By Raul Delapena Setiawan 
In a significant move that promises to reshape the quick-service restaurant landscape in Japan, the world-renowned Korean fried chicken franchise, bb.q Olive Chicken, has announced a major expansion strategy in collaboration with the prominent Japanese restaurant operator, Watami Co., Ltd.
As of September 3, 2026, the partnership aims to aggressively scale the brand’s presence, leveraging Watami’s deep expertise in the Japanese food and beverage market to introduce two new, highly anticipated menu concepts. This expansion marks a turning point for the brand, which has long been celebrated for its commitment to "Best of the Best Quality" and its unique frying process utilizing premium olive oil.
The Core of the Partnership: A Strategic Alignment
The alliance between bb.q Olive Chicken and Watami is rooted in a shared philosophy regarding food quality and customer experience. bb.q, which stands for "Best of the Best Quality," has established itself as the No. 1 fried chicken brand in South Korea. By entering into a franchise agreement with Watami, the brand is poised to bridge the gap between traditional Korean culinary techniques and the discerning palate of the Japanese consumer.
For Watami, this partnership is a calculated effort to diversify its portfolio by integrating a globally recognized, high-growth brand. The collaboration focuses not only on increasing the physical footprint of the restaurants but also on innovating the menu to include items that resonate with local trends, such as the newly introduced BLT-themed offerings and gourmet chicken sliders.
Chronology of Expansion and Development
The decision to expand follows a period of rigorous market analysis and pilot testing. Over the past year, both companies worked to refine the menu to ensure that the authenticity of the Korean recipes remained intact while meeting the high expectations of the Japanese market.
- Pre-2025: Initial discussions between bb.q and Watami regarding brand positioning and market entry strategies.
- Early 2026: Market testing of new menu items, including the "BLT Chicken" range and specialized sliders.
- September 3, 2026: Official launch of the expanded menu and the commencement of the new growth phase.
- Future Outlook: The companies have committed to a long-term development roadmap, targeting strategic urban locations across Japan to maximize visibility and accessibility.
Menu Innovation: New Offerings for the Japanese Market
The expansion is headlined by two distinct menu concepts designed to cater to both casual diners and those looking for a more substantial meal.
1. The BLT Chicken Experience
The "BLT Chicken" series is a modern interpretation of the classic sandwich, re-imagined with the signature crispy, olive-oil-fried chicken that bb.q is famous for. This range combines the crunch of fresh lettuce, the sweetness of sun-ripened tomatoes, and the savory notes of premium bacon with the succulent chicken fillet. The target audience for this line is the busy urban professional seeking a premium, satisfying lunch option that doesn’t compromise on quality.
2. Gourmet Chicken Sliders
Recognizing the growing popularity of "grab-and-go" culture in Japan, the partnership has introduced a line of gourmet sliders. These smaller-portioned, high-flavor items are perfect for commuters and students. The sliders come in various flavor profiles, ranging from traditional honey-garlic glazes to spicy, contemporary sauces that mirror the bold flavors of Seoul’s street food scene.
Supporting Data and Financial Strategy
While specific fiscal targets remain proprietary, the partnership is backed by the "Brand Stock" model—a collaborative investment framework designed to ensure sustainable growth. By utilizing the infrastructure of Watami, bb.q is able to minimize operational overheads while maximizing supply chain efficiency.
The data from the pilot phase showed a 15% increase in customer retention for locations that introduced the expanded menu compared to traditional outlets. Furthermore, the "Brand Stock" agreement ensures that Watami remains committed to a decade-long expansion plan, with at least one major new location opening per quarter in high-traffic commercial zones.
Official Corporate Responses
Executives from both organizations have expressed strong optimism regarding the future of the venture.
"Our goal has always been to provide the ‘Best of the Best Quality’ to every customer, regardless of where they are in the world," stated a spokesperson for bb.q. "Partnering with Watami allows us to infuse our Korean heritage with the meticulous operational standards that the Japanese restaurant industry is famous for. We aren’t just opening new shops; we are building a new standard for fried chicken in Japan."
A representative from Watami added, "We see a massive opportunity to tap into the premium casual dining sector. The reception of the BLT and slider lines during the testing phase was overwhelming. By combining our knowledge of local consumer behavior with bb.q’s unparalleled product quality, we are confident that this partnership will set a new benchmark for excellence."
Implications for the Japanese F&B Industry
The entrance of a scaled-up bb.q Olive Chicken presence carries several implications for the local market:
- Shift Toward Premiumization: The success of this partnership indicates that Japanese consumers are increasingly willing to pay a premium for high-quality, authentic international fast food, moving away from cheaper, mass-produced alternatives.
- Operational Synergy: This collaboration serves as a case study for how international franchises can successfully enter the Japanese market by partnering with local giants who understand the nuances of supply chain, labor, and real estate.
- Increased Competition: Traditional fast-food chains and local fried chicken vendors will likely face intensified competition. The pressure to innovate on flavor profiles and ingredient sourcing—particularly the move toward healthier frying oils—is expected to increase across the sector.
Looking Ahead: A Promise of Quality
At its heart, the partnership between bb.q and Watami is driven by a singular promise: "It’s more than a name; it’s a promise." Both companies have committed to maintaining the high standards of the bb.q brand, ensuring that every piece of chicken served in Japan is consistent with the quality found in its home market.
As the expansion progresses through the remainder of 2026 and beyond, the focus will remain on community engagement, consistent quality control, and the continuous development of menu items that keep the brand at the forefront of the culinary conversation. With the backing of Watami’s extensive network and bb.q’s world-class recipes, the future of fried chicken in Japan is not just looking bright—it is looking crispy, golden, and undeniably delicious.
For more information on the expansion and a full list of locations, please visit the official bb.q Olive Chicken Japan website at https://bbq-olivechickencafe.jp/ or the Watami corporate site at http://www.watami.co.jp/.
Asro 
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