When Japanese dine-in restaurant chain Tokyo Tokyo thought of coming up with their version of the much-loved fried chicken, they made sure the taste is not far from what their brand is.
In developing this product, Genaline Austero, Tokyo Tokyo marketing director, said the restaurant is researching different places in Japan to get inspiration on the flavors of the fried chicken.
Tokyo Tokyo is changing the game and is taking a huge step in fast casual dining by giving its customers a tastier experience on their favorite fried chicken by introducing the new Umami Fried Chicken which is “something different from a familiar favorite.”
It is made with three key ingredients — pepper, garlic, and ginger — that exude the umami flavor, keeping the foodies wanting for more. It is paired with delicious shitake mushroom gravy and steaming rice.
“Even if fried chicken is not inherently Japanese, we made sure that the flavors and marination of the fried chicken itself is very Japanese,” Austero also said. “We also guarantee that those who sampled the new product will really miss it afterwards.”
Umami is a very broad flavor and normally, when one says umami people would normally think it is the monosodium glutamate (MSG), but it is not. “There is a natural umami flavor in most of the food that we have,” she said, such as anchovies, mushrooms, and cheeses.
Tokyo Tokyo is mostly located in the malls so when the pandemic hit, “we have pivoted the brand,” she added. The restaurant chain will continue to expand the brand nationwide and there is a lot in store for customers by next year.
“We wanted to introduce something that is very familiar and loved by the Filipinos so that when they see the brand and are still unfamiliar with it, they will still find something they are already very familiar with, which is the fried chicken. We just made sure that it has a Japanese twist to it that is true to our DNA as a Japanese restaurant,” Austero explained.
As for the chicken, “we have a very robust supply management system that guarantees we would have the supplies always available, especially now that we launched the new product . . . we prepared for any circumstances ahead of time,” she noted.
The new offering that was made crispier and more flavorful is available through solo plates, bento meals, as well as platters at all Tokyo Tokyo Luzon stores only.
