Early Life
Takaya Awata's entrepreneurial spirit emerged early. After dropping out of Kobe City University of Foreign Studies in 1985, at the age of 23, he ventured into the restaurant business, opening a yakitori (grilled chicken) restaurant in Kakogawa, Japan.
Rise to Success
Awata's turning point came with an epiphany. He was inspired by the popularity of udon noodle shops, witnessing customers queueing for the fresh food. In 1990, he established Toridoll, focusing on freshly cooked, high-quality udon noodles. Toridoll expanded with the Marugame Seimen chain, which gained popularity with open kitchens that allowed customers to witness the preparation of the noodles.
Key Business Strategies
Awata's success is rooted in his commitment to offering authentic, sensory experiences. His key strategies include the use of skilled udon masters and menu innovation. He expanded Toridoll internationally, beginning with a presence in Hawaii in 2011. He also adapted to local tastes, introducing options like spicy broths and cold udon with salads. Furthermore, the company focused on take-out meals and drive-through services.
Philanthropy
During the COVID-19 pandemic, Awata demonstrated a commitment to social responsibility. He deployed a food truck to provide free udon noodles to underprivileged children. In addition, he provided food to healthcare workers in hospitals.
