A crispy new vision for ‘katsu’ lovers
When it first opened 14 years ago, Yabu looked like a genuine Japanese restaurant serving katsudon, crispy pork cutlet simmered with eggs in a sweet and savory soy dashi and served on top of steamed rice. The lines that formed outside its first branch at SM Megamall were long, but people then didn’t seem to mind; it was their chance to eat authentic katsu.
They found out soon enough that Yabu was actually a homegrown concept, one thought up by John Concepcion, CEO of Standard Hospitality Group. “We really wanted to open a Japanese restaurant in the Philippines. We had already set up a meeting in Japan with a potential partner but things were chaotic on their end at the time, and they suggested that we put off any foreseeable plans,” Concepcion told Lifestyle.
Rather than wait, he decided to come up with his own concept based on what he had seen and tasted during his trips to Japan. Remember, this was at a time when the Japanese or Japanese-style restaurants operating then offered a wide range of items on their menu: sushi, sashimi, sukiyaki, katsudon, yakitori.
Concepcion chose to focus on katsu (pork, chicken, or fish and prawn) with a few other options. The concept clicked with Pinoys who love their pork. It also helped that the restaurant sported a clean and modern look, one that appealed to families with kids in tow.
Marketing director and John’s son Michael Concepcion oversaw the design for the newly opened flagship branch at Power Plant Mall. “We wanted to push the boundaries of what a tonkatsu restaurant can look like in 2025 while staying true to what makes Yabu what it is. The goal was to create a space that feels warm, familiar, and built to last just like our food,” he said at the launch.
Celebration
He also pointed out key features including the four-sided wooden matsu cups affixed to one another and that now serve as accents and partitions. “The cups were originally used as a tool to measure rice in Japan, but over time they became a symbol of celebration; it’s a small, meaningful way to tie tradition into the experience. The manga panels on the walls are a nod to the playful and childlike culture behind what we do, and our way of recognizing our biggest audience, the kids. They come here and tell their parents they want to eat at Yabu,” Michael explained.
The flagship branch is Yabu’s 21st and is 50 percent larger than the one that used to be located on the same level. The kitchen facilities have been upgraded and the staff now wear new uniforms that reflect the brand’s continued innovation in the casual dining sector.
To mark the opening, they launched a new menu item, Crispy Katsudon, aimed at those who enjoy different textures while eating. The crispy pork cutlet is served on top of a silky tamagoyaki omelet coated with donburi sauce and served over premium Japanese rice.
“Our goal is to set the standard in the restaurant scene, and this expanded flagship store represents our commitment to that vision,” Concepcion said in a statement.
This year, Standard Hospitality Group will open three new Yabu branches in Antipolo, Greenhills, and Estancia, and introduce two new F&B brands to add to the ones they already have. Their Japanese dining concepts include Ippudo, Kiwami (featuring Yabu, Ippudo, Koyo, Hannosuke, Hachibei, and Hokkaido Soft Cream), and specialty café Elephant Grounds.
“As we continue to grow, we’re focused on elevating the casual dining experience while maintaining the quality that has made Yabu the country’s leading katsu brand,” Concepcion said.
