More than 170 food items and over 100 drinks, plus limited-time recommendations. Draft beer and Kaku highballs at 299 yen reflect a simple commitment: good food and drink at a fair price. The sheer breadth and quality of the menu means guests never tire of it however often they visit, and that is what sustains our high repeat rate.

Interiors that recreate the yatai street-food culture of Shinsekai in Osaka give guests abroad a space where they can experience the real Japan. The setting itself becomes part of the value, not just the food, and it sets us clearly apart from competitors. Being the only restaurant brand officially licensed to use Billiken is a brand asset no one else has.

MANMARU spends nothing on advertising. This is not cost-cutting — it is built into the business model itself. A menu large enough that guests never tire of it, prices they can afford, and a space that offers a genuine experience: those three things generate word of mouth and repeat visits on their own. Because we do not rely on advertising, franchisees keep a higher margin. Our Manila store welcomes 28,000 guests a month.

Seniors drinking in the afternoon, office workers on the way home, groups of young people, couples, families, girls’ nights out — our model draws guests regardless of age, income or occasion. Because we do not depend on any single segment, revenue stays stable through economic swings and shifting trends.

Our Manila store (535 m², 170 seats) runs a 20.9% operating margin and our Ho Chi Minh store (520 m², 160 seats) 16.5% — stable profitability proven across multiple overseas locations. Royalties are set at 4% of sales, a competitive rate within the industry.

Since our first store opened in 2009 we have grown to more than 50 stores in Japan and 6 overseas. Franchisees receive comprehensive support: two to four weeks of head-office training before opening, on-site guidance from a supervisor at launch, quarterly store visits, and online support whenever it is needed. Detailed production guides and operating manuals keep quality consistent across every location.

Building on our results in the Philippines and Vietnam, we are planning expansion into Indonesia, Malaysia and beyond. Our own income-based market analysis points to potential for more than 140 stores across Southeast Asia. Two entry routes are available — area franchise (from USD 200,000) and unit franchise (from USD 20,000) — so partners can join at whatever scale suits their investment.