Japanese operator plans 50 Myanmar noodle restaurants

1 min readOct 17, 20172:09 AM

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Japanese noodle restaurant operator Toridoll Holdings plans to open 50 outlets in Myanmar with a local joint venture partner.

The Myanmar noodle restaurants, in partnership with YKKO, will target the nation’s growing middle class.

The first has already opened in Yangon, selling bowls of noodles for as little as US48 cents, with serving sizes to suit budgets and appetites. Ingredients are sourced locally and from neighbouring Thailand to minimise overheads.

Toridoll, based in Kobe, already operates about 900 eateries in Japan and another 380 across 30 offshore markets, including Vietnam, the Philippines, China, Cambodia and Indonesia. Japan’s perpetually shrinking population has prompted the company to look abroad for growth – it has ambitious plans to operate 4000 restaurants abroad in 2025.

Meanwhile,

YKKO is an abbreviation of its the name of its first restaurant, Kyay-Oh, which opened in Yankin.

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What this means

Toridoll's Myanmar expansion with YKKO is a strategically sound move. By using YKKO's local expertise and offering ultra-low price points with localised sourcing, Toridoll addresses the market's specific economic realities and middle-class growth. This approach contrasts with Panpuri's broader Asian expansion, which targets higher-end markets, or Skechers' large format store openings. The focus on affordability and local sourcing makes it likely to succeed, putting pressure on existing local food operators and demonstrating a more adaptable market entry than a simple brand transfer. It also aligns with Toridoll's aggressive internationalisation, driven by Japan's shrinking population, aiming for 4000 overseas restaurants. We await details on how many of these 50 planned outlets are realised by Toridoll's 2025 target.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What is the reason for Toridoll Holdings expanding into Myanmar?

The company is looking abroad for growth due to Japan's perpetually shrinking population. This expansion is part of their ambitious plans to operate 4000 restaurants overseas by 2025.

What is the price point and target demographic for the Myanmar noodle restaurants?

Bowls of noodles are sold for as little as US48 cents, with serving sizes adjusted for various budgets and appetites. The restaurants specifically target Myanmar's growing middle class.

How many international restaurants does Toridoll Holdings currently operate, and in which regions?

Toridoll Holdings operates about 380 restaurants across 30 offshore markets. These include countries such as Vietnam, the Philippines, China, Cambodia, and Indonesia, alongside their Japanese operations.

What strategy is being used to keep operating costs down for the new restaurants?

To minimise overheads, ingredients for the noodle restaurants are sourced locally within Myanmar. Also, some ingredients are procured from neighbouring Thailand.

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