Franchising

Marugame Udon making European debut

A render of Marugame Udon’s first London location. Provided

March 25, 2021

Marugame Udon, a Japanese restaurant chain serving Sanuki udon noodles and fried tempura, is making its European debut in July in London. The 4,000-square-foot location straddling Middlesex Street and Widegate Street will feature over 100 covers for dining in, as well as takeaway, click and collect and delivery options from Deliveroo, Marugame Udon Europe CEO Keith Bird said in a company press release.

"We are thrilled to have chosen the buzzy, energetic location near Liverpool Street for our first London site, and can't wait to join the fantastic selection of international restaurants in the area," he said. "Liverpool Street marks the beginning of Marugame Udon's UK and European expansion as we have ambitious plans to bring authentic udon to all."

In Japan, udon is a way of life for the Japanese, who consume over 150 million bowls a year at Marugame Udon, and the chain hopes to bring the tradition to Europe, Bird said. Using the Sanuki Udon tradition, Marugame Udon's centuries-old technique hails from the Kagawa Prefecture in the western part of Japan. The traditional recipe and preparation create a chewier texture compared to other udon and can be cooked and presented in a variety of dishes.

Marugame Udon takes inspiration from the early Kagawa udon kitchen, where locals would cook for neighbors and communities. This is why in every Marugame Udon around the world, customers will see the Kama, which is the udon boiler, Bird said.

Menu highlights include Kama Age — the most traditional and purest way to eat udon — Beef Nikutama with sweet short-rib beef and a soft poached egg on udon and broth; Two Pork Tonkotsu with chashu and spicy miso pork and Chicken Katsu Curry Udon.

Tempura options include chicken, prawns, squid, pumpkin croquettes and seasonal vegetables fried in front of diners in the open kitchen.

Exclusive to the London restaurant, Chef Honkawa has curated a bespoke menu with his UK team, featuring the global brand's very first vegan selection. Highlights include a vegan version of the traditional Kake Udon, plus a stir-fried Kimchi Yaki Udon, Curry Udon and a vegan Tempura batter, which now opens up tempura as a side dish for vegan and flexitarian diners. Vegan dishes will make up 30% of the main menu offering.

Awata Takaya, president and CEO of Toridoll Holdings Corporation, which owns the chain, said it was 20 years ago when he saw a long line at a small udon factory in Kagawa, the hometown of his father.

"What jumped in my eyes were udon noodles created handmade, that udon boiled in big a pot, that freshest udon with perfect texture served, all these happening literally in front of you, with the faces of people enjoying with excitement," he said. "I was moved by the scene and determined to provide this experience to our guests. This was the beginning of Marugame Udon. Our desire to provide this authentic experience is why we keep serving our udon freshly made, in front of your eyes, throughout the day. We hope the people of London will enjoy the Marugame experience."

Through exploring the city of Sanuki and the Kagawa Prefecture, home of the Sanuki udon, Marugame Udon has taken inspiration from the local architecture, which is incorporated into the restaurant design for an authentic yet contemporary modern feel, said Abe Matamoros, managing director of Capdesia, the London-and-Brussels-based private-equity firm helping the brand enter Europe.

"We're very excited to partner with Awata San and Keith to bring this amazing brand to London," he said in the release. "There's a good reason why Marugame Udon's noodles and tempura are a daily ritual in Japan and Londoners are about to find out: Great authentic dishes made in front of your eyes and served super-fast at surprisingly affordable prices."

Marugame Udon has over 800 restaurants in Japan and 250 internationally in Asia and in the US. This will be the brand's first launch in the UK and Europe. Marugame Udon is dedicated to providing authentic Japanese udon noodles that taste exactly the way they've been served in Japan for hundreds of years.