FamilyMart launches 45% volume increase campaign for 45th anniversary

FamilyMart is conducting a special campaign to celebrate its 45th anniversary by offering a 45% increase in product volume at no additional cost. The promotion includes various items such as takoyaki, meat sauce pasta, chicken nanban bento, and beverages like peach-flavored rooibos tea.

Experts suggest the popularity of these volume-increase campaigns is driven by consumer psychology rather than just a desire for large portions. According to Professor Yasushi Fujii of Meisei University, the strategy leverages ‘loss aversion’ from prospect theory, where consumers feel a strong urge to buy to avoid missing out on a perceived benefit.

Distribution analyst Hiroaki Watanabe notes that while some customers seek larger portions, many others use these increased volumes as a way to save money amidst rising prices. Additionally, volume increases are often perceived more favorably than discounts because they do not carry the same stigma of declining quality that price markdowns might imply.