#Japan #Tokyo #Wayback Burgers #Asia Expansion

Wayback Burgers Takes Major Steps in Asia

Wayback Burgers, a popular American burger brand with deep roots in culinary innovation, is gearing up for a significant expansion into the Asian market. Following a successful test marketing campaign concluded in Omotesando, Tokyo, the company has officially established the franchise organization named "WBF (Wayback Burgers Franchise)" set to launch operations on July 2, 2025. The collaboration with WB Burgers Japan, which holds master franchise licenses for 10 countries in Asia, will drive the expansion efforts both in Japan and throughout Asia.

What is Wayback Burgers?

Founded in 1991 in Connecticut, Wayback Burgers has transformed into one of America's beloved gourmet burger chains, boasting over 50 locations across the United States and more than 40 countries around the world. With its mouth-watering handmade burgers and rich milkshakes, coupled with a nostalgic diner atmosphere, the brand resonates particularly well with American families.

Wayback Burgers has gained recognition not only for its delicious offerings but also for its profitability and operational flexibility as a franchise business. Investors and entrepreneurs alike have shown interest in the franchise, leading to features in prominent publications such as Forbes and Entrepreneur.

Successful Test Marketing in Omotesando

In 2024, Wayback Burgers opened a pop-up store in Omotesando, aiming to penetrate the Japanese market. This temporary outlet capitalized on American portion sizes while tailoring recipes to savor the Japanese palate. The response was overwhelmingly positive, garnering significant attention on social media and food media platforms. A survey conducted indicated that over 90% of visitors expressed a desire to return, particularly among Gen Z and millennial attendees, establishing a solid fan base. Building on this achievement, the strategy involves creating permanent locations along with nationwide franchise operations.

Launch of WBF and Future Expansion Plans

Encouraged by the success in Omotesando, WB Burgers Japan is enhancing its franchise division by launching "WBF (Wayback Burgers Franchise)" in July 2025. The new company will focus on several strategic initiatives to strengthen the brand presence in the Asian market:

• - Opening franchise stores across Japan
• - National rollout of delivery-focused ghost kitchens
• - Partnership franchise developments in countries such as South Korea, Taiwan, Thailand, Philippines, and Indonesia
• - Hosting franchise information sessions for potential restaurant owners and existing operators

Innovative Food Business Model

One of Wayback Burgers’ competitive advantages is the integration of physical outlets with digital strategies. By implementing ghost kitchen delivery models in urban areas, the brand aims to optimize limited space and costs while maximizing profitability. This approach is particularly resonant in the post-pandemic dining landscape, showcasing it as a progressive growth strategy for the industry.

Future considerations include introducing halal and vegan menu options to cater to diverse cultural and religious needs throughout Asia, reflecting the brand’s commitment to meeting local expectations in varied markets.

The Parent Company’s Financial Outlook

Wayback Burgers is a subsidiary of WB Burgers Asia, Inc., which is currently listed on the OTC market in the United States under the ticker symbol "WBBA". The company is steadily building a solid foundation for international expansion, with plans to resume trading on the OTC market this fall, while also eyeing a future listing on NASDAQ. Increased visibility in capital markets will be crucial for maximizing brand value and accelerating franchise developments across Asia.

Contact Information

Company Overview
WB Burgers Japan, Inc.
CEO: Koichi Ishizuka
Location: 607, 5-2-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Hokkaido Branch: 79-75 Motomachi, Niseko, Abuta-gun, Hokkaido
Established: April 9, 2021
Business: Hamburger franchise and food services
Website: wb-burgers.jp
Email: [email protected]