convenience storeEveryone has seen a lot of promotions, but if there is an activity where “the price remains the same but the portion size increases significantly”, the attraction is still hard to resist.JapanFamilyMart recently announced that it will launch an upgraded version of its incremental plan, continuing the hotly topical model of the past few years. This time it will not only increase the portion size, but also make the product lineup more attractive.
From cooked food and noodles to snacks and drinks, and even items suitable for sharing among multiple people, everything is included in this wave of activities. With the successive launches in different weeks, the overall shopping experience has become a little more fun of “treasure hunting”. What are the highlights of this event and why it triggers heated discussions every year? Let me take you through it in one go.
▲Picture source:FamilyMart
Japan’s FamilyMart launches a big move on its 45th anniversary, and incremental combat is coming again! Popular items are directly enlarged by 45% without any price increase.
Speaking of Japanese convenience stores,whole familyIt has always been a company that is very good at marketing. From limited products, joint projects, to various limited-time activities, almost every wave can successfully attract consumers’ attention. The most classic among them is the “incremental plan” they will launch starting in 2021.
That year coincided with the 40th anniversary of its establishment. FamilyMart launched the “about 40% increase but unchanged price” campaign for the first time, allowing popular products such as fried chicken, bento boxes, and sandwiches to be directly upgraded to larger versions without spending a dime more. This direct-ball showdown with “high CP value” became an instant hit as soon as it was launched, making this event a key event that is held regularly every year.
FamilyMart celebrates its 45th anniversary this year (2026). This time, it simply increases the incremental ratio and launches a new version with “45% increase but the same price”. Although the name has a bit of humor, behind it is actually an upgrade after years of successful experience.
▲Picture source:FamilyMart
This event started on March 24 and was launched simultaneously in approximately 16,400 stores across Japan. There are a total of 14 products in total, which are launched on a weekly rotation basis. This arrangement is actually quite smart, because it will not make the event boring in a short period of time, but will give consumers something new to look forward to every week.
Product content is also richer than before. In addition to the familiar fried chicken, pasta, snacks and drinks, this time there are also spring-only hot food options.
▲Picture source:FamilyMart
▲Picture source:FamilyMart
For example, tonkotsu ramen launched in cooperation with a ramen brand and rich-flavored pizza buns are items that have rarely appeared in incremental activities in the past.
▲Picture source:FamilyMart
▲Picture source:FamilyMart
This kind of design is actually very close to the consumption situation of spring. The weather is still a little cooler, and the demand for hot food still exists. At the same time, it has also entered the peak season for cherry blossom viewing, picnics, and outdoor activities. Therefore, this time many products suitable for sharing by multiple people have been added to make the overall usage situation more complete. It is no longer just for single consumption, but can be shared with friends or family.
▲Picture source:FamilyMart
Another interesting point is that this activity not only brings “eating more full”, but also adds a sense of exploration. Because the increment method of each product is different, some have a larger main body, some have more ingredients, and some have an overall increase in portion size. When consumers are purchasing, they will be somewhat curious to see how much more is available this time.
▲Picture source:FamilyMart
It can be seen from the reaction of the community. In the past few years, whenever an incremental event started, a large number of netizens would share real-life photos or unboxing experiences, and even compare the differences between different years. According to official statistics, the amount of discussion of related keywords on social platforms has increased by nearly 1,000% compared to the initial stage. This means that this event is no longer just a promotion, but has become an “annual topic.”
For consumers, this model is actually quite intuitive. Instead of discounting and letting people calculate the price, it is better to directly make the product larger, which will be more meaningful both visually and in actual experience. Especially in an environment where prices continue to rise, the fact that “the price remains unchanged” is already very attractive. Coupled with the increase in portion size, it is naturally more likely to resonate.
▲Picture source:FamilyMart
On the other hand, for brands, this is also a way to strengthen their impression. Compared with pure price promotions, incremental activities are more likely to leave memorable points and are easier to share.
This 45th anniversary version can be said to be a further evolution based on the existing success. Not only did it increase the number from 40% to 45%, it also expanded the product categories and even added seasonal elements and sharing situations to make the overall event more complete.
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Source: KOCPC Chinese