WB Burgers Asia launches Tokyo’s first multi-brand plant-based restaurant

JAPAN – Master franchisee WB Burgers Asia has opened Next Restaurant, the first multi-brand, plant-based restaurant in Tokyo.

The plant-based restaurant concept is pivoted on pick-up and delivery services, offering minimal on-location dining services.

According to the Wayback Burgers franchisee, the new location is intended to be a one-stop destination for a variety of plant-based dishes, some of which are also gluten-free.

Next Restaurant features a single on-site kitchen to prepare a selection of menus from different brands. The new concept features vegan bento boxes including Next Short Rib Bento, Next Foie Gras Kalbi Bent, and Next Beef Bowl Bento.

The new restaurant also offers plant-based versions of classic dishes such as rice hamburgers and minced meat cutlets.

Next Restaurant also offers Next Pasta & Doria offers gluten-free options such as Next Bolognase, Next Tomato Sauce, and Next Carbonara for customers with gluten sensitivities.

Other menu offerings include Next Pizza and Next Vegan Cheesesteak.

The new restaurant also offers Niseko & Smoothie, a health-focused smoothie brand that uses fresh produce from Niseko farms in Hokkaido, Japan to complement its menu offerings.

Wayback Burgers Asia CEO Koichi Ishizuka said, “The traditional restaurants are now facing high procurement costs, labor shortage, general inflation and consumers’ continuous demands for high quality and healthy foods while seeking for a better value for the money.”

“Next Restaurant’s multi-brand restaurant model shares the same kitchen for better food preparation efficiency and the pick-up and delivery concept allows us to operate within a small location.”

The CEO also reiterated the new restaurant is easily franchisable and expandable to accommodate even a broader array of menu offerings.

The master franchisee also revealed plans for further expansion in Japan and Asia. Koichi called on existing restaurants and potential investors to partner with the new restaurant concept to leverage the [potential of the plant-based restaurant market.

According to Fortune Business Insights, the global plant-based food market is expected to generate US$50.1 billion in revenue by the end of 2024. It is projected to grow to a market valuation of US$113 billion by the end of 2030.

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