Case studies


Quick Service Restaurant Market Entry

This US fast food leader wished to determine the optimal strategy for a successful launch into the Japanese QSR market.

Quick Service Restaurant Market Entry

Photo by Louis Hansel on Unsplash


A full foundational study of needs and behaviors, competitive market context and current offerings for market optimization

  • Desk research re: market landscape (sizing, growth and key trends), and semiotics analysis
  • Influencer interviews with QSR category experts in Japan
  • Twenty deep-dive consumer interviews with accompanied QSR dining assessments
  • U&A online survey of consumer behaviors, needs, competitor profiling and opportunities


A full foundational study presentation to the client team face-to-face in New York followed by a further 2-day in-market immersion session conducted by the Carter Team with senior execs in Tokyo to allow them to “experience” the key study findings and ops

“Thank you for planning and executing a great immersion tour as the final stage of our research journey in Japan. We accomplished exactly what we were looking for, exposing the Executive Committee to the consumer, business and culture of Tokyo, and giving them a better understanding and perspective on the market as we evaluate expansion. Very much appreciated!.”

- Client voice
All Food & Beverage

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