Yoshinoya America is hiring Paul Nishiyama as president, effective June 1, the company announced Wednesday. In the U.S., Yoshinoya has about 100 units, located in California. Outside the country, the Tokyo-based brand has over 2,000 restaurants.
Nishiyama will join the chain from Better Buzz Coffee, where he served as chief operating officer. Previously, he held various positions at Rubio’s during a five-year stint with the company, where he rose to COO, according to his LinkedIn profile. He left Rubio’s about a year and a half before the chain filed for Chapter 11 bankruptcy protections.
Nishiyama joins Yoshinoya with “a successful track record of sustained growth, improved profitability, and a commitment to quality,” according to the press release.
Yoshinoya has struggled to generate growth momentum in recent years, according to its Franchise Disclosure Document. The brand, which does not disclose information relating to unit economics in its FDD, saw its total number of units fall from 106 at the start of 2021 to 100 at the start of 2024. Last year, the brand appointed a new CEO for America, Glenn Lunde.
Despite sluggish post-COVID growth, Yoshionya likely faces relatively favorable market conditions in the U.S. The brand’s menu, which is anchored by Gyudon Beef Bowls, fits within broader fast casual trend toward bowl-based meals. A similarly bowl-heavy menu has helped Cava outperform expectations.
At the same time, the National Restaurant Association predicted 2025 would be a strong year for Asian concepts, though the NRA said that Japanese concepts have already achieved significant market penetration in the U.S. Asian brands, whether headquartered in the U.S. or abroad, have seen strong signs of recent growth. Yoshinoya may be able to capitalize on these trends and expand its U.S. presence.
