Canada’s Fluffy Fluffy, an all-day brunch and breakfast cafe serving Japanese-style souffle pancakes, is adding locations by year’s end to New York and New Jersey, bringing the total store count in the U.S. to nine. Known as Fuwa Fuwa in its international locations, Fluffy Fluffy has nearly 40 locations worldwide and over 30 locations in development.
“There is something to be said about fusion cuisine leading to cultural appreciation.” Director of Business Development Benson Lau said in a company press release. “People aren’t likely to know about the styles of dessert and Japanese food we offer unless they’re already clued in to the secret. The positive response from our customers and the success of our new locations motivates us to keep pushing boundaries. We are ready to introduce our unique take on brunch, breakfast and pastries to even more people throughout the U.S. There is an intense love for fusion and foreign cuisine, especially Asian food, and we are here to meet and exceed that demand.”
Welcoming Japanese food into the mainstream
The Canadian-born brand’s success is highlighted by recent viral Instagram reels and TikToks highlighting Japanese food such as souffle pancakes. One of which garnered 20 million views and underscores the vast untapped market and the importance of raising brand awareness to reach potential customers who are yet to experience traditional Japanese delicacies, Lau said.
App launch enhances CX
Fluffy Fluffy has enhanced its digital presence by launching an app in Canada called Fuwa Fuwa, which allows guests to order online, skip the line and enjoy exclusive rewards. A similar app, called Fluffy Fluffy, will launch in the U.S. later this year. Both apps feature a loyalty program in which members earn points to redeem for special deals and offers, including free products and discounted items.
Source: Fastcasual
