Yoshinoya Holdings is venturing beyond its renowned gyudon (beef bowl) restaurants to make significant strides in the global ramen market. The company’s subsidiary, Withlink, currently operates 44 ramen shops in Japan and 29 abroad, predominantly in Indonesia, and is set to further its footprint by opening new locations across Europe and Southeast Asia. With the introduction of a Bari-Uma store in Edinburgh, Scotland, this spring, Yoshinoya marks its initial foray into the European market, with expectations of monthly sales surpassing $100,000.
This expansion strategy not only targets traditional markets but also explores potential in Germany, Italy, and the Middle East, emphasizing halal-certified chicken-based soup to cater to diverse dietary requirements. With plans to escalate its global network from approximately 70 to 300 stores by 2034, Yoshinoya aims for a substantial 70% of these establishments to be located overseas. This ambitious goal underlines the company’s commitment to making ramen a significant growth pillar, paralleling its gyudon and Hanamaru udon chains.
Yoshinoya’s push into the ramen sector is part of a broader strategy to capitalize on the post-pandemic economic recovery, as evidenced by the 86% surge in overseas business segment income to 1.7 billion yen ($11.5 million) in the nine months leading to November. Additionally, the company plans to increase its gyudon restaurant presence, aiming to open more than 80 new outlets within the year, primarily in China and Indonesia.
The company’s renewed focus on ramen comes after a history of strategic adjustments in the sector, including a previous withdrawal in 2009 due to economic challenges, followed by a re-entry in 2016 through strategic acquisitions. Yoshinoya Holdings CEO Yasutaka Kawamura envisions ramen achieving global popularity comparable to sushi, supported by the growing number of Japanese restaurants worldwide and the lucrative pricing model for ramen outside Japan. This global strategy reflects Yoshinoya’s adaptation to changing market dynamics and its ambition to establish a strong international presence in the ramen industry.
