The Leap Nation plan to launch Janpang, a virtual chain restaurant serving Japanese Fried Chicken, in the USA 1. The research plan is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA across several aspects: - Target consumer - Consumer behavior - Brand proposition - Price/Package/Place - Competition landscape 2. Online survey Proposal tries to give better understanding of consumer behavior towards Karaage in Los Angeles, US after completing Phrase 1- Understanding target consumer

1. JAPANG – PRE-LAUNCH RESEARCH PLAN IN THE USA
CREATED BY: LONG NGUYEN –
nguyenngoclong261@gmail.com

2. RESEARCH PLAN
2
The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA
The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA
Target consumer Consumer behavior Brand proposition
• Who are typical consumer?
1. Demographics
2. Location base (city)
3. Unique characteristics (Ex: prefer Japan culture)
• How do consumers enjoy Karaage in US?
1. Where do they eat? ( at home or out of home)
2. Which are dishes/sauces often served with Karaage?
3. Do consumers prefer to eat alone or with friends or with
family?
4. Which is the preferable meal size?
• What is consumer perception towards Karaage?
1. What is taste/ flavor/ appearance/ sensation preference?
2. What are triggers to consume the dish?
• How consumer perceive cloud
kitchen/ virtual restaurant?
• Do consumer like Japanese
authentic foods?
SectionQuestionsObjective
• Locating cities where consumer prefer Karaage or
Japanese foods by using Google trends and
keywords for search terms or Facebook Audience
Insights for interest or Affinio for twitter users
• Defining consumer demographics through survey
or Facebook Audience Insights or Affinio
• Desk research on restaurants serving Karaage available on
food order platforms
• Survey or interview a sample of consumer
• Analyze reviews and social conversation around Karaage
• Using Google trends to understand
relevant topics/ search terms with
cloud kitchen/ virtual restaurant
• Analyze reviews and social
conversation around Japanese
dishes served in US
• Survey or interview a sample
Analysis
1 2 3
2 days
Timeline
5 days 3 days

3. RESEARCH PLAN
3
The Leap Nation plan to launch Janpang, a virtual chain restaurant, in the USA
The research is to try to identify strong points of differentiation for Karaage Chicken to focus on and own at launch in the USA
Price/ Package/ Distribution Competition
• What is average price offered?
• What is format/ material preference towards
Japanese dishes?
• Is attached utensil essential?
• Which platform do consumers prefer to order
food?
• Understanding market size and growth in Japanese foods
as well as Karaage
• Who is key players providing Karaage in US?
• What are innovations that are trending?
SectionQuestionsObjective
• Desk research on restaurants serving Karaage
available on food order platforms
• Using Mintel to better understanding of preferable
format/ material and price of Japanese foods
available on market
• Analyze reviews and social conversation attached
with images around Karaage, attached utensils,
packages, and delivery time
• Survey or interview on a sample
• Using Kantar Panel and Euromonitor to measuare Market
Size and Market growth in Japanese foods
• Using number of search, reviews, views, followers, fans,…
to evaluate key competitors
• Using Google trends and keywords to find innovations
that are trending in Japanese foods or Karaage
Analysis
4 5
3 days
Timeline
2 days

4. Online survey proposal
4
After Phrase 1- Understanding target consumer, The Leap Nation want to focus more on consumers in Los Angeles. Therefore, the survey try
to give better understanding of consumer behavior towards Karaage in LA
To measure eating location preference among
locations (office, home, park,…)
To measure percentage of who is eating with To measure meal size
ObjectivesBackgroundMethod
5 days
Timeline
To identify the most preferable dishes/sauces
served with Karaage
To identify how consumer enjoy
Karagee
To access the preference towards taste, flavor,
appearance, and sensations of the dish
To access the consumer perception of cloud
kitchen/ virtual restaurant
To access the attitudes about authenticity of
Japanese foods served out side Japan
To identify triggers to consume the dish
To access the awareness of brand
proposition and Karaage
• A sample size of 500 respondents
• Focus on consumers who are in
professional working, and show
interest in Japan culture
Target on the most popular digital platforms in
LA through both ads and out reach on groups
or rooms