Teppan-Counter Steak & Wagyu Rice Bowls

What This Format Is

Counter-side teppanyaki fast casual: the chef cooks on a teppanyaki grill table in front of the guests, and everything from preparation to plating stays in view.

• Origin: once used only in high-end Japanese restaurants, with high spend per guest and slow table turns
• Change: recently adopted by fast casual operators, bringing spend per guest down to everyday levels and service times down to seconds
• Result: a new category that pairs the experience of a high-end teppanyaki counter with fast-food prices and speed

Where It Scaled First

The format scaled first in Asia, and China is the market with the largest number of outlets: it took shape in 2025 and expanded rapidly from early 2026, reaching most major shopping malls in China within six months.

Outside Asia the format is still new, so early entrants can still establish the category.

Similar Formats Worldwide

Why It Works, and Where It Fits

Why it works

• Open counter: guests see the food cooked from start to finish
• High-end feel, everyday price: the experience of a teppanyaki counter at fast-food prices
• More seats per square metre: seating runs along the cooking counter
• Fewer staff: one chef per station, no waiting staff needed
• Works for solo diners: one seat per guest, no shared tables
• The grill table is the foundation: the whole format depends on one commercial teppanyaki grill table (griddle, extraction and purification, temperature control)

Where it fits, by market

Customization Process