"I had been wanted to branch out overseas. Parco gave me an offer which happened to be in Singapore. Including company registration, the damage was 50million yen (S$770k) by independent investment. It was struggling time collecting customer at the start. Prawn ramen was not a popular choice in Singapore. It is very similar to prawn mee which is one of the most popular local dish so I thought it could be acceptable but it wasn't. Local customer thought it is just an expensive prawn mee and failed penetrating. I changed my business model drastically and changed the restaurant genre to ramen dining and start offering whole variety of Tonkotsu, Miso and Shio. The change attracted customers to come back again. Tonkotsu is still the most popular choice among all."

At his 2nd branch, he concentrated only in Tonkotsu Ramen which is "Tonkotsu King". The restaurant is opened in hotel's retail space located at street surface in 8th August 2011. Small sized restaurant of 26 square meters does not seem to know how to stop the queue every lunch time.

"There was no authentic ramen stall like you can see anywhere in Japan. I thought it would be interesting if we make something so authentic. I was lucky to find a good location and reach out to good customers."

Entrance

The 3rd branch "Tori King" is located nearby "Tonkotsu King" at very new retail facility located within Amara hotel opened in1st November 2012. It was the only one shop opened in the facility and all entrance and electricity was not up working yet. Surprisingly, there was long queue at lunch time. They told us most major local newspaper "strait times" featured this opening article of "Tori King" and all public get to know about it. It is totally how celebrity chef works with media together with public reaction. 

Featured article on strait times in the opening morning

"Tori King" ramen is wildly utilize one big chicken wing  in each bowl instead of pork slice. Chicken soup makes it very thick and tasteful. Normal bowl is S$11.90. All topping bowl including pork slice, flavored egg, Seaweed is S$15.90. At "Tonkotsu King", normal bowl S$10.90 and all topping bowl is $14.90. New shop is $1 more expensive compare to "Tonkotsu King". Customer can personalize their preference on noodle hardness and soup thickness using ordering paper.

Special topping S$15.90 additional 10% service fee and 7% GST will be charged

Explanation on how to enjoy

Menu

Interior is inspired by Showa period of Japan. Retro posters of old Sumo wrestling stars are pasted on the walls, sports day global flags are decorated on the ceiling and playing Showa period old time favorite songs like Misora Hibari. It seems like retro Japan concept is loved by locals.

Fully packed restaurant on the very first day

Retro posters are pasted everywhere on the walls

"I wanted to focus on one main product and it was chicken. No concern about religions and not intending to take halal license. We can't even use soya sauce in order to gain halal license. Chicken was next choice after pork. Chicken broaden the vision. Normal bowl is at S$11.90. It will be S$14 including tax and service charges. It is considered fair price in Singapore. "

"Singaporeans are more familiar on Tonkotsu taste. Chicken gives less impact so increased the amount of meat and bone usage. Hidaka konbu was used wisely and little hint of Tonkotsu. The cost value is very high. Tonkotsu taste is something you remember deep in your brain so it makes so much different feel for ramen with or without Tonkotsu."

"Sales in Japan branches are holding steady but Singapore sales keep increasing. It was good move I made. There is few Japanese about 10% of total customers. Customers are mainly Chinese Singaporeans and some Caucasians who just eat and go without dinks."

"Local customers have many things to comment. Many complain including too oily and too salty.  All complains cleared after using personal order system so you can choose your preference at the time of ordering. I still use same moral as Japan. I only serve my own taste. On top of that I gave customers some choices personally. Most of customer choose normal but compare to Japanese, many of them choose "less oil". "

"Tonkotsu King collects about 300-350 people daily. 400 people visits on weekends. Daily turnovers are about S$5,000 to S$6,000. I supply imported ingredients locally. Cost in Japan ends up higher. Compare to branches in Japan which gives only about 10% operating profit, Singapore branch ends up about 15%. Labors are lower here so that takes up the balance 5% higher profitability than Japan."

"I am not interested to do franchising. I want to do what I want to do. So the mistake is my fault too. I want to expand directly as much as I can. So far all the stores are under my sole management. There is some franchising offer from Malaysia and Indonesia but I had been rejecting."

"I want to continue the King series because it is so clear cut. Parco branch is the full menu and other king series are more focus on one ingredient. I'm not going to do prawn anymore."

"I'm intending to continue developing within Singapore. I want to expand branding target to 10 branches. I may want to do large scale restaurant of Tonkotsu King in the central area."

There are many unexpected problems in overseas but there a lot to gain in regards on staff development. Employment visa issues are still finding difficulty but he sends off shop managers to Singapore from each branch in rotation. 

"This retail facility supposed to be opened today but there was no gas supply. We prepare the food at Parco and brought over the soup using taxi."

"Shop managers return from Singapore has lot grown up. Especially when we send those managers who is hated by staff makes so much difference. In Singapore, they struggle on language problem so they try harder to communicate with staff which grows them up to be a good shop manager when they are back in Japan. They realize how easy to communicate in your own language. I want to send as much people as possible to experience only if we can gain employment visa. "

"There are potential Singaporean shop managers. I hope there is a brave person who wishes to make their own store. I tell them to grow big together. Many Singaporeans agrees to the idea and have been with us for long while." 

It is said Singaporeans are job hoppers however KEISUKE stabilize its problem by holding good staffs. There is positive team motivation to achieve their dreams with great leadership of celebrity chef Mr. Takeda.  It seems like 10 branches are possible in near future.

Masaaki Yasuda