Lawson Launches 24 "Extra-Big" and "Extra-Rich" Food Items at Same Price
Listen to the story
Lawson, a major Japanese convenience store chain, is launching 24 new food products under a campaign called the "Super Happy Challenge."
The campaign focuses on two types of changes: bigger portions and richer flavour. Importantly, prices will not change for customers.
Among the 24 items, 21 will be "oversized" products, with roughly 50% more food than usual. The remaining 3 products will have a more concentrated or intense flavour.
These new items are part of the second round of a "big portion" series from Lawson 100, a smaller-format shop under the Lawson brand that usually sells items at low fixed prices.
The new lineup includes larger sandwiches and chicken bento boxes, a traditional Japanese boxed meal.
According to the announcement, the products will be released gradually rather than all on the same day, starting from November 17.
Lawson's goal appears to be giving customers more value without raising prices, at a time when food costs in Japan have been rising.
The campaign name suggests the company wants to create a sense of excitement and satisfaction among shoppers through generous portions and bold flavours.
Vocabulary6 words
- convenience store
- a small shop open long hours selling food and daily goods
- oversized
- bigger than the usual size
- concentrated
- strong in taste; not watered down
- bento
- a Japanese boxed meal
- lineup
- a group of products offered together
- format
- the style or type of a store or product
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Quiz
Answer key
1. Bigger portions and richer flavour 2. 21 3. False
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Fill-in-the-blank listening
Play the audio again and fill in the missing words as you listen.
Lawson, a major Japanese convenience store chain, is launching 24 new food products under a campaign called the "Super Happy _____."
The campaign focuses on two types of changes: bigger _____ and richer flavour.
Among the 24 items, 21 will be _____ products, with roughly 50% more food than usual.
The remaining 3 products will have a more _____ or intense flavour.
These new items are part of the second round of a "big portion" series from Lawson _____.
The new lineup includes larger sandwiches and chicken _____ boxes.
The products will be released _____ rather than all on the same day, starting from November 17.
Lawson's goal appears to be giving customers more _____ without raising prices.
Discussion questions
- Would you be more interested in a bigger portion or a richer flavour? Why?
- Do convenience stores in your country offer similar deals? Give examples.
- Why might a company choose to keep prices the same instead of lowering them?
- How do marketing campaign names, like 'Super Happy Challenge,' affect customer interest?
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