This discusses Don Quijote's (Donki) marketing strategy involving 100-yen protein vending machines.

It highlights how Donki identified and addressed customer hesitation towards purchasing full-sized protein products, primarily due to uncertainty about taste and the high cost of initial commitment. By offering single-serving, affordable protein options from various popular brands, Donki transformed the "trial" experience into an engaging and entertaining one, allowing customers to sample, compare, and discover new products without significant risk.

This approach successfully eliminated psychological and physical barriers to purchase, leading to a doubling of sales for the main protein products and demonstrating the power of customer-centric problem-solving in marketing.