Tonchin, a Michelin Bib Gourmand Award Winner, Expands Into Franchising

Current restaurant climate and consumer demand create an environment ripe for elevated casual restaurants that focus on high-quality food at a reasonable price

In 2025, the restaurant industry is seeing a shift where experience-driven dining is more important than ever. The National Restaurant Association reports that 64% of full-service restaurant customers prioritize their overall experience over price, and diners seek more than just a meal—they want an atmosphere, storytelling, and an elevated sense of hospitality. At the same time, value remains vital as consumers look for high-quality dining at a reasonable price in an economic climate where consumers still consider discretionary spending. This creates the perfect opportunity for a Michelin Bib Gourmand winner to expand through franchising. With an ideal balance of exceptional food, thoughtful service, and affordability, Tonchin is well-positioned to meet evolving consumer demands while scaling its brand to new markets.

Tonchin began in Tokyo, Japan, in 1992, founded by brothers Katsuhiro and Motohiro Sugeno. Fueled by their passion for ramen’s dynamic possibilities, they embraced the meticulous craftsmanship required to create a truly original dining experience that would bring people together. Over 25 years later, Anan Sugeno introduced the brand to the United States, where the appreciation for Japanese cuisine has fueled a growing demand for authentic ramen. As the U.S. ramen market expands—expected to reach $1.6 billion with a CAGR of 1.5% according to IBISWorld —Tonchin continues to stand out by honoring its Tokyo roots. From its signature Tokyo Tonkotsu broth to hand-kneaded, wavy noodles, each dish reflects a commitment to bold, authentic flavors. With flagship locations in New York’s Midtown and Brooklyn, as well as Larchmont Village in LA, Tonchin is a gathering place where the true spirit of ramen thrives.

"My vision for Tonchin goes beyond just expanding the brand," states Anan Sugeno, Founder of Tonchin. “I want to share our passion for ramen with communities across the U.S. We want our guests to experience the bold flavors and craftsmanship that make our ramen special, blending tradition with innovation. Finding the right franchise partners is key—people who respect our roots and are committed to upholding the quality and care that go into every bowl.”

The Tonchin Experience

The Tonchin experience immerses guests in the flavor of Tokyo Tonkotsu Ramen. Every detail, from the menu to the ambiance, is curated to elevate the ramen experience. Beyond the bowl, the brand’s appetizers and desserts, like Kakigori, are designed to create complementary flavors that round out each meal.

Tonchin’s skilled team starts from scratch every morning, carefully crafting each dish to meet the highest standards. Daily tastings by management and monthly quality checks by leadership ensure that every bite meets the brand’s highest standards. Tonchin’s commitment to freshly made food, prepared openly before guests and served immediately, also sets it apart.

"Michelin-recognized restaurants rarely venture into franchising because their success is built on meticulous quality control, exceptional craftsmanship, and a deep-rooted culinary philosophy that’s difficult to replicate at scale," says restaurant industry veteran James Walker. "When a Michelin Bib Gourmand winner does choose to expand through franchising, it’s a rare and exciting opportunity—one that requires an operator with not just business acumen, but a true appreciation for the artistry and precision that set these restaurants apart."

Tonchin encourages interested franchisees to explore the brand at www.tonchinus.com/franchise.

About Tonchin

Tonchin is a globally recognized culinary brand that redefines the modern ramen experience. With its deep-rooted commitment to craftsmanship, Tonchin blends traditional Japanese techniques with bold, innovative flavors to create authentic dishes. As a Michelin Bib Gourmand award winner, Tonchin is known for its dedication to high-quality ingredients, elevated hospitality, and an immersive dining atmosphere. Now expanding through franchising, Tonchin seeks passionate operators who share its vision of delivering an elevated yet accessible ramen experience to new markets.

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