Operation and Staffing Outsourced Franchise Model 'High-Class Yakitori B-Series' Enters Tokyo Market to Update Restaurant Management
Mab Inc. has announced the entry of its 'B-Series' franchise model into Tokyo, which fully outsources operations and staffing from the headquarters to improve restaurant survival rates. The flagship store will open in Shibuya-Miyamasuzaka in July 2026.
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- 📰 Published: May 26, 2026 at 20:00
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## 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.
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.
FAQ
What makes the B-Series different from other franchises?
It is a fully outsourced model where headquarters handles everything from staff hiring to daily operations, allowing owners to run the business without working in the kitchen.
What are the B-Series' expansion plans?
Starting with the flagship store in Shibuya, they are expanding into Tokyo and planning to roll out to major metropolitan areas like Osaka and Nagoya.
Why does Mab emphasize 'integrated design'?
To eliminate functional silos by integrating architecture, operations, and branding, ensuring the reproducibility of a thriving restaurant.