Hikiniku to Come Opens Second Manila Store at SM Megamall
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Japan’s charcoal-grilled hamburg chain Hikiniku to Come opened its second Philippine outlet at SM Megamall, setting up a third location for 2027.
The expansion adds prime mall retail space in Metro Manila to the Japanese concept, which entered the market under local operator The Standard Group. Diners receive freshly ground, charcoal-grilled beef patties served individually on bowls of rice rather than pre-cooked patties held in warmers.
How the concept operates
Founded in Tokyo in 2020, the brand built its format around single-item execution. Counter seating surrounds central charcoal grills where staff cook patties directly in front of customers.
The format relies on high inventory turns and strict batch preparation. The Standard Group handles daily operations, sourcing, and retail site selection across the country.
Mall landlords and format demand
Japanese dining concepts continue to secure high-traffic anchor positions in Metro Manila shopping centres. Landlords favour specialty operators that generate queues and consistent ticket averages over standard food-court counters.
For Philippine mall operators, bringing single-specialty Japanese brands into central retail clusters drives weekday footfall and boosts food and beverage revenue per square metre. The model carries operational discipline: tight menus minimise raw material waste, while the open-grill theatre speeds customer turnaround.
The operational hurdles
Replicating Tokyo counter dining across Southeast Asia carries supply chain pressure. Operators must maintain daily beef consistency and import Japanese short-grain rice while navigating local import tariffs and currency fluctuations.
Labor training presents another operational bottleneck. Grilling fresh beef to precise specifications at a live counter leaves little room for service errors during peak meal rushes.
What comes next
Hikiniku to Come launched its initial Manila flagship earlier before expanding to the Mandaluyong retail corridor. The Standard Group is now scouting real estate for the brand’s third branch, with additional metropolitan sites under review for development over the coming year.
Questions & Answers
Q.What is Hikiniku to Come's operational model for its Philippine outlets?
What is Hikiniku to Come's operational model for its Philippine outlets?
The concept uses counter seating around central charcoal grills, where staff cook individual patties fresh for customers. This model focuses on high inventory turns and strict batch preparation to maintain efficiency.
Q.What benefits do specialty Japanese dining concepts offer mall operators in Metro Manila?
What benefits do specialty Japanese dining concepts offer mall operators in Metro Manila?
These concepts attract high footfall and generate consistent ticket averages, which landlords prefer over standard food court options. They boost weekday traffic and increase food and beverage revenue per square metre for malls.
Q.What challenges does Hikiniku to Come face in replicating its dining concept in the Philippines?
What challenges does Hikiniku to Come face in replicating its dining concept in the Philippines?
Operational hurdles include maintaining daily beef consistency and importing Japanese short-grain rice, despite import tariffs and currency fluctuations. Training staff for precise grilling at a live counter is also a challenge.
Q.Which company is responsible for Hikiniku to Come's operations and expansion in the Philippines?
Which company is responsible for Hikiniku to Come's operations and expansion in the Philippines?
The local operator, The Standard Group, handles the brand's daily operations, sourcing of materials, and selection of retail sites. They are also scouting locations for future expansion.
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