Burger King Japan partners with Kyoto rice producer for innovative Whopper
The menu features a uniquely developed 'special rice patty'.
Burger King Japan has partnered with premium rice producer Hachidaime Gihey to launch the Kyoto Whopper, featuring a newly developed "special rice patty." This move departs from conventional rice buns commonly found in Japan's fast-food market.
In a quick Q&A with QSR Media, the brand revealed that the Kyoto Whopper aims to blend Japanese culinary traditions with the global appeal of American fast food, showcasing an innovative approach to product development in a competitive market.
QSR Media: Tell us about the Kyoto Whopper. How was it first conceptualised?
Burger King Japan: The Kyoto Whopper began as a collaboration between Burger King, which has been perfecting authentic American burgers, and Hachidaime Gihey, a long-established rice shop in Kyoto dedicated to pursuing the best quality rice. Their shared commitment to excellence led to the development of this burger. Combining Burger King’s flame-grilled 100% beef patty with the newly developed "special rice patty," the Kyoto Whopper brings together the traditions, flavours, and craftsmanship of Japan and the United States in a way that surprises and delights.
Why was there a need to develop a special rice patty for this new burger range?
To ensure that both the flame-grilled 100% beef patty and the natural flavours of rice could be fully enjoyed together, we explored various options. Through trial and error, we moved away from the idea of creating “rice buns,” which is starting to become common in Japan. Instead, we developed the "special rice patty" to layer with the beef patty, allowing the best balance when paired with traditional buns.
What were your biggest challenges in creating the Kyoto Whopper? Could you share an example and how you navigated through it?
One major challenge was finding the optimal balance between the flame-grilled 100% beef patty and the special rice patty, as well as ensuring a perfect match with the "special Japanese ginger sauce." After testing numerous combinations, we ultimately discovered the ideal configuration: placing the beef patty atop the rice patty and then adding the ginger sauce, all within the bun.
What’s your development process when you create new products?
We simultaneously work on concept development with the marketing team and product creation with the NPD (New Product Development) team. By combining insights derived from current trends, public opinion, seasons, and emerging topics with data-driven customer preferences, the teams collaborate to generate core ideas. From there, we advance with product design and promotional strategies. By running multiple agile development cycles, we consistently create products that delight our customers.
In your opinion, how have customers’ tastes changed over the past year? Could you share an example?
Customer preferences have become more diverse and sophisticated. With rising prices in Japan’s dining sector, including fast food, we’ve observed a growing demand for more authentic, high-quality burgers that deliver real value.
In terms of other innovations, what can we expect from Burger King Japan in the next year?
Burger King Japan has grown from 77 stores at the end of May 2019 to 254 stores by the end of 2024. We will continue expanding our presence with new store openings while enhancing not only the taste of our products but also service speed, cleanliness, and overall customer experience. Looking ahead, we aim to accelerate our growth toward reaching 600 stores in Japan by 2028.
