TORIDOLL excites customers worldwide with open-kitchen approach
- The food service group continues its growth as a leader in the udon market in Japan and has enjoyed a strong global following for all its restaurant labels comprising Merugame Udon, TamJai Noodle, Wok to Walk, Pokeworks, Shoryu, Boat Noodle and Monster Curry
Country Business Reports interviews and articles by Discovery Reports
Takaya Awata’s fascination with delighting customers has propelled the global growth of one of Japan’s leading restaurant chains. After observing an open kitchen of a premier doughnut shop in the United States West Coast, the president and CEO of TORIDOLL Holdings adopted the strategy in his restaurants. Today, the food service group continues its growth as a leader in the udon market in Japan and has enjoyed a strong global following for all its restaurant labels comprising Merugame Udon, TamJai Noodle, Wok to Walk, Pokeworks, Shoryu, Boat Noodle and Monster Curry.
“It’s truly exciting for customers to be able to watch people create what they eat,” Awata says. “Conventional restaurants cook the food inside the kitchen, while our strategy is to prepare orders in front of our customers to assure them they’re eating fresh out of the bowl.”
We welcome companies that share our vision of delivering a good customer experience more than anything else
Complementing this distinct business model with a competitive pricing strategy, TORIDOLL has been able to achieve global success. Its first overseas store in Hawaii, which features a kitchen visible from the main road, boasts a long line of daily customers since it was established nine years ago. Awata notes that only about 10 per cent of those in line are Japanese, confirming the viability of TORIDOLL’s products, ranging from yakitori to udon and tempura, in the world market.
The restaurant chain now has more than 1,700 outlets in Japan and around the world. As the company celebrates its 30th anniversary, it plans to expand its store network to 6,000 by fiscal year 2025 to become among the world’s top 10 food service companies. With Hong Kong as its gateway to Asia, TORIDOLL is open to partnerships in Indonesia, the Philippines, Singapore and all major markets worldwide using local platforms to promote its brands.
“Our business is all about providing fun and joy to the people who visit our restaurants,” Awata says. “We welcome companies that share our vision of delivering a good customer experience more than anything else.”