Udon chain restaurant Marugame Seimen, its history, growth, expansion and the challenges it faced when opening a branch of Hong Kong's TamJai noodle restaurant in Japan are featured this week.
This week, we shine the spotlight on a popular udon chain restaurant called Marugame Seimen. Its founder, Mr Takaya Awata, started the restaurant chain from scratch. He wants the company to become the world's number one noodle company. The key to its popularity is the authentic udon noodles made fresh daily, using 100% domestic wheat flour. It has different varieties of udon, including kama-age udon, udon with spicy cod roe, udon with poached egg and udon with grated daikon radish.
The company which manages the udon restaurant is Toridoll Holdings, located in Shibuya, Tokyo. Its president is also Mr Awata. He started the business by opening a yakitori restaurant and established Toridoll in 1990. He grew the business gradually and set his eyes on udon, which led to him opening the first branch of Marugame Seimen in 2000. Since then, he has expanded the company. Toridoll now has 1,752 restaurants in 31 countries and regions, and it is still expanding.
Mr Awata now aims to further grow the business into a world-class global food company. His goal is to have 5,500 restaurants within and outside the country by March 2028. One of them is TamJai, a well-known noodle restaurant chain in Hong Kong, with 162 branches in the territory. Mr Awata had eaten the food there during his visit to Hong Kong and fell in love with the flavour. So he acquired TamJai in 2018. It is known for its rice noodles, or “mixian”; it is made of rice and water.
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