Japanese fast casual chain Pepper Lunch to make Mongolia debut

MONGOLIA – Japanese fast casual restaurant chain Pepper Lunch has announced plans to open its flagship outlet in Mongolia in 2025 as part of the chain’s global expansion strategy.

Pepper Lunch expanded its international footprint to 17 countries through a franchise agreement with Bluemon Group, a local distributor in Mongolia, according to a statement to news outlets.

Global CEO Yuto Tago announced the agreement on LinkedIn, expressing enthusiasm for the first Mongolian restaurant, set to open in 2025. 

Pepper Lunch global CEO Yuto Tago said, “We signed a master franchise agreement with our Mongolian franchise partner yesterday. Mongolia is Pepper Lunch’s 17th country. I cannot wait to see the first restaurant opening next year!”

Founded by chef Kunio Ichinose in 1994, Pepper Lunch is renowned for its DIY casual dining concept. It offers premium steaks, pasta, Pepper Rice, and its signature Cheese Curry Rice.

The chain operates over 500 locations worldwide and is recognized for its interactive dining experience, where customers cook meals on patented sizzling teppan plates. 

In 2020, Pepper Food Service sold the franchise to J-Star Investment Fund for USD 79 million, facilitating further international growth. The acquisition enabled the brand to expand its presence in new markets. 

In October 2023, Pepper Lunch signed a development agreement for North America, aiming to open ten outlets in the Phoenix, Arizona area by 2029.

Jake Ireland, managing partner of BID Investment Group, praised the concept’s unique value proposition and menu flavors, positioning it as a potential leader in the U.S. dining market. 

In December 2023, additional development agreements were signed with Majestic Restaurant Group and NiKU, strengthening its expansion in the U.S.

Majestic committed to ten outlets in Tampa, Orlando, and Gainesville, Florida, by 2028. NiKU plans to establish ten locations in Hawaii, with the first set to open in early 2025 and the rest by 2033. 

The brand aims to have 100 North American locations by 2026, complementing its existing outlets in British Columbia, California, Florida, Guam, Nevada, Texas, and Vancouver. 

Pepper Lunch’s ongoing growth is driven by its innovative dining concept and strategic partnerships, cementing its position as a prominent player in the global foodservice industry. 

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