YAYOI
Overseas Franchise
Expansion Status
| Products and Services Offered | Teishoku (set meals with fish, meat, and vegetables), donburi (rice bowls), udon noodles, and Japanese side dishes |
|---|---|
| Countries of Overseas Expansion | Thailand, Singapore, Australia, Taiwan, United States, Philippines, Malaysia, and Indonesia (as of January 2026) |
| Number of Overseas Locations | Approximately 250 locations (as of January 2026) |
| Franchise Contract Type | Master franchise / Area franchise |
Too Good for Fast Food.
Too Affordable
for Fine Dining. 250 Stores.
Founded in 1976, YAYOI is a teishoku chain operating widely in Japan, and it has expanded to approximately 250 locations in overseas markets as well.
For a long time, the overseas Japanese food market tended to be polarized between inexpensive fast food and expensive fine dining. YAYOI targets the "middle market" by offering nutritionally balanced, authentic teishoku at accessible prices. Through this positioning, the brand captures the everyday dining demand of local office workers and families, establishing a customer attraction base.
Key Features of
the Overseas Franchise
Tablet Orders In. Teishoku Out.
Faster Than You'd Expect.
Teishoku, which combines multiple dishes, is inherently a menu item that takes time to serve. By linking tablet-based ordering with an automated kitchen system to significantly shorten service lead times, YAYOI has established an efficient service flow that shortens the time from ordering to serving.
This system, allowing customers to enjoy authentic Japanese food with reduced wait times, meets the demand of local families seeking everyday dining out and those who want a quick, quality meal. By providing satisfaction during a short stay, it contributes to improving seat turnover rates during peak times.
Automated Kitchen.
Consistent Quality.
Lower Hiring Costs.
The stores have introduced automated rice serving machines and temperature-controlled fryers, building a system that replaces specialized manual labor with automated equipment to ensure consistent quality.
By using ingredients processed in central kitchens and consolidating in-store work into equipment operation, even inexperienced staff can prevent inconsistencies in quality and delays in service. It is a rational business model designed to increase store profit margins by keeping hiring and training costs low.
The Playbook That Works
in Bangkok and Sydney.
The labor-saving of front-of-house operations through tablet ordering and the manualization of kitchen tasks using specialized equipment. Through this "standardization of service and cooking," franchisees do not require the hiring of experienced artisans or long-term training.
As demonstrated by partnerships with local restaurant chains in markets like Thailand, this highly reproducible business package enables efficient multi-store expansion without the need for skilled artisans. Functioning as a foundation for efficient multi-store expansion (scalability).
Reviews from Store Visitors
“A friendly welcome and once sat at the table you were handed a tablet. You choose whether you want Fish, Meat, Pork, Chicken, Veggie dishes, drinks etc and off you go! We looked at the menu/photos with clear descriptions.”
“It’s hard to find authentic Japanese Teishoku at this price point. It’s a step up from typical fast food bowls, but much more affordable than fine dining. My family eats here twice a week.”
“If we need a really good meal: good food and reasonably priced then we go Yayoi. We love our teishoku (a set meal). ”
“Very good service, friendly staff, food was perfect. I have a good time with my friends in this restaurant, the most important thing for me is the food quality.Acutely, here is prefect for me. I like the food are sukiyaki,Yakiniyu don.”
“Unexpected find for a quick lunch, very helpful & pleasant staff. Easy ordering system & quick delivery. Good sized meals & tasty. Reasonable drinks list as well.”
YAYOI
Company Information
| Brand Name | YAYOI (Yayoiken) |
|---|---|
| Company Name | Plenus Co., Ltd. |
| Head Office Location | GINZA SIX 8F, 6-10-1 Ginza, Chuo-ku, Tokyo, Japan |
| Date of Establishment | November 1976 |
and Fine Dining. Filled.
Local feedback stating "higher quality than fast food and more affordable than fine dining" is evidence that the brand accurately captures the demand of its target middle market. The fact that it acquires repeat customers who visit multiple times a week, appreciating the high convenience and fast service of tablet ordering, indicates a customer attraction base for everyday dining.
What converts this customer attraction into profit is the kitchen system utilizing automated equipment. The system, which maintains consistent quality without relying on artisans with advanced cooking skills, enhances business reproducibility. For investors aiming for multi-store expansion while keeping labor and training costs low, it serves as a rational business package designed to support investment recovery.