Onigilly Japanese Kitchen, a fast-casual Japanese eatery based in the Bay Area known for its handheld rice balls and fresh, flavorful ingredients, is targeting Los Angeles for expansion. 

According to Koji Kanematsu, founder and CEO of Onigilly, the company has seen strong performance in Northern California, particularly in shopping center locations like Valley Fair Mall and Stonestown Galleria. But as prime real estate becomes harder to find in the Bay Area, Kanematsu is turning his attention south.

“Since we have already secured the major mall locations in the Bay Area, we are shifting our target to Southern California, especially Los Angeles, Orange County and San Diego,” Kanematsu said. “We’ve already identified about 20 top shopping centers in the Los Angeles area and have begun the process of securing locations.”

Kanematsu emphasizes that the brand’s success stems from being selective, both in real estate and franchise partnerships. He travels to Los Angeles regularly to meet with shopping center representatives and evaluate the best fit for the brand’s flagship locations.

“We’re not targeting just anywhere; we want locations where Onigilly can thrive,” he said. “The demographics in Los Angeles are a good match. It’s a densely populated area with strong Asian influence and interest in healthy, flavorful cuisine.”

Onigilly is prioritizing site selection for franchise growth and focusing on supporting existing and future franchisees in Southern California. The brand continues to explore top-tier shopping centers in LA and surrounding areas, laying the groundwork for long-term franchising momentum through strong local partnerships.

From a growth perspective, Kanematsu believes the Los Angeles market can help the brand scale from a regional chain to a nationally recognized name.

“Right now, we’re a Bay Area brand,” he said. “But as we add 20 locations in Los Angeles and Southern California, we can reach 30 or 40 units. At that point, we’ll get more exposure, and franchise interest will continue to grow.”

That growth, however, depends on finding the right partners. Onigilly is seeking franchisees who share its values and are committed to growing alongside the brand, rather than investors seeking a quick profit.

“We value politeness, consistency and attention to detail,” Kanematsu said. “We want franchisees who understand that this is still an early-stage brand. If you join now, you get access to prime territory and our full support. If you wait five years, those A-plus locations may be gone.”

Onigilly’s expansion is not driven by franchising fees but by a long-term commitment to sustainable growth. The brand will continue opening company-owned stores in other strategic markets until the right partners are identified. 

“We don’t franchise just to make money,” he said. “We only franchise when it’s the right fit. If not, we open the restaurants ourselves. The quality and success of each location is the top priority.”

As Onigilly prepares to grow in Los Angeles, it brings with it a disciplined growth strategy, a strong sense of brand identity and a founder personally invested in every site decision. For Los Angeles residents hungry for something fresh and authentic, Onigilly may soon be just around the corner.

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