Japanese restaurant chain Yoshinoya has opened its first Hanamaru udon noodle venue in Indonesia.

The first branch opened last week in Lippo Mall Puri, western Jakarta, under local operator Happy Restaurants Indonesia, Yoshinoya’s wholly owned subsidiary.

The brand intends to launch two further restaurants in Jakarta this year, with the aim of opening 50 within five years. The restaurant interiors are being designed to resemble a Japanese shrine.

Vriska Virginia Lahama, the subsidiary’s GM, said: “By building an interesting restaurant concept like in its home country, Japan, I am sure this concept can attract consumers to come and eat and then they take pictures and post them on social media.”

Yoshinoya already runs 83 beef bowl restaurants in the country.

Inside Retail Asia