SAPPORO - FamilyMart held an all-you-can-eat fried chicken event at select stores nationwide on September 26th, offering fans 30 minutes of unlimited Famichiki for 1,000 yen as part of a strategy to raise brand visibility in Hokkaido, where its market share remains low.
The event, held simultaneously at ten locations including Sapporo, saw participants eagerly devour the chain’s flagship fried chicken, with one attendee managing to eat 17 pieces. At the FamilyMart in Sapporo’s Higashi Ward, 40 customers who registered in advance joined the promotion, cheering as staff signaled the start. “Famichiki is the best—please bring more,” said one participant, while others likened the pace to a “wanko soba” eating contest.
A reporter who joined the challenge noted that eating five pieces within the time limit covered the cost of admission, though fatigue set in quickly. “It was a rare experience to eat so much at once,” he said after finishing five servings.
According to FamilyMart Sapporo North branch manager Naoto Matsubara, the campaign was designed to help raise awareness: “FamilyMart’s share is still low in Hokkaido, so we want more people to know and enjoy our stores.”
Convenience store competition in the region remains fierce. Seicomart dominates Hokkaido with more than 1,000 outlets, far outpacing national chains such as 7-Eleven, Lawson, and FamilyMart. Experts say store numbers alone are no longer enough in depopulating regions, and companies are increasingly focusing on local adaptation.
Consumer economy analyst Hiroaki Watanabe said major chains have long relied on uniform nationwide services, but today must tailor offerings to regional preferences. “The keyword is local engagement,” he explained, adding that Seicomart already embodies that approach. “The key point for competitors will be how to pursue local strategies while contending with Seicomart.”
Source: HBCニュース 北海道放送
