[New Store Information・Toyama] "Yakitori Tateyama" - A Little Extra Time for Your Daily Life - Authentic Charcoal-Grilled Yakitori x Toyama Oden x Sake - Opens in front of Toyama Station

AP Holdings Co., Ltd. (Headquarters: Toshima-ku, Tokyo; Chairman and President: Hisashi Yoneyama) will open a new store, "Yakitori Tateyama," at the former site of Tsukada Farm Toyama Station Front store in Toyama City, Toyama Prefecture. The new establishment focuses on authentic charcoal-grilled yakitori, allowing guests to leisurely enjoy Toyama oden and sake.

Background of the Rebranding ~ APHD's Rare-Mass Strategy: Making "a slightly better restaurant than usual" accessible ~

In response to recent dining-out trends where prices are heavily impacted by rising commodity and ingredient costs, the company advocates a unique strategy called the "Rare-Mass Strategy." This approach targets the space between high-end (rare) and mass-market establishments, offering "everyday small luxuries (special occasions)" at an accessible price point.

Specifically, the average spend is around 5,000 yen. While less frequent for daily use compared to family restaurants or budget izakayas, this pricing is significantly lower than high-end restaurants. Through its unique "Direct Production-Sales Model," the company provides high-quality ingredients, typically only available at upscale establishments, at fair prices commensurate with their value, achieving both high quality and low cost.

Lighting the Charcoal at the Foot of Tateyama.

~ A Little Luxury in Everyday Life with Authentic Charcoal-Grilled Yakitori, Toyama Oden, and Carefully Selected Local Sake ~

This time, the company proposes a new way to spend time in Toyama, a city known for "fish and sake," centered on authentic charcoal-grilled yakitori, Toyama oden, and Japanese sake. Leveraging the expertise in chicken cultivated at "Tsukada Farm," the interior has been renovated into a calm space with increased counter seating. It transforms from a conventional izakaya into a place where one can enjoy a touch of everyday luxury without formality.

Recommended Menu

Yakitori Recommended 5-Skewer Course (1,500 yen)

A course of 5 yakitori skewers, each carefully grilled over charcoal by a skilled grill master. Includes meticulously prepared deboned chicken wings, fluffy and flavorful tsukune, crunchy gizzard, breast meat wrapped in crispy skin (dakimi), and juicy thigh meat. Served hot in sequence.

[Premium Chicken Dishes]

Specialty free-range chicken dishes unique to the company, which has dedicated years to working with chicken. Offerings include free-range chicken salted tataki (980 yen) highlighting the natural sweetness and chewy texture, rich and smooth extreme toro liver (980 yen), and free-range chicken torotaku maki (450 yen) with minced chicken and pickled daikon radish.

[Toyama Oden]

Toyama Oden Assortment (1,680 yen). Slowly simmered in kelp and bonito broth, the well-flavored ingredients are generously topped with Toyama's specialty "tororo kombu" (shredded kelp) for a gentle taste. Enjoy Hokuriku-region specialties like red rolled kamaboko and whelk.

White Shrimp Manju (480 yen). Deep-fried fluffy dumplings made with Toyama Prefecture white shrimp and ground squid. Fried to order and served piping hot.

[Rich Flavors with Carefully Selected Eggs]

Menu items include the irresistibly wobbly and juicy dashimaki tamago (680 yen), a potato salad with a perfectly boiled soft-boiled egg (580 yen), and a rich oyakodon (780 yen) featuring eggs from the company's contract farms.

Sake that Complements the Food, Born from Toyama's Famous Water

Toyama Prefecture is one of Japan's leading regions for pristine water. Snow accumulated on the 3,000-meter-class peaks of the Tateyama Mountain Range becomes subterranean water over time, providing abundant high-quality water throughout the prefecture. The clarity and smoothness of sake born from this pure water are hallmarks of Toyama's brews.

At Yakitori Tateyama, the selection focuses on "sake that pairs with yakitori and oden." Highlights include the Tateyama Highball (550 yen), a sake highball using "Tateyama" sake from Tateyama Shuzo, known for its dry, crisp taste, and the Oden Dashi-Wari (550 yen), a blend of oden broth and sake.

Limited-Time Opening Commemorative Course and Convenient Banquet Plans!

To commemorate the opening, a limited-time Opening Commemorative Course (4,500 yen per person, available for reservations from 2 guests) will be offered. Additionally, banquet plans suitable for casual gatherings like social events and reunions, as well as dates and business dinners, are available.

[Store Overview]

Opening Date: June 17, 2026 (Wednesday)
Store Name: Yakitori Tateyama
Location: 1F Yoko-do Building, 2-1-10 Sakura-machi, Toyama City, Toyama Prefecture 930-0003
Phone Number: 076-445-5557
Business Hours: Tuesday to Sunday, 17:00-23:00
Regular Holiday: Monday
Total Floor Area: 37.73 tsubo
Number of Seats: 48
Private Rooms: Available (1 room for 4, 2 rooms for 6, can be combined for up to 12)
Private Buyout: Possible (consultation required)
Average Budget: 5,000 yen
Official Instagram: https://www.instagram.com/yakitoritateyama/

[Operating Company] AP Holdings Co., Ltd.

With the mission of "pursuing the ideal state of food," the company operates over 40 diverse restaurant brands both domestically and internationally, including izakaya formats like Tsukada Farm, as well as specialized formats such as Yonjuhachi Gyojyo, Shibaura Shokuniku, sushi, yakitori, hotpot, and shabu-shabu. In addition to restaurants, it also runs the "Tsukada Farm Plus" prepared food business and the processing and distribution of poultry and fresh seafood. The company aims for "ALL-WIN" for everyone involved in the "food industry" encompassing producers, sellers, and consumers.