The Barcelona-based Asian food chain Udon Asian Food has just set foot in America with the opening of two restaurants in Miami (United States) and at Santo Domingo Airport (Dominican Republic). The Miami location is in the Wynwood neighborhood and will open this Wednesday with the aim of testing whether Udon's proposal fits the tastes of the American market. With an area of 240 square meters and capacity for 137 diners between the interior and terrace, it is a restaurant directly managed by the chain's owners who, if successful, will serve as a spearhead for expansion in North America. In parallel, the Santo Domingo location, at Las Américas Airport, is franchised and is the first in the Caribbean area.
With a network of 70 restaurants, until now, Udon only had two establishments outside of Spain, one located in Andorra and the other in Portugal. These openings in Miami and Santo Domingo mark a new milestone in the company's trajectory, as the international leap officially begins, with new openings planned in Mexico and Portugal. According to Udon, the challenge is to close 2022 with at least six restaurants abroad.
"The new strategic plan focuses international growth on the American continent, especially in countries such as United States, Mexico, Panama, Colombia or Chile," explains the chain founded 18 years ago in the Born neighborhood by Jordi Vidal and Jordi Pascual. In a first stage, Udon focused its growth in Barcelona, until in 2010 it decided to franchise its concept and begin growth throughout Spain, reaching 70 establishments. In 2021, the company invoiced 33 million euros, still below the 40 million reached before the pandemic. Its workforce totals 850 employees.
To commemorate the 18th anniversary and establish a connection between the first Udon in Barcelona and the first in the US, urban artist Dase, considered one of the best muralists in our country, has created a commemorative graffiti in the Born location and another inside the restaurant in Miami. Graffiti and murals are very common in the Wynwood district, the epicenter of the city's creative industry and urban art.