Operation and Staffing Outsourced Franchise Model 'High-Class Yakitori B-Series' Enters Tokyo Market to Update Restaurant Management

Solving the Structural Challenge: The '3-Year 70% Closure' Reality

Currently, the Japanese restaurant industry faces a dire situation where approximately 70% of businesses close within three years of opening. This is largely due to structural issues where components such as space, cuisine, customer service, staffing, and marketing are disconnected, leading to sub-optimal store development. Consequently, many restaurants are forced to rely on 'human-dependent' management, focusing on field intuition or the skills of specific chefs or managers.

Value Proposition: The 'Operation and Staffing Outsourced' Model

The B-Series offered by Mab is a new management model based on the philosophy that 'sustainable thriving restaurants can be designed.' The key feature is a 'fully hands-off' management structure where the headquarters handles everything from recruitment and training to daily store operations. This allows owners to focus on their primary roles as business managers, such as outlet strategy, investment decisions, and portfolio building. It aims to transform restaurants from personal 'family businesses' into sustainable 'enterprises' with high reproducibility.

Reproducing Success Through 'Integrated Design'

Mab's strength lies in its 'integrated design' approach that bridges architectural design and business design. While many restaurant development projects suffer from siloed functions, the company consistently builds everything from concept and circulation design to operations, marketing, and branding. In particular, the company stands out for its ability to balance practical success factors—such as kitchen design and ventilation planning—with design aesthetics and experiential value.

Tokyo Market Entry and Future Outlook

The flagship store, 'Miyamasuzaka Yakitori B9,' is scheduled to open in the Shibuya-Miyamasuzaka area in July 2026, marking the entry into the Tokyo market. Moving forward, the company plans to expand from Shibuya into major areas of Tokyo, followed by a phased national rollout centered on the Tokyo-Nagoya-Osaka region. Beyond the yakitori format, the company is looking into developing new series and formats, aiming to increase the number of 'long-lasting thriving restaurants' optimized for specific neighborhoods and consumer scenes.

Currently, Mab is conducting a '0-stage recruitment' for initial franchise owners. This marks the beginning of a challenge to establish a new standard in the restaurant industry, transcending the boundaries of traditional yakitori businesses.