Tonchin’s signature dish is tonkotsu ramen, which differs from other ramen styles because of its creamy pork broth base.
Michelin-recommended restaurants don’t often, if ever, expand via franchising. Keeping that top-tier quality in food, craftmanship and service can be a challenge with different owners and in different markets. But Japanese concept Tonchin is ready to take the plunge.
U.S. President Anan Sugeno brought the concept to the United States in 2017 and has since opened locations on both coasts. “Tonchin’s key words we always follow: design and quality. We’re taking care,” Sugeno said.
Tonchin is an authentic Japanese full-service restaurant brand that specializes in Tokyo tonkotsu ramen, which differs from other ramen styles because of its creamy pork broth base. The company earned a Michelin Bib Gourmand recognition for three years: 2019, 2020 and 2022.
The Michelin guide lists the signature tonkotsu ramen as a favorite, but the smoked dashi ramen is a close second. Tonchin’s menu includes classic Japanese appetizers, such as edamame, plus maguro, rice balls, steamed buns and, of course, noodle soups. It also serves desserts and guests can customize their ramen with additional toppings.
U.S. President Anan Sugeno is spearheading Tonchin’s development efforts in the country.
Brothers Katsuhiro and Motohiro Sugeno founded Tonchin in 1992 in Tokyo. Anan Sugeno, son of Katsuhiro Sugeno, spearheaded Tonchin’s expansion into the U.S. with its first New York store 25 years after the original restaurant opened.
Anan Sugeno’s grandfather had a fish shop in Japan, so Katsuhiro and Motohiro grew up in that environment. The younger Sugeno, who grew up in Japan, said his father “can do everything, but he couldn’t stick with one thing a long time.”
In suggesting Katsuhiro and Motohiro’s pick a career path, Sugeno’s grandfather told them to open a ramen shop. “Then they expanded to different areas in Tokyo,” Sugeno said. “They had like five, six locations in Tokyo. Luckily, they met so many good people from China, Shanghai, Taiwan, Thailand, Bangkok—they expanded to different Asian countries.”
The franchise has a strong presence in East Asia and the South Pacific with about 130 locations worldwide, but Sugeno said it’s time for North America to experience its Japanese cuisine. In the U.S., Tonchin has stores in New York City boroughs Manhattan and Brooklyn, plus Los Angeles.
“We thought this is the stage—we should expand more quickly. But not just ourselves; it’s going to take forever,” Sugeno said. During a late March interview, Sugeno was calling from Mexico City, where a Tonchin location is opening sometime this year.
Sugeno partnered with restaurant industry veteran James Walker to launch Tonchin’s franchising plans. Walker has worked at Experiential Brands, The Culinary Institute of America and restaurant technology company Lunchbox.
“Those are the things that really make Tonchin as a restaurant so successful—high-quality, authentic Japanese ramen,” Walker said. “From a franchise growth standpoint, we need franchise owners that are just as passionate about that execution of the brand standard.”
There’s a growing demand for Asian cuisine in the United States, Walker said. Several franchise brands are making their mark on the country.
Japanese fast-casual brand Pepper Lunch posted a $1.6 million average unit volume in 2024, ending the year with more than 540 locations in 17 countries. Then there’s Jinya Ramen Bar, which in 2023 did $154 million in system sales with 59 units, an AUV of about $2.6 million.
Gordon Ramsay’s flagship London restaurant in 2001 earned three Michelin stars, the guide’s highest honor, and has maintained them ever since. Under his restaurant brand Gordon Ramsay Restaurants, he’s started offering franchises for a select number of his restaurants. He has locations all over the world and, as of 2024, holds eight Michelin stars across five restaurants.
As Tonchin expands, Sugeno is staying true to his father’s recipes, with some added local touches that vary from store to store. Tonchin is looking for franchisees in major metropolitan areas such as Miami, Washington, D.C., Chicago and Dallas.
“Having been in franchising for such a long time, Tonchin is very unique because of its history and authenticity,” Walker said.
Some brands start franchising early in their respective journeys, with just a few units open, he added. “This is not the story with Tonchin,” Walker said. “Tonchin focused on honing not only their food, but their business model. Now that they’ve had years and years and years of success, they are now moving into franchising. I think that’s a really important piece.
AloJapan.com