How Torikizoku is Reimagining Affordable Dining on a Global Scale
Torikizoku, a beloved Japanese yakitori izakaya chain, is making waves as it expands into the global market. Known for its low price of 280 yen for all menu items, high-quality domestic chicken yakitori, and a lively, welcoming vibe, Torikizoku has been delighting customers across Japan since 1985. With about 600 locations nationwide as of 2023, the brand's commitment to "deliciousness without hesitation" has won over many loyal fans. Now, they're taking on a bold new challenge by bringing their signature yakitori experience to international audiences.
Eternal Hospitality Group
Eternal Hospitality Group is a holding company with Torikizoku and other companies under its umbrella. In May 2022, the company changed its name from "Torikizoku Holdings Co., Ltd.". The company has declared that it will never forget its founding desire to "brighten the world with yakitori restaurants" and will continue to challenge the global food service market.
The company is focusing on research and development to pursue the quality and deliciousness of chicken food. They value the idea that "gratitude moves people's hearts" and conduct business without forgetting gratitude towards customers.
They also have a big dream of achieving 2,000 stores in Japan and overseas. They are also working to improve the working environment for employees and aim to grow into a brand representing Japan.
Torikizoku’s Vision for Global Expansion
Torikizoku's strategy isn't just about opening new stores—it's about turning "yakitori" into a global dining concept. Their long-term mission, "Global YAKITORI Family," aims to make yakitori a universally recognized cuisine. To start, they’ve focused their expansion efforts on key regions like the United States and East Asia, with plans to extend their reach to Europe and Australia in the future.
Strengths That Set Torikizoku Apart
What makes Torikizoku stand out? It all starts with their focus on quality. Using fresh, domestic chicken and sauces made in-house, the brand is committed to delivering exceptional flavor in every bite. Their uniform pricing, straightforward menu, and family-friendly environment also make them a hit with a wide range of customers.
The company works closely with producers to secure safe, high-quality ingredients and ensure a stable supply chain. Beyond food, they’re passionate about creating a welcoming experience. Each store embodies their philosophy of “bright and fun,” making it a perfect spot for family outings, meals with friends, or casual gatherings.
Global Presence
Torikizoku currently operates overseas locations in the United States, Taiwan, and South Korea. Each market offers unique opportunities—and challenges—but Torikizoku is adapting by tailoring their pricing, menus, and service styles to fit local needs. For example, in the U.S., they’ve focused on changing price points and incorporating a broader selection of à la carte dishes to suit local preferences.
Strategies for Success
Torikizoku is taking a thoughtful and deliberate approach to international growth. Here's how they’re tackling it:
Market Research: Before expanding, they conduct in-depth research to understand local customer needs and dining habits.
Localization: Menus, marketing strategies, and restaurant styles are all customized to resonate with the local audience.
Partnerships: Collaborating with regional companies, such as Batibei Crew and AO Co., Ltd., has allowed Torikizoku to combine expertise and mitigate risks in new markets.
Strengthening Brand Loyalty: Building awareness and loyalty in overseas markets is a key priority.
Team Training: Training local employees ensures that the same high-quality service and experience are maintained across all locations.
Challenges Ahead
Expanding into global markets is not without its challenges. Torikizoku must overcome cultural differences, adhere to varying regulations, secure quality ingredients, and compete with both local and international brands. Additionally, there’s the constant need to innovate while staying true to their core values.
The Path Forward
Despite the challenges, Torikizoku continues to dream big. Their goal of expanding to 2,000 stores worldwide is an ambitious but inspiring vision. By blending their rich culinary heritage with innovative strategies, they’re well-positioned to introduce "yakitori" as a global dining phenomenon.
With careful planning, strong partnerships, and a commitment to quality, Torikizoku is on an exciting path to growth and global recognition. Keep an eye on this beloved brand as it continues to brighten the world with the universal joy of yakitori.