Competition heats up for Japan burger chains, Zetteria aims for top spot

Competition among fast-food hamburger chains in Japan is heating up, with the former Lotteria, a household name that is in the process of rebranding as Zetteria, and U.S. chain Burger King aiming to make further inroads in an industry led by McDonald's."I don't know how many years it will take, but we want to aim for No. 1," said Takashi Inoue, president of Burger One Co., which operates the Zetteria chain.Currently, Zetteria ranks fourth in terms of outlet count, trailing Burger King. Burger One plans to complete the rebranding of its roughly 270 outlets with the Zetteria name by late Apri…READ FULL ARTICLE