High-priced but good-quality products will win the hearts of customers every time. This is the belief of Masamichi Toyama, founder of Soup Stock Tokyo, and so far he has proved it.
Contrary to the garish exteriors of most fast-food chains, Toyama opened outlets with simpler designs. They have been popular with women who might otherwise have a difficult time finding a place where they feel comfortable dining alone.
Ten years after its launch, Soup Stock Tokyo now has 53 outlets in central and eastern Japan, the 47-year-old Toyama said.