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Is Japs the new Royal Castle?

Apr 25th, 2011by 3 Comments

For those of us whose universe is defined as west of the lighthouse, Japs could be a wrecker service.  I first heard about Japs from a senior Vemco executive whose body language revealed some concern.  (Vemco’s owners are the major players in PHL who own KFC)  So when I saw a Japs box around the Savannah this weekend while on my morning walk, I wonder if Japs is breaking through.

I used to have a boss (two actually) who gauged market share from branded litter.  Based on that logic, Japs was a big player this fine Easter morning.  With six outlets, (St Helena, Valencia, Rio Claro, Sangre Grande x 2 and San Juan), they are not supposed to be showing up around the Savannah.  Though truth be told San Juan is just over the hill from the QPS.  The brand that has been Sangre Grande’s little secret for years may be becoming T&T’s discovery.  My research reveals that people like the size of their birds and the local seasoning.  I think there is a “home boy” romanticism that they may also be benefiting from.  That’s a cache that Royal Castle used to own with their Paramin seasoning and chadon beni hot sauce.  Japs appear to have some momentum and given the right handling this bird brand could become the new homie.

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Facebook Peanut Gallery

  • http://www.facebook.com/sgpierre Sheldon Gerard Pierre

    The Japs brand has seen huge growth in the last couple of years without any major advertising, strictly based on the strength of the product and word of mouth. I believe it can easily replace Royal Castle which has been on the decline. I guess the question is whether an ad campaign would help or harm Japs’ grassroots image. It would also be a good experiment to see how far a brand can go without “crossing the lighthouse”

    • Dennis Ramdeen

      Great question Sheldon, because west of the lighthouse has been the hub of most consumer brand dominance. What an upside for them to have gotten so far without St James and Maraval. The key is for them to understand what “they own” in their customers’ minds and keep delivering it. East or West.

  • Eric Barry

    This weekend a friend in Chaguanas was enjoying a box of Japs that her sister had brought home for her. Yep. Word of mouth is working for this brand immensely.