Onigilly Japanese Kitchen

<a href="https://onigillyfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=onigilly-franchise-san-diego-restaurant-expansion-2730641" target="_blank" rel="nofollow">Onigilly Japanese Kitchen</a>, the fast-casual concept built around the traditional Japanese rice ball known as onigiri, is preparing to expand into San Diego as part of its&nbsp;<a href="https://1851franchise.com/onigilly/onigilly-targets-los-angeles-for-expansion-as-part-of-larger-southern-california-growth-strategy-2729971#featured">broader Southern California growth strategy</a>. For founder and CEO&nbsp;<a href="https://www.linkedin.com/in/kojikanematsu/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=onigilly-franchise-san-diego-restaurant-expansion-2730641" target="_blank" rel="nofollow">Koji Kanematsu</a>, the move represents not only a natural next step for the brand but also an opportunity to introduce San Diego’s diverse, food-savvy community to a healthy, portable dining option rooted in Japanese tradition.The expansion is being driven in part by a local entrepreneur who has been eager to bring&nbsp;<a href="https://1851franchise.com/onigilly/info">Onigilly</a> to the area. “He sent us an email about two years ago, but at that time we were not ready,” Kanematsu said. “Now we are ready for franchising, and he’s very excited. Also, it’s close to L.A., and there are some great shopping centers around. Even between San Diego and L.A., there are a couple of good malls. We think of San Diego as a big part of our Southern California expansion.”<h2>Building a Southern California Cluster</h2>Onigilly has been operating in the San Francisco Bay Area since its founding, and the brand has steadily refined both its menu and its franchise model. Now, Kanematsu sees Southern California as a proving ground for expansion into larger metro markets across the United States. “We think we can create a good cluster,” he said. “We can put more marketing and support effort there. Southern California is going to be a good model for how we expand.”That model, Kanematsu explains, could later be replicated in other densely populated markets. “For example, New Jersey is another key market because, similar to L.A., there are many malls and a high population,” he said. “First, we want to target larger metro areas rather than smaller ones. If we do well in L.A. and San Diego, we can do well in New Jersey. That’s something we are looking for.”<h2>Staying True to the Menu</h2>While some restaurant concepts adapt their menus to suit new markets, Onigilly plans to stay consistent. “Pretty much the same,” Kanematsu said when asked if the San Diego menu would differ. “I think the demographic is similar, and we are not going to change based on the area.”The decision underscores the brand’s belief that onigiri — simple, wholesome and versatile — transcends regional preferences. Rather than crafting San Diego–specific variations, Onigilly will focus on presenting its core product authentically while educating new customers about the appeal of Japanese rice balls.<h2>Supporting Franchisees in a Competitive Market</h2>San Diego’s food scene is known for its diversity and competitiveness, but Kanematsu emphasizes that&nbsp;<a href="https://1851franchise.com/onigilly/onigilly-a-recipe-for-franchisee-success-comprehensive-support-every-step-of-the-way-2729599#featured">franchisees won’t be entering the market alone</a>.“Of course, we support the grand opening, which is the key moment for a new market,” he said. “We have a marketing agency that has done a lot of grand openings. They also own franchise concepts, so they know the business, and they do marketing support. We’ve been working with them for two years. We support the grand opening, we have experience promoting locations, and we know how to increase catering. If you are not doing as well as expected, we have a lot of ideas for how to improve it.”He also acknowledges the responsibility that comes with representing Onigilly in a new community. “It’s the same as our company locations. We want the franchisee to think about being an ambassador,” he said. “We support them well, but they should be responsible. Take pride, like me, and represent who we are. That means a lot for the area you represent.”<h2>Community Integration and Education</h2>Kanematsu says Onigilly’s community ties extend beyond its restaurants, with education and healthier lifestyles playing a central role in the brand’s mission.“In the Bay Area, we work with many schools. For example, our Palo Alto location has a strong connection with Stanford because it’s close,” he said. “We can do similar things in San Diego. We donate onigiri to schools. One of the motivations of Onigilly is to improve diet and lifestyle. Kids are an important part of that. When they grow up, they are going to spread our food. We want to partner with local schools, and we can support franchisees in reaching out to them.”<h2>Overcoming Challenges</h2>Kanematsu acknowledges that entering a new market comes with hurdles. “Probably because onigiri is niche,” he said. “In L.A., it’s already popular. There are some onigiri shops, and even compared to the Bay Area, people are probably more familiar with it. That’s a good part. But we are still new to the area. It might be challenging at the beginning. When you first open, you probably don’t get much attention compared to pizza, burgers or chicken concepts. But once people try it, they get it. It’s unique in the States. Not many people are doing onigiri. As long as you do the right grand opening, attract locals and educate them, we should be fine. But the first few months could be challenging.”<h2>Looking Ahead</h2>Despite those early challenges, Kanematsu is optimistic about how well Onigilly will fit into San Diego’s lifestyle. “San Diego is a beautiful area, with beaches and parks. Onigiri is perfect for beaches and parks, as well as busy business people and students. I think it will fit very well.”If all goes as planned, Onigilly’s first San Diego restaurant could open by next summer, a move Kanematsu views as the beginning of broader growth. “Hopefully, we are in lease negotiations with one of the shopping centers. By next summer, we should have one location. More are coming.”As Onigilly takes its first steps into Southern California beyond the Bay Area, the brand is betting that its healthy, portable Japanese comfort food will resonate with San Diegans just as it has with customers in Northern California.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/onigilly">https://1851franchise.com/onigilly</a>.

Onigilly Franchise - Target Market - San Diego - 1851 Franchise

Onigilly Franchise Expands to San Diego | Onigiri

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Onigilly brings its unique take on Japanese cuisine to San Diego, adding its signature onigiri to the dining scene in America’s Finest City.

This brand page has been paid for by ONIGILLY JAPANESE KITCHEN. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Onigilly Franchise Sets Sights on San Diego Expansion

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Onigilly Japanese Kitchen - Deep Dive 2026 - 1851 Franchise

Onigilly Franchise Costs, Fees, Profits, and Data for 2026

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SAN FRANCISCO —&nbsp;<a href="https://onigillyfranchise.com/">Onigilly Japanese Kitchen</a>, the fast-casual concept centered on traditional onigiri rice balls, is closing 2025 with record sales, double-digit traffic growth and a fast-growing franchise pipeline, marking its evolution from a founder-led concept into a scalable modern brand poised for wider expansion in 2026.Founder and CEO&nbsp;<a href="https://www.linkedin.com/in/kojikanematsu/">Koji Kanematsu</a> says 2025 was the brand’s strongest year to date, driven by demand for convenient, healthier global flavors and a more structured approach to growth.“This year, we anticipate around $2 million in revenue across our corporate locations,” Kanematsu said. “We’re seeing rising interest in onigiri, and our concept is attracting more customers across all our units.”Across&nbsp;<a href="https://1851franchise.com/onigilly/info">Onigilly’s</a> core locations, guest traffic surged in 2025. The San Francisco restaurant saw a 28 percent increase in traffic, while the San Jose location grew 18 percent. A new restaurant in San Francisco’s Stonestown Galleria is already approaching $1.8 million in annualized sales.“For sure, we can say double-digit growth,” Kanematsu said.On the culinary front, Onigilly continued to lean into simple, focused innovation. The team introduced a limited-time spicy pumpkin onigiri around Halloween and Thanksgiving, which quickly became a guest favorite.“We keep our menu simple, but because of the success, we are planning to do more,” Kanematsu said.The brand also launched a loyalty program called SAMURAI CLUB and stepped up marketing efforts in 2025, further strengthening its foundation for franchising.This year marked a turning point in Onigilly’s evolution from a small, founder-driven operation into a franchise-ready system. The company filed its Franchise Disclosure Document and received approval to franchise in California in September.Since then, Onigilly has opened its first franchise location and built a robust pipeline of new restaurants.“We have one franchisee currently operating, and another five who have either secured leases or are very close to doing so,” Kanematsu said.Unlike many emerging brands, Onigilly’s corporate team takes an active role in guiding franchisees through the real estate process.“As the franchisor, we assist in identifying and negotiating locations, then offer those options to our franchisees,” Kanematsu said. “This support reduces the heavy lifting for them, helping them get started quickly and accelerate growth.”In addition to the six committed franchisees, Onigilly is in discussions with several more prospective partners and has identified multiple promising new sites.“Right now, we’re confident about opening 15 to 20 franchise locations next year, with the potential for even more,” Kanematsu said.Kanematsu says the first year of franchising underscored the differences between a franchise business and operating corporate locations, as well as the importance of building systems around owner success.“Managing a corporate location is more straightforward because we hire and guide the general manager, and we have a clear line of sight into operations and success,” he said. “Franchise ownership is a different structure, which requires a different approach. Even with manuals and training, there’s a unique process in how you motivate and support franchisees effectively.”Those lessons are shaping Onigilly’s priorities for 2026. The company is investing in its headquarters support team and establishing systems to ensure deliberate growth with the right partners.“Our focus now is on our franchisees’ success,” Kanematsu said. “Our team is strong, but we’re investing in additional support, so franchisees have the resources they need to thrive. Support is our top priority.”While many of Onigilly’s franchisees are already interested in multi-unit development, the brand is taking a disciplined, one-restaurant-at-a-time approach to expansion.“Our priority is making sure franchisees are happy, well-supported, and fully understand the gap between their expectations and reality,” he said. “Once that foundation is in place, they can consider additional locations. We want to ensure they are both capable and motivated—that’s our approach.”Beyond the numbers, Kanematsu remains focused on Onigilly’s founding mission: introducing authentic, healthier Japanese fast casual to a wider American audience and establishing onigiri as a mainstream option.“That has been my primary motivation,” he said. “We’re not pursuing growth or profitability at the expense of quality. Onigiri remains a niche category in the U.S., and as a category leader, we recognize that we are often the first point of exposure for many guests. Their initial experience must be exceptional, because that experience helps define the category as a whole.”Kanematsu views Onigilly not only as a growth business but as a steward of the onigiri category. “We may be a single company, but we see ourselves as leaders of the category,” he said. “Our goal is to bring onigiri into the mainstream as a better, healthier and more convenient fast-food option. At its core, Onigilly is about rethinking what fast food can be.”That mindset is reflected in how the brand approaches franchise recruitment. Kanematsu says Onigilly is not looking for anyone who simply wants to buy territory; it is looking for partners who believe in the concept and will champion it in their local markets.“We’re confident in our strength, but we’re selective about who we partner with,” he said. “We’re not looking for someone who simply has capital or wants to claim territory. We want partners who share our culture, values, and mission because those are the people who will represent the brand and lead the category in their communities.”With record sales, double-digit traffic growth, its first franchise locations coming online and a carefully built pipeline for 2026, Onigilly is stepping into the new year as an emerging player in healthy global fast casual, backed by both strong performance and a clear, values-driven growth plan.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/onigilly">https://1851franchise.com/onigilly</a>.About Onigilly Japanese KitchenOnigilly Japanese Kitchen is a fast-casual franchise bringing Japan’s favorite grab-and-go food, onigiri rice balls, to the U.S. Founded by Koji Kanematsu in 2008, Onigilly has grown from a food cart in San Francisco to a scalable franchise concept designed for efficient operations, healthy menus, and compact footprints. With a focus on fresh, nutrient-rich ingredients and streamlined systems that keep costs low, Onigilly offers entrepreneurs the opportunity to join a brand that blends innovation, culture, and consumer demand for healthier dining. To learn more about franchise opportunities, visit&nbsp;<a href="https://onigillyfranchise.com/">onigilly.com</a>.

Image of Onigilly restaurant franchise Reports Record 2025 Growth in Fast Casual

The fast-casual Japanese brand celebrates new openings, menu innovation and franchise development progress as it enters the new year.

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Onigilly Franchise Sets Sights on San Diego Expansion

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