TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 6
Market definition 6
Market analysis 6
MARKET DATA 8
Market value 8
Market volume 9
MARKET SEGMENTATION 10
Category segmentation 10
Geography segmentation 11
MARKET OUTLOOK 12
Market value forecast 12
Market volume forecast 13
FIVE FORCES ANALYSIS 14
Summary 14
Buyer power 15
Supplier power 16
New entrants 17
Threat of substitutes 18
Degree of rivalry 19
LEADING COMPANIES 20
McDonald's 20
Skylark 23
Yoshinoya Holdings Co Ltd 24
Yum! Brands 27
MACROECONOMIC INDICATORS 30
Country Data 30
APPENDIX 32
Methodology 32
Industry associations 33
Related Datamonitor research 33

LIST OF TABLES
Table 1: Japan profit foodservice sector value: $ million, 2007–11(e) 8
Table 2: Japan profit foodservice sector volume: million visits, 2007–11(e) 9
Table 3: Japan profit foodservice sector category segmentation : $million, by value, 2011(e) 10
Table 4: Japan profit foodservice sector geography segmentation : $million, by value, 2011(e) 11
Table 5: Japan profit foodservice sector value forecast: $ million, 2011–16 12
Table 6: Japan profit foodservice sector volume forecast: million visits, 2011–16 13
Table 7: McDonald's: key facts 20
Table 8: McDonald's: key financials ($) 21
Table 9: McDonald's: key financial ratios 21
Table 10: Skylark: key facts 23
Table 11: Yoshinoya Holdings Co Ltd: key facts 24
Table 12: Yoshinoya Holdings Co Ltd: key financials ($) 24
Table 13: Yoshinoya Holdings Co Ltd: key financials (¥) 24
Table 14: Yoshinoya Holdings Co Ltd: key financial ratios 25
Table 15: Yum! Brands: key facts 27
Table 16: Yum! Brands: key financials ($) 28
Table 17: Yum! Brands: key financial ratios 28
Table 18: Japan size of population (million), 2007–11 30
Table 19: Japan gdp (constant 2000 prices, $ billion), 2007–11 30
Table 20: Japan gdp (current prices, $ billion), 2007–11 30
Table 21: Japan inflation, 2007–11 30
Table 22: Japan consumer price index (absolute), 2007–11 31
Table 23: Japan exchange rate, 2007–11 31

LIST OF FIGURES
Figure 1: Japan profit foodservice sector value: $ million, 2007–11(e) 8
Figure 2: Japan profit foodservice sector volume: million visits, 2007–11(e) 9
Figure 3: Japan profit foodservice sector category segmentation : % share, by value, 2011(e) 10
Figure 4: Japan profit foodservice sector geography segmentation : % share, by value, 2011(e) 11
Figure 5: Japan profit foodservice sector value forecast: $ million, 2011–16 12
Figure 6: Japan profit foodservice sector volume forecast: million visits, 2011–16 13
Figure 7: Forces driving competition in the profit foodservice sector in Japan, 2011 14
Figure 8: Drivers of buyer power in the profit foodservice sector in Japan, 2011 15
Figure 9: Drivers of supplier power in the profit foodservice sector in Japan, 2011 16
Figure 10: Factors influencing the likelihood of new entrants in the profit foodservice sector in Japan, 2011 17
Figure 11: Factors influencing the threat of substitutes in the profit foodservice sector in Japan, 2011 18
Figure 12: Drivers of degree of rivalry in the profit foodservice sector in Japan, 2011 19
Figure 13: McDonald's: revenues & profitability 21
Figure 14: McDonald's: assets & liabilities 22
Figure 15: Yoshinoya Holdings Co Ltd: revenues & profitability 25
Figure 16: Yoshinoya Holdings Co Ltd: assets & liabilities 25
Figure 17: Yum! Brands: revenues & profitability 28
Figure 18: Yum! Brands: assets & liabilities 29