Marugame Udon

About Marugame Udon

Handmade Udon noodles brand which already had circa 800 sites in Japan and a further 250 around the world before it made its UK debut, in London’s Spitalfields, in September 2001. Backed by Capdesia in the UK, it has ten stores over here and is planning further expansion in the UK and Europe. The brand plans to have at least 100 outlets within five years in the UK and on the continent. In June 2022, Marugame Udon appointed Judd Williams, formerly international development director at Boparan Restaurant Group (BRG), to the newly created role of head of franchise for UK & Europe. He said: “This is a really exciting role with an iconic brand. I’m looking forward to working to help deliver our growth ambition to bring the Marugame Udon experience to more new customers through experienced franchise partners.” In October 2022, Marugame Udon announced plans to open 150 kitchens across Europe by 2027, and the following month, it secured further support from its existing backers to accelerate its growth in the UK and Europe. In January 2022, the company opened its first UK transport hub site, at London’s Waterloo station, and its first west London site, with a kitchen in Kensington Arcade. The following month, it announced plans to grow to 25 UK sites in 2023, as it lined up a second regional location, in Milton Keynes. Its first, in Reading, opened in April 2023. In February 2024, chief executive Keith Bird said the business hopes to have its first franhcisee signed this year. “We had a franchisee in heads of terms about six months ago, and we said look, we’re not quite there on the economics, let us get there,” he added. “We’re just re-engaging on that. We’re talking to a number [of possible franchisees] and we hope to have the first one signed up this year.” In July 2024, Toridoll Holdings assumed full control of Marugame Udon Europe after the successful exit of Capdesia Group, four years after they joined forces to launch the brand in the UK. As part of the move, Marugame Udon Europe chief executive and Capdesia operating partner Keith Bird handed over the running of the brand in the UK to finance director Sam McIntyre. It said: “Capdesia Group and Keith Bird leave behind a legacy of significant achievements for Marugame in the UK. From a standing start, the brand has grown to ten successful sites in and around London within three years, cementing its reputation in the competitive UK hospitality landscape. Under the leadership of Bird, the UK team has navigated the challenges of launching during the covid-19 pandemic and subsequent economic headwinds.” In October 2024, Marugame Udon Europe interim chief executive Sam McIntyre said: “We’ve made substantial investments to establish Marugame Udon in the UK, and we are delighted with the progress we’ve achieved.” A spokesman for Toridoll added: “We are very happy with how udon has been readily accepted and loved by the UK consumer. We continue to believe there is strong potential for the Marugame brand and udon in the UK.” In April 2025, Marugame Udon signed a UK master franchise agreement with Karali Group to accelerate the brand’s growth across the UK and Ireland. Under the new partnership, Karali Group will lead the development of new Marugame Udon restaurants and has acquired and assumed operation of the existing estate, transitioning the brand from corporate-owned to a fully franchised model. Victor Misawa, president of Marugame Udon International, said: “Since introducing Marugame Udon to the UK in 2021, we have been overwhelmed by the warm welcome from customers. With nine restaurants now open, we’re thrilled to partner with Karali Group to bring our brand to even more communities. This is just the beginning of an exciting new era for Marugame Udon.” In November 2025, the company said over the next year, it intends to continue a “strategy of expansion and innovation to meet evolving customer preferences and broaden the company's footprint”. It added: “Specifically, continually evaluating potential new restaurant sites across the UK, both in major city centres and regional locations, with the objective of increasing accessibility to its brand. It plans to pursue growth through a mix of company-owned and franchised sites, under its recently agreed master franchise model, which is expected to accelerate roll-out and reduce the capital intensity per new site. To enhance customer experience and loyalty, the company will invest in digital and operational innovations. It will adapt menus and service models to align with customer demand for more convenience, sustainable sourcing, dietary options (such as vegan, lower calorie choices), and speed without compromising food quality. The company also expects to refine its restaurant design and branding approach, guided by guest feedback, to ensure consistency of experience and maximise operational efficiencies in new and existing locations.”

Why franchise with Marugame Udon

• ✓Franchisees would need a minimum investment of £250,000 and a £500,000 total investment, with franchise fees of £25,000. Advertising fees are 2% and royalty fees 6%, while average floor space is 1,700 square feet. Once a partner with relevant experience and the right resources has been found, they will be allocated their own exclusive territory and gain access to the brand’s extensive training programme. Marugame Udon has also set up a local support structure, and franchisees will benefit from ongoing operational advice and regular store appraisals, as well as Marugame Udon’s brand development, which includes the frequent updating of the operations manual, website and branded promotional materials. Also available to franchisees are strong property contacts and experience in location selection, as well as finance options in collaboration with industry-leading UK lenders. Marugame Udon is looking for area development franchisees able to commit to developing a cluster of at least five locations. It offers flexibility in its franchising options, giving investors the choice to open any model within its portfolio – namely food court (500+ square feet), street-front (1,500+ square feet) or a stand-alone (2,500 square feet). Prospective franchisees should be business-orientated and be prepared to be responsible for the regional success of the growing brand. A previous successful track-record in restaurant or retail multi-unit operations is essential. The brand has worked with local consultants to localise its restaurant design and has been active in building local supply chain for ingredients and equipment. CEO Keith Bird added: “Japanese food has gone mainstream in the UK over the past couple of decades and we feel the market is now ready to embrace a more authentic and specialised offer but at a very affordable price point — essentially a fast-casual offer, in terms of quality of food and experience, but closer to QSR prices.”

Investment breakdown