Why Did They Relocate the Original Store? We Ask President Maeda of “Hanamaru” At the press conference, in addition to Yoshihiro Maeda, President and CEO of Hanamaru Co., Ltd., which operates Hanamaru Udon, Takamatsu City Deputy Mayor Hiromi Hasui and “Tsuru-kyara Udon-no,” a mascot character popular throughout Kagawa Prefecture, took the stage. According to President Maeda, the appeal of Sanuki udon lies in its “individuality and diversity.” Through the “Oidemai! Sanuki Project,” he plans to preserve tradition while also implementing “innovations” at this TKMT Takamatsu Main Store, such as offering a set meal menu available in the evenings and providing a kids’ room. There are currently about 600 udon restaurants operating in Kagawa Prefecture, and “udon tours”—where visitors sample udon at these various shops—have gained immense popularity as a form of tourism. However, many independently owned shops close shortly after noon. President Maeda explained that the reason for opening the TKMT Main Store was to “cater to customers after 3:00 PM.” The company aims to capture demand from customers visiting their third, fourth, and subsequent stops on these udon tours. Furthermore, with features not found in traditional udon restaurants—such as a dedicated kids’ room—this location aims to provide “an experience where families can enjoy themselves until the evening.” Note that in preparation for the opening of the TKMT Main Store, the company closed its original Kito branch, located about 300 meters away. Although President Maeda described the Kita branch—where he served as manager when the company was founded in 2000—as a place with deep sentimental value, the store and parking lot were too small to accommodate a major renovation like the one undertaken this time. However, when “China House Sukeroku,” a Chinese-style family restaurant that had been in business in the neighborhood for over 30 years, closed down, and TKMT’s main store was opened at that newly available location. According to President Maeda, “The Kita branch was cramped and lacked infrastructure such as parking, so we would have had to address these issues eventually.” The new location is situated along an intersection, making it easily accessible by car, and is spacious. President Maeda described it as such a good property that it could be called “divine providence,” and the decision to open the TKMT flagship store was made through this relocation. Hanamaru Udon has signed a comprehensive partnership agreement with Takamatsu City, Kagawa Prefecture, the city where the company was founded. Representing Mayor Hideto Onishi, Deputy Mayor Hiromi Hasui took the stage. According to the deputy mayor, Takamatsu City formulated the “Takamatsu City City Promotion Promotion Vision” in February 2025 and, at the same time, created the “TKMT” logo to represent Takamatsu. While the logo was created to communicate Takamatsu’s strengths and appeal to citizens and businesses, this marks the first instance of “TKMT” being used in a store name. The deputy mayor also concluded her speech with an “a-i-u-e-o” essay using the letters of “TKMT.” T: We will take on the challenge—the power of entrepreneurship
K: A comfortable everyday space and
M: The menu offers a wide variety of flavors
T: TKMT Takamatsu Main Store—Regarding the “TKMT Main Store” concept, which offers set meals and other dishes, President Maeda stated, “We are considering expanding this concept nationwide, depending on how things go.” Hanamaru Udon’s parent company, Yoshinoya Holdings, has revealed in its mid-term plan a vision to expand its current network of 420 stores to 600 by 2029. As a first step toward that goal, we look forward to seeing how “TKMT Main Store” will become a beloved destination for customers.
© Source travel watch