Lemon Sour Originator, Long-Established 'Motsuyaki Ban' Opens First Franchise 'Shinkawasaki Kashimada Store' on June 5

Founded in 1958, 'Motsuyaki Ban' (operated by Ban Co., Ltd., CEO Masaru Matsumoto), known as the birthplace of the lemon sour, has been refining the culture of the Japanese pub for 68 years. As an initiative to pass on this legacy to the next generation, the company has begun a franchise expansion, opening its first franchise store, 'Motsuyaki Ban Shinkawasaki Kashimada Store,' on Friday, June 5, 2026. This expansion is not merely about increasing the number of stores. Ban has chosen the franchise path as a way to 'expand while preserving the essence of the brand.' The goal is to establish pubs as an 'enduring culture' nationwide, aiming for the company's 100th anniversary. Background of the FC Expansion Founded in 1958 and known as the izakaya where the lemon sour originated, Motsuyaki Ban has cherished its unchanged standard menu, building upon daily servings of drinks and dishes, and has protected its legacy for 68 years as a place embodying the culture of the common tavern. Generations change, and trends evolve. However, a long-established business is not something to be consumed as a fad; it continues as an accumulated 'story.' In its journey since its founding, Motsuyaki Ban first spent 47 years building its 'story,' then refined its management 'system' over the following 20 years. Now, for the next 33 years leading up to its 100th anniversary, the aim is to become an established 'culture.' Therefore, the next goal is not simply to increase the number of stores. It is to spread this story to the next generation and to various regions without compromising the cherished taste, atmosphere, and the everyday nature that makes people say, 'Let's go to Ban.' Furthermore, Ban aims for long-term growth by accumulating regular customers. It is a model that is nurtured over time, rather than aiming for maximum sales at the time of opening. It does not chase trends but accumulates daily routines. This attitude is Ban's strength. 'We want to spread the story, not expand by changing prices or appearances.' This sentiment led to the choice of a franchise expansion, a first for a long-established 'senbero' (cheap and drunk) business. However, this is not a typical chain-oriented franchise. It is an unconventional 'Ban-style' franchise with a philosophy closer to 'noren-wake' (business splitting), rather than uniform standardization. Franchise but 'De-Chain' – Local Store Management Sustainable for 20 Years Motsuyaki Ban's franchise is not a standard chain model based on uniformity. The goal is not chain-ization but 'de-chain-ization.' It is a franchise with room for individuality, based on a philosophy close to noren-wake. Its features are as follows: 1. Daily Special 'Banbanban' – A Design Allowing Stores to Show Their Color While preserving the standard menu items (about 60% of the total) that have remained unchanged since the founding, the system is designed to allow each owner to leverage their own specialty dishes and the strengths of their existing stores. Through the daily special 'Banbanban' and lunch menus, stores can express the popular dishes and expertise of their original businesses. A store strong in seafood, one good at Chinese cuisine, another confident in fried foods – while sharing the same 'Ban' signboard, each store has a different character. Rather than uniform menus, the company encourages owners to express their own 'color.' 2. Customer Base 3:3:2 Model – A Structure Centered on Regulars Ban's customer acquisition is not about targeting specific demographics but is based on the idea of 'cultivating future regular customers in their 50s and 60s.' Current company employees in their 50s and 60s make up about 30% of the total, forming the 'regular' layer that supports Ban's foundation. However, Ban's real strength lies in having a thick layer of 'potential regulars' beneath this core group. Company employees in their 30s and 40s, accounting for about 20%, are positioned as the 'fan base' and regulars-in-training. Another 20% of company employees in their 20s and 30s are 'potential fan base' and future regular candidates. This structure not only supports current regulars but also cultivates the next generation of regulars. It's about nurturing 'people who keep coming back,' not chasing trends. This is Ban's long-term growth model. 3. Low-Profit, High-Volume Model – Sticking to the Basics of Business The core of Ban's business is 'low profit, high volume, high frequency.' By keeping the average customer spend low while increasing visit frequency, the Nakameguro main store achieves a monthly sales of approximately 12.35 million yen (tax included) on 14 tsubo (approx. 46 square meters), with an average customer spend of 2,150 yen and sales per tsubo of about 880,000 yen. It does not rely on special high-priced items but accumulates sales through daily use. Sticking to the basics of business is Ban's management philosophy. 4. Using Existing Premises/Business Conversion – A Store Opening Strategy that Blends into the Community For new store openings, the company does not primarily rely on building from scratch but recommends using existing premises or converting existing businesses. Except for the Gotanda store, all stores have been opened in existing premises. By utilizing the existing storefront and atmosphere, they create a 'Ban-like' feel that naturally blends into the neighborhood, while also achieving low-cost store openings. This is also part of the de-chain philosophy. The First Franchise Store 'Shinkawasaki Kashimada Store' is Truly Ban's Ideal FC Store Motsuyaki Ban recommends opening stores in existing premises to reduce initial investment and aim for a quick return on investment after opening. The 'Shinkawasaki Kashimada Store' perfectly utilizes a former izakaya chain location, keeping most of the interior as is, which keeps initial costs extremely low. While many chains use existing premises, few actually 'recommend' it. Furthermore, since the owner also runs a seafood izakaya, they are expected to develop original menu items in addition to the traditional 'Ban' menu. 'Recommending existing premises' and 'allowing store management based on the owner's individuality' perfectly realize the ideal franchise store format that is characteristic of Motsuyaki Ban. Motsuyaki Ban will accelerate its FC expansion, planning to open another store within June of this year, and aims to have 30 stores by March 2027. 'Motsuyaki Ban Shinkawasaki Kashimada Store' Store Information - Official Store Name: Motsuyaki Ban Shinkawasaki Kashimada Store - Opening Date: Friday, June 5, 2026 - Business Hours: Monday-Sunday, Holidays, Days before Holidays: 17:00-3:00 AM (Food L.O. 2:00 AM, Drink L.O. 2:30 AM) - Regular Holiday: None - Location: 1F Shirayuki Building, 113 Shimohira, Saiwai-ku, Kawasaki City, Kanagawa Prefecture - Access: 4-minute walk from Kashimada Station on the JR Nambu Line - Seating Capacity: 40 seats - Reservation URL: https://www.hotpepper.jp/strJ004613003/?vos=aphpphpglnksnsm20241022001 An opening commemorative campaign will be held from Friday, June 5, 2026, to Thursday, June 11. Please check the reservation URL for details. What is Motsuyaki Ban? Motsuyaki Ban is a long-established motsuyaki (grilled offal) restaurant founded in 1958, known as the birthplace of the lemon sour. It is said that the name 'sour' was given to the drink, which was originally shochu mixed with carbonated water called 'chotan,' after adding lemon for its refreshing taste.