New plant-based dining concept ‘Next Restaurant’ opens in Tokyo

Wayback Burgers Asia, the Japanese master franchisee of the American hamburger chain Wayback Burgers, has launched ‘Next Restaurant’, a plant-based dining concept in Omotesando, Tokyo. It is the first of its kind in the city and is set to expand both domestically and internationally, according to the company.

The new restaurant presents a unique approach, designed to meet the growing challenges of the food and restaurant industry. The concept focuses on delivery and pick-up services, with minimal seating. The restaurant operates with a shared kitchen, preparing a range of menus from different restaurants, making it a one-stop pick-up destination.

The menu includes an array of vegan bento boxes such as the Next Foie Gras Kalbi Bento, Next Short Rib Bento, Next Curry Bento, Next Pork Ginger Bento, and Next Beef Bowl Bento. It also offers plant-based versions of classic dishes such as rice hamburgers and minced meat cutlets, as well as various Italian-inspired cuisines.

Complementing the food offerings, the company has also introduced Niseko & Smoothie, a healthy smoothie brand that uses fresh fruit and vegetables from Niseko farms in Hokkaido, Japan.

Koichi Ishizuka, CEO of Wayback Burgers Asia, said, “Traditional restaurants are now facing high procurement costs, labour shortages, general inflation, and consumers’ continuous demands for high-quality, healthy foods while seeking better value for money. Next Restaurant’s multi-brand 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.”

Following the launch of the first restaurant in Omotesando, the company plans to open a second franchise location in Kumamoto, Japan, in autumn 2024.

Wayback Burgers Asia is actively seeking both domestic and international franchise partners to join the growing concept.