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Wayback Burgers signs sizzling deal for Asia with Tokyo opening in 2022

Tokyo first market in 60-unit Japan deal

Wayback Burgers signed a 60-unit deal for Japan with WB Burger Asia, Inc. (WBBA) as part of a new master franchise agreement. The territory will be developed over a period of 20 years, with the first restaurant opening expected in Tokyo in early 2022.

WBBA is the publicly-traded holding company of WB Burgers Japan Co., Ltd. In addition to having the rights to Japan, WBBA has the first right of refusal to become master franchisee for Eastern Malaysia, Taiwan, Indonesia, the Philippines, Vietnam, China, India, Korea, Thailand, and Singapore. This sets the stage for significant growth of the Wayback Burgers brand across Asia over the next several years.

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Wayback Burgers and WBBA will together form an advisory board, announced the Cheshire, Conn.-based burger chain, to ensure “all critical components of the expansion with an emphasis on business operations, franchise development, brand strategy, menu creation and more” are supported.

Founded in 1991 in Newark, Delaware, Wayback Burgers specializes in cooked-to-order burgers and hand-dipped milkshakes, which it aims to serve in a friendly, nostalgic environment. The chain operates and franchises 166 locations in the United States, Brunei, Morocco, Saudi Arabia, Malaysia, Pakistan, The Netherlands, Ireland, and Alberta, Ontario, British Columbia and Saskatchewan in Canada. Currently, there are franchise commitments for 249 additional stores to be developed globally.

What’s more, with the popularity of plant-based foods on the rise, Wayback Burgers will continue its partnership with Next Meats Co. in Asia after validating the potential domestically. This summer, at the Sacramento, Calif. Vegan Food Festival, the chain tested meatless collaborations, including an all-plant short rib slider topped with fresh kimchi and ponzu cucumbers, and an all-plant short rib patty slider topped with ketchup and pickles from Next Meats Co.’s NEXT Yakiniku Short Ribended platform The Japanese-style barbecue meat received positive feedback from the test.

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“We are pleased to officially announce our latest international partnerships with WBBA and Next Meats Co., which will create a tremendous opportunity to introduce the Wayback Burgers experience to both traditional and alternative burger lovers in Japan,” said William Chemero, Wayback Burgers chief development officer. “We are excited to collaborate with both companies, under the impressive leadership of Koichi Ishizuka, officially bringing one of America’s favorite burger brands to market across Asia.”

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