Bangkok--27 Aug--Brand Now
Famous Japanese ramen restaurant chain invests tens of millions of Baht in Bangkok store
August 25th 2014, Bangkok – Making its official debut in Thailand with an outlet at the luxurious Central Embassy shopping centre on August 28th, famed Japanese eatery IPPUDO promises diners the ultimate ramen experience not just with their signature noodles but with hospitable service and great attention to the details too.
IPPUDO (pronounced ih-PU-doh), founded in 1985 in Japan’s ramen capital of Hakata (Fukuoka City) by Shigemi Kawahara, dubbed the Ramen King, has built a loyal following the world over with customers patiently queuing for their signature rich and flavourful tonkotsu (pork-based) broth combined with delicate hand-pulled noodles made from a secret recipe. With over 80 stores in Japan, the empire also extends to 40 international stores in places such as New York, Sydney, Hong Kong, Singapore, Taipei, Seoul, Shanghai, Kuala Lumpur, Guangzhou, Shenzhen, Beijing and Chengdu.
When entering a new market, much effort is put into building the right base to ensure the smooth operation of the restaurant, whether it is location or ingredients used. According to Tomoyuki Yamane, Director at Chikaranomoto, IPPUDO’s parent company, some 30 to 40 sites are researched before deciding on a location to open an outlet.
“We are very rigorous about everything as we take great pride in offering quality, service, execution and design. We like to be in charge with the help of our local partners,” he says.
IPPUDO’s first international outlet outside Japan was New York. Yamane explains that they wanted to take on the most difficult market and the city was ideal as it already a glut of restaurants offering a variety of world cuisines. “It is also the centre for culture and everyone goes there for new trends and fashion.”
With international success, branches in Asia followed.
“Initially we were just testing the waters on how to run an international business because the company was small,” says Yamane. “Then in 2011, we started rapid expansion with Singapore, followed by South Korea and Hong Kong. We were also getting many requests from surrounding countries. Our marketing approach was a success and it rippled around the region.”
After opening in Malaysia last year, the company decided to take the plunge in Thailand also known for its diverse culinary scene. “We know that it will not be an easy market as Thailand already has a great noodle culture. However we know that the Thais are passionate about good food and enjoy Japanese cuisine in particular, so we know that there is a big market for us here”, says Yamane.
In Thailand, the company has invested tens of millions of Baht into the business, which includes the store opening and operational strategies such as marketing and expansion into other cities of the country. The restaurant in Bangkok covers 278 square meters with a seating capacity of 96.
IPPUDO Thailand Limited was set up to handle the Thai operations of IPPUDO.
Yamane says they are always on the lookout for opportunities and potential locations, but that they were very selective about when they set up. “After the store in Central Embassy, we hope to add another 3 to 5 stores in Bangkok before expanding into other Thai cities like Phuket. In the end what is important to us is not the number of locations but the number of visitors and returning customers at each location.”
Yamane added that IPPUDO is targeting to open several outlets in cities worldwide. These include Manila, Jakarta, London and a second store in Sydney.
Today, there are about 80 IPPUDO restaurants throughout Japan and about 40 overseas outlets in major international locations like New York, Sydney, Hong Kong, Singapore, Taipei, Seoul, Shanghai, Kuala Lumpur, Guangzhou, Shenzhen, Beijing and Chengdu that collectively serve more than 45,000 customers per day.
To ensure operational consistency in keeping with their philosophy, Nobutoshi Takahashi has been appointed operations consultant at IPPUDO Thailand. A food industry veteran, Takahashi joined IPPUDO in 2011 working both in Yokohama and Osaka. In Thailand he hopes to provide a unique and pleasurable dining experience by upholding the service and quality standards, bring only the best he has to offer.
“For Thailand, we have slightly adjusted our cooking methods and procedures to suit the taste buds here, in the same way we do in other markets,” he says, adding that IPPUDO tries to use as much local ingredients as possible.
The restaurant will adhere to the genki concept, which translates into energetic or liveliness, he says. “The open kitchen will be noisy with the staff shouting and communicating to each other what they are doing, but then we consider a restaurant to be a stage. Dining is not just about the food but the whole experience.”
Website: www.ippudo.co.th
Facebook: www.facebook.com/ippudothailand
Instagram:www.instagram.com/ippudothailand