NEXCO ( East Nippon Railway Co.) has has taken the Japanese lunch box tradition to the new level with the debut of gourmet boxed lunches ("bento" in Japanese) for dogs. The boxed lunches called 'Dora Bento Pochi' are meant for small dogs and include such sophisticated treats as prime chicken breast, unpolished-rice based bread, vegetable soup, seasoning and a rice cracker for dessert and are sold along expressways in Tokyo.
Implications - In today's society, individuals share many similar priorities as one another. For those with slightly different considerations, it is equally as imperative that their consumer needs be met. Businesses that break away from the mainstream to cater to niche consumers will see favorable results.