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We could classify such an approach under the good-value pricing where the hamburger companies tried to push the price to be as low as possible so that they could have the edge on the fast-food business. Burger King back then did not cut prices and as a result it suffered and was forced to pull out of Japan after losing a price war with McDonald’s and other fast-food chains.
Nowadays, the economy is different. It shows a positive sign of growth. Thus, the Japanese are now more willing to spend money for better quality products including hamburgers. This situation allows more freedom for different hamburger chains to set their own pricing approaches...
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