Marugame Udon sets sights on London as start of European expansion
The restaurant chain is expected to enter the city by early 2021.
Japanese fast casual udon noodles and tempura restaurant chain Marugame Udon is set to launch in London early next year, its first outlet in Europe.
The announcement results from the formation of a new joint venture between Toridoll Holdings Corporation and European private equity firm Capdesia Group Limited.
“We would like to develop the Marugame Udon brand all over Europe by combining the experience we have cultivated over the years with Capdesia's strong sector expertise and network. We also hope that this relationship will be a stepping stone for the development of other Toridoll brands, as we continue to make progress toward our goal of reaching 6,000 restaurants worldwide,” Toridoll founder and president Takay Awata said.
Marugame Udon (Europe) Limited is expected to become the master franchisee for the region and the new London restaurant, and will be followed by a rollout plan involving a combination of both owned and franchise operations in the UK and Europe, working in partnership with local multi-unit and brand operators. It will be headed by Keith Bird, one of Capdesia’s operating partners.
“Japanese food has gone mainstream in the UK over the past couple of decades. We feel the market is now ready to embrace a more authentic and specialised offer but at a very affordable price point - essentially a fast-casual offer, in terms of quality of food and experience, but closer to QSR prices,” he said.
Marugame Udon currently has over 800 restaurants in Japan and a further 250 across Asia, the United States and Russia.
“The Marugame Udon brand has become one of the most exciting growth concepts in the Asian category today and it’s not often one gets to partner with the clear leader in the category. We look forward to a long and fruitful relationship to the benefit of consumers, employees and shareholders,” Capdesia co-founder and managing director Abe Matamoros said.
