Supervised by "Sandaime Unato," founded in Showa 44 (1969). "Nidaime Hitsumabushi no Naruse" is Born

July 1, 2026

Franchise Business Incubation Co., Ltd.

Franchise Business Incubation Co., Ltd. (Headquarters: Takashima City, Shiga Prefecture, Representative Director: Masahiro Yamamoto) will open its new brand, "Nidaime Hitsumabushi no Naruse," on July 7, 2026 (Tue).

The new brand was created under the supervision of "Sandaime Unato," a long-established eel restaurant founded in Showa 44 (1969). Starting with the simultaneous opening of two stores, Itabashi and Chiba, we will develop this brand to offer authentic hitsumabushi, inheriting the taste and techniques of the long-established restaurant, to a wider range of customers.

Bringing the Hitsumabushi Culture Inherited in Nagoya to the Nation

Hitsumabushi has long been loved as a representative local dish of Nagoya.

Enjoy the first bowl as is, the second with condiments, and the third with special dashi broth...

It is a unique Japanese food culture that allows you to enjoy three different flavors in one dish.

"Nidaime Hitsumabushi no Naruse" will offer authentic hitsumabushi as a brand that makes this traditional Nagoya food culture more accessible.

Supervised by "Sandaime Unato," founded in Showa 44 (1969)

"Nidaime Hitsumabushi no Naruse" is supervised by "Sandaime Unato," a long-established eel restaurant founded in Showa 44 (1969). Incorporating the secret sauce and flavor-making philosophy passed down over many years, it was born as a new hitsumabushi brand while cherishing the traditional taste.

We aim to be a brand that is familiar to many customers while inheriting the techniques and spirit of the long-established restaurant.

Commitment to Ingredients and Deliciousness

At "Nidaime Hitsumabushi no Naruse," we use Japanese eel, grilled to be crispy on the outside and fluffy on the inside.

Furthermore, the secret sauce passed down over many years enhances the natural umami of the eel.

In addition, we use Koshihikari rice from Shiga Prefecture and adopt a cooking method supervised by the Japan Rice Cookery Management Association. We offer rice that pursues compatibility with eel.

By focusing on eel, sauce, and rice, we deliver a highly complete and delicious hitsumabushi.

Product Lineup

"Nidaime Hitsumabushi no Naruse" offers "Special Hitsumabushi," "Regular Hitsumabushi," "Shirayaki Hitsumabushi," and more.

Please enjoy this Nagoya specialty, hitsumabushi, which can be enjoyed in three ways.

Special Hitsumabushi Shirayaki Hitsumabushi

Regular Hitsumabushi

Store Overview

Nidaime Hitsumabushi no Naruse Itabashi Store

173-0016

1F, Narukawa Building, 18-9 Nakaitabashi, Itabashi-ku, Tokyo

Business Hours: 11:00 AM - 11:00 PM (Last Order 10:00 PM)

Nidaime Hitsumabushi no Naruse Chiba Store

〒260-0045

1F, Espoir, 2-22-2 Benten, Chuo-ku, Chiba, Chiba

Business Hours: 11:00 AM - 11:00 PM (Last Order 10:00 PM)

Message from the Representative

Franchise Business Incubation Co., Ltd.

Masahiro Yamamoto, Representative Director and President

"Unagi no Naruse" has been developing brands that allow many customers to easily enjoy authentic eel with the concept of "Plenty of delicious eel!"

We are deeply honored to have the supervision of "Sandaime Unato," a long-established restaurant founded in Showa 44 (1969), for the launch of our new brand, "Nidaime Hitsumabushi no Naruse."

We will nurture this brand to be one that more customers can easily enjoy, inheriting the hitsumabushi culture loved for a long time in Nagoya, as well as the techniques and commitment of the long-established restaurant.

We will continue to refine our quality, product strength, and hospitality, and strive to create a brand that customers will want to visit again.

<Company Overview>

Company Name: Franchise Business Incubation Co., Ltd.

Representative: Masahiro Yamamoto

Head Office: 2-1-3 Sakuracho, Imazu-cho, Takashima City, Shiga Prefecture

Tokyo Branch: 3F, Canal Square Shibaura, 3-14-18 Shibaura, Minato-ku, Tokyo

Established: September 2, 2020

Employees: 300 (including part-time staff)

HP: https://fbi-consulting.jp/

Business Activities: Franchise headquarters support, FC system development, FC brand launch advice, financing support for franchisees, etc.