Wayback enters Japan with Omotesando opening, eyes Asia expansion

A total of 60 restaurants will open in with local developer WB Burgers Asia over two decades

Wayback Burgers began its expansion into Asia with a Japan debut in Omotesando. The burger chain will develop a total of 60 restaurants in Japan over the next two decades.

The path to Japan was paved with a development deal with WB Burgers Asia, Inc. (WBBA), the publicly traded holding company of WB Burgers Japan Co., Ltd.

What’s more, a partnership with sister company, Next Meats Co. (NXMH), a Tokyo-based venture producing meat alternatives, expanded the menu in Japan. The company introduced “innovative meat-free dishes” at the Wayback Burgers Omotesando location. Vegetarian, vegan and flexitarian Japanese consumers will find these types of menu options appealing.

The chain also said it holds “development options” for India, China and several Southeast Asian countries. South Korea, Singapore, Taiwan, Thailand, Indonesia, Malaysia, Vietnam, and the Philippines may soon experience the Wayback Burgers brand. A larger deal with WB Burgers Asia encompasses these options.

Next Meats Co. will introduce “innovative meat-free dishes” at the Wayback Burgers Omotesando location and across Japan
Next Meats Co. meat-alternative products will enhance the Wayback menus in Japan and beyond. Photo by Wayback Burgers.

The menu at Wayback Burgers Omotesando reflects local tastes. In addition to its staple selection of grilled-to-order burgers, and meatless Next Meats Co. options, Wayback offers chicken sandwiches. Also, it sells fresh salads and side dishes, plus frothy milkshakes prepared with whole milk and hand-dipped ice cream.

Koichi Ishizuka, the head of WBBA and NXMH, said: “We are very excited to introduce Wayback Burgers to Japanese customers. Our first location in Omotesando will be the flagship restaurant, not only in Japan but in Asia, where we plan to continue expansion. True to its name, Wayback Burgers means going back in time to when hamburgers were made by hand. Our hamburgers are made with 100% fresh ground beef, which is then pressed and grilled to order. We’re also proud to be able to offer a range of delicious meatless items through our agreement with Next Meats.”

Currently, Wayback Burgers operates in 34 states in the United States and in eight countries. These include locations in Brunei, Morocco, Saudi Arabia, Malaysia, Pakistan, The Netherlands, Canada, and Ireland.


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