Business

Hubert Young takes his first bite of booming PH burger market

Restaurateur Hubert Young, who is known for bringing Japanese food franchises UCC Coffee, Coco Ichibanya and Mitsudayo Sei-Men, is ready to take on the burgeoning premium burger scene with the opening of the first Mos Burger branch in the Philippines.

Restaurateur Hubert Young, who is known for bringing Japanese food franchises UCC Coffee, Coco Ichibanya and Mitsudayo Sei-Men, is ready to take on the burgeoning premium burger scene with the opening of the first Mos Burger branch in the Philippines.

Japan’s second largest fastfood chain, Mos Burger is entering the Philippine market via a partnership between Tokyo Coffee Holdings of the Youngs and Mos Food Services Inc.

The first Mos outlet is set to open at Robinsons Galleria on February 27 with the aim of capitalizing on a wider trend for quality burgers.

“We heard that Filipinos love burgers as much as they love Japanese food. In introducing MOS Burger to the Philippines, we are giving them two of the things that they most love. We can’t wait for them to try our Japanese-style burgers,” said Mos Burger Philippines president Araki Masahide.

Among the must-try offerings of Mos first Philippine branch are the yakiniku rice burger, MOS cheese burger, wagyu burger, seafood tempura rice burger, and natsumi, a lettuce wrap burger.

Mos’ expansion in Southeast Asia will see the opening of more outlets in the Philippines – Robinsons Magnolia in Quezon City and Robinsons Manila.

The plan is have a total of 50 Mos Burger stores by 2027.

Founded in Tokyo in 1972, MOS Burger is ranked number two in sales among all burger chains in Japan. It has around 1,300 stores in Japan and almost 400 stores overseas.

It has been Young’s dream to bring Mos Burger to the Philippines ever since he took a bite of the burgers in Japan in the 1990s.

The Youngs of Cebu own feed and flour maker General Milling Corp.

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