Ramen restaurants are not short of luck

In a restaurant industry facing multiple challenges, Umamido and other brands specializing in Japanese noodles seem to stand out from the crowd.

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Economic, (geo)political, cultural, and technological pressures are weighing heavily on the restaurant industry. With the possible exception of establishments dedicated to imported or Japanese-inspired cuisine, from quick-service sushi restaurants to those offering high-end omakase menus , the global trend is toward growth in both revenue and the number of establishments.

Weighing in at some €3.37 billion, the European Japanese restaurant market is expected to be worth €4.32 billion by 2032, according to estimates by Data Bridge Market Research. Over the same period, alongside the German, French, and English markets, the leading markets in this field, Japanese restaurants in Belgium could reach a valuation of €1 billion.

Listed as a UNESCO Intangible Cultural Heritage Site, Japanese cuisine is undoubtedly a draw. "Globally, Japanese cuisine ranks second only to Italian cuisine," note analysts at Data Bridge. And while Chinese cuisine leads the way in terms of the number of restaurants, "Japan has the largest number of high-end restaurants, with Tokyo boasting the largest number of three-Michelin-starred establishments in the world."

Very popular soups

The widespread appetite for cuisine from this large Pacific island isn't limited to the iconic sushi. A subcategory that has been gaining popularity in recent years is ramen, Japanese noodles served in a savory broth.

We're not talking about the famous Aïki Noodles, the instant ramen that's so common on supermarket shelves, but about elaborate and even meticulously executed dishes, according to the founder of the Belgian chain of "ramen shops," Umamido.

"The ramen concept is truly slow good. We produce all our homemade broths slowly. There are broths that simmer for 12 hours or even longer. All of this, from our workshop," explains Guy Quirynen in a note to prospective franchisees.

Although he's not Japanese, this CEO, who trained in hospitality in Lausanne and worked in Michelin-starred kitchens, says he's "infused" with the culture of Japan, where he lived and learned the art of ramen. Since opening his first Umamido restaurant in Brussels in April 2013, the brand now sells 700,000 bowls of noodles per year. This is achieved through a network of nine branches in Belgium and almost six franchises in Switzerland. The next step is to conquer the French market, where the Japanese restaurant industry is most widely established in Europe.

Product and process run like clockwork

Takumi Ramen, Koku Ramen, Tomo Ramen, Ninja Ramen, Ramen by So, Mendo… From Antwerp to Liège, dozens of brands with colorful kanji, wabi-sabi furniture, and very kawaii noodle pictograms have flourished in recent years. Ranging from businesses with multiple locations to limited liability companies with a single independent restaurant, this growing offering is seemingly organically responding to growing demand.

From a customer perspective, aside from tourist and cultural influences (manga, anime, etc.), the ramen concept appeals for its comforting and, above all, highly customizable nature. From marinated vegetables to fermented eggs, from mild to spicy broths, to braised pork and breaded chicken, all complement the noodles.

From an entrepreneurial perspective, the winning ingredients would clearly be a focus on a single concept (the bowl of noodles and its variations), product quality (authentic, local, sustainable), and management fluidity (of orders, inventory, and staff). Attention is often focused on restaurant minimalism, similar to fast-food processes, to make them easy to manage and therefore efficient, as well as on shared logistics, to transport products or prepared dishes from a central kitchen.