When Koji Kanematsu started Onigilly Japanese Kitchen, he wanted to bring something simple, healthy and culturally meaningful to the United States — onigiri. This handheld Japanese rice ball has been around for more than 2,000 years, and Kanematsu saw an opportunity to build a fast-casual concept around it that fits modern lifestyles.

“Onigiri has stayed popular in Japan for so long because it’s portable, healthy and filling,” Kanematsu said. “It’s fast food, but good fast food. Eating onigiri leaves you feeling happy and satisfied, knowing you’ve made a choice that’s both delicious and good for your health. That's how we (Japanese) grew up."

At first, it took time for customers in the U.S. to understand what Onigilly was offering. People weren’t familiar with the look or the concept. But after a lot of testing — different shapes, fillings and presentations — the team landed on a version that customers really liked. What started at farmers markets and festivals quickly moved into office-heavy neighborhoods, where the concept took off.

Office workers, especially in fast-paced environments like tech, loved that they could grab an Onigilly and eat it on the go — no utensils, no seating, no mess. “You can eat it with one hand and still use your mouse or keyboard,” Kanematsu said.

As the business grew, Kanematsu noticed something important: most people didn’t use the indoor seating. So the team removed it, choosing smaller locations that cost less to rent. Combined with a streamlined menu and low prep time, Onigilly’s operating costs — from labor to food and rent — stayed much lower than traditional Japanese restaurants.

Strong Financial Performance From the Start

As Onigilly opened more locations, one thing became clear — the business worked. Mall locations in particular saw strong demand from the start. Just like in office areas, mall shoppers were looking for something quick, light and portable. Onigilly offered exactly that, and the locations became busy and profitable from day one.

The concept also proved resilient. Even when other Japanese or Asian restaurants were nearby, Onigilly wasn’t affected. “People who want to sit down and have a full meal will go to a sushi place,” Kanematsu said. “People who want something quick and healthy come to us. We’re different.”

And because the brand does a lot of catering, especially to offices, it creates additional income streams for franchisees. The product travels well and fits perfectly into today’s demand for fast, convenient meals that don’t sacrifice quality.

Item 19 Earnings: How Much Can You Make?

Below are the gross sales for the company-owned Kearny Street (800 sq-ft storefront) and Santa Clara (300 sq-ft shopping mall kiosk) locations in 2024. While individual franchisee performance may vary, this information can give potential owners a sense of what’s possible with a well-run Onigilly location in a strong market.

A Business That Feels Good To Own

For Kanematsu, the mission behind Onigilly is just as important as the numbers. He and his wife had just welcomed their first child when they launched the brand. They were driven by the desire to do something meaningful — not just for themselves, but for others as well.

“We wanted to create something that helps people eat better,” he said. “We want to serve the kind of onigiri Japanese moms make with love for their children—food we’d happily share with our kids. This is fast food, but it’s good for you. That’s the difference.”

With low overhead, flexible real estate options and a product that people genuinely love, Onigilly gives franchisees a chance to invest in a business that’s efficient, scalable and personally rewarding.

For more information about Onigilly franchise opportunities, visit https://1851franchise.com/onigilly.