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7 clusters · 21 sources · 47 days · First seen · Last updated

Marugame Seimen market competition and strategy

Overview

Marugame Seimen, operated by Toridoll Holdings, has faced significant financial challenges due to rising labor and operational costs and intensifying competition in the Japanese udon market. The company reported a 16.0% decrease in operating profit for the period of April to June 2026, noting a decline in customer numbers despite previous price increases. Competitors such as Sukisan Udon and Monogatari Corporation are expanding their presence in the sector.

In response, the company is implementing aggressive menu expansions and promotional campaigns. On October 1, 2026, Marugame Seimen held a ‘Kamaage Udon Day’ campaign, offering Kamaage Udon at half price (190 yen for regular size) and half-price ‘Bukkake Udon’ for dine-in customers. Certain locations, including Tokyo Dome City, Komazawa University, Toyo University, and Machida Palio, were excluded from this event.

Starting October 6, the company is executing a major permanent menu expansion, its first in approximately four years. This includes the nationwide rollout of ‘Meat and Burdock Udon’ and ‘Meat and Burdock Bukkake Udon’, the return of ‘Mentai Cream Udon (Hot)’, and the introduction of a customizable ‘Easy Udon Bento’ for takeout. The expansion also features the ‘Spicy Pork Tsukeru Udon’, which previously sold over 1 million servings in a single month. Additionally, the company is launching ‘Nikukara Mazeuudon’—a spicy mixed udon developed with Masahiro Matsuoka—featuring ‘kamanuki-men’ and minced meat seasoned with curry and cayenne pepper. This item is expected to be available until late November.

Entities

Marugame Seimen · Toridoll Holdings · Nakau · Masahiro Matsuoka · Skylark Holdings

Timeline

  1. [BUSINESS] 5 sources
    Marugame Seimen expands permanent menu with new udon options

    Marugame Seimen is expanding its permanent menu, featuring the ‘Spicy Pork Tsukeru Udon’ where 1 to 3 servings cost a flat 990 yen.

  2. [BUSINESS] 6 sources
    Marugame Seimen to offer half-price Kamaage Udon on October 1

    Marugame Seimen is offering half-price Kamaage Udon and discounted Bukkake Udon at select locations on October 1, 2026.

  3. [BUSINESS] 3 sources
    Marugame Seimen to launch new spicy mixed udon in Japan

    Marugame Seimen will release its new ‘Nikukara Mazeuudon’ across Japan starting October 6, featuring spicy minced meat, raw garlic, and raw chives in collaboration with Masahiro Matsuoka.

  4. [BUSINESS] 8 sources
    Nakau and Marugame Seimen launch new seasonal and high-volume udon menus

    Japanese restaurant chains Nakau and Marugame Seimen are launching new menu items, including seasonal beef udon and high-volume seafood dipping udon options.

  5. [BUSINESS] 3 sources
    Marugame Seimen launches new udon with high-volume pricing

    Marugame Seimen's new ‘Umakara Pork Tsukejiru Udon’ is trending on social media because customers can order up to three servings for a flat price of 990 yen.

  6. [BUSINESS] 4 sources
    Marugame Seimen launches new udon menu with tiered serving options

    Marugame Seimen is offering a new limited-time udon menu in Japan where customers can order up to three servings for the same price as one serving.

  7. [BUSINESS] 5 sources
    Marugame Seimen profits fall amid rising competition in Japan

    Marugame Seimen faces declining profits due to rising costs and intense competition from expanding chains like Sukisan Udon in Japan's tightening udon market.

Sources

4travel.jp · alfalfalfa.com · ascii.jp · bg-mania.jp · crufc.co.uk · dtimes.jp · fanfunfukuoka.nishinippon.co.jp · getnews.jp · gourmetbiz.net · hachioji.goguynet.jp · huffingtonpost.jp · isimaru.co.jp · jugem.jp · maonline.jp · news.mynavi.jp · nikkan-spa.jp · okinawatimes.co.jp · prtimes.jp · smartmag.jp · suzuka-kameyama.goguynet.jp · weekly.ascii.jp

This summary has been updated 5 times: see revision history