Marugame Udon

A Japanese Sanuki udon chain featuring a kitchen theater where noodles are made from scratch in a live, performance-style presentation. The cafeteria-style setup allows customers to choose their own toppings and carry their meal to their seats. This results in a high turnover rate and reduced labor costs for waitstaff.

This article thoroughly examines the operator’s brand story, its track record in the United States, and information on franchise opportunities. If you are considering joining a Japanese food franchise, this article may be a helpful reference.

About TORIDOLL Holdings: Operator of Marugame Udon

Source: Marugame Udon official website:
https://ca.marugame.com/

This restaurant company’s core business is developing and operating a chain of Sanuki udon specialty restaurants. Marugame Seimen was launched in Japan in November 2000, and in April 2011, the first international location opened in Hawaii, USA. In August 2015, Marugame Udon USA, LLC was established in the United States as a subsidiary, accelerating the pace of business development.

In 2019, TORIDOLL Holdings formed a capital partnership with Hargett Hunter, an investment firm familiar with the U.S. restaurant market, and announced plans to work toward establishing a franchise model for the U.S. market^*1. As of November 2025, franchise opportunity information is not posted on the official U.S. website; however, the brand may be cautiously expanding through partnerships and area development agreements.

The number of operating locations in the United States is 23 as of November 2025^*2. This accounts for approximately 19% of the udon-serving restaurants within the United States (total: 118 locations^*3).

The Value of Franchising
with Marugame Udon

Source: Marugame Udon official website
https://ca.marugame.com/

Differentiate with Authentic Japanese Sanuki Udon
that Delights the Five Senses

The main feature is the ability to enjoy the authentic Sanuki udon preparation process with all five senses. In many noodle businesses in the United States, central-kitchen noodle production is common, but Marugame Udon has adopted a “theater kitchen” visible from the dining area. Guests can experience the process of flour transforming into noodles, the sound of noodles being cut, and steam rising from the pot, engaging the senses of sight, sound, and smell.

The udon noodles are plated by staff, while customers add their favorite tempura and condiments as toppings themselves. This live, made-in-front-of-you experience can be a decisive point of differentiation from other Japanese restaurants.

Of course, there is no compromise on flavor. Freshly made and freshly boiled noodles have a distinct transparency and firmness. A distinctive feature is that the dashi is prepared in-house every day, bringing out its natural aroma and umami.

Menus Tailored to Local Tastes Are Well Received

A distinctive feature is that Marugame Udon offers unique menus tailored to the region’s cultures, customs, and needs. For example, at a location in California, a menu item combining sweetly simmered beef, a soft-boiled egg, and udon noodles (Nikutama Udon) is popular. At a location in Hawaii, the menu item featuring cold udon topped with salad and chicken tempura drizzled with garlic sauce (Garlic Chicken Salad) has become quite popular^*4.

With multiple bases available, such as kake dashi, creamy dashi, Japanese-style dashi, and vegan plant-based dashi, the menu can be flexibly adjusted to suit regional needs. A wide variety of tempura options is also available, including shrimp, squid, chicken, cheese, and zucchini. Because there is a tempura lane between the udon service counter and the payment counter, customers naturally add tempura, making it a structure that can readily increase the average check.

As illustrated above, it is essential to evaluate potential profitability based on cuisine characteristics and to ensure that operations are manageable.This website details the culinary features and support structures provided by each franchise brand. We also feature three carefully selected Japanese franchise brands based on regional suitability, so please be sure to review them as well.

Choose by area characteristics
Three Selected
Japanese Food Franchises

Marugame Udon Support Overview

Before opening

• Provision of operational concepts and basic training (including trademark usage rights)
• Training on restaurant operations, customer service, food preparation, and sales
• Support for restaurant development (site selection, design, and setup)
• Marketing support such as advertising and promotions
• Support for staff training

After opening

• Continued support for operations

Customer Feedback
on Marugame Udon

Tripadvisor rating

Based on customer reviews, it can be analyzed that the cafeteria-style operation is a strength of Marugame Udon. The numerous comments noting that the line moves quickly are proof that self-service has enabled a high turnover rate. The turnover rate is directly linked to sales efficiency and is an important factor for franchise owners.

Comments such as “It’s fun to choose the toppings” and “I love selecting my favorite tempura” are also noteworthy. This suggests that the cafeteria-style setup also contributes to a better customer experience.

Some customer reviews are shown below.

Flavorful Broth
and Well-Cooked Noodles

This popular ramen joint in LA’s Japantown sometimes has a line, but it moves quickly. Despite having lots of tables, it can fill up quickly when it’s busy. My partner and I ordered tonkotsu udon, nikutama udon, shrimp tempura, and squid tempura. The tonkotsu pork broth was very flavorful, and the noodles were cooked well.

The Line Moves Quickly
Even During Busy Times

When you go in, you first pick the broth you’d like (regular or large), and the staff plates the udon. After that, you order tempura (additional charge), grab a drink, and then pay at the register. Outdoor dining was available, but I got the nikutama udon to go, along with the shrimp and chicken tempura.

You pack your own items at a packing station before heading out. It’s popular, but the line moves quickly. The udon had a thick and chewy texture, while the tempura was light and crunchy.

It’s Fun to Choose Your Toppings

As someone who had never been in this type of place before, I enjoyed the easy cafeteria-style setup: you order your udon first, then pick the tempura veggies and/or fish you want as you go around the counter on your way to the cashier. The udon noodles were made and boiled fresh. It makes for a fairly inexpensive dinner.

Costs Associated with Opening
a Marugame Udon Restaurant

Basic Information
on Marugame Udon

Summary by the Editorial Team

Marugame Udon boasts a significant share of the U.S. udon market and has already established strong brand recognition. However, as of November 2025, franchise opportunities for individual applicants in the United States are not being offered.

Therefore, the brand is best suited to corporations that can invest under area development agreements for multi-unit expansion in specific regions, as well as companies with a proven track record in the foodservice industry that are exploring partnerships.

Relevant companies and investors should regularly check TORIDOLL Holdings’ IR information and the official website of its U.S. subsidiary, and look for opportunities to partner when they arise.

This media platform also features three recommended Japanese franchise brands, carefully selected based on regional suitability. Please be sure to review them as well.

Choose by area characteristics
Three Selected
Japanese Food Franchises