Marugame Udon aims to become 'household name' with 150 European restaurants

Casual dining chain Marugame Udon is set for major expansion with plans to open 150 sites across Europe by 2027.

Keith Bird, the group’s European chief executive, said the brand was aiming to become a “household name” in the region.

Marugame Udon is one of the world’s largest udon noodle restaurant chains with over 1,250 sites across Asia, the US, and the UK.

Customers choose their udon from an open kitchen counter and add a choice of condiments and sides.

The brand has launched six London sites since 2021 and plans to open a further six in locations including Bromley, Kensington, Liverpool Street station, the Strand and London Waterloo station by spring 2023. Its first restaurant outside London is also set to open in Reading.

The expansion will create 300 jobs in the UK by February 2023 and a further 10,000 across Europe over the next five years.

New sites will be a mix of company-owned and franchise kitchens and the brand is looking to engage with potential franchise partners for multi-unit opportunities.

Marugame Udon was brought to the UK as a joint venture between Japan's Toridoll Holdings and European private equity firm Capdesia Group.

Bird said: “We have always set out to be a brand that is available to all in the UK and not solely focused on London, so it’s fantastic to see Marugame Udon grow across the country.

“We also have bold ambitions to become a household name in Europe and while we may not be as well known here as we are in Japan just yet, the opening of six new kitchens including our first UK regional site in Reading means that we are well on our way to achieving our mission to introduce udon to all.”