific, temperature-controlled frying methods, we ensure that every customer receives a consistent, high-end experience that stands out in the crowded Japanese fried chicken market."
The company also emphasized that this expansion is a testament to the brand’s resilience. Despite economic fluctuations, the "affordable luxury" category—which includes premium fried chicken—has shown remarkable stability. Watami believes that by maintaining this focus, they are not only sustaining their current market share but are poised to capture a larger percentage of the casual dining expenditure in the coming years.
Market Implications: Why K-Chicken Matters
The expansion of bb.q Chicken into more Japanese regions carries broader implications for the domestic food and beverage industry:
1. The "Korean Wave" as a Sustained Market Driver
The popularity of Korean culture (the "Hallyu" wave) has transitioned from a temporary trend to a permanent fixture of Japanese life. Food is the most accessible entry point to this culture. By aligning with a globally recognized brand like bb.q Chicken, Watami is effectively tapping into a cultural phenomenon that shows no signs of waning.
2. Setting a Higher Bar for Competitors
With major players like Watami investing heavily in quality-control and authentic preparation methods, smaller competitors may find it increasingly difficult to compete on price alone. This pressure is expected to drive overall quality improvements across the fried chicken sector in Japan, benefiting the consumer.
3. Operational Scalability
Watami’s success in managing the complex logistics of a global franchise proves that international brands can successfully scale in Japan if they partner with local entities that understand the nuances of the domestic consumer. The model of using regional promotional events to test market reaction before broader rollouts is a proven strategy that other international chains may look to emulate.
4. Future Outlook
Looking ahead, the collaboration between Watami and bb.q Chicken is expected to evolve into a multi-channel strategy. This includes potential expansion into delivery-only "dark kitchen" models, as well as the introduction of seasonal menu items that fuse traditional Korean flavors with Japanese ingredients. The goal is to ensure that the brand remains relevant and exciting, even as the market matures.
Conclusion
As the calendar turns toward the final days of September 2026, the industry will be watching closely to see how the public responds to Watami’s aggressive promotional push. By blending the global prestige of bb.q Chicken with the localized operational excellence of Watami, the partnership is not just selling fried chicken; it is curating a lifestyle brand that resonates with the modern Japanese consumer. Whether through the crispness of their signature olive oil-fried wings or the depth of their secret sauces, bb.q Chicken is clearly on a trajectory to remain at the forefront of the culinary conversation in Japan for years to come.
For more information on the campaign and menu details:
- Official Website: bb.q Olive Chicken Cafe
- Corporate Information: Watami Co., Ltd.
Nana Wu 
Nana Muazin 
Muslim 
