The world’s largest udon noodles and tempura restaurant chain made its UK and European debut in London earlier this year, opening a flagship site on Liverpool Street through a new joint venture between Toridoll Holdings Corporation and Capdesia Group.
It followed up with a site at The O2 in Greenwich in September and teased another three London sites. Judging by a hoarding, the prominent site just off Oxford Street is one of these.
Marugame Udon, which is led in the UK by sector veteran Keith Bird and was recently named One to Watch at Restaurant's R200 Awards, has more than 800 fast casual restaurants in Japan and a further 250 across Asia, the US and Russia, has previously said its intention is to eventually operate 6,000 restaurants worldwide.
Marugame Udon specialises in Sanuki udon, which differs from similar Japanese Udon noodles in its taste and texture.
Sanuki is a region of the Kagawa prefecture in Japan known for its udon noodles, with the company producing noodles daily in its restaurants using Japanese-imported machines that mimic traditional preparation methods.
Prices are strikingly affordable, with mains starting at £3.45.