Lawson and FamilyMart are the marketing battles of a fried chicken.

Sales of a fried chicken of FamilyMart are 60 million in fiscal year 2005. The second place in Japan that follows Japanese Kentucky Fried Chicken Corporation. On the other hand, it is assumed, "Become 70 million during year (It twines, FamilyMart is pulled out, and the second place in Japan)", and late-started Lawson has the hostility mind though results during half a year from November, 2005 were 20 million("100 million total sales number breakthrough" is sung).

Putting the census register in the C.Itoh & Co. Ltd. age for about as many as 30 years on the post related to stock raising, calling "Meat line", and the semi-two presidents in the rice field held out a fried chicken of FamilyMart. The president says, "To want to eat of how many and to become it, even the elderly person did the device repeatedly to the spice" voluntarily repeating sampling , saying that "Make the one not defeated at the other companies".

On the other hand, it takes charge of Kentucky in the Mitsubishi Corp. age and it concentrates on original and the product development of instruction "Make the one not defeated at Kentucky" of new Goushi president of "Professional of a fried chicken" as which the outside director of this company also served also in Lawson. It is said that it succeeded in putting out "There are juicy and a Saku Saku feeling".

Why does both convenience stores stick to the chicken even here?It is said that it is in a high rate of profit of the rate of profit about 50 percent. It is understood to want to make efforts and to become it if the rate of profit of a general processed food thinks about almost twice as much easiness to gain compared with 26.7%(Lawson and fiscal year 2005).

Moreover, the commodity put on the side of the cash register such as fried chickens and counters is called "Counter commerce material". The success example in the concentration on this counter commerce material has "Japanese hotchpotch" in Seven-Eleven. This company puts power in the Japanese hotchpotch, and it is selling at the summer time now. Reason "If the employee in addition to a high rate of profit recommends it for the customer, it is an all-star representative of the commodity that increases sales. "Other Circle-K SUNKUS reforms an American dock, and is guessing the rate of profit improvement.

The side of the cash register in the convenience store is "It is paid attention most and advertising effects are high" place. "Counter commerce material" put there be to be able to the highest the turnover ratio, and to expect the sales number. It greatly contributes also to earnings of the convenience store if the rate of profit of the quotient material is high. The two companies' holding the fried chicken development battle like the chicken race is natural.