Incoming: Japan’s MOS Burger is launching in Manila

Photo: MOS Burger/FB.
Photo: MOS Burger/FB.

A taste of Japan is coming to the Philippines — and it will come in the form of a burger.

Popular Japanese fast-food chain MOS Burger will be setting up shop in the country come end of March 2020, a MOS operator told financial newspaper Nikkei Asian Review yesterday.

READ: Filipinos lined up for the first Shake Shack in Manila, so we did too (and it took over 3 hours)

While MOS serves classic beef patty-and-bun burgers, they are known for providing alternative options that aren’t found in run-0f-the-mill chains. These include rice burgers with a variety of fillings like shrimp tempura and burger yakiniku, and Natsumi burgers that forego the heavy carbs altogether and are instead served with a lettuce wrap.

The brand also positions itself as healthier than its main competitor in Japan, McDonald’s. Apart from Japan, MOS outlets are also present in Taiwan, Singapore, Hong Kong, Thailand, Indonesia, China, Australia, and South Korea.

READ: Popeyes brings signature fried chicken and Filipino-style spaghetti to Manila

MOS will be brought to the Philippines via a joint venture between MOS Food Services and the local company Tokyo Coffee Holdings Inc. The first branch in the country will be located somewhere in Metro Manila, although a city has not been specified yet. According to the same Nikkei report, MOS aims to have 50 stores in the Philippines by 2027.

While Filipinos who love traveling to Japan will likely flock to MOS when it arrives on our shores, the chain will also be met with tough competition as it is just the latest international brand to come to the Philippines. American chains Popeyes and Shake Shack both opened in Manila just in the last two months. Their toughest competition here, of course, would be the proudly Filipino Jollibee, the number one fast-food chain in the country.

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