Wasabi Warriors reveals secret to launching a new QSR brand
It all starts with a great market insight.
Three years ago Pacific Retail Management was managing three QSR brands – Juice Bars, Love Crepes and Go Sushi – and it could have settled on growing them. But the opportunity to launch a fourth QSR brand, Wasabi Warriors, was too good to pass up as customers clamored for a sushi restaurant that promised more than delicious hand-rolled dishes.
“In 2010 we identified an opportunity in the QSR market for a high quality premium sushi brand with a heartbeat, thus Wasabi Warriors was created,” said Nicola Mills, Managing Director at Pacific Retail Management, which owns and manages Wasabi Warriors.
Mills said that market research forms the backbone of any potential QSR brand launch. “Do your research with your customers first. Start with the customer and work your way out from there.”
She then suggests stress testing the brand in a location before investing in a large launch campaign – and to always look out for improvements.
“Be prepared to make adjustments, some financial and some strategic, after stress testing the brand. And finally, go back and ask your customers what they think again, again and again.”
Eat Good, Do Good, Feel Good
In Wasabi Warriors’ case, extensive market research and customer consultations led to its adoption of the mantra "Eat Good, Do Good, Feel Good." This has resonated well with more discerning customers who wanted to eat great-tasting sushi and help support eco-friendly business practices.
Mills admits that Wasabi Warriors stores, with their focus on providing more sustainable practices, made them slightly more expensive to run than some of its “grab and go” competitors. But Wasabi Warriors’ more premium positioning has paid off and earned the brand a loyal following.
“When a customer visits Wasabi Warriors they’re instantly supporting The Wasabi Warriors in sustainable, economical and honourable practices to honour the Ocean, Earth and the Animals,” said Mills. “When a customer leaves a Wasabi Warriors store they feel a part of something, and proud to now be a Wasabi Warrior.”
“Customers are still receiving great value for money, and doing something worthwhile at the same time, so we are seeing great results on the bottom line while helping the Ocean, Earth and Animals,” she added.
Manage to Own Program
With Wasabi Warriors kicking into full franchise expansion gear, Pacific Retail Management is again busy mining market insights this time on potential franchise owners.
“In our search for the right Franchise Partners our research has shown us that younger entrepreneurs are missing out on the opportunity to own and run their own business, because they simply don’t have the capital to get started,” said Mills.
“So we continue to operate our Manage to Own Program, targeted at talented, energetic individuals with the drive and aspiration to operate their own business, but who may not have the capital to get started.”
Mills said the Wasabi Warriors hand-crafted its Manage to Own Program so that entrepreneurs could minimize their risk through financing that covers up to 60% of the set up costs, full and extensive training from experienced franchise trainers, and the option for new owners to pay for the business from the profits they make.
