Hamburger chain Mos Food Services Inc. announced Wednesday it will start selling high-price hamburgers in August, signaling a marketing shift in the country's fast-food industry.
The Japanese Burger Takumi (masterful taste) will be priced at 580 yen, double what regular burgers currently cost at Mos outlets. The chain will also offer a version with cheese for 640 yen.
"As consumer spending is slow to recover amid the prolonged slump, consumers are no longer baited by cheap prices," said Kazuhiko Tada, the company's chief operating officer.