Japan’s Hikiniku To Come is stepping up its Philippines expansion, opening its second location in the country as the Japanese hamburg steak concept builds its presence in the Southeast Asian market.
The second Philippine outlet has opened at SM Megamall in Mandaluyong, following the brand’s October 2025 debut at Uptown Mall in Bonifacio Global City (BGC), Taguig. The expansion is being led locally by The Standard Hospitality Group (SHG), the Philippine hospitality company behind brands including Yabu, Ippudo, Elephant Grounds and Kiwami.
According to the latest report, SHG is already planning a third Hikiniku To Come location in the Philippines in 2027, with additional expansion in the pipeline. The move marks a rapid rollout for the brand after entering the market less than a year ago.
Hikiniku To Come was founded in Tokyo in 2020 and built its identity around an “on-the-rice” hamburg steak format. Unlike conventional burger chains, the brand serves freshly ground beef patties grilled to order over charcoal and placed directly on freshly cooked Japanese rice. Its operating philosophy centres on freshly ground meat, freshly grilled hamburg and freshly cooked rice.
The brand’s signature set meal consists of three 90-gram hamburg steaks, unlimited rice, miso soup, a raw egg and grated daikon with ponzu, alongside table condiments. Each patty is grilled individually according to the customer’s eating pace, reinforcing the brand’s focus on freshness and made-to-order preparation.
The Philippines is part of Hikiniku To Come’s broader international expansion. The brand’s official website lists four stores in Japan and 15 overseas locations as of April 2026, reflecting its strategy of taking the concept beyond its domestic market.
The Philippine entry also extends SHG’s portfolio of Japanese restaurant concepts. SHG introduced Hikiniku To Come to the market as its latest concept, with the first branch opening at Uptown Mall on October 24, 2025.
Hikiniku To Come has also expanded through franchise partnerships in other overseas markets. In Hong Kong, for example, the brand entered through a franchise restaurant in 2024, with the local operator subsequently opening a second location.
For the Philippines, however, available sources identify Standard Hospitality Group as the local operator, rather than describing the Philippine rollout as a conventional individual franchisee-led expansion. This distinction is relevant as the brand continues to develop its international network.
With its second Philippine location now operating and a third planned for 2027, Hikiniku To Come is positioning the Philippines as another key market in its growing overseas network.
